Spanish-Language Television (SLTV) is delivering substantially higher returns for brands, according to the 2025 Spanish-Language TV Outcomes Report from EDO, the TV outcomes measurement company. Advertisers see a 30% lift in consumer engagement compared to English-Language TV (ELTV), highlighting SLTV as a key driver for culturally relevant marketing.
“Outcomes measurement has become a must-have for marketers, and it’s especially powerful in Spanish-Language TV,” said Dan Riess, EVP and COO, U.S. Ad Sales at TelevisaUnivision. “This audience drives growth across every major category, and EDO demonstrates how culturally relevant creative fuels engagement and long-term growth.”
Massive Dataset Reveals Broad Impact
The report analyzed over 1.2 million ad airings, 363 billion impressions, and $2 billion in ad spend from 715 brands, finding SLTV consistently outperforms ELTV in metrics such as branded search and site visits. Performance across genres includes:
- Scripted Entertainment: +36% engagement
- News: +49% engagement
- Live Sports: +9% engagement
Streaming Platforms Amplify Results
TelevisaUnivision’s ViX streaming platform also showed standout performance, delivering up to 52% stronger effectiveness than English-language TV benchmarks in categories including restaurants, proving that SLTV’s influence extends across both linear and digital streaming environments.
Why SLTV Matters Now More Than Ever
Hispanic consumers now represent nearly 20% of the U.S. population and wield over $2.5 trillion in annual purchasing power. As one of the youngest and fastest-growing demographics, their media consumption shapes the future of advertising. Brands that engage Hispanic audiences with culturally relevant campaigns in SLTV environments see measurable returns in engagement, consideration, and ultimately, sales.
“Understanding impact in convergent TV requires clarity, and outcomes provide that signal,” said Kevin Krim, President & CEO of EDO. “Our data shows Spanish-language TV drives engagement and consideration, helping brands grow with this critical audience.”
With the rise of SLTV and streaming platforms like ViX, advertisers have a clear opportunity to connect with a highly engaged, culturally aligned audience while maximizing ROI through outcomes-driven measurement.
