By Juliana Gomez, SVP, Strategy & Insights, TelevisaUnivision
The Opportunity You Can’t Afford to Miss
Hispanic audiences represent one of the greatest – and most underutilized – growth opportunities in marketing today. They are shaping culture, influencing purchasing decisions, and driving economic impact faster than any other demographic.
- In the next 10 years, Hispanics will account for 79% of U.S. population growth
- Their economic power is growing 2.6x faster than non-Hispanic spending
- 25% of Gen Z is Hispanic
And yet, many brands are still underinvesting.
TelevisaUnivision is here to make it easy for brands and advertisers to tap into this powerful consumer base – no matter where you are in your Hispanic marketing journey.
The Data Is Clear: Spanish-Language Media Drives Engagement
In our recent Leading the Change webinar with TV outcomes measurement company EDO, we uncovered two truths most marketers are still overlooking:
- Ads perform better on Spanish-language media vs. English-language media
- They perform even better on TelevisaUnivision
Here’s the data to prove it:
- Ads on TelevisaUnivision drive 56% higher engagement than English-language media
- TelevisaUnivision outperforms other Spanish-language media by 12%
- Results are consistent across all categories – from insurance and retail to pharma, QSR, and tech
Why? Because Spanish-language media creates cultural context—and context drives connection.
A Smarter Path Forward: Good, Better, Best
The good news: Your advertising campaigns don’t need a full overhaul to make an impact. With our “Good, Better, Best” framework, brands can unlock performance at every level of investment.
Good: Just Show Up
Your general market ad performs better on TelevisaUnivision than on English-language TV. An insurance brand saw a 75% lift in engagement with no language change—just smarter placement.
Better: Speak Their Language
Even a simple Spanish voiceover can significantly increase engagement.
Miracle-Gro drove 2.4x more engagement by adapting their ad using existing footage.
Watch the ad here.
Best: Make It Personal
When you combine cultural nuance and TelevisaUnivision’s reach, you get best-in-class results. We call this the Cultural Multiplier Effect: In-culture creative in trusted Spanish-language environments to deliver peak performance.
Starbucks ads during the Latin GRAMMYs on ViX saw a 52% higher engagement rate vs. competitive networks.
Watch the ad here.
Precision + Culture = Peak Impact
When you pair culturally fluent creative with advanced targeting—like DDL (Data-Driven Linear)—you amplify outcomes even further.
One brand saw a +57% increase in search intent using DDL versus broad demographic targeting.
We Make It Easy
Reaching Hispanic audiences with impact doesn’t have to be complicated. Whether you’re just getting started or ready to scale, TelevisaUnivision works with you to turn cultural insights into high-performing campaigns.
Start by showing up. Then speak the language. Then go deeper with in-culture storytelling. Because language connects, but culture drives action.
To watch the full Leading the Change session, click here.
Sources:
EDO, 2024-2025
U.S. Census Bureau, 2020 Census & Population Projections
Latino Donor Collaborative, U.S. Latino GDP Report 2023