Warner Bros. Discovery U.S. Hispanic expands exclusive access to Spanish-language content
CNN en Español adds to its dynamic range of distinguished brands.
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Warner Bros. Discovery U.S. Hispanic, a leader in the multicultural market, recently announced an impressive 12% increase on average in its viewing coverage percentage in 2022-23 across its network portfolio.
Through these results, presented ahead of the 2023-24 Upfront season, the company demonstrates its continued growth in the Spanish-language market, which has expanded its reach among the U.S. Hispanic consumer through exclusive access to content in Spanish 24 hours a day in various genres, including Home, Food, Adventure, Motor, Animals, and more.
David Tardio, vice president of Advertising Sales and Integrated Marketing at Warner Bros. Discovery U.S. Hispanic, stated through a press release:
As multicultural marketing becomes increasingly important, more brands are partnering with us to forge genuine connections with U.S. Hispanic consumers.
Opportunities for Advertisers
Highlighting the importance for companies to reach this key and growing demographic through culturally relevant content, exclusively in their language and across various platforms, Warner Bros. Discovery U.S. Hispanic is positioned to help brands achieve this goal.
“We offer a comprehensive solution: valuable, proprietary insights into the Hispanic viewer, and an engaged audience watching and streaming our shows in their native language. This premium partner experience distinguishes Warner Bros. Discovery U.S. Hispanic from the rest and cements our status as a market leader,” added Tardio.
Through the merger of WarnerMedia and Discovery, Warner Bros. Discovery U.S. Hispanic has added CNN en Español to its dynamic lineup of distinguished brands, including Discovery en Español, Discovery Familia, and HGTV's Hogar.
“This combination fosters cross-network content collaborations and offers advertisers an exceptional opportunity to engage with a highly desirable Hispanic audience,” highlights the media company as it pushes forward with a strong lineup of high-quality content and exclusive partners.
Successful Products and Technological Innovation
The press release also highlights how the four networks of Warner Bros. Discovery U.S. Hispanic have managed to attract viewers through culturally relevant and identifiable programming, in which successful Discovery productions, such as ‘Mexicánicos and Remodelaciones con Celebridades’ stand out, as well as new seasons of important titles such as ‘Supervivencia al Desnudo’ (Naked and Afraid), ‘Todo in 90 days’ (90 Day Fiancé), and ‘Rodando por América’ (Diners. Drive-Ins and Dives).
“The influence of Latinos continues to rise, and their stories, experiences, and passions are central to our content strategy,” said Andres Mendoza, vice president of Programming at Warner Bros. Discovery U.S. Hispanic.
For its part, Warner Bros. Discovery's US Hispanic digital media includes two streaming applications: Discovery en Español GO and Discovery Familia GO, as well as VOD channels and YouTube sites, which constitute digital assets that adapt to a different user base, giving advertisers a natural reach extension beyond WBD's linear options.
Warner Bros. Discovery U.S Ad Sales has announced partnerships with 605, ABCS Insights, DISQO, EDO, LoopMe and Pilotly to further demonstrate ad campaign effectiveness across its platforms. #Advertising #BigData #DigitalTV #USA https://t.co/JvJ6zcqEkC— Digital TV News (@digitaltvnews) May 15, 2023
“Our viewers seek authentic stories that celebrate the richness of Latino culture. By developing original content with the Hispanic viewer in mind, we continue to deliver a bold and engaging entertainment proposition for our audience,” added Mendoza.
Discovery en Español GO and Discovery Familia GO have two of the largest libraries of Spanish-language real-life entertainment streaming with more than 13,000 titles available, and continue to grow annually at a rate of about 13% in volume of titles available.
According to figures shared by the organization, in the current season more than 115 million minutes have already been consumed on Discovery En Español GO and with more titles available, there has also been an 8% increase in the average duration of the session of the user.
About CNN en Español
After the arrival of this new member of the content grid, Warner Bros. Discovery U.S. Hispanic highlighted:
“CNN en Español is the leading news brand for unbiased and relevant news and information content to U.S. Hispanics, in addition to a wide array of related content including DocuFilms, entertainment programming, health-focused content and more,” said Cynthia Hudson, senior vice president and managing director of CNN en Español and US Hispanic Strategy CNN.
“CNN en Español is the perfect complement to the extensive range of genres presented by Discovery en Español, Discovery Familia, and HOGAR de HGTV. This consolidated portfolio delivers unparalleled content offerings within the US Hispanic TV, Digital, Audio and streaming platform,” Hudson concluded.
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