Author: Annette Malave, SVP/Insights, RAB
From the music in our headphones to the some of the food and flavors we can’t live without, Hispanic culture is influencing America. Hispanics in the U.S. represent a powerful and rapidly expanding consumer segment that no advertiser can afford to overlook. With a population of 68 million and rapidly growing along with a purchasing power projected to surpass $2 trillion, Latino consumers are driving growth across nearly every category—from retail and technology to entertainment and automotive.
Hispanic audiences are culturally connected, brand-loyal, and deeply engaged across media platforms. Authenticity and representation matter—not just in visuals, but in sound and shared experiences. And no other medium delivers the same relevance and emotional connection as radio.
Despite all the media options available, broadcast radio dominates at reaching Hispanics – across all age groups – compared to other media options. In fact, radio reaches more Hispanics than TV-Connected devices and even smartphones. Every month, radio reaches 93% of Hispanic adults 18 years of age and older.
Hispanics tune into broadcast radio wherever and whenever they want. According to Nielsen’s Audio Today 2025: The Power of Radio Among Hispanic Consumers, nearly 70% of Hispanic radio listening happens away from home—during work hours, commutes, and weekend errands. And per Edison’s Share of Ear Q3 2025, 76% of all ad-supported audio listening in vehicles among Hispanics goes to broadcast radio.
At the start of 2025, Nielsen introduced a modernized approach to radio measurement in PPM markets from a 5-minute qualifier to a 3-minute qualifier. While Hispanic adults have traditionally been higher users of radio compared to their cohorts, the shift to this modernized measurement unveiled even higher listening levels than previously recorded. Advertisers who have invested in connecting with Hispanics have benefitted – connecting and reaching more Hispanics, driving greater brand awareness and potentially increasing brand consideration among an extremely loyal consumer segment.
Hispanics are audiophiles. They aren’t just tuning in—they’re turning up the volume across all forms of audio. Podcasts that reflect their culture, language, and experiences continue to grow in popularity, extending opportunities for brands to connect in meaningful ways. The driver behind this engagement is the personalities.
The power of Hispanic radio and podcast hosts lies in the deep trust they’ve earned within their communities—trust that drives real consumer action. Beyond radio’s substantial reach among Latino audiences, personalities serve as familiar, credible voices that listeners view as an extension of their community, whether on-air or in podcasts. That emotional bond translates directly into results: Scarborough data shows Hispanic consumers are significantly more likely than the general market to take action after hearing audio advertising, including being 76% more likely to make a purchase after hearing a radio ad and 41% more likely after podcast ad exposure, recommending products to others at dramatically higher rates, visiting retail locations, and engaging brands on social media. When trusted hosts deliver a message, it doesn’t just get heard—it gets acted on.
For marketers, understanding the nuances of Hispanic culture isn’t just good practice—it’s a business imperative that can translate into long-term brand trust, measurable results and revenue growth. Using a medium that speaks to Hispanics both in language and in culture is a smart data-driven strategy. No other platform matches radio’s power to deliver the sounds, relevance, and emotional connection that drive real results.
You can view the entire report here.