Advertisers who buy inventory against Spanish-language television channels and content see a higher rate of effectiveness compared to comparable inventory purchased against English-language TV channels and content, according to the findings of a new report.
The report, released by data firm EDO, analyzed national TV spots that aired on Spanish and English-language networks and TV services from August of last year through July of this year.
The firm determined that ads aired across Spanish-language networks were 31 percent more effective compared to similar spots on English-language networks. They were also 24 percent more likely to generate consumer engagement over the evaluation period, EDO said.
Specifically, EDO found that automotive brands advertising on Televisa-Univision’s streaming service Vix were 29 percent more effective, and wireless brands saw an 18 percent lift in effectiveness, compared to campaigns aired on English-language networks.
“Effective engagement with Hispanic consumers enhances authentic, culturally relevant campaigns,” Laura Grover, the Senior Vice President and Head of Client Solutions at EDO, said in a statement. “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.”
According to the report, the company that spent the most on ads during the evaluation period was Dish Media, which committed an estimated $39.7 million in ad buys across Spanish-language media, up 2 percent on a year-over basis. Dish offers a number of Spanish-language packages under the Dish Latino brand; it is currently in the process of being acquired by rival video service DirecTV.
Verizon, Freeway Insurance, Walmart and Boost Mobile were also big spenders, committing between $32.4 million and $34.7 million in spending during the evaluation period, EDO said. Target, Wendy’s, prescription drug Dovato, Toyota and beer maker Modelo rounded out the top 10 list.
Food and beverage companies spent the most money on a collective basis, with an estimated $263.5 million in ad buys across Spanish-language networks and streaming services, EDO said. The health and beauty sector clocked in second at $252.5 million, followed by the Internet and telecom service sector at $212.4 million.
The best performing ads are the ones that tap into the culture of Hispanic and Latino viewers. The report highlighted a Walmart spot called “Being that Grandma” that had a 1,039 percent lift in effectiveness compared to the average Spanish-language TV spot. (The same ad ran on English-language networks earlier in the year, according to a listing from iSpot).
Advertisers are more-likely to spend against Spanish-language entertainment, news and information, EDO said, with media buyers spending around $1 billion against entertainment content during the evaluation period and $326 million against news and information. The average spot aired against entertainment-based shows had a 36 percent lift in engagement compared to comparable English-language programming, and a 61 percent increase in engagement when aired against Spanish-language news and information content.
The full report from EDO is available to downoad by clicking or tapping here.
