With $2B in spend analyzed, EDO highlights SLTV’s unmatched ability to drive consumer intent and engagement across genres, categories, and platforms

Spanish-Language Television (SLTV) is delivering outsize returns for advertisers, with a 30% lift in consumer engagement compared to English-Language TV (ELTV), according to new research released today by EDO, the TV outcomes company.

The 2025 Spanish-Language TV Outcomes Report, introduced with a video message from Dan Riess, EVP, Chief Operating Officer, U.S. Ad Sales at TelevisaUnivision, provides a comprehensive view of SLTV’s power to drive measurable business outcomes for brands across categories.

The analysis encompasses over 1.2 million ad airings, 363 billion impressions, and $2 billion in ad spend from 715 brands. Findings underscore that SLTV consistently outperforms English-language TV in terms of consumer engagement, such as branded search and site visits, at a macro level and across genres, including scripted entertainment (+36%), news (+49%), and live sports (+9%).

“Outcomes measurement has become a must-have for marketers, and it’s especially powerful in Spanish-Language TV,” Riess said. “This audience drives growth across every major category, yet advertisers need clear proof of how their campaigns deliver. With EDO, we can demonstrate the measurable impact of culturally relevant creative, giving brands confidence that their investments in SLTV are fueling both engagement and long-term growth.”

The growing influence of the U.S. Hispanic consumer makes SLTV a must-invest channel. Hispanics now represent nearly 20% of the U.S. population and account for more than $2.5 trillion in annual purchasing power. As one of the youngest and fastest-growing demographics, they’re shaping the future of media consumption — and the data shows advertisers who connect with Hispanic audiences in culturally relevant SLTV environments see major returns.

“Understanding impact in convergent TV requires clarity, and outcomes provide that signal, giving marketers the insight they need to invest with confidence,” said Kevin Krim, President & CEO, EDO. “With fragmentation and rising stakes, measurement that connects investment to intent is the difference between guessing and growing. Our data shows just how powerful Spanish-language TV is at driving engagement and consideration, helping brands grow with this critical audience.”

The 2025 report also highlights standout performance from TelevisaUnivision’s ViX streaming platform, where brands across various categories, including restaurants, achieved up to 52% stronger effectiveness than their English-language TV benchmarks.

The 2025 Spanish-Language TV Outcomes Report is available now from EDO.

About EDO

EDO is the TV outcomes company. Our leading measurement platform connects convergent TV airings to the ad-driven consumer behaviors most predictive of future sales. EDO empowers the advertising industry to maximize media impact, optimize creative performance, and know the fair value of every impression — across linear and streaming for an increasingly programmatic world. By combining immediate engagement signals with world-class decision science and vertical AI, EDO equips industry leaders with syndicated, investment-grade data that aligns media to business results — with detailed competitive, category, and historical insights. Leading brands, agencies, networks, streamers, and studios trust EDO’s TV intelligence to know what works.

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