First-of-its-kind integrated global licensing solution makes podcast licensing easier for music creators
SoundExchange today announced plans to collaborate with SourceAudio to provide a new solution for the rapidly growing podcast industry to secure music with fully integrated, global licenses. The collaboration would provide Podcastmusic.com, a digital music marketplace for podcasters, with access to SoundExchange’s vast membership of music creators and offer to license for the label and publisher-owned music.
“The podcast industry is rapidly growing, and this collaboration will provide SoundExchange’s music creators – both labels and publishers – with an additional way to monetize their work by making their music available on Podcastmusic.com if they choose,” said Michael Huppe, President, and CEO of SoundExchange. “Our collaboration with SourceAudio will make the process of licensing music simpler through a one-stop licensing marketplace.”
With the podcast industry forecasted to produce more than $1 billion in advertising revenue by 2021*, Podcastmusic.com will provide music creators an opportunity to tap into this rapidly growing market by simplifying how podcasters license music for their programming.
This collaboration will enhance Podcastmusic.com’s current database of 700,000 production and music bed tracks by providing a global license for all rights needed to use feature music in a podcast, including master use, performance, synchronization, and mechanical rights. Through this digital marketplace, podcast producers will be able to license label and publisher-owned music with the click of a button.
“Currently there is no simple way for a podcaster to acquire rights for feature music in their podcasts. We are solving that by working with SoundExchange,” said Geoffrey Grotz, CEO/Co-Founder of SourceAudio. “By connecting with SoundExchange’s community of music creators including labels, artists, publishers and songwriters, and benefitting from their deep expertise, we will be able to deliver a high-quality repertoire of music for podcasters.”
The service will launch in 2020. Participation in this service by publishers, labels, and other rights owners is on a voluntary basis. Music creators interested in making their sound recordings available for podcasts can visit www.podcastmusic.com/rights-holders for more information.
* Interactive Advertising Bureau (IAB)/PwC. (2019). FY 2018 Podcast Ad Revenue Study: A Detailed Analysis of the US Podcast Advertising Industry: June 2019. Retrieved from https://www.iab.com/wp-content/uploads/2019/05/Full-Year-2018-IAB-Podcast-Ad-Rev-Study_5.29.19_vFinal.pdf
SoundExchange provides royalty solutions for sound recordings and publishing, serving as a critical backbone to today’s digital music industry. The organization collects and distributes digital performance royalties on behalf of more than 192,000 recording artists’ and master rights owners’ accounts. SoundExchange provides leading services to the publishing community through subsidiaries SXWorks and the Canadian Musical Reproduction Rights Agency (CMRRA). Its technology solutions help turn massive amounts of data into accurate revenue for creators and include: Music Data Exchange (MDX), International Standard Recording Codes (ISRC) Search, the Notice of Intention to Use (NOI) LOOKUP, and the Unclaimed Works Portal (via CMRRA Direct). To date, SoundExchange has paid out more than $6 billion in royalties. For more information, visit www.SoundExchange.com.
Based in Los Angeles, SourceAudio is a white label B2B music technology platform for publishers, labels, broadcasters, production companies, and creative agencies. Iconic brands across the media landscape leverage SourceAudio’s industry leading music search, distribution, licensing, monitoring, and management capabilities to generate revenue, enhance creative, and maximize efficiencies.
SourceAudio is also the same company behind other innovative, technology-powered music solutions like Alpha Libraries for Radio, the single largest production music resource for radio. Alpha Libraries has significantly enhanced the way radio groups and stations license music for programming, promos, commercials, jingles, and other production elements. Recently, SourceAudio launched PodcastMusic.com, a one-stop licensing solution for using music in podcasts.
Cadence13, ESPN, iHeartRadio, NPR, PodcastOne, Stitcher and Wondery reveal new shows and partnerships for 2019 in Detroit and San Francisco
The industry’s top podcast publishers and platforms are continuing a U.S. tour to unveil new shows, partnerships, and trends of 2019. Podcast Upfront, “Podfront,” launched in Los Angeles earlier this year, and will stop at the historic GEM Theater in downtown Detroit today and in San Francisco on Sept. 11.
