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  "documentTitle": "Engaging Black Audiences",
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      "text": "When we look at the top 10 spenders on Black-owned radio, the majority increased their spend in the first half of 2024.",
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      "text": "Some advertisers are already spending big with radio. When we look at the top 10 spenders on Black-owned radio, the majority increased their spend in the first half of 2024.",
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      "text": "Like podcasts, radio also creates a sense of community and connection that can be powerful for the brands that invest in this channel. A recent Nielsen survey found Black listeners are 2x more likely to want to try a brand's product advertised on local radio.",
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      "text": "Black adults are long-time radio listeners, and radio remains a strong channel to connect with this community. Radio averages the same weekly reach with Black adults as connected TV—with each media reaching 27.4 million Black adults in an average week.",
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      "text": "Source: Nielsen Ad Intel, Spot Radio Spend for 34 Black-owned AM & FM stations in PPM Markets, Q1-Q2 2023 and Q1-Q2 2024",
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