Nielsen: Radio Reaches 93% of U.S. Hispanics Monthly

RADIO ONLINE | Tuesday, September 23, 2025 | 2:47pm CT

Nielsen

Nielsen's 2025 Hispanic Diverse Intelligence Series underscores radio's continued importance among Hispanic audiences, even as streaming and social platforms dominate overall media habits. According to the report, radio reached 93% of Hispanics each month in the first quarter of 2025, demonstrating the medium's staying power in a crowded digital environment.

Radio's role is particularly strong when paired with digital audio. Together, radio and podcasts account for 79% of all daily audio time spent with ad-supported platforms among Hispanics. This highlights AM/FM's influence as both a trusted community connection and a driver of cross-platform engagement.

The report also points to the effectiveness of podcast advertising within the Hispanic market. Nielsen found that Hispanic podcast listeners are 62% more likely than the general population to call a number from a podcast ad, underlining the high trust and responsiveness this audience shows in audio environments.

Despite a younger median age of 31 and growing engagement with streaming video and mobile apps, Nielsen's findings reinforce that radio remains deeply woven into Hispanic media consumption. The report notes that many Hispanics live in multigenerational households, where broadcast and radio listening habits are shared across age groups, sustaining demand for culturally relevant audio content.

For advertisers, Nielsen concludes that pairing radio with podcasts provides "low-clutter, high-trust environments" that can drive stronger brand recall and motivate action. As U.S. Hispanics continue to curate their own media experiences, the study emphasizes that culturally resonant audio remains a powerful way to build authentic connections.