Podfront Detroit will give advertisers, agencies, and media in the Motor City an up-close look at the newest partnerships, talent, and programming slated for the second half of 2019. With more than 26 percent of adults reporting having listened to a podcast in the car last year, presentations will explore podcasting’s strong brand partnership potential in Detroit, the heart of the American auto industry.
The upfront tour will continue across the U.S. with a stop in San Francisco in September, with an emphasis on insights and unique opportunities specific to Bay Area industries. Presenters in San Francisco will include Authentic, ESPN, iHeartRadio, NPR, PRX, Stitcher, WNYC and Wondery. More details on the presentations and hosts will be announced in the coming months.
Among the highlights planned for the Detroit Podfront:
Cadence13 will preview its fall slate, presented by C13’s Chief Revenue Officer Nick Freeman, including the next breakthrough docuseries from C13Originals, home of the No.1 podcast “Root of Evil” and critically acclaimed “Gangster Capitalism;” the lineup on C13’s Ramble network of influential creators; and the latest from Malcolm Gladwell and Jacob Weisberg’s Pushkin Industries, including Gladwell’s music podcast “Broken Record” and “The Happiness Lab,” hosted by Yale professor Laurie Santos. Tenderfoot TV co-founders Donald Albright and Payne Lindsey (host of “Up and Vanished”), will join Freeman to unveil a new anthology series of bizarre, scary, untold stories from the mind of Payne Lindsey, debuting fall 2019.
ESPN’s segment will be hosted by Daniel Dopp and Sarah Spain. Dopp, a Michigan native, currently hosts “Fantasy Focus Football,” “Fantasy Focus Baseball” and “Ariel Helwani’s MMA Show.” He also co-hosts “The Fantasy with Matthew Berry” on ESPN+. Spain is the host of the “That’s What She Said” podcast, part of the popular “Le Batard and Friends Network,” as well as “Spain and Company” on ESPN Radio. They will review ESPN’s focus on the podcast space through new talent and shows, new networks of verticals including “The LAF (Le Batard and Friends) Network” and opportunities focused on “sports passions” like NFL and NBA, as well as continued innovative and quality storytelling with “30 for 30” and “CFB 150.”
iHeartRadio will discuss the latest podcast trends and programming and its unique ability to provide scale through its broadcast radio stations to introduce podcasts to the vast majority of Americans. The iHeartPodcast Network features some of today’s most listened to podcasts, including “Stuff You Should Know,” “The Ron Burgundy Podcast,” “Disgraceland” and Chelsea Handler’s “Life Will Be the Death of Me.” iHeartRadio will give a sneak preview of its upcoming fall and winter lineup featuring some of the best creators in the medium – like Jake Brennan, Aaron Mahnke, and Will Ferrell.
NPR podcast hosts Sam Sanders of “It’s Been a Minute”; Glen Weldon and Stephen Thompson “Pop Culture Happy Hour;“ and Hanna Rosin and Alix Speigel of “Invisibilia“ offer an exclusive preview of what’s coming up on each of their programs this year. Gina Garrubbo, President and CEO of NPR’s sponsorship subsidiary, National Public Media, will present insights into spoken word listening habits, changing consumer patterns in audio and sponsorship offerings.
PodcastOne, home to “The Adam Carolla Show,” which holds the Guinness World Record for “most downloaded podcast,” reveals upcoming additions to their star-studded lineup, which includes Shaquille O’Neal, Ladygang, Steve Austin, A&E’s Cold Case and hundreds more. Featuring cameos by Adam Carolla, Rich Eisen, Kaitlyn Bristowe and other hosts, network CEO, Peter Morris, will also highlight the news-making successes from 2019 thus far, including the breakthrough hit “22 Hours: An American Nightmare,” the exciting projects to come and how advertisers can leverage these opportunities with innovative custom offerings.
Stitcher and its advertising arm, Midroll, will be represented by Chief Revenue Officer Sarah van Mosel and Chief Marketing Officer Amy Fitzgibbons. They will discuss the untapped potential of advertising in Detroit and why podcasts are a perfect fit for all industries within the city, ranging from automotive to high tech. Featured new shows include the breakout hit “Dead Ass” with social media influencers Khadeen and Devale Ellis, “Secret Lives of Black Women” with Charla Lauriston and Lauren Domino and the latest show from Team CoCo and Earwolf, “Three Questions with Andy Richter.”
