New Insights on Black Consumers

Arbitron and Scarborough just released a new study on Black Consumers. There's some good news for public radio. According to Arbitron's press release,

- 30 million black persons age 12+ in the United States, or 12 percent of the U.S. population overall, black persons are more likely to be college graduates
- The population of black college graduates has grown 14 percent in the past five years

That's important since level of formal education is a key predictor of public radio listening. The study also points our that black focused media is growing in the US, which means more competition for these listeners.

The Arbitron/Scarborough Black Consumer Study 2006 is here (pdf).

A separate Arbitron report Black Radio Today 2006 can be found here (pdf).