Radio Still Dominates Hispanic Consumers

Radio continues to be the most powerful and consistent audio platform for reaching U.S. Hispanic consumers, according to Nielsen’s newly released Audio Today 2026: The Power of Radio Among Hispanic Consumers report. The study finds that more than 93% of Hispanic adults tune in to radio each month, making it the highest-reaching medium across the audio and media landscape.

Despite growing media fragmentation and tighter advertiser budgets, Nielsen says radio remains insulated from many of the targeting and privacy challenges facing digital platforms. The report shows that ad-supported audio accounts for 64% of all listening among Hispanics, with radio alone commanding more than half of daily audio consumption. When combined with podcasts, the two formats represent 76% of all daily ad-supported audio time, far surpassing ad-supported streaming services.

Radio’s influence is especially strong in the car, where 76% of all ad-supported audio listening among Hispanic consumers happens via radio. Nielsen notes that these in-car and commuting moments place radio close to daily decision-making and points of purchase, increasing its effectiveness for advertisers.

The report also highlights the strong response Hispanic audiences show after hearing radio and podcast ads. Compared to the general market, Hispanic consumers are significantly more likely to make a purchase, recommend a product, visit a retail location, or engage with brands on social media following audio ad exposure. Nielsen attributes this to the trust and cultural connection listeners have with radio hosts and on-air personalities.

In addition, Nielsen’s recent modernization of audio measurement — including the introduction of the three-minute PPM qualifier — has led to higher reported audiences, impressions, and gross rating points among Hispanic listeners. Average audience levels rose by double-digit percentages across major dayparts, providing advertisers with clearer visibility into radio’s performance and stronger inputs for attribution and planning.

Nielsen concludes that radio remains the foundation of any effective audio strategy targeting Hispanic consumers, with podcasting providing incremental reach that brings total audio coverage close to universal levels. The new report can be found here.