Wondery, with hit programs such as “Dirty John,” “Life is Short with Justin Long,” “Imagined Life,” “Dr. Death” and “Business Wars.” Wondery’s mission is to bring a world of entertainment and knowledge to our audiences, wherever they listen. Wondery’s founder and CEO, Hernan Lopez, will reveal Wondery’s high-quality, emotionally immersive content slate for 2019. Wondery will demonstrate what it means to “feel the story,” and share how advertisers can be part of this brand-safe and high engagement medium.
In addition to the podcast presentations above, sponsors Authentic and Podcast Media Marketing (PMM) will also be onsite to meet with brands and share the latest opportunities in podcasting:
For 14 years, the team at Authentic has been the ad partners for top podcasts including “This American Life,” “Serial,” “The Motley Fool,” “This Week in Tech” and others. Leading brand and direct response agencies and advertisers rely on Authentic to test and scale successful podcast ad campaigns to reach their targets with measurable results.
Podcast Media Marketing, PMM, is the sales team for top podcasts including “The Joe Rogan Experience,” “Armchair Expert” with Dax Shepard, “This American Life” and “Serial.” PMM also represents other top comedy podcasts including “Your Mom’s House,” “Bertcast” and Andrew Santino’s “Whiskey Ginger.” PMM offers a unique approach to partnerships, pairing sponsors with individual shows and offering custom opportunities that extend beyond just spots.
Sun Broadcast Group will utilize Nielsen Media Impact to quantify the effect of adding Network Radio to Media Plans
Today, Nielsen (NYSE: NLSN) announced that Sun Broadcast Group has expanded its relationship to licensing Nielsen Media Impact (NMI) powered by Nielsen’s Total Media Fusion. Nielsen Media Impact is a cross-platform media planning and optimization solution that helps clients understand total campaign reach, frequency, and duplication using advanced audience segments. Nielsen Media Impact will enable Sun Broadcast Group to demonstrate the value that its unique audiences bring to an advertiser’s media plan and illustrate radio’s incremental reach.
“With Nielsen Media Impact, we can show advertisers the effect on overall campaign reach and frequency when money is moved between media,” said Jay Bailey, President, and Founder, Sun Broadcast Group. “As we continue to expand our footprint to better serve our affiliates, advertisers and partners across the country, the usage of Nielsen Media Impact will have a vital part in evaluating the efficiency of our plans and demonstrating the true value of radio in driving sales.”
Nielsen Media Impact is a personalized media planning solution that enables cost-effective decision making about where and when to engage audiences with content and advertising. For national planning, Nielsen Media Impact uses respondent-level data from Nielsen’s Total Media Fusion, which includes TV, video-on-demand (VOD), subscription VOD (SVOD), TV-connected device, digital, digital-place based, print, radio, and cinema. Nielsen national radio data within Nielsen Media Impact allows buyers and sellers to understand the value of radio as a medium at the national level and the incremental reach achieved by including national radio in the media mix. Along with the ability to compare radio with other national media, radio within NMI is flexible and includes several market breaks, including custom dayparts, radio formats, owner groups, and RADAR networks.
One Platform. All Media. Nielsen’s Total Media Fusion, the data fueling Nielsen Media Impact, incorporates the most granular respondent-level data from Nielsen measurement panels along with U.S. census calibration for the most comprehensive view of the media landscape in one data set.
“We are pleased to welcome Sun Broadcast Group as a subscriber to Nielsen Media Impact,” said Brad Kelly, Managing Director, Nielsen Audio. “The media landscape is evolving quickly. Cross-platform planning and buying are becoming ‘table stakes’ with big advertisers. Equipped with this powerful new Nielsen solution, Sun Broadcast Group will be using real data to effectively demonstrate how its radio assets can supplement and amplify the effectiveness of TV ad campaigns.”
