Katz is welcoming the start Black History Month by highlighting Black American radio listeners. Katz surveyed over 500 Black adults from across the country to learn more about radio fans and explore the connection between listeners and their favorite local stations. What we found was a devoted fanbase of Black American listeners who invest time and passion to their favorite stations.
BLACK AMERICANS ARE EMOTIONALLY INVESTED IN RADIO
7 in 10 Black American listeners have a favorite radio station. Favorites span across the radio dial, but overwhelmingly fall under music-formatted stations. Listeners proved to be drawn to engaging content that makes them feel good, both personally, and as part of a community. 80% of listeners say that their favorite station improves their mood, and 69% feel that the station cares about their local community. Favorite stations are such a part of listeners' daily lives that 83% say they would truly miss theirs if it were gone.
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FAVORITE STATIONS SERVE LONG TERM LISTENERS ACROSS LIFE STAGES
More than 8 in 10 Black listeners have their favorite station programmed as a preset in their car, ensuring easy access to their preferred audio content. But station loyalty goes way beyond a dedicated dashboard button. Katz found that favorite radio stations are part of some serious long term relationships - an incredible 18 years, on average! Considering the ages of respondents in this study, the typical listener has held onto their favorite station from their 20s into their 40s - close to half their lives! Favorite stations truly bridge the gap between life stages, delivering relevant and appealing content at any age.
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BLACK AMERICAN LISTENERS ARE HIGHLY ENGAGED ONLINE, OFFLINE, AND IN PERSON
Black American radio fans do more than just passively listen to their favorite stations. 78% have interacted with their favorite station in some manner beyond just tuning in - be it online, offline, or in person. More than half have gone to a station-sponsored event, such as a concert, charity fundraiser, or store remote. And more than 4 in 10 have connected in other ways, including following their favorite station or personalities on social media, or contacting the station by email, phone, or text.
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BLACK RADIO FANS ARE IDEAL CONSUMER TARGETS
Brands looking to reach Black American audiences will find ideal consumers tuning in to AM/FM radio. They are habitual, long-term listeners who are emotionally invested when tuned-in to their favorite stations. They are active on stations' social media platforms and at station-sponsored events, giving brands even more opportunity to engage with them. And ultimately, they are receptive and responsive to the ads they encounter. 57% of Black Americans are more likely to buy or use brands they hear advertised on their favorite stations.
The opportunities and benefits are endless for brands that advertise on radio, reaching Black Americans on their favorite stations. While connecting with these actively engaged and responsive listeners, brands are also gaining a level of authenticity and local clout with them by having a presence on stations that listeners relate to personally and as part of their community.