EDO’s Third Annual SLTV Outcomes Report: Spanish-Language TV Ads Drive Nearly 50% More Impact Than English-Language Ads

New research released by EDO, the TV outcomes company, finds that ads airing during Spanish-language TV (SLTV) broadcasts generated nearly 50% more impact than the English-language TV (ELTV) average over the past year, based on more than 1.3 million ad airings and 332 billion impressions across 631 brands.

EDO’s third annual Spanish-Language TV Outcomes Report, which features an introduction from NBCUniversal, comes after a record-setting World Cup and a landmark year for Latino culture on American television. This year was highlighted by Bad Bunny becoming the first Latino artist to solo headline a Super Bowl halftime show, along with Telemundo and Peacock’s World Cup coverage.

EDO applies the same measurement standard to every advertiser, network, and language of programming, giving the industry a single, comparable view of what is actually driving outcomes across an increasingly fragmented TV landscape.

“The U.S. Hispanic population is one of the most influential forces shaping culture, commerce, and consumer behavior, and the past year underscored that reality. Investing in Spanish-language audiences drives outcomes — across brand categories, Spanish-language television continues to deliver outsized engagement and measurable business impact for advertisers. By connecting advertising exposure to real consumer behaviors, EDO helps move the conversation beyond assumptions and toward outcomes, giving advertisers a clearer view of what drives performance,” said Gina Reduto, Executive Vice President, Strategy, Advertising & Partnerships, NBCUniversal.

Even after controlling for audience size, the average SLTV ad was 24% more effective than the average ELTV ad on a per-person, per-second basis. This edge held across genres, with SLTV outperforming its English-language counterpart by 44% in scripted entertainment, 48% in news, and 9% in reality programming.

EDO’s 2026 SLTV Outcomes Report highlights standout brand performance during the World Cup, where Telemundo’s on-screen hydration-break sponsorships, a first for the tournament, drove 39 times as much impact as a typical ad on English- or Spanish-language TV. Leading advertisers turned that stage into results: McDonald’s ads were 438% more effective than the average SLTV World Cup advertiser, while standout creatives from Airbnb and Ford each outperformed the World Cup field by triple digits.

What’s more, the value didn’t end when the final whistle blew. Only 19% of creatives that debuted during the World Cup ran elsewhere on SLTV afterward, but those that did continued to perform, driving 43% greater effectiveness than the SLTV average when airing during soccer coverage post-tournament and 15% more during non-soccer programming.

“Spanish-language TV is a powerful medium for brands to drive engagement and grow market share, but advertisers can’t afford to make their decisions based on spotty methodologies that cannot reveal true incrementality. The insights uncovered in our third annual Spanish-Language TV Outcomes Report offer just a taste of how marketers can use EDO’s TV outcomes to measure themselves against the competition and optimize performance with immediate, investment-grade signals of ad-driven performance,” said Kevin Krim, President & CEO, EDO.