Katz: Clear Radio Messaging Resonates For Hispanic Business Owners.

A new Katz Radio Group study suggests advertisers can more effectively reach Hispanic small business owners with radio commercials that feature clear messaging, authentic storytelling and a mix of English and Spanish.

The Creative Diagnostics study surveyed 400 Spanish-speaking small business decision-makers ages 25-54 and found that radio advertising emphasizing relatable stories and straightforward benefits generated strong audience engagement and favorable brand perceptions.

“Across three radio commercials, more than nine in ten respondents said the advertising message was clear,” Katz writes in a new Insights piece. “When asked whether each advertisement communicated its message effectively, 94% said the first ad was clear, 93% said the second ad was clear, and 94% said the third ad was clear. For advertisers, the takeaway is straightforward: consumers do not need overly complicated messaging. Clear benefits delivered through relatable storytelling remain highly effective.”

The study also found that 49% of respondents preferred advertisements that combined English and Spanish, despite all participants being Spanish-speaking listeners of Spanish-language radio. Just 2% preferred Spanish-only commercials.

“The findings illustrate an important reality of today’s Hispanic audience: many consumers navigate comfortably between both languages throughout their daily lives,” Katz says. “Advertising that reflects this bilingual experience can feel more authentic and relatable.”

Respondents identified support for small businesses, business rewards and benefits, and concise messaging as the most compelling elements of the ads, which featured first-person stories from business owners who also used the advertiser’s financial products.

The campaign also scored highly on relevance, with 83% saying the ads reflected their business needs or aspirations, 80% saying the products felt designed for people like them, and 83% finding the rewards and benefits relevant to their business spending or travel.

The study found that 86% of respondents held a favorable opinion of the advertiser after hearing the commercials, while 72% reported a more positive perception of the product and 77% said they were likely to seek additional information.

“For advertisers looking to reach Hispanic small business owners, the findings are clear,” Katz says. “Radio creative that is easy to understand, culturally relevant, and aligned with the audience’s bilingual communication preferences is well positioned to strengthen brand perceptions and encourage consideration… Radio continues to provide an environment where these messages can connect, build trust, strengthen brand perceptions, and drive meaningful consideration among one of today's most valuable business audiences.”