David Tardio, Vice President, Advertising Sales, Discovery U.S. Hispanic

Lowe’s Teams Up With Hogar De HGTV On Multi-Year Partnership To Provide Exclusive Content For U.S. Hispanic Audience
19 de febrero de 2021

Discovery U.S. Hispanic and Lowe’s announced their partnership to create exclusive food- and home improvement-focused content for Hispanic audiences, primarily through Hogar de HGTV, for Spanish-language audiences.

As the exclusive home improvement partner, Lowe’s will have exclusivity in the home improvement category across Discovery U.S. Hispanic’s entire portfolio, which includes Discovery en Español and Discovery Familia, as well as the networks’ respective digital properties and GO Apps. Facilitated by Starcom USA, the partnership across the companies’ ad sales, digital, content, commerce, marketing and talent functions will feature multi-platform content development and a research program designed with Horowitz Research to better understand the behaviors, preferences and needs of Hispanic DIYers and Pros.

“Home has taken on a new significance in 2020—it has become a place for the whole family to live, play, nourish, create, learn, and to work, all at once, and we have delighted in helping Spanish-language audiences bring their homes to the next level through our latest offering, Hogar de HGTV,” said David Tardio, Vice President, Advertising Sales, Discovery U.S. Hispanic. “Looking forward, we will continue to inspire viewers with our signature high-quality, curated content, as well as by teaming up with likeminded partners. Lowe’s is truly our dream match—a trusted brand, an entrepreneurial ethos, and a shared interest in empowering and inspiring Hispanics to live their best lives through the creation of their best Hogar (home). With our combined passion, manpower and insights, Lowe’s and Hogar de HGTV are positioned to become market leaders serving this vibrant, growing population segment.”

According to “The 2020 Hispanic Market Report,” Hispanics accounted for 58 percent of net growth in U.S. homeownership between 2009 and 2019 and are expected to drive more than 18 percent of overall home improvement marketplace spending.

“Lowe’s can best serve our customers when we understand what inspires and engages them,” said Lisa Schoder, Lowe’s vice president, integrated media and partnerships. “We’re eager to work with Hogar de HGTV and combine our expertise to create and support content that will educate, entertain and inspire.”