Katz Study Focuses on Media Perceptions of Hispanics

This year, Katz is commemorating Hispanic Heritage Month by continuing its series on media trust and exploring Hispanic consumers’ perceptions of media. Hispanics are an influential consumer group with growing impact on the economy, politics, and beyond, so learning more about the media that resonates best can have great consequences for advertisers. 

Katz surveyed more than 200 Hispanic respondents to gauge how trustworthy they found the following sources of information: radio, television, newspapers, magazines, and social media. Results revealed promising insights for marketers and radio: when it comes to trust among Hispanics, hearing is believing.

HISPANICS TRUST RADIO BEYOND ALL OTHER MEDIA

8 in 10 Hispanic adults consider radio to be very trustworthy, or trustworthy - securing radio's position as the most trusted media among Hispanics. Trust in radio surpasses newspapers by +4 points, and exceeds television and magazines by double digit margins (+10% and 13%, respectively). Social media earns the unenviable standing of the least credible media type, with only 4 in 10 adults putting faith in it. Compared to social media, radio is trusted by twice as many Hispanic adults.

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HISPANIC TRUST PATTERNS MIRROR GEN POP – WITH A NOTABLE EXCEPTION

Overall, Hispanics’ trust in media follows the same patterns as the general population, with radio earning the top spot. Newspapers and magazines hold onto their positions, albeit -3 points lower than the average U.S. adult. The significant difference in Hispanics' trust occurs with social media. While still landing last place, social media scores +12 points higher among Hispanics versus the average adult. Even with its elevated trust level, the majority of Hispanic consumers express a lack of faith in social media.

TRUST OPENS THE DOOR TO ENGAGING HISPANIC CONSUMERS 

Katz’s findings provide encouragement for brands to invest in AM/FM radio to reach the Hispanic marketplace. Advertisers should aspire to align themselves with platforms that have earned and maintained credibility among the Hispanic community. Radio, especially Spanish Language formatted stations, allows brands to speak to Hispanic consumers on trusted, local, and authentic platforms. Such environments allow campaigns to truly resonate among Hispanic audiences.