Spanish-Language TV Ads Soar

iSpot’s new Spanish-language TV advertising report shows major gains year-over-year, with household ad impressions jumping by over 26% from Q1 through Q3. For the brands paying attention to these trends, there's a major opportunity to reach a growing audience in the U.S. (as the number of Hispanic Americans have grown by 26% since 2010 according to Pew Research).

• Dialing Up Daytime: On Univision, daytime TV ad impressions through Q3 increased by 21.5% YoY (vs. the same stretch in 2022), helping pace daytime impressions increases across TV as more brands put focus on that daypart.
• Beer Bubble: Major beer brands put significant emphasis on Spanish-language TV ad impressions — 29% of Modelo’s 2023 TV ad impressions were in Spanish, and that number was even higher (31.8%) for Michelob Ultra.
• QSR Delivers: Not only did quick-serve restaurants account for the highest impressions SOV (8.90%) for Spanish-language advertising, the industry also owned 35 of the top 50 Spanish-language ads by Likeability, based on iSpot’s Creative Assessment data.