The Hispanic community, driving 71% of U.S. population growth from 2022 to 2031 and wielding over $3 trillion in purchasing power, remains deeply connected to audio platforms, especially radio, according to Nielsen’s latest report, developed in collaboration with the Hispanic Radio Alliance. Radio emerged as a key medium, reaching 40 million Hispanic listeners monthly, comparable to the reach of connected TV devices and smartphones. Among ad-supported audio platforms, radio dominated, accounting for 54% of listening time, followed by podcasts at 28% and streaming audio at 16%. Weekly time spent listening to AM/FM radio by Hispanic adults aged 18-34 reached 8 hours and 11 minutes in 2024, compared to 10 hours and 56 minutes spent on live and time-shifted TV.
The report underscored the enduring relevance of the Spanish language among Hispanic audio consumers. Over 70% of Hispanic listeners speak Spanish at home, and nearly 65% prefer speaking Spanish in their personal lives. Despite bilingual tendencies, only 30% exclusively prefer English, emphasizing the critical role Spanish-language radio plays in connecting with this audience on a cultural and emotional level.
Incorporating radio into media strategies significantly amplified campaign effectiveness. Reallocating 20% of a media budget to radio increased total reach by 23%—adding 348,000 more people—and delivered a 38% lift in effective reach, reaching 363,000 additional consumers three or more times. For younger Hispanic audiences aged 18-20, radio elevated reach from 56% to 84%, a 49% relative increase.
The popularity of podcasts also surged, with Hispanic monthly podcast listenership rising from 20% in 2019 to 30% in 2023. Hispanic podcast listeners demonstrated high advertising responsiveness, being 34% more likely to call a number, 42% more likely to visit a retail location, and 16% more likely to recommend a product to friends or family. Podcasts in both Spanish and English resonated strongly with the bilingual nature of the community.
Audio, encompassing both radio and podcasts, is a vital tool for reaching and resonating with the diverse Hispanic audience. By embracing the community's cultural and linguistic preferences, brands can leverage audio to drive meaningful engagement and maximize their return on investment.