Nielsen Holdings plc (NYSE: NLSN) is a global measurement and data analytics company that provides the most complete and trusted view available of consumers and markets worldwide. Our approach marries proprietary Nielsen data with other data sources to help clients around the world understand what’s happening now, what’s happening next, and how to best act on this knowledge. For more than 90 years Nielsen has provided data and analytics based on scientific rigor and innovation, continually developing new ways to answer the most important questions facing the media, advertising, retail, and fast-moving consumer goods industries. An S&P 500 company, Nielsen has operations in over 100 countries, covering more than 90% of the world’s population. For more information, visit www.nielsen.com.
ABOUT SUN BROADCAST GROUP
Named one of the fastest growing companies in America by Inc. Magazine three years in a row, Sun Broadcast Group is a national radio network reaching over 205 million listeners through its more than 5,500 affiliates in both English and Spanish-language. Headquartered in New York City and with offices in Boston and Boca Raton, FL, Sun offers ad sales representation, syndication, and programming support to producers, hosts and radio networks nationwide. Its growing program and sales offerings include the Sun Select RADAR® Network, The Hit List with Fitz, Country Fried Mix, The Michael Baisden Show, The Jim Brickman Show, Retro Pop Reunion, Throwback Nation Radio, Woody & Wilcox and many more.
Web Site: http://www.nielsen.com
National study also contains insights on implications for radio
Most podcast users are millennial males, listen weekly, and engage with podcasts at home, according to a major new study by the University of Florida College of Journalism and Communications (UFCJC) and Futuri Media, a leading audience engagement and sales intelligence technology firm.
Results were presented at the National Association of Broadcasters’ NAB Show on April 9 as part of a panel discussion titled “Radio’s New Analytics: Understanding Listeners, Delivering Results.”
The study, which included a national survey and in-depth interviews, was conducted in February 2019 with 2,000 regular podcast users who listened to podcasts in the past six months, and 18 participants who gave in-depth interviews on their habits. The study did not define podcasting vs. other types of on-demand audio, and respondents self-identified as podcast listeners. The study results suggest that consumers now consider several types of on-demand audio to be podcasts.
While the study was not limited to those who use terrestrial radio, the sample was large enough that it delivered several insights on the radio format preferences of those who also listen to podcasts regularly.
The study found that nearly three-quarters of users have been listening to podcasts for less than three years and, on average, listen to 4 podcasts per week for either 30 or 60 minutes. Users listen to podcasts on multiple platforms, but YouTube is far and away the dominant platform (70%), followed by Spotify (34%), iTunes/Apple Podcasts app (33%), Pandora (30%), and Google Play music app (23%).
Not surprisingly, nearly 80% of survey respondents listen to podcasts on their mobile devices. What is somewhat surprising is that the users listen to podcast most frequently at home (3.9 on a 5-point frequency scale), followed by in vehicles (2.8/5).
Politics and Government podcasts are the most popular, with 15% listing it as their favorite genre. Music was next (11%) followed by interviews/conversations, comedy, sports and recreation, and non-fiction storytelling, cited by 8 – 9% of respondents.
Listeners trust their podcast hosts highly, prefer host-read ads, and look for creative, informative, humorous, and integrated podcast experiences. They want to listen to hosts who are authentic, feel like a friend, and share the users’ passions and beliefs.
The study also found that among radio listeners who listen to podcasts regularly, 25-34 is the top age cell with both spoken word and music formats, with spoken word format attracting a more male audience (73% vs. 27% female), and music formats having a more even, but female-leaning split (51% female to 49% male). The top five favorite radio formats for regularly podcast listeners surveyed were Classic Rock (11%), Hip-Hop/Rap (10.9%), Country (10.4%), News/Talk (9.7%), and Alternative Rock (6.6%)
The study, which was supported by Futuri Media and their POSTpodcasting system, was designed and executed by UFCJC Telecommunication Professor and Director of Media Consumer Research Sylvia Chan-Olmsted with the help of doctoral student Ms. Rang Wang on the survey and undergraduate students in a capstone class who helped conduct the interviews. More insights from the study can be found at http://bit.ly/2019podcaststudy
SOURCE: University of Florida and Futuri Media
Westwood One to utilize Nielsen National Media Impact to quantify the effect of adding Network Radio to Television Media Plans
Today, Nielsen (NYSE: NLSN) announced that Westwood One has expanded its relationship with Nielsen to license the national version of Nielsen Media Impact (NMI) powered by Nielsen’s Total Media Fusion. Nielsen Media Impact is a cross-platform media planning and optimization solution that helps clients understand total campaign reach, frequency, and duplication using advanced audience segments. NMI will enable Westwood One to demonstrate the value that its unique audiences bring to an advertiser’s media plan and illustrate radio’s substantial incremental reach.
