NEW YORK—EDO has unveiled a report showing ads in the Spanish-language media environment outperformed those on English-language TV by 31% in the past year—a 24% increase over the previous period.
EDO measures ad effectiveness through granular TV outcomes data such as site visits and search activity—a proven predictor of future sales. The study also highlighted how brands like Walmart, Target, Chevrolet and Miller Lite engage Hispanic audiences through culturally relevant TV campaigns, EDO said.
“Effective engagement with Hispanic consumers enhances authentic, culturally relevant campaigns,” Laura Grover, senior vice president, head of client solutions at EDO, said. “Spanish-language networks are far more than a niche; they are a powerful avenue for brands to authentically connect with Hispanic audiences. By investing in Spanish-language media, advertisers can tap into the vibrancy of this growing demographic, unlocking opportunities for meaningful connections and business success.”
The researchers described the key takeaways from EDO’s “Spanish-Language TV Outcomes Report” as follows:
- Ads on Spanish-Language TV (SLTV) Are Highly Effective. Ads on Spanish-language networks have been 31% more effective than those on English-language TV over the past year. Further, ads in Spanish were 24% more likely to generate consumer engagement over the prior period.
- Brands Win by Engaging In Culture: Spanish-language TV advertisers realize massive gains in ad effectiveness when they tap into the power of Hispanic culture. Brands like Walmart, Chevrolet, Target and Miller Lite have generated outstanding results by featuring elements of Latin culture and Hispanic celebrities in their ads—sometimes outperforming the SLTV average by as much as 10 times.
- Streaming + Spanish-Language = High Engagement: Spanish-language TV's impact is even greater when combined with a highly engaging streaming environment. For example, auto brands advertising on TelevisaUnivision’s streaming service ViX were 29% more effective than their convergent TV average, and wireless brands were 18% more effective.
- In English Or Spanish, Live Sports Drive Results: As live sports are the lifeblood of English-language TV, it’s no surprise that brands have performed extremely well when advertising during events on Spanish-language TV — particularly when it comes to fútbol. The top-performing soccer games for advertisers were played in England, Spain, Mexico, and Guatemala, with a La Liga clash between Mallorca and Barcelona driving 751% greater ad effectiveness than the SLTV soccer average.
The full report is available at edo.com/SLTV.
