U.S. HISPANIC
The Case for Cultural Relevance in Hispanic Advertising by David Tardio
25 de julio de 2025
David Tardio
Our next feature in the ongoing series powered by Horowitz Research x PRODU spotlights the perspectives of David Tardio, Head of Advertising Sales and Marketing for Warner Bros. Discovery U.S. Hispanic. Tardio brings a powerful voice to the conversation around how brands can truly connect with Latino audiences in today’s complex media ecosystem.
At Horowitz Research, our mission is to deliver deep insights into how diverse audiences engage with media content and technology. One key finding: 52% of Latinx consumers enjoy watching ads that are customized to their interests/needs — higher among Spanish-dominant and bilingual consumers, according to our recent study FOCUS Latinx Volume 4: Advertising in a Digital World.
The Case for Cultural Relevance in Hispanic Advertising
By: David Tardio
These numbers reaffirm what we’ve long understood: today’s Hispanic consumer demands more than language alignment; they expect cultural relevance and authenticity. If you’re not speaking directly to U.S. Hispanic audiences, you’re being ignored. For Latinos, personalization is not a trend, it is the baseline and an expectation in today’s multicultural world.
At Warner Bros. Discovery U.S. Hispanic, our content and advertising strategy is built around that principle. From WBTV Hispanic Stream to Max en español, we are building purpose-built environments that reflect the complexity, diversity, and aspirations of Latino audiences across every platform and screen. Together, these initiatives give us scaled access to nearly 25 million U.S. Hispanics in the digital space alone, part of a total reach that now spans nearly 70 percent of the U.S. Hispanic population.
Through premium ad formats, genre-driven advertising channels, and culturally grounded originals, our goal is to always deliver brand experiences that are deeply felt, and emotionally resonant.
This unlocks a twofold opportunity for our advertising partners: higher receptivity to branded content, and greater ROI when campaigns leverage our first-party data and content ecosystem to reach audiences with impact, precision, and scale.
About David Tardio
David Tardio is the Head of Advertising Sales and Marketing for Warner Bros. Discovery’s U.S. Hispanic, a premiere global media and entertainment company serving passionate Hispanic fans. In this role, David leads the expansion and advancement of WBD U.S. Hispanic’s offering for advertisers and oversees the go-to-market ad sales strategy for its multiplatform portfolio, which includes cable networks like Discovery en Español, Discovery Familia, Hogar de HGTV, and CNN en Español, as well as leading streaming products such as Discovery en Español GO, Discovery Familia GO, Max en español, CNN Resumen, and WBTV Hispanic Stream—an all-new collection of nine ad-supported Spanish-language digital channels.
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