Hispanic Radio Advertising: What Three Ads Revealed About Spanish-Language Listener Loyalty

Radio remains one of the most powerful tools for reaching Latino audiences.

But in today’s media environment, it’s not just the music or the hosts that matter — the advertising does too.

That’s why Team Percepto set out to answer one key question:

Do commercial messages keep people connected to their favorite station… or push them away?

We tested three very different radio ads and surveyed listeners across four major Hispanic markets: Los Angeles, Chicago, Dallas, and Miami. Here’s what we learned:

Not All Ads Are Created Equal

Ad Title: Homeland Security

This hardline message about immigration sparked the most intense reactions. Many listeners felt the tone was harsh or exclusionary, creating emotional distance — and in some cases, less interest in continuing to listen to their favorite station.

Ad Title: La Red Hispana

This spot struck a very different chord. A motivational message from Angélica Vale celebrating perseverance and growth resonated deeply. Most listeners felt affirmed, inspired, or unaffected — reinforcing their connection to the station.

Ad Title: Smart & Final

This promotional message about everyday savings generated mostly neutral or positive reactions. It was seen as practical, familiar, and non-disruptive — a reminder that not every ad needs to be emotional to be effective.

What Listeners Told Us

Negative sentiment was highest for the Homeland Security ad — and often linked to lower station engagement.

“I dislike this commercial because they think all immigrants are criminals but they're not.”

(Dallas respondent, less likely to continue listening to their favorite station)

“I dislike the threatening tone of the message.”

(Miami respondent, less likely to continue listening to their favorite station)

Positive and neutral sentiment dominated for the other two ads.

“It is a very positive and motivating message for the Hispanic community.”

(Miami respondent, La Red Hispana ad — no change in listening)

“I like the Smart & Final ad. They have the things I sometimes need.”

(Los Angeles respondent, neutral about listening behavior)

Many listeners said the right message can make them more likely to tune in.

“I like the message because it makes me want to listen to the radio station more.”

(Chicago respondent, more likely to tune in to their favorite station)

“The commercial succeeds in conveying excitement for the station’s content.”

(Chicago respondent, more likely to tune in to their favorite station)

Why This Matters

Every ad a station airs is part of the brand experience. While programmers and sales teams may focus on content and revenue, ads have the power to either build or erode listener trust.

Understanding how different messages land with your audience isn’t just a nice-to-have — it’s essential for programming, sales, and brand safety.

Ready to Know What Your Ads Are Really Doing?

If you’re in programming, sales, or brand strategy and wondering how commercial messages affect your audience — Team Percepto can help.

We combine qualitative and quantitative research to uncover how your listeners truly respond to:

• Commercial messages

• On-air talent

• Music formats

• Digital content

• Community-driven campaigns

We’ll show you which messages reinforce loyalty, which ones risk tune-out, and how to strike the right balance between content and commerce. Hispanic radio advertising.

Let’s move beyond assumptions — and listen to what the data is really saying.

Connect with Team Percepto today.

Because in a crowded media space, the stations that thrive are the ones that understand their audience at every touchpoint.