Growing Hispanic Market Opportunities For Advertisers.

The U.S. Hispanic population represents an increasingly important opportunity for advertisers, with the group accounting for 78% of U.S. population growth since 2020 and projected to generate more than 90% of population growth over the next five years, according to Claritas’ 2026 U.S. Hispanic Market Report.

The report, which examines Hispanic demographics, consumer behavior, entertainment preferences and shopping habits, estimates the Hispanic population will exceed 71 million in 2027, representing approximately 21% of the U.S. population. By 2032, that figure is projected to reach 78.2 million, or 22% of the population.

For radio broadcasters and other media companies, the findings reinforce the importance of developing advertising strategies that recognize the diversity of Hispanic consumers rather than treating them as a single audience.

The Claritas report is just the latest to underscore the power of Hispanic consumers. Just last month, MRI-Simmons’ The State of Hispanic American Consumers 2026 report offered similar findings. Research by Katz Radio Group, meanwhile, found that Hispanic listeners maintain strong and longstanding relationships with their favorite AM/FM radio stations, with music, personalities and cultural connection emerging as key drivers of loyalty.

The Claritas report identifies significant differences in consumer behavior based on language preference. Claritas estimates that 22.3% of Hispanics are English-dependent, 28.3% are English-preferred, 13.3% are bilingual, 15.4% are Spanish-preferred and 20.7% are Spanish-dependent.

That distinction is particularly important for broadcasters developing English- and Spanish-language programming and advertising strategies.

Among the consumer categories examined, financial services present a notable opportunity. Hispanic consumers index above average for online shopping for all five loan categories measured: home equity, personal, small business, student and debt consolidation loans.

Small business loans, debt consolidation loans and student loans are among the strongest categories. Hispanic consumers also post the highest index of any demographic group for shopping online for home equity and debt consolidation loans.

Grocery and convenience retail also offer potential advertising opportunities. The report finds that 65% of Hispanic consumers visited a convenience store during the previous week. Walmart, Target, Sam’s Club and Costco were particularly popular grocery destinations, with Hispanic shoppers indexing above average for visits to all four retailers.

Hispanic consumers also demonstrate strong interest in entertainment and sports. They index above average for all eight sports measured, led by professional boxing and World Cup soccer. Spanish-preferred consumers are almost three times more likely than the general population to watch World Cup soccer matches on live television.

The findings also suggest opportunities for broadcasters promoting local sports coverage and live events.

Meanwhile, Hispanic households are increasingly relying on digital entertainment. They index above average for all nine streaming services measured, led by YouTube, Disney+, Netflix and Hulu. However, the report also finds that Hispanic households are the most likely demographic group to use an antenna for local broadcast television, particularly among Spanish-preferred consumers.

Social media engagement provides another potential avenue for advertisers. Claritas reports that 85% of Hispanics use social media daily, while 65% spend more than an hour per day on those platforms. Hispanic consumers also index above average for following brands, reviewing products and sharing videos.

Claritas emphasizes that language preference should be a central consideration in marketing strategies. The report’s findings suggest that advertisers who understand the differences within the Hispanic population will be better positioned to reach consumers and develop lasting customer relationships.