“With Nielsen Media Impact, we can show our advertising partners the effect on overall campaign reach and frequency when money is moved between media,” said Suzanne Grimes, EVP, Marketing, CUMULUS MEDIA and President, Westwood One. “Advertisers will be able to access this tool through the groundbreaking Westwood One ROI Guarantee audio insights platform. It’s a new dimension in making media investments work smarter for marketers using radio, podcasting, and streaming to drive ROI. We welcome the opportunity to demonstrate the power of adding audio to a media plan, giving agencies and brands the information they need to understand the true value of our medium in driving sales.”
“We are pleased to welcome Westwood One as a subscriber for Nielsen National Media Impact,” said Brad Kelly, Managing Director, Nielsen Audio. “With NMI we now have a much clearer understanding of how radio and TV complement, supplement and amplify one another. Westwood One is well positioned to make the most of this extraordinary new tool and shine a bright spotlight on how AM/FM radio can deliver more consumers that advertisers seek.”
“Brands are looking for strategies to fortify and enhance their TV plans, and as America’s largest audio network, we can now demonstrate the incrementality of adding radio to a media plan,” said Pierre Bouvard, Chief Insights Officer at Cumulus | Westwood One. “Radio makes your TV better, and now we have proof via the gold standard of Nielsen total audience measurement.”
In 2018, Nielsen enhanced Nielsen Media Impact, the industry-leading cross-platform media planning solution, to include national radio. Nielsen’s national radio data within Nielsen Media Impact allows buyers and sellers to understand the value of radio as a medium at the national level, as well as the incremental reach achieved by including national radio in the media mix. With the national version of Nielsen Media Impact clients can plan and optimize media allocation and compare total radio, radio formats and radio owner groups with other national media (including TV, digital, print, cinema, and digital place-based media) in advanced audience segments.
Townsquare Reports Strong Fourth Quarter: Net Revenue Rises 12% And Adjusted EBITDA Increases 9%
Saga Communications, Inc. Reports 4th Quarter and Year End 2018 Results; Net Operating Revenue increased 4.7% for the Quarter and 5.7% for the Year
Saga Communications, Inc. (Nasdaq: SGA) today reported net revenue increased 4.7% to $32.9 million for the quarter ended December 31, 2018. Income from continuing operations before tax increased $2.3 million to $6.0 million compared to $3.7 million last year. Operating income increased $2.1 million to $6.0 million and station operating expense increased $523 thousand to $23.8 million for the quarter. Diluted earnings per share from continuing operations was $0.72/share in the fourth quarter of 2018 compared to $2.52/share during the same period in 2017. During the 4th quarter of 2017, the Company recognized an income tax benefit of $11.2 million compared to an income tax expense of $1.7 million for the same period in 2018. The income tax benefit in 2017 was primarily due to an $11.5 million reduction in our deferred tax liability as a result of the Tax Cuts and Jobs Act. Free cash flow from continuing operations was $5.9 million for the quarter ended December 31, 2018, compared to $6.6 million for the same period in 2017.
Net revenue increased 5.7% to $124.8 million for the twelve months ended December 31, 2018. Income from continuing operations before tax increased $3.1 million to $19.4 million compared to $16.3 million last year. Operating income increased $2.5 million to $19.7 million and station operating expense increased $6.0 million to $93.7 million for the twelve month period. Diluted earnings per share from continuing operations was $2.30/share for the twelve month period in 2018 compared to $3.77/share during the same period in 2017. Free cash flow from continuing operations was $19.5 million for the twelve months ended December 31, 2018, compared to $17.4 million for the same period in 2017.
On a same station basis for the twelve months ended December 31, 2018, net revenue increased 1.1% to $116.5 million. Operating income increased $2.6 million to $19.4 million and station operating expense increased $642 thousand to $86.0 million.
