The U.S. Hispanic market is one of the most powerful, fastest-growing consumer segments in the country. Today, Hispanics represent over 20% of the U.S. population and wield an estimated $2.1 trillion in annual purchasing power (2024 