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October 25, 2022 2 min read

The Power of Spanish-Language TV for Brand Advertisers

Year-to-date national revenue for Spanish-language TV (SLTV) networks are up 9% to $1.5 billion, the second-straight year of 9% growth.

SLTV viewers’ seismic growth and TV viewing habits are too strong for advertisers to ignore. This fast-growing audience is surging in the United States, and advertisers should consider heightened investment in SLTV spots, especially as we enter the holiday season. 

Additionally, according to a recent insights report from the VAB, Hispanics will account for 20% of the total US population by 2023. Looking toward the end of the year, Hispanic consumers are planning to spend one-third more than the average adult on holiday shopping, making them a prime group to target as brands begin to ramp Black Friday and holiday advertising.

Why SLTV offers an engaging TV environment 

The Spanish-language audience is passionate about their culture, food, families, and traditions, and they also carry that passion into their TV viewing habits. Whether it’s gathering around a fútbol game with the family or the latest episode of a telenovela with friends, this audience is engaged and dedicated to the shows they know and love.

A recent analysis by EDO found that viewers of Spanish-language TV were 23% more likely to engage with ads than those on English-language TV. In all but two major categories analyzed, Spanish language ads outperformed the English-language TV (ELTV) benchmark.

The more engaged the audience is in what they’re watching, the more likely they will stay engaged when the ads air — which is great news for advertisers.

Top-performing categories on SLTV

EDO data highlights that automotive, pharmaceutical, and travel ads are the top performers for Spanish language TV ads.

  • Automotive ads on SLTV perform, on average, 35% stronger than automotive ads on ELTV.
  • Mercedes-Benz saw stronger consumer engagement following the airing of its Spanish-language creatives on SLTV than its English-language creatives that aired on SLTV.
  • Pharmaceutical (RX) ads on SLTV perform, on average, 69% stronger than pharma (RX) ads on ELTV.
  • Travel ads on SLTV perform, on average, 31% stronger than Travel ads on ELTV. 

Why should your brand invest in Spanish Language TV?

The Spanish-Language TV audience is one that transcends more than just Spanish advertising. Even English language ads see very strong performance among Spanish-language TV viewers. 

For example, in 2022, Spanish-language TV viewers exposed to English-language ads were 9% more likely to search for the brands being advertised than English-language TV viewers.

With this kind of high engagement, it’s easy to see why the Spanish language audience is the next frontier of advertising.

Want more info on how EDO can help improve the timeliness of your creatives and optimize ads for higher consumer engagement on SLTV? Connect with me on LinkedIn or send me a note to discuss – I’d love to hear from you.

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