The NATIONAL ASSOCIATION OF BLACK OWNED BROADCASTERS (NABOB) and BIA ADVISORY SERVICES have partnered to release the 2022 Black-Owned Radio Station Ownership and Revenue Report, with a key finding that of the 168 stations surveyed, 121 (72%) gross less than $1 million per year in advertising revenue and only 2.8% on average in local commercial share.
NABOB Pres. JIM WINSTON said: “A question that has been asked in making these new advertising and marketing commitments is how many advertising dollars are currently being spent with black-owned radio stations? This report answers that question, and the answer is very simple: too little.
“Black-owned stations have a unique connection to the communities they serve, and that connection can directly benefit advertisers. The financial information provided in this BIA report clearly illustrates the lack of financial support that black-owned stations receive relative to their competitors in the general market. We at NABOB hope that presenting this information for the first time will inspire a concerted effort within the advertising industry to advertise on our NABOB member stations.
BIA Msgr. Real. RICK DUCEY added, “BIA is proud to partner with NABOB to present the results of this inaugural study of African American-owned radio stations. As marketers and agencies continue to expand their commitments to reach and serve minority audiences, their interest in investing in minority-owned stations has grown.
“However, prior to this report, the industry did not have an authoritative record of these stations, or their economic status. With this report, NABOB and BIA provide a benchmark study and data set that will facilitate investment targeted by radio advertisers seeking to reach the audiences served by these stations.
To download the report, click here.
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