Report: Hispanic Growth Outpaces Ad Spend Investment

RADIO ONLINE | Thursday, February 26, 2026 | 3:01pm CT

Katz Radio Group

Katz Radio Group is urging advertisers to rethink their media allocations as Hispanic consumers continue to drive U.S. population and economic growth while receiving a disproportionately small share of ad dollars.

In its latest Sound Answers post, Katz Radio notes that although Hispanics account for the majority of recent U.S. population growth and command trillions in buying power, they receive only about four cents of every advertising dollar. That share has inched up only slightly from roughly 3% in 2000 to about 4% today.

The post frames Hispanic consumers not as a niche audience, but as a structural growth engine for brands. Hispanics now represent approximately 25% of the U.S. population under age 30, positioning the segment as central to long-term brand development. Hispanic buying power has grown from roughly $1.6-$1.9 trillion a decade ago to an estimated $2.6-$2.7 trillion in the mid-2020s. Between 2022 and 2023, Hispanics accounted for more than 70% of the overall increase in the U.S. population.

Population concentration in major and mid-sized markets further underscores the opportunity. In Los Angeles, 46.9% of residents are Hispanic, while Houston stands at 43.9%. Markets such as El Paso (81.2%), San Antonio (63.8%), and Miami (70.2%) reflect even higher concentrations, highlighting the segment's influence in key media markets.

Katz Radio argues that underinvestment carries long-term risks. Limited ad spend reduces share-of-voice, which in turn diminishes brand salience and weakens equity in the fastest-growing consumer segment. With Hispanics representing a quarter of Americans under 30, the company suggests that brands failing to invest now risk higher acquisition costs and lost generational loyalty later.

The post also positions radio as a primary channel for reaching Hispanic audiences. According to the Katz Radio Group 2026 Media Trust Study, 89% of Hispanic persons 12+ listen to radio weekly. Additionally, 87% consider radio to be very trustworthy or trustworthy -- the highest rating among major media platforms. By comparison, podcasts rated 79%, newspapers 76%, magazines 69%, television 67%, and social media 59%.

Katz describes radio's strength among Hispanic audiences as rooted in daily habit, cultural relevance, language, and community connection. In a fragmented media environment, the company says radio remains a consistent, real-time touchpoint embedded in work, family life, and cultural expression.

The post concludes that demographic momentum, economic power, and cultural influence among Hispanic consumers are clear. The remaining question for advertisers, Katz writes, is whether media investment will align with that reality.

Read the entire article here.