Radio reaches more than 93% of all Hispanic audiences in the United States and creates “unique emotional connections with listeners that influence them to act on ad exposures to a much higher degree than the general population,” according to Nielsen data.
More than 93% of Hispanic adults tune in each month, making radio one of the most consistent and dependable ways for brands to reach this fast-growing consumer group at scale, according to Nielsen’s Audio Today Report from January 2026.
Hispanic listeners rely on various forms of audio throughout their day, especially in the car, the report says.
The reports adds that this puts radio and podcasts in moments that are close to daily decision-making and points of purchase creating opportunities to influence behavior when consumers are most attentive and most likely to act.
“Hispanic audiences build trusted relationships with the hosts and formats that speak to their lived experiences. Latino listening habits also span languages and genres, moving fluidly between musical cultural expression and on-trend topic discussion. And what’s more, Latinos also show high levels of response after hearing ads, reinforcing the influence of authentic trusted voices in an era of AI,” according to Nielsen’s Audio Today Report.
Mayna Nevarez, CEO and president of Nevarez Communications, emphasized the importance of radio in public relations and marketing efforts.
“In key markets, radio remains the channel that validates and activates purchase intent,” Nevarez said.
“When we align that reach with a well-segmented digital strategy, from social media to paid advertising, we amplify the message, accelerate conversions, and ultimately sell tickets more efficiently and measurably,” she added.
