TV commercials on Spanish-language TV networks have been 31% more effective in online brand engagement than those on English-language TV over the past 12 months,
according to EDO Ad EnGage.
In addition, Spanish-language messaging is up 24% higher than in the preceding 12-month period.
These results came from 1.2 million airings from September 2023 through August 2024, EDO says -- coming from 709 brands resulting in a total of 377 billion impressions. EDO looks at real-time online engagement minutes after a TV commercial has aired.
Walmart posted the best effective result for an ad called “Being That Grandma,” scoring 1,036% higher than the average commercial on Spanish-language TV during the period.
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Overall brand engagement effectiveness witnessed the big brick-and-mortar/online scoring 223% above average. Amazon Prime was at a leading 340%, topping all retailers.
In the insurance category, Aflac took top honors for a brand engagement boost via Spanish-language TV -- 341%. This was followed by State Farm at 120%. Personal care brands had Golo (682%) and Nutrafol (643%) as number one and two.
Food/beverage category showed Spam (702%) and Dr Pepper (652%) taking top results. Major non-luxury automobile brands showed Honda and Buick as number one and two. Pharmaceutical brands OmniPod (143%) and Shingrix (117%) as best.
Looking at specific non-sports categories, news/information content scored the best in engagement -- up 61% -- over English-language TV. For its specific creatives, Pandora posted 633% lift, followed by Spam (500%) and Golo (438%).
Commercials in entertainment programming generated a 36% boost in engagement. Beverage brand Monster scored 1,043% from its “Work From Home” creative.
In the movie category, there was an overall 20% lift overall lift for brands in engagement. Walmart had the strongest result, at 700% for its 'Hello Fall' creative execution.
Live sports proved to be perhaps the strongest category -- especially European football. Top ten games over the 12-month period posted anywhere from 276% to 751% lift for brands over other Spanish-language platforms.
Some of the biggest performers for their specific creatives included Marriott (360%), Secret (538%) and Dove (196%).