Spanish-language TV networks prove to be more effective for advertisements compared to English-language television networks
In a significant development for advertisers, a new report by EDO has highlighted the growing impact of Spanish-language TV (SLTV) on ad effectiveness and consumer engagement. The report, titled the "Spanish-Language TV Outcomes Report," can be found at edo.com/SLTV.
The report underscores the importance of SLTV, particularly in driving results on Spanish-language TV, especially during fútbol games. Top-performing soccer games for advertisers are played in England, Spain, Mexico, and Guatemala.
One standout example is a La Liga clash between Mallorca and Barcelona, which drove 751% greater ad effectiveness than the SLTV soccer average. This demonstrates the potential for advertisers who invest in Spanish-language media to tap into the vibrancy of the growing Hispanic demographic.
Laura Grover, senior vice president, head of client solutions at EDO, stated that effective engagement with Hispanic consumers enhances authentic, culturally relevant campaigns. The report shows that Spanish-language networks are far more than a niche, as demonstrated by their significant impact on ad effectiveness and consumer engagement.
The report also emphasises key takeaways, such as the performance of ads in Spanish-language media increasing by 24% compared to the previous period. Advertisers on Spanish-language TV networks can see up to 10 times higher ad effectiveness with culturally relevant campaigns.
Brands like Netflix have stood out recently with culturally relevant Spanish-language campaigns, particularly through original Spanish-language series promotion on Spanish-speaking TV. Other brands like Walmart, Chevrolet, Target, and Miller Lite have generated outstanding results by featuring elements of Latin culture and Hispanic celebrities in their ads.
The report also shows that the impact of Spanish-language TV is even greater when combined with a highly engaging streaming environment, such as TelevisaUnivision's streaming service ViX. Ads on ViX were 29% more effective for auto brands, and wireless brands were 18% more effective.
In the past year, ads on Spanish-language TV have been 31% more effective than those on English-language TV. EDO measures ad effectiveness through granular TV outcomes data such as site visits and search activity. The investment in Spanish-language media can unlock opportunities for meaningful connections and business success.
Spanish-language networks are described as a powerful avenue for brands to authentically connect with Hispanic audiences. Ads in Spanish were 24% more likely to generate consumer engagement over the prior period, underscoring the importance of speaking the language of the audience.
In conclusion, the Spanish-Language TV Outcomes Report by EDO underscores the growing importance of Spanish-language TV for advertisers. The report highlights the potential for brands to tap into the vibrant Hispanic demographic and create culturally relevant campaigns that drive results.
