A Market Brands Can’t Afford to Ignore
In a previous Sound Answers release, we explored how radio earns the trust of Hispanic consumers. It's a connection built on culture, community, language, and daily habit. That relationship remains strong. But the larger market reality tells a more urgent story.
Despite driving the majority of U.S. population growth and holding trillions in buying power, Hispanic consumers still receive only about four cents of every advertising dollar.
A GROWTH ENGINE HIDING IN PLAIN SIGHT
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Hispanics are not a niche audience. They are central to America’s present and its future.
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Hispanics now represent roughly 25% of the U.S. population under age 30, making them foundational to long-term brand growth.
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Hispanic buying power has surged from approximately $1.6–$1.9 trillion a decade ago to roughly $2.6–$2.7 trillion in the mid-2020s.
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Between 2022 and 2023 Hispanics accounted for over 70% of the overall increase in the U.S. population.
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The Hispanic population is expected to continue to increase at a steady pace over the next 4 years.
This is not incremental growth. It is structural growth. Whether measured by sheer scale, in markets like New York, Los Angeles (46.9% Hispanic), and Houston (43.9%), or by population concentration, including El Paso (81.2%), San Antonio (63.8%), and Miami (70.2%), Hispanic communities represent foundational U.S. media markets, commanding both substantial reach and deep cultural influence. And yet, Hispanic-targeted ad spend represents only about 4% of total U.S. ad investment, up only slightly from roughly 3% in 2000.
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WHY THIS MATTERS NOW
With Hispanics representing a quarter of Americans under 30, brands that underinvest today risk forfeiting generational loyalty tomorrow.
The opportunity cost compounds annually:
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Underinvestment limits share-of-voice.
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Limited share-of-voice reduces brand salience.
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Reduced salience weakens long-term equity in the fastest-growing consumer segment.
Brands that recalibrate early can secure durable growth. Those that delay may face significantly higher acquisition costs later.
WHERE RADIO FITS
Radio is not simply present in Hispanic communities, it is foundational. Radio continues to play an outsized role in Hispanic communities. Each week, 89% of Hispanic Persons 12+ listen to radio, making it one of the most pervasive and consistent media touchpoints in their daily lives. That reach alone is powerful. But what differentiates radio is not just scale, it’s trust.
According to the Katz Radio Group 2026 Media Trust Study (see chart below), 87% of Hispanics consider radio to be very trustworthy or trustworthy - the highest of any major media platform. Radio outpaces podcasts (79%), newspapers (76%), magazines (69%), television (67%), and social media (59%).
In a fragmented media environment where skepticism is rising, radio stands apart. It is:
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A trusted source of information and entertainment
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A daily ritual, woven into work, family life, and cultural expression
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An authentically voice, reflecting identity, and lived experience
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A real-time connector, present during commutes, community gatherings, and moments that matter
Trust is not easily earned. And among Hispanic audiences, radio has earned it.
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LOOKING AHEAD
In a market where Hispanic consumers receive just four cents of every advertising dollar, despite trillions in buying power and disproportionate population growth, the brands that act decisively will stand apart.
The demographic momentum is undeniable.
The economic power is measurable.
The cultural influence is expanding.
The question for advertisers is no longer whether Hispanic consumers matter, it’s whether media investment will finally align with reality.
