Study: Hispanic Radio Listeners Show Deep Loyalty

RADIO ONLINE | Thursday, October 1, 2026 | 1:48pm CT

Katz Multicultural Resources

Hispanic radio listeners maintain strong, long-term relationships with their favorite stations, with music, personalities and cultural connection helping drive that loyalty, according to new research from Katz Multicultural Resources.

The study found more than eight in ten Hispanic listeners tune to AM/FM radio at least several days a week, while 87% listen in the car. Katz said the findings demonstrate radio's ability to remain part of consumers' daily routines while reaching them away from screens.

That relationship often lasts for years. Nearly three-quarters (72%) of Hispanic listeners have listened to their favorite station for at least six years, while 19% have remained with their favorite for more than 20 years.

Music dominates station preferences, with 85% identifying a music station as their favorite. Listeners also tend to concentrate their radio use among a relatively small number of stations, with 76% saying they regularly listen to no more than three.

On-air personalities are another significant part of the relationship. Nearly two-thirds (64%) said DJs and personalities are very or extremely important to their enjoyment of a station, while 58% can name a favorite personality from their preferred station.

That connection can also influence how listeners respond to advertising. Sixty-five percent said an endorsement from a radio personality makes them more likely to consider a brand. Forty percent said personality endorsements attract more attention, another 40% described them as more personal or authentic and 27% said they consider them more trustworthy than a standard advertisement.

Katz found an additional advertising opportunity tied specifically to cultural relevance. Sixty-five percent of respondents said they are more likely to buy or use brands that advertise on Spanish-language radio.

The study found an especially strong relationship between radio and cultural identity. Ninety-six percent said their favorite station makes them feel connected to their culture, including 65% who strongly agreed. Katz reported that none of those surveyed disagreed with the statement.

Katz compared the findings with its June 2026 general-market radio research and said many listening behaviors were similar, including a preference for music stations, heavy in-car usage, long-term station loyalty and the importance of personalities. Cultural connection, however, emerged as a distinctive factor among Hispanic listeners.

The findings suggest that Hispanic radio stations can serve as more than sources of music and entertainment, functioning as cultural touchpoints that strengthen the relationship among stations, personalities, listeners and advertisers.

Read the full Katz Multicultural Resources article here.