Nielsen Report Finds Hispanic Audiences Drive Scale, Trust, and ROI in Audio

Nielsen has released its latest report, Audio Today 2026: The Power of Radio Among Hispanic Consumers, revealing a clear and compelling insight for advertisers: Hispanic audiences are not a niche or emerging segment—they represent scale, loyalty, and measurable return on investment, particularly in audio.

The report underscores that U.S. Hispanic consumers—who collectively represent a $4.1 trillion consumer market—continue to be underinvested in by advertisers relative to their reach and influence. Nowhere is that gap more evident than in audio, where radio and podcasts play a central role in daily life and purchasing behavior.

Why Hispanic Audiences Power Audio Performance
According to Nielsen’s findings, audio remains one of the most effective and dependable channels for reaching Hispanic consumers at scale:

• Unmatched Reach: Radio reaches more than 93% of Hispanic adults aged 18+ every month, making it one of the most consistent media platforms available.
• A Daily Companion: Radio and podcasts account for 76% of all daily ad-supported audio listening among Hispanic adults, reinforcing audio’s role as an always-on presence throughout the day.
• Trust That Converts: Hispanic listeners demonstrate strong emotional connections with radio and podcast personalities. As a result, they are 126% more likely to recommend a product and 76% more likely to make a purchase after hearing a radio ad.
• The In-Car Advantage: Radio dominates in-car listening, capturing 76% of ad-supported audio time, placing brands closest to moments of action and purchase.
• Stronger Measurement, Bigger Story: Nielsen’s PPM modernization—including the three-minute qualifier—has driven an 18% increase in measured average audience among Hispanic listeners aged 6+, confirming radio’s true scale and impact.

Audio’s Role in a Fragmented Media Landscape

For marketers targeting U.S. Hispanic consumers, audio’s strength comes at a critical moment. As advertisers manage tighter budgets and face increased pressure to deliver outcomes, channels with proven scale and stability are more valuable than ever.

Unlike many digital platforms, broadcast radio remains insulated from evolving privacy regulations and signal loss. It delivers audiences without relying on digital identifiers that are becoming harder to track, offering brands a reliable and transparent way to connect with consumers at scale.

Hispanic audiences engage with audio throughout their day—particularly in the car—placing radio and podcasts at key moments of attention, decision-making, and purchase. Beyond reach, the medium’s power lies in trust. Hispanic listeners form deep relationships with voices and formats that reflect their lived experiences, cultural expression, and bilingual, genre-spanning listening habits.

These trusted connections translate into real results, reinforcing the influence of authentic voices in an era increasingly shaped by AI-generated content.

Measurement That Confirms Long-Standing Truths
Nielsen’s modernization of audio measurement provides advertisers with clearer visibility into how radio performs today. The lift in impressions and audience levels following the PPM update supports more confident planning and underscores what broadcasters have long known: Hispanic audio audiences are larger, more engaged, and more valuable than previously measured.

Key Takeaways for Advertisers

• Audio is not supplemental for Hispanic audiences—it is essential.
• Trusted voices drive influence, not just impressions.
• In-car listening keeps radio closest to real-world decision-making.
• Updated measurement confirms the scale, engagement, and value of Hispanic audio audiences.

The Audio Today 2026 report offers deeper insights into how Hispanic consumers navigate the audio landscape and why radio and podcasts remain critical tools for reach, relevance, and results in cross-platform advertising strategies.