Urban radio celebrated a significant milestone as it recorded its best year to date, as confirmed by Nielsen measurements. The highlight came with SZA being honored as the top R&B Artist at the Billboard Music Awards last night, marking a remarkable achievement for the genre.
In 2024, the Urban Adult Contemporary/R&B format achieved a significant milestone, ranking as the 6th most listened-to format with an audience share of 5.3%.
This marks the highest audience share for the genre since the introduction of Nielsen’s Portable People Meter (PPM) methodology in 2011. R&B’s success this year highlights its broad appeal across diverse audiences.
R&B music experienced a significant boost in audience share, rising nearly 10% compared to the previous year, driven by key events that captivated listeners. Notably, Super Bowl LVIII attracted 123.7 million viewers, highlighting R&B’s prominence as Usher delivered a standout performance during the halftime show.
His appearance, along with a successful Vegas residency and an extensive tour, contributed to iHeartMedia designating him as R&B Artist of the Year.
A new generation of rising stars, including SZA, Victoria Monét, and Coco Jones, is shaping up to deliver a record year, with many receiving Grammy nominations or wins that highlight their growing influence.
Notably, Black listeners between the ages of 18 and 34 are nearly 20% more inclined than the general population to discover new music through radio. This trend is reflected in the popularity of the Urban AC/R&B format, which has become one of the top 10 most-listened-to formats among 18–34-year-olds, showing a significant increase of 36% since 2020.
R&B and hip-hop radio continue to serve as a crucial gateway for marketers seeking to reach and connect with the communities where these genres originated. Black Americans spend an average of more than nine hours per week listening to radio across a variety of genres.
Regarding daily ad-supported audio consumption, radio accounts for 75% of Black Americans’ listening time, making it an integral component of any comprehensive audio marketing strategy.
Podcast engagement is experiencing significant growth, building on the appeal of traditional AM/FM stations. Notably, Urban One, Inc.’s podcast network has seen its engagement levels triple since its inception.
According to a recent report by Edison Research, 11% of ad-supported listening among Black audiences is now attributed to podcasts.
Approaching 2025, a comprehensive understanding of audience engagement is essential for developing effective data-driven marketing strategies. The utilization of broadcast radio, along with its distinct engagement trends, remains a vital component for enhancing brand awareness and achieving positive outcomes for advertisers.
Learn more about the impact of audio on reaching diverse consumers here:
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