In the ever-crowded world of media measurement, EDO and TelevisaUnivision are doubling down on a bet that more advertisers should be making: investing in Spanish-language audiences. The two companies announced an expansion of their partnership to measure consumer engagement with ads on ViX, TelevisaUnivision’s global streaming platform—and the world’s largest dedicated Spanish-language streamer.
The deal takes their existing cross-platform measurement framework one step further, integrating EDO’s predictive TV outcomes technology into ViX’s ad ecosystem. The goal? Prove—and optimize—the ROI of campaigns targeting a fast-growing, deeply engaged Hispanic audience.
Why This Matters: Spanish-Language Ads Drive Results
There’s data to back up the hype. According to EDO, ads on Spanish-language TV were 31% more effective than those on English-language networks in 2024. Brands like Walmart, Target, and Chevrolet have seen real results by aligning campaigns with cultural relevance—not just translating copy, but authentically connecting with Latino audiences through creative strategy and placement.
EDO’s tools enable advertisers to understand what’s actually working across streaming and linear by tracking real-time behavioral outcomes—what viewers do immediately after seeing an ad, from web visits to brand searches.
A Media Giant with Momentum
This partnership comes as ViX gains serious traction in the streaming wars. The platform recently reported 28 million U.S. video viewers and a 70% year-over-year increase in streaming hours per user, thanks in part to its unmatched catalog of original Spanish-language content. As TV becomes increasingly convergent, with blurred lines between linear and streaming, ViX gives advertisers a way to reach Hispanic viewers at scale and across platforms.
“For years, brands have struggled to measure the real impact of their TV buys among U.S. Hispanic audiences,” said Dan Riess, COO of U.S. Ad Sales at TelevisaUnivision. “With EDO, we’re not just guessing—we’re quantifying engagement and helping marketers make better, faster decisions.”
Outcomes That Matter
This partnership is more than a tech integration—it’s an alignment around a major advertising opportunity. Hispanic audiences are the most valuable growth segment in U.S. media, yet they’re still underrepresented in many mainstream media plans. With EDO’s outcome measurement, TelevisaUnivision can now provide hard data to justify higher ad investment, tailored creative, and optimized media strategies.
“TelevisaUnivision’s cultural fluency and content dominance make them the ideal partner,” said Kevin Krim, CEO of EDO. “This expanded partnership means advertisers can finally measure and act on the engagement they’re driving across both ViX and traditional Spanish-language TV.”
Broader Implications: Hispanic Audiences Deserve Better Investment
The move is part of a broader trend in adtech and media: closing the measurement gap in multicultural advertising. As brands demand clearer ROI and agencies chase performance metrics, platforms like ViX—paired with outcome-based measurement tools like EDO—are emerging as data-backed alternatives to legacy media buys.
The partnership will culminate in a joint event on June 26, where EDO and TelevisaUnivision will reveal advertiser strategies that drive 50%+ more engagement with Spanish-language campaigns—underscoring how cultural relevance isn’t just a nice-to-have, but a performance multiplier.
