The Arbitron/Scarborough Black Consumer Study 2007

Many advertisers have not taken full advantage of the marketing opportunities presented by Urban-formatted stations and other formats that draw black listeners. This study provides advertisers, agencies, media planners, buyers and Urban-formatted radio stations a wealth of information about black consumers and how to reach them using radio. The presentation includes:

• Background information about radio and the black consumer;
• A qualitative profile of black consumers, with a special focus on lifestyles;
• Facts that illuminate the often overlooked opportunities for marketing to black consumers;
• And suggestions to buyers of radio time how to connect with this valuable consumer segment.

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