Nielsen Sees Joint Role For Podcasts And Radio To Play When Buyers Target Hispanics.

Audio continues to play a central role in reaching U.S. Hispanic consumers, with podcasts positioned alongside broadcast radio as a core part of the daily media mix, according to Nielsen’s new Audio Today report. For marketers facing tighter budgets and growing pressure to deliver measurable outcomes, Nielsen says podcasts and broadcast radio are dependable channels in an increasingly fragmented media landscape.

While radio remains the dominant reach medium, the report repeatedly links podcasts with radio as essential tools for engaging Hispanic audiences. Nielsen notes that Hispanic listeners rely on various forms of audio throughout their day, especially in the car,” placing both radio and podcasts in moments that are close to daily decision-making and points of purchase.

That proximity to daily activity is reflected in listening behavior. According to Edison Research’s Share of Ear data cited in the report, ad-supported audio accounted for 64% of all listening in the third quarter of 2025. Among Hispanic adults, radio and podcasts together represented three-quarters (76%) of all daily ad-supported audio listening time vs. 21% for ad-supported streaming music services.

Nielsen positions that combined dominance of podcasts and radio as a key planning strategy for advertisers. “Planning for audio marketing campaigns needs to include radio and podcasts to effectively reach Hispanic consumers,” the report states, pointing to Nielsen Media Impact’s ability to plan podcast campaigns using Edison Podcast Metrics data.

Radio remains the foundation of reach, delivering more than 93% coverage among Hispanic 18- to 49-year-olds. But podcasts play an important incremental role. “Layering in podcasting — with a shared audience of over 40% — adds another three points of incremental reach and brings the coverage to nearly 100%,” it says.

Beyond reach, Nielsen highlights the strength of podcast advertising in driving consumer response. The report shows that Hispanic consumers are 41% more likely to have made a purchase after hearing a podcast ad in the past three months, while also being 95% more likely to visit a retail location and 116% more likely to post or follow a brand on social media.

“Looking beyond the substantial reach of radio among Latinos, there is a unique emotional connection that exists between this listener group and the personalities that serve them, whether that be over-the-air or in a podcast setting,” the report says. It tells marketers that Hispanics consider audio content as a “trusted extension” of their community, which is a major driver of brand trust and recall.

Listening context also remains critical. Nielsen reports that most away-from-home audio listening among Hispanic consumers happens in the car, where radio dominates. Still, the report positions podcasts as part of the broader ad-supported audio ecosystem that benefits from daily commuting and other away-from-home listening moments.

Overall, Nielsen frames podcasts not as a standalone challenger to radio, but as a complementary, high-impact medium that strengthens audio’s role with Hispanic consumers. It says the two remain “essential tools for reach, relevance and results for advertisers building cross-platform strategies.”

Download Nielsen’s latest Audio Today report HERE.