TV Ads on Spanish-language Networks Outperform Ads on English-language TV

New findings highlight how brands like Walmart, Target, Chevrolet, and Miller Lite engage Hispanic audiences through culturally relevant TV campaigns

In honor of Hispanic Heritage Month, EDO, the TV outcomes company, has released a report revealing that ads airing in the Spanish-language media environment have outperformed ads on English-language TV by 31% in the past year — a 24% increase over the previous period.

EDO's report highlights the categories, brands, and creatives that effectively engage essential Hispanic audiences.

“We are proud to partner with EDO on elevating insights that demonstrate the power of Spanish-language media in the lives of Latino consumers in America,” said Roberto Ruiz, Executive Vice President for Research, Insights & Analytics at TelevisaUnivision. “As we draw closer to the 2024 Election, all eyes are on Latino voters as the pivotal swing vote – and what advertisers should further recognize is that Latinos are the swing vote for brands: attentive, loyal, and eager to learn more about the products and services that engage them in-culture and in-language.”

EDO measures ad effectiveness through immediate, granular TV outcomes data such as site visits and search activity — a proven predictor of future sales.

"Effective engagement with Hispanic consumers enhances authentic, culturally relevant campaigns,” said Laura Grover, SVP, Head of Client Solutions, EDO. “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."

Key takeaways from EDO’s Spanish-Language TV Outcomes Report include:

• Ads on Spanish-language TV (SLTV) are Highly Effective. Ads on SLTV networks have been 31% more effective than those on English-language TV over the past year. Further, SLTV ads were 24% more likely to generate consumer engagement over the prior period. 

• Brands Win By Engaging In Culture. SLTV 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 10x.

• 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 live sports 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.

Visit edo.com/SLTV to download EDO’s Spanish-Language TV Outcomes Report and learn how your category and competitors perform.