Financial Services • Creative Diagnostics

To connect with Hispanic small business owners, brands need creative that feels lived-in, local, and authentic.

A recent Katz Radio Group Creative Diagnostics study among 400 Spanish-speaking small business decision-makers ages 25-54 found that clear, authentic radio creative resonated strongly with listeners, driving positive brand perceptions while demonstrating the value of bilingual messaging.

CLARITY IS THE FOUNDATION OF EFFECTIVE CREATIVE

Radio's strength has always been its ability to communicate quickly and clearly, and this study reinforces that advantage. The commercials were tested in English with Spanish-speaking respondents, and the study itself was conducted in Spanish, making the findings especially relevant to how this audience processes creative.

Across three radio commercials, more than nine in ten respondents said the advertising message was clear. 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.

BILINGUAL CREATIVE REFLECTS TODAY'S HISPANIC CONSUMER  

One of the study's most interesting findings involved language preference. Although every respondent was a Spanish-speaking small business decision-maker and listener of Spanish-language radio, nearly half (49%) preferred hearing both English and Spanish within the advertisement. Only 2% preferred a Spanish-only execution.

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

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PERSONAL RELEVANCE FUELS BRAND CONSIDERATION

The most effective radio creative does more than communicate product features, it helps listeners recognize their own needs and see how a brand fits into their everyday lives.

In this study, respondents consistently cited three elements that stood out most:

• Support for small businesses

• Business rewards and benefits

• Clear, concise messaging

The campaign's relevance was further strengthened through authentic, first-person stories from real business owners who were also customers of the brand's financial products.

That authenticity translated into strong personal relevance:

• 83% agreed the ads reflected their business needs or aspirations.

• 80% said the product felt designed for someone like them.

• 83% found the rewards and benefits relevant to their business spending or travel habits. 

That personal connection translated into meaningful movement down the marketing funnel.

When asked about the brand advertiser, 86% reported a favorable opinion of the advertiser, 72% said their perception of the product became more positive, and 77% said they would be likely to seek more information. The findings underscore a fundamental advertising principle: when radio creative delivers a clear message and demonstrates a genuine understanding of its audience, it can strengthen brand perceptions while motivating consumers to take the next step.

For advertisers looking to reach Hispanic small business owners, the findings are clear. 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.