Radio Remains a Dominant Medium Among U.S. Hispanic Consumers.

In an increasingly fragmented media landscape, audio continues to be a reliable and impactful channel for reaching U.S. Hispanic consumers, according to a new report, “Audio Today 2026: The Power of Radio Among Hispanic Consumers.”

With advertisers facing tighter budgets and evolving digital privacy rules, traditional broadcast radio has emerged as a stable and scalable platform, reaching over 93% of Hispanic adults monthly.

The report highlights the unique relationship between Hispanic audiences and audio content, particularly radio and podcasts. Hispanic listeners rely on audio throughout their day, especially while commuting, creating opportunities for advertisers to influence purchasing decisions during moments of attentiveness. “Hispanic audiences build trusted relationships with the hosts and formats that speak to their lived experiences,” the report says. This trust translates into high levels of engagement and response to advertisements, with Hispanic consumers being 76% more likely to make a purchase after hearing a radio ad compared to the general market.

Radio remains the dominant ad-supported audio platform among Hispanic listeners, accounting for 55% of daily audio consumption in the third quarter of 2025. Combined with podcasts, these two formats represent 76% of all daily ad-supported audio time among Hispanic adults, far surpassing streaming music services, which account for only 21%. According to Edison Research’s Share of Ear, radio is the top ad-supported audio source in cars, with 76% of all in-car audio use among Hispanic consumers attributed to radio.

Nielsen’s recent updates to audio measurement have further strengthened radio’s position as a powerful advertising tool. The introduction of the Portable People Meter (PPM) three-minute qualifier in January 2025 has aligned radio measurement more closely with digital alternatives, increasing measurable ad impressions and gross rating points (GRPs). Among Hispanic listeners, average audience levels have risen across all dayparts, with a notable 18% increase in total radio listening among Hispanic adults aged 6 and older from Q4 2024 to Q1 2025.

Radio’s reach among Hispanic consumers spans all age groups and demographics. According to Nielsen data from Q2 2025, radio reaches 93% of Hispanic adults aged 18 and older each month, making it the most widely consumed media platform. Among Hispanic adults aged 18-34, radio reaches 89%, while 92% of those aged 18-49 tune in monthly. For Hispanic adults aged 25-54, radio’s reach increases to 94%.

The report also highlights the top radio formats among Hispanic listeners. Mexican Regional music leads across all age groups, with audience shares ranging from 12.3% to 17.9%. Spanish Contemporary and Spanish Hot Adult Contemporary (Hot AC) formats consistently rank second, followed by genres such as Adult Contemporary (AC) and Contemporary Hit Radio (CHR).

The report emphasizes the unique emotional connection Hispanic audiences have with radio and podcast personalities. “Hispanic consumers view radio (and by extension, podcast) content as a trusted extension of their community, which is a major driver of brand trust and recall,” the report notes. This connection is reflected in the actions taken by Hispanic consumers after hearing ads. Compared to the general market, Hispanic consumers are 76% more likely to make a purchase, 126% more likely to recommend a product, and 49% more likely to visit a retail location after hearing a radio ad.

For advertisers targeting Hispanic consumers, integrating radio and podcasts into audio marketing campaigns is essential. Nielsen’s data shows that layering podcasts with radio can increase total reach among Hispanic adults aged 18-49 from 93.2% to 96.5%, with podcasts providing an additional three percentage points of incremental reach.

Radio plays a significant role in the daily lives of Hispanic consumers, particularly during commuting hours. The report reveals that 71% of all audio listening among Hispanic adults occurs away from home, with the majority of out-of-home listening taking place in cars. This positions radio as a critical medium for reaching consumers close to points of purchase, enhancing its effectiveness for advertisers.

The Audio Today 2026 report underscores the enduring power of radio and podcasts in connecting with U.S. Hispanic consumers. With its unparalleled reach, emotional resonance, and ability to drive consumer action, audio remains a vital tool for advertisers seeking to engage this fast-growing demographic. As Nielsen’s modernization efforts continue to enhance measurement capabilities, radio’s role in cross-platform marketing strategies is set to grow even further.