The just-released report “Tuning in to Hispanic Audiences,” a collaboration between Nielsen and Hispanic Radio Alliance, puts radio front-and-center as, in its words, “a key media platform for Hispanics,” focusing on its dominance among ad-supported audio, its reach among younger audiences, and its ability to significantly boost the reach of any ad campaign.
Citing Nielsen’s Audience Insights data showing that radio reaches 40 million listeners monthly, on par with connected TV devices and smartphones, the report says, “This makes radio essential for advertisers aiming for maximum reach and engagement. As media habits diversify, radio continues to deliver unmatched scale and integration into Hispanic lives, making it a cornerstone of any effective marketing strategy.”
When it comes to ad-supported audio, radio remains the far-and-away leader among Hispanic adults 18+, claiming 54% of listening time according to Edison Research’s “Share of Ear” study. “For advertisers, this highlights radio’s unmatched ability to deliver broad and consistent reach within the Hispanic community,” Nielsen/HRA’s report says. “As other audio platforms gain traction, radio continues to provide the largest share of listening.”
Breaking out data on Hispanic listeners age 18-34, the report shows how their weekly time spent with radio indexed to TV has increased, from 57% in 2018 to 81% in 2023. “Radio has demonstrated remarkable stability in media consumption among Hispanic audiences,” the report says. “This resilience illustrates radio’s deep integration into daily routines, making it a trusted and consistent source of information and entertainment.”
How does this translate to advertising effectiveness? “This enduring relevance presents a unique opportunity to connect with Hispanic listeners through a medium that continues to command their attention,” the report says. “While other media platforms face increasing fragmentation, radio remains a reliable way to engage this audience.”
Using Nielsen Media Impact to show how moving 20% of any ad budget to radio impacts reach, the report notes that advertisers have the most to gain when aiming their brands at the youngest targets, with the 18-20 segment getting the largest lift in reach, at 49%. In fact, that reallocation to radio pushes reach of every demo up past the 80% mark.
“Younger Hispanics are often harder to engage through traditional media alone, and radio effectively fills this gap, ensuring campaigns connect with this vital and influential segment,” the report says. “For media buyers, this makes radio a critical investment for balanced, impactful campaigns.”
Likewise, adding AM/FM radio to a standard $500k Hispanic media plan heavy on linear TV, CTV and social media will increase reach by 38%, from 70% to 86%. “By integrating radio into the media mix, advertisers can achieve both broader reach and deeper engagement, delivering stronger results within the same budget,” Nielsen/HRA’s report says. “Radio plays a crucial role in ensuring campaign messages are heard often enough to make a lasting impact. Radio isn’t just about reaching people, it is about reaching them enough to truly influence their behavior.”