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HISPANIC TV UPFRONT REPORT-2017 EDITION HispanicAd.com/HispanicMarketOverview.com
Hispanic TV Upfront Report Q&A
David Tardio, VP/Advertising Sales, Discovery U.S. Hispanic
On April 25, Discovery Latin America/U.S. Hispanic promoted 11-year company veteran David Tardio to his current role, from Director of Advertising Sales. In that role, Tardio had overight of the sales efforts across New York and Chicago for Discovery’s Hispanic portfolio, including cable and digital assets.
Now, Tardio is charged with the strategic direction of all sales efforts for the company’s portfolio of Spanish-language offerings, which are comprised of the Discovery en Español and Discovery Familia brands.
Tardio spoke with the Hispanic TV Upfront Report from his office in New York.
There is absolutely room for viewer and advertiser growth across the portfolio of Discovery U.S. Hispanic assets. As we increase our various distribution channels, we see great potential for strong viewer growth in the near future. We are also primed for growth on the advertising side. Through our partnership with Vix, the largest independent digital media and content company for the U.S. Hispanic market, we can engage
more viewers on more screens than ever before.
We can also provide improved access to a new and exciting range of Discovery content. We utilize our data management and analytics platform Discovery Engage to better serve the needs of our advertising partners throughout Discovery's family of television networks. Virtual Reality, DNEWS en Español, and Discovery en Español and Discovery Familia TVE Go apps and Video On Demand are all platforms we leverage to provide advertisers with new ways to engage with our super fans.
How are the Universe Estimates (UEs) for your networks, and are Hispanics "cutting the cord"? If so, are you on OTT platforms and "everywhere" with delivery?
Our modest declines in UEs align with similar declines across the industry. Our strategy is to maximize linear TV and aggressively grow digital. Our GO apps will launch by June and will provide a terrific viewer experience for viewers to catch up and binge watch our shows because we will offer more "stacked" series. That means users can watch every show we offer on the service starting from episode 1, season 1.
What's the overall growth outlook for Discovery en Español and Discovery Familia? Have we peaked, or is there still room for viewer and advertiser increases?