Urban radio listeners are big spenders
Listeners of Urban Radio are big spenders in many significant retail categories, including automotive, sports apparel, wine and wireless, according to a new study by Scarborough Research. This new study found that Urban Radio listeners:
* Are 52% more likely than all U.S. adults to plan to purchase a luxury vehicle during the next year. When it comes to automotive, one of the top advertising categories for radio, Urban radio listeners are 52% more likely than all U.S. adults to plan to purchase a luxury vehicle during the next year. This accounts for more than one-quarter (27%) of intended luxury vehicle purchases nationally during the next 12 months.
* Urban Radio Listeners also demonstrate purchasing power when it comes to sports apparel. They account for 35% of consumers who spend 500 dollars or more on athletic clothing yearly. In the sports league and team apparel category, Urban Radio Listeners are more than twice as likely as all consumers to have purchased NBA apparel and 37% more likely to have purchased NFL apparel in the past year.
* Even more spending distinctions can be found when comparing the different formats that make up Urban Radio. For example, 10% of Rhythmic Contemporary Hit Radio Listeners say they usually spend 15 dollars or more on a bottle of wine, versus just four% of Contemporary Inspirational Listeners. While 15% of Gospel Listeners spent more than 100 dollars on athletic shoes during the past year, this increases to 22% for Urban Oldies listeners. On the other hand, Gospel Listeners tend to be the biggest spenders among Urban Radio Listeners when it comes to men's business clothing, with those making a purchase in the past year spending an average of 270 dollars.
* Contemporary Inspirational Listeners, in contrast, had an average expenditure in this category of just $237. "The nuances among listeners of various urban formats provide advertisers with an opportunity for very precise targeting," said Howard Goldberg, Senior Vice President, Radio Services, Scarborough Research. "It is crucial that marketers analyze format distinctions across retail categories. Examining luxury vs. value, name brand vs. generic, older vs. younger, and Los Angeles vs. Atlanta, for the various urban formats can demonstrate important differences."
* Demographically, Urban Radio listeners tend to be young (more than twice as likely as all consumers to be ages 18-24), single (twice the national rate), and African American (almost four times as likely). Forty-two% of Urban Radio Listeners have an annual household income of $50K+, making them 10% less likely than all consumers to be in this income bracket.
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