A comprehensive new study has revealed a significant performance gap in television advertising, showing that commercials aired on Spanish-language channels generate substantially higher levels of consumer engagement than those on English-language television. According to new research released by the TV outcomes measurement firm EDO, Spanish-Language Television (SLTV) provides a 30% greater lift in consumer activity, such as branded online searches and website visits, following an ad airing.
The findings are detailed in the “2025 Spanish-Language TV Outcomes Report,” which offers an in-depth look at the power of SLTV to drive tangible business results for brands. The analysis is one of the most extensive of its kind, examining a massive dataset that includes over 1.2 million ad airings, 363 billion impressions, and $2 billion in advertising spend from 715 different brands. The report underscores that this trend of outperformance is not an anomaly but a consistent pattern, holding true at a macro level and across various programming genres. Scripted entertainment on SLTV drove 36% more engagement, news programming was 49% more effective, and even live sports delivered a 9% advantage over their English-language counterparts.
Marketing Technology Insights: Wereldhave and Ocean Outdoor Launch Digital Media Network in 11 Dutch Centers
The report was introduced with commentary from Dan Riess, EVP and Chief Operating Officer of U.S. Ad Sales at TelevisaUnivision, a key player in the SLTV market. “Outcomes measurement has become a must-have for marketers, and it’s especially powerful in Spanish-Language TV,” Riess said. “This audience drives growth across every major category, yet advertisers need clear proof of how their campaigns deliver. With EDO, we can demonstrate the measurable impact of culturally relevant creative, giving brands confidence that their investments in SLTV are fueling both engagement and long-term growth.”
These findings are set against the backdrop of the rapidly growing economic and cultural influence of the U.S. Hispanic population, which now constitutes nearly 20% of the nation’s total and wields an annual purchasing power of more than $2.5 trillion. As one of the youngest and fastest-growing demographics, this group is actively shaping the future of media consumption. The EDO report provides clear, quantitative evidence that advertisers who successfully connect with this audience in culturally resonant SLTV environments are seeing major returns on their investment.
Marketing Technology Insights: Search.com Says Gen AI Ends the Keyword Search Era for Consumers
Kevin Krim, the President and CEO of EDO, emphasized that in today’s fragmented media environment, this type of clear, data-driven insight is essential. “Understanding impact in convergent TV requires clarity, and outcomes provide that signal, giving marketers the insight they need to invest with confidence,” said Kevin Krim. “With fragmentation and rising stakes, measurement that connects investment to intent is the difference between guessing and growing. Our data shows just how powerful Spanish-language TV is at driving engagement and consideration, helping brands grow with this critical audience.”
The report also highlighted the exceptional performance of specific platforms, noting that TelevisaUnivision’s ViX streaming service delivered standout results. Brands in categories like restaurants saw their campaigns on ViX achieve up to 52% stronger effectiveness compared to their established English-language TV benchmarks.
Marketing Technology Insights: Nexxen Launches First Programmatic Native Ads on Smart TV
For media inquiries, you can write to our MarTech Newsroom at sudipto@intentamplify.com
