Television giant TelevisaUnivision turns to EDO for enlarged audience assessment on streaming platform ViX
Here Comes the Revolution!TelevisaUnivision cranks up the heat with EDO's TV measurement platform, adding consumer behavior analysis for ads on their global streaming service, ViX. This move amplifies the data and insights EDO already offers to boost advertiser return-on-investment (ROI) across TelevisaUnivision's cross-platform campaigns, now including ViX.
According to Dan Riess, COO of U.S. Advertising Sales and Marketing at TelevisaUnivision, "Brands need solid, unbiased data to understand how their advertising investments fare with the lucrative U.S. Hispanic market. With TelevisaUnivision's top-tier programming scaling the brand growth, EDO's outcomes data helps quantify and optimize audience engagement across our diverse portfolio, aiding brands in decoding the value of targeting the rapidly expanding, highly engaged Hispanic audience."
TelevisaUnivision plans to showcase the power of campaigns targeting the thriving, culturally vibrant Hispanic audience using EDO's data and insights. In 2024, Spanish-language TV networks beat English-language TV by a whopping 31% in terms of ad effectiveness, as major players like Walmart, Chevrolet, and Target reaped the benefits of incorporating culturally resonant ads into their campaigns.[1][4]
Kevin Krim, president & CEO of EDO, says, "TelevisaUnivision's deep bond with the Hispanic community and culture, coupled with a booming content portfolio, makes them an ideal ally in today's converging TV landscape. With EDO's predictive outcome measurement, they can demonstrate the audiences' robust responses their linear and streaming platforms generate and assist brands in fine-tuning their campaigns for TV outcomes."
In May, TelevisaUnivision shared that ViX was drawing additional audiences, reaching 28 million U.S. video viewers across platforms and amplifying streaming hours per user by 70% year-over-year, thanks to its robust library of Spanish-language content.[1] Early cross-platform results on ViX, ascertained by EDO, highlight strong consumer engagement. Case in point: Miracle-Gro and Doritos experienced engagement lifts with their campaigns, compared to the brands' respective linear and streaming TV benchmarks.
Delve deeper into the ever-evolving Spanish-language TV landscape by perusing EDO's Spanish-language TV Outcomes Report.[3]
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[1]: EDO's Spanish-language TV Outcomes Report (2024)[2]: TelevisaUnivision press release (May 2024)[3]: EDO website - Spanish-language TV Outcomes Report (accessed June 2024)[4]: Brand engagement data based on EDO's analysis of TelevisaUnivision's ViX platform (2024)
- The integration of EDO's TV measurement platform is enhancing TelevisaUnivision's streaming service, ViX, providing digital content analysis for advertisements, aimed at optimizing return-on-investment (ROI) in the media finance business.
- EDO's data and insights will be instrumental in showcasing the effectiveness of campaigns targeting the vibrant Hispanic audience, a sector that Spanish-language TV networks outperformed English-language TV by 31% in ad effectiveness in 2024.
3.TelevisaUnivision's partnership with EDO leverages the media company's strong connection with the Hispanic community and culture, enabling them to present solid evidence of the robust audience engagement their linear and streaming platforms generate.
- As a result of this partnership, brands can harness predictive outcome measurement to fine-tune their campaigns and target the rapidly expanding, highly engaged Hispanic audience in the digital media landscape.
