Radio’s critical role in driving growth

In a fragmenting media landscape, radio remains uniquely positioned to deliver both scale and meaningful engagement: mass reach, cultural relevance and consistent daily connection in a trusted environment. Listening is embedded in daily routines, and in the car, radio takes 76% of Hispanic adults’ ad-supported listening, during the moments when consumers are actively thinking about purchases, meals and errands.

Trust is the differentiator. In Katz Radio Group’s 2026 Media Trust Study, 87% of Hispanic adults rated radio trustworthy, the highest of six media (social media: 59%). In Crowd React Media’s 2025 survey of Spanish-speaking Hispanic adults, 92% of radio listeners said local and community coverage on the radio matters to them, and 51% have contacted their local Spanish-language station by phone, text or social media. On-air personalities act as trusted voices inside their communities.

That trust converts. Compared with all U.S. adults, Hispanic adults are 76% more likely to say a radio ad led them to make a purchase in the past three months, 49% more likely to have visited a store because of one, and more than twice as likely to have recommended a product. And radio makes the rest of the plan work harder: in a Nielsen model of a one-month Houston campaign, moving 20% of a TV, streaming TV and social media budget to AM/FM radio lifted reach among Hispanic adults from 70% to 86%.