Hispanic Radio Campaign Successfully Drives Awareness and Consideration
A smart home technology company turned to radio to boost engagement among Hispanic consumers across key markets. Katz partnered with Veritonic to measure the impact of radio advertising on key brand health metrics, such as awareness and consideration. As it was a Hispanic-targeted campaign on Spanish Language radio stations, respondents were given the option to answer the survey in Spanish.
The study found that the home tech brand’s investment in radio advertising drove incremental awareness and consideration among Hispanic consumers. By far, the brand was the most “top of mind” in the category, cited by 59% of Hispanics "unaided." The brand also led in aided awareness, with name recognition by 76% of Hispanics. Hispanic respondents outperformed non-Hispanics on both awareness metrics as well (+7% and +4%, respectively).
The brand is not only well-known among Hispanics, it's also well-considered. The brand was the top choice among Hispanics, with 68% of Hispanics saying they would consider it during their next purchase occasion (+6% higher than non-Hispanics).
The smart home tech brand's goal was to reach Hispanic consumers and drive awareness and engagement with their product. By utilizing Spanish language radio, the home tech brand broke through with their messaging and generated measurable results.