Spanish-Language TV Ads outperform english counterparts by 31%, EDO reports

Spanish-language television (SLTV) advertising has significantly outperformed its English-language counterparts, according to a recent report by EDO, the TV outcomes company. The study, released on October 8, 2024, in honor of Hispanic Heritage Month, highlights the growing importance of the Hispanic market for advertisers and brands across various industries.

The report reveals that over the past year, ads aired on Spanish-language networks have been 31% more effective than those on English-language TV. This marks a substantial 24% increase in effectiveness compared to the previous period. EDO measures ad effectiveness through immediate, granular TV outcomes data such as site visits and search activity, which are proven predictors of future sales.

Laura Grover, SVP and Head of Client Solutions at EDO, emphasized the significance of these findings: "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."

One of the most striking findings from the report is the impact of culturally relevant content on ad performance. Brands that incorporated elements of Latin culture and featured Hispanic celebrities in their ads saw remarkable results, sometimes outperforming the SLTV average by as much as 1,039%.

Notable examples include:

• Walmart's "Being that Grandma" ad, which was 1,039% more effective than the SLTV average
• Chevrolet's "2024 Equinox EV - Don't Change" spot, which performed 260% better than the SLTV average

These results underscore the importance of authentic, culturally-informed advertising strategies when targeting Hispanic audiences.

Streaming amplifies SLTV Ad Impact

The report also highlights the synergy between Spanish-language content and streaming platforms. Advertisers on TelevisaUnivision's streaming service ViX saw significant performance boosts:

• Automotive brands were 29% more effective than their overall convergent TV average
• Wireless brands experienced an 18% increase in effectiveness

This data suggests that the combination of Spanish-language content and the highly engaging streaming environment creates a particularly potent advertising opportunity.

Live Sports: A Powerhouse for SLTV Advertising

Live sports, especially soccer (fútbol), proved to be a major driver of ad effectiveness on SLTV. The report found that:

• A La Liga match between Mallorca and Barcelona generated 751% greater ad effectiveness than the SLTV soccer average
• Top-performing games were played across England, Spain, Mexico, and Guatemala

This underscores the importance of live sports programming in reaching and engaging Hispanic audiences.

Industry-Specific Insights

The EDO report provides detailed breakdowns of ad performance across various industries:

Alcohol

• Overall ad effectiveness up 23% year-over-year
• Bailey's was the top-performing brand, with 300% greater effectiveness than the industry SLTV benchmark
• Michelob Ultra's Spanish-language Super Bowl ad featuring Lionel Messi was 36% more effective than the category average

Luxury Auto

• Ad effectiveness increased by 3% year-over-year
• Audi led the category, with its top ad 84% more engaging than the luxury auto SLTV average
• Mercedes-Benz drove 133% greater performance than the category average with its Dream Days Sales Event spot

Non-Luxury Auto

• Performance improved by 10% year-over-year
• Honda was the most effective advertiser, with its top ad generating 238% more engagement than the average
• Nissan's culturally relevant "La Mas Hermosa" ad was 45% more effective than the category average

Banking & Finance

• Ad effectiveness increased by 12% year-over-year
• Acorns was the most effective advertiser, with ads 327% more likely to generate engagement than the category average
• Credit Karma's top ad outperformed the industry average by 376%

CPG Food & Beverage

• Category saw a remarkable 50% improvement in ad effectiveness year-over-year
• Spam led the chart with ads 702% more effective than the category average
• M&M's "Meet The Parents" ad outperformed the category average by 128%

CPG Personal Care

• Ad effectiveness up 46% year-over-year
• Weight-supplement brand GOLO led with 682% better performance than the category average
• Old Spice's musical Spanish-language ad was 231% more effective than the category average

Insurance

• Category experienced 36% increase in ad effectiveness year-over-year
• Aflac was the most effective advertiser, generating 341% more engagement than the industry benchmark
• The General's ad featuring Shaquille O'Neal speaking Spanish was 96% more effective than the average

Pharma RX

• Ad effectiveness increased by 40% year-over-year
• Insulin pump OmniPod scored the biggest results, generating 143% more engagement than the average
• Stelara's all-Spanish ad was 11% more effective than the category average

Retail

• Category ad effectiveness up 3% year-over-year
• Amazon Prime was the most effective brand, with ads 340% more effective than the category average
• Target's back-to-school ad outperformed the average by 101%

Travel

• Ad effectiveness increased by 10% year-over-year
• Great Wolf Resorts took the top spot with its most effective ad outperforming the category average by over 700%
• Expedia's Liga MX partnership ad was 46% more effective than the average

Wireless

• Overall category engagement up 6% year-over-year
• AT&T Wireless led the category and posted the most effective ad, generating 228% more engagement than the average
• Metro by T-Mobile's ad featuring Luis Guzman was 83% more effective than the category average

Hispanic Consumers

Roberto Ruiz, Executive Vice President for Research, Insights & Analytics at TelevisaUnivision, commented on the significance of these findings: "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."

Methodology

EDO's methodology involves:

• Measuring immediate, granular TV outcomes data such as site visits and search activity
• Connecting ad airings to ad-driven engagement by measuring incremental spikes in brand engagement within minutes of airing
• Controlling for factors like impressions, duration, and seasonality to ensure fair comparisons between ads

The company's database includes:

• 256 million ad airings
• 30 thousand brands
• 2 million creatives
• 87 trillion impressions

Key takeaways

• SLTV ads outperformed English-language TV ads by 31% over the past year
• Culturally relevant content can boost ad effectiveness by up to 1,039%
• Streaming platforms amplify the impact of SLTV advertising
• Live sports, particularly soccer, are major drivers of ad effectiveness on SLTV
• Hispanic consumers represent a crucial "swing vote" for brands across various industries