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

EDO’s TV Outcomes report finds SLTV's advantage over ELTV grew 34% year-over-year, fueled by a record-setting World Cup, breakout performances from News and Scripted Entertainment, and first-ever hydration-break sponsorships.

NEW YORK--(BUSINESS WIRE)--New research released today 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, drawing on more than 1.3 million ad airings and 332 billion impressions across 631 brands. EDO’s third annual Spanish-Language TV Outcomes Report lands after a record-setting World Cup and a landmark year for Latino culture on American television. This year was highlighted by Bad Bunny's turn as the first Latino artist to solo-headline a Super Bowl halftime show, along with World Cup coverage.

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

“Spanish-Language TV (SLTV) is no longer just the most overlooked opportunity in advertising — it’s also one of the fastest-growing,” said Laura Grover, SVP & Head of Client Solutions, EDO. “For years, the average SLTV ad has delivered more bang for the marketer’s buck by driving stronger engagement than the average English-Language TV ad. But over the past year, this delta has grown even wider, delivering stronger outcomes across brand categories and measurable business impact for advertisers.”

The average SLTV ad was 24% more effective than the average ELTV ad on a per-person, per-second basis — even after controlling for audience size — an edge that 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 is 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 kept performing, driving 43% greater effectiveness than the SLTV average when airing during soccer coverage post-tournament and 15% more during non-soccer programming.

Key findings in EDO's 2026 Spanish-Language TV Outcomes Report include:

• SLTV's Advantage Over ELTV Keeps Growing
  • SLTV ads were 24% more effective than those on ELTV networks over the past year. This strong engagement, combined with SLTV’s large average audiences, resulted in the average SLTV ad driving 47% more total impact than the average ELTV ad — up 34% year-over-year. Coors Light's "Gaoool" spot featuring sportscaster Andrés Cantor was 394% more effective than the average SLTV Scripted Entertainment ad, and Walmart's back-to-school creative featuring Stephanie Beatriz drove 252% more impact than the average SLTV News ad.
• Latino Star Power Fuels Engagement
  • Some of the most effective ads on SLTV featured Latino celebrities like Stephanie Beatriz (Walmart) and sportscaster Andrés Cantor (Coors Light). Sports legends Shaquille O'Neal (The General) and David Beckham (Home Depot) also starred in ads with above-average engagement. In fact, the General's "Piraguas" spot featuring O'Neal drove 578% more impact than the average SLTV Reality ad.
• Scripted Entertainment and News Genres Lead the Way for SLTV Outcomes
  • On SLTV, ads airing across several genres drove stronger engagement than those on comparable ELTV programs. In particular, ads on SLTV News shows stood out, driving 48% greater effectiveness than their ELTV counterparts. Similarly, ads during SLTV Scripted Entertainment were 44% more effective than the ELTV ads in the same genre.
• World Cup Supercharges Ad Performance
  • Tentpole sport and cultural events have the potential to do more than provide reach — they also deliver highly engaged audiences. This proved true during this year's World Cup, where the average ad on SLTV broadcasts generated 11x as much impact as the ELTV and SLTV average. The average World Cup hydration-break sponsorship on Telemundo drove 39x as much impact as the average ad on ELTV or SLTV, without cutting away from live game action.

“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 on spotty methodologies that don’t reveal true incrementality,” said Kevin Krim, President & CEO, EDO. “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.”

Explore EDO's full findings — including brand and genre rankings, World Cup ad performance, and sponsored ad outcomes in EDO’s 2026 Spanish-Language TV Outcomes Report — available now at edo.com/sltv.

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, measure 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.