The Company had $44.7 million in cash on hand as of December 31, 2018, and $40.7 million as of March 11, 2019. The Company’s total bank debt was $20 million of December 31, 2018, and $15 million as of March 11, 2019. Including the recently announced $0.30 per share dividend which will be paid on March 29, 2019, the Company will have paid over $64 million in dividends since December 3, 2012.
The results for the twelve month period ended December 31, 2017, were affected by the sale of the Company’s television stations and purchase of radio stations in Charleston and Hilton Head, SC on September 1, 2017.
Capital expenditures from continuing operations were $1.5 million in the fourth quarter of 2018 which was flat with the same period in 2017. For the total year, capital expenditures from continuing operations were $5.9 million in 2018 compared to $6.3 million in 2017. The Company expects to spend approximately $5.0 to 5.5 million for capital expenditures during 2019.
The Company closed on its purchase of the assets of radio stations WOGK(FM), WNDT(FM), WNDD(FM) and WNDN(FM), from Ocala Broadcasting Corporation, LLC on December 31, 2018. All the stations serve the Gainesville-Ocala, Florida radio market.
Saga’s 2018 4th Quarter and Year End conference call will be on Tuesday, March 12, 2019, at 11:00 a.m. EDT. The dial-in number for the call is 612/288-0329. A transcript of the call will be posted to the Company’s website as soon as it is available after the call.
The Company requests that all parties that have a question that they would like to submit to the Company to please email the inquiry by 10:00 a.m. EDT on March 12, 2019, to SagaIR@sagacom.com. The Company will discuss, during the limited period of the conference call, those inquiries it deems of general relevance and interest. Only inquiries made in compliance with the foregoing will be discussed during the call.
SOURCE: Saga Communications
Nielsen Expands Nielsen Media Impact To Include Radio
Enhances Cross-Platform Media Planning Solution
Today, Nielsen (NYSE: NLSN) announced that Nielsen Media Impact (NMI) is expanding to include Radio as a media type available within its leading national cross-media planning and optimization solution. Nielsen Media Impact is a cross-platform planning solution available at a local and national level that allows users to understand cross-media reach, frequency, and duplication using advanced audience segments. This enables agencies, media owners, and advertisers to reach their desired audience with cost-effective media plans.
The Radio data will be derived from Nielsen’s National Regional Database (NRD) comprising Portable People Meter (PPM) and diary data. Nielsen national radio data within Nielsen Media Impact allows buyers and sellers to understand the value of radio as a medium at the national level and the incremental reach achieved by including national radio in the media mix. Along with the ability to compare radio with other national media, radio within Nielsen Media Impact is flexible and includes several market breaks, including Custom Dayparts, Radio Formats, Owner Groups and RADAR Networks.
“Having radio data incorporated into Nielsen Media Impact fills a clear need we have heard from the market,” said Jay Nielsen, VP, Product Leadership, Nielsen. “This enables clients to understand a more complete picture around advertising efficiencies across the media that consumers spend time with the most.”
“As the leading audio company in America with over a quarter of a billion monthly listeners on broadcast radio alone, we believe that including radio in Nielsen’s Media Impact offers a needed resource, enabling true comprehensive, cross-platform and cost-effective media plans for our national clients,” said Brian Kaminsky, President Revenue and Data Operations | iHeartMedia.
One Platform. All Media. Nielsen’s Total Media Fusion, the data fueling Nielsen Media Impact, incorporates the most granular respondent-level data from Nielsen measurement panels along with census calibration for the most comprehensive view of the media landscape in one data set. This means access to the de-duplicated insights necessary to make the most informed cross-platform decisions about where and when to engage your audience with advertising. The Total Media Fusion incorporates the following data: TV, radio, VOD, SVOD, mobile, tablet, desktop, print, cinema and digital place-based media.
Earlier this year, Nielsen launched Local Nielsen Media Impact, a local planning and optimization tool available in the 25 DMAs with Local People Meter (LPM) data, which included radio listening from the PPM’s in those markets. Having radio data in both national and local planning tools will give clients access to more comprehensive data for cross-media planning.
More than half of African Americans were born and raised in the digital age, changing the face of brand engagement, content creation, and consumption in the U.S.
African American consumers are enjoying a remarkable period of influence, cultural expression, and entrepreneurship that is manifesting digitally and trending mainstream, according to global researcher Nielsen. With the highest smartphone ownership and usage of any demographic group and an unyielding desire for self-expression and image control, African Americans are leveraging digital platforms and technology to move from consumers to creators–of platforms, products, content, and financial ecosystems.
According to “From Consumers to Creators: The Digital Lives of Black Consumers,” the eighth annual report in Nielsen’s Diverse Intelligence Series on African American consumers, Black influence on the economy and pop culture has been intensified by participation in the digital universe and adoption of social media and technology platforms. From video streaming and podcasting to gaming and shopping for food online, African Americans are leaning into digital know-how and open-source innovation—with an unprecedented impact on brands, elections and what the country watches, buys and listens to. Black consumers are boldly galvanizing in the digi-sphere to critique, connect, collaborate and create.
“African Americans are leveraging innovations in technology and social platforms to level the playing field and get ahead in a marketplace unencumbered by corporate barriers to entry,” said Cheryl Grace, Senior Vice President of U.S. Strategic Community Alliances and Consumer Engagement, Nielsen. “African American influence has long resonated cross-culturally, and now it’s being delivered directly from creator to consumer. Give talented, creative people unobstructed access to the world stage and, inevitably, they will shine.”
African Americans, representing 14% of the U.S. population (47.4 million), are using unfettered access to technology as a means to broaden their reach and express themselves on their own terms. Streaming is a primary source of entertainment for African Americans. They stream videos more frequently on all devices than the total population, especially on phones. Black consumers’ music streaming habits played a key role in R&B/Hip-Hop unseating Rock as the No. 1 music genre in the U.S. in 2017.
African American shopping habits also are shifting in the digital age. According to the report, that is incredibly important to brands because African American buying power is at $1.3 trillion currently and based on gains in population, income, and education, it’s estimated to rise to $1.54 trillion by 2022. More than half (54%) of all African Americans have lived their entire lives in the digital age. These tech-savvy Gen X, Millennial and Gen-Z consumers represent a coveted market segment whose interconnectivity is central to their everyday lives—particularly the product purchase cycle. The report urges smart marketers to recognize this shift from consumer to the creator and offers insights on building new inroads to this culturally conscious and digitally native consumer segment.
One digital creator highlighted in the report is actor, activist, and digital gaming co-creator Jesse Williams. He shared, “as a company, Visibility knows that our strengths are also the market’s weaknesses: Black ownership of Black creativity. Technology is an opportunity to make decisions that no longer divorce people from their power. We set out to empower our culture–to lead and learn without fear.”
The report, launched today at the Congressional Black Caucus 48th Annual Legislative Conference in Washington, D.C., examines how African Americans are leveraging digital to bypass traditional barriers to entry in every arena from finding culturally relevant news, entertainment, products and services to content creation and political engagement.
Key findings include:
- 90% of African Americans live in a household that owns a smartphone and have a higher weekly reach for social networking on a smartphone (75%), as well as watching video on a smartphone (66%) and audio streaming on a smartphone (45%).
- 19 million (28%) of Twitter’s 67 million users are African American and 9.3 million (or 20% of all African Americans) are on or self-identify using Black Twitter.
- African Americans 18+ are increasingly tuning into podcasts, with 70% growth in engagement from 2014 to 2017 (from 2.12 million to 3.60 million).
- African Americans make up a significant portion of U.S. gamers. Seventy-three percent (73%) of African Americans 13 and older identify as gamers compared to 66% of the total population.
- Sixty-one percent of African Americans agree that they enjoy learning about technology or electronics products from others (14% higher than for non-Hispanic whites), and 54% agree they enjoy reading about new technology products (8% higher).
- One of the critical ways African Americans spend time online is food shopping. African Americans over-index against the total U.S. for dollars per buyer spent online in most grocery categories.
- Meal kits are increasingly becoming an option for busy parents. African Americans over-index against non-Hispanic whites by 21% for agreeing they would consider buying meal kits. Some of African Americans’ most common determinants for buying meal kits are to save time on grocery shopping (40% vs. 29% for non-Hispanic whites), on meal prep and cooking (43% vs. 34%) and on meal planning (42% vs. 33%).
“The breadth of Black America’s digital footprint has grown exponentially with the rise of smartphone technology and increased access to new mediums for content exchange,” said Kimberly Bryant, founder of Black Girls Code and a Nielsen External Advisory Council member. “The access to technology among Black consumers is a lightning rod for innovation that’s opening doors of opportunity to creativity, entrepreneurship and financial independence.”
For more details and insights, download From Consumers to Creators: The Digital Lives of Black Consumers at www.nielsen.com/africanamericans. Join the conversation on Facebook (Nielsen Community) and Twitter (@NielsenKnows) using #NielsenKnows #Consumers2Creators.
ABOUT NIELSEN’S DIVERSE INTELLIGENCE SERIES
In 2011, Nielsen launched the Diverse Intelligence Series, a robust portfolio of comprehensive reports that focus solely on diverse consumers’ unique consumption and purchasing habits. The series has become an industry resource to help brands better understand and reach ethnic customers. To learn more about Nielsen’s Diverse Intelligence research series, visit www.nielsen.com.
Revamped Nielsen Total Audience Report Packages An Unprecedented Look At Audience Behavior
Today, Nielsen (NYSE: NLSN) released a reimagined Nielsen Total Audience Report. The representative of first-quarter 2018, the industry-leading report offers a comprehensive view into the behaviors and stories developing across the dynamic media landscape. The Nielsen Total Audience Report expands upon its established cross-platform capabilities and provides a complete look at critical media sources and audience behaviors across both traditional and emerging platforms.
The redesigned report includes data on relevant subjects not featured in prior versions, including a detailed look at the usage of streaming content, as well as homes with a virtual multichannel video programming distributor (vMVPD) that provide streaming access to linear television. Additionally, the report features enhanced data from Nielsen’s wide-ranging suite of measurement solutions. This includes Nielsen’s Total Media Fusion, a cross-platform respondent-level dataset that best reflects activity on digital devices like smartphones and tablets, as well as Nielsen’s MediaTech Tender, a quarterly consumer tracking survey launched in first-quarter 2018.
“The way people consume content is vastly different from what it was five years ago, let alone 10 or 20,” said Peter Katsingris, SVP, Audience Insights, Nielsen. “Consumers have the luxury of more options now than ever before. They can watch videos or listen to music on their smartphone and then just as easily engage with completely different content on their television or radio—the opportunities for how marketers can reach them are endless. Understanding the trends of who aisconsuming content, what they’re consuming, and how are the foundations of the industry. Nielsen is uniquely positioned to accurately help the media ecosystem understand these behaviors.”
With the advertising industry shifting and the evolving way, marketers connect to audiences, understanding the evolution of the media and developing consumer habits is vital to marketers and media owners seeking to reach their best consumer. The revamped Nielsen Total Audience Report seeks to not only make sense of the relationship between consumers and the various sources of media but ultimately build the bridges that will empower media companies and advertisers to take full advantage of the growing opportunities to reach audiences.
Nielsen is committed to providing accurate and reliable third-party measurement and insight. The inclusion of these new datasets and capabilities into this updated report helps align it better with the shifting dynamics of consumer media behavior.
KEY NIELSEN TOTAL AUDIENCE REPORT INSIGHTS:
- 92% of U.S. adults listen to radio each week, the highest reach across platforms.
- On average, U.S. adults are spending over 11 hours a day connected to linear and digital media and almost six hours a day with video alone.
- Young adults 18-34 spend the largest percentage of time with TV-connected devices and digital devices compared to other demographics.
- Black adults are the heaviest users of media overall. Compared to the overall U.S., Hispanics listen to more radio, and Asian Americans spend more time with computers and tablets.
- Nearly three percent of TV homes subscribe to a vMVPD which includes “skinny bundles.”
- Almost 20% of consumers say they use a smart speaker in the household.
- Two-thirds of U.S. TV households have devices capable of streaming content to the TV set.
- One out of 10 minutes of television use in streaming capable homes is streaming to the TV set.
- Over 8 in 10 non-television households still view video content.
Download the report here.