Radio Remains Trusted Media As Hispanics’ Buying Power Hits $2.7 Trillion.

Hispanic consumers are driving the majority of U.S. population growth and wielding trillions in buying power, yet they continue to receive only about four cents of every advertising dollar, according to a new analysis from Katz Radio Group.

“America’s Fastest-Growing Consumer: Radio at the Center of Growth,” Katz’s latest “Sound Answers” offering, argues that while radio has maintained a strong and trusted connection with Hispanic audiences, the broader advertising market has not kept pace with the demographic and economic realities shaping the U.S.

Hispanics now account for roughly 25% of the U.S. population under age 30, positioning them as central to long-term brand growth. Over the past decade, Hispanic buying power has climbed from an estimated $1.6 trillion–$1.9 trillion to approximately $2.6 trillion–$2.7 trillion in the mid-2020s. Between 2022 and 2023, Hispanics represented more than 70% of total U.S. population growth, and projections indicate that the population will continue expanding steadily over the next four years.

The report characterizes this trend not as incremental but structural. In major markets such as New York City, Los Angeles, where the population is 46.9% Hispanic, and Houston, where it is 43.9%, Hispanic communities represent significant portions of the consumer base. Other cities show even higher concentrations, including El Paso (81.2%), San Antonio (63.8%), and Miami (70.2%). Despite this scale and influence, Hispanic-targeted advertising accounts for about 4% of total U.S. ad spending, only a modest increase from roughly 3% in 2000.

The analysis warns that brands that underinvest in reaching Hispanic consumers risk forfeiting generational loyalty, particularly given the group’s outsized representation among younger Americans. It notes that sustained underinvestment can limit share of voice, reduce brand salience, and weaken long-term equity in what it describes as the fastest-growing consumer segment.

Companies that recalibrate their spending strategies early may secure durable growth, while those that delay could face higher customer acquisition costs in the future.

Within that broader market context, Katz points to radio as a medium that has maintained deep roots in Hispanic communities. “Radio is not simply present in Hispanic communities, it is foundational,” the report says. “Radio continues to play an outsized role in Hispanic communities. Each week, 89% of Hispanic Persons 12+ listen to radio, making it one of the most pervasive and consistent media touchpoints in their daily lives.”

According to the Katz Radio Group 2026 Media Trust Study, 87% of Hispanics describe radio as very trustworthy or trustworthy, the highest rating among major media platforms. The study found radio outpaces podcasts (79%), newspapers (76%), magazines (69%), TV (67%), and social media (59%).

The report concludes that in an era of media fragmentation and rising skepticism, radio’s reach and credibility distinguish it within Hispanic communities. It describes the medium as embedded in daily routines, cultural expression, and real-time community connection, underscoring the depth of trust it has earned.

“The demographic momentum is undeniable. The economic power is measurable. The cultural influence is expanding. The question for advertisers is no longer whether Hispanic consumers matter, it’s whether media investment will finally align with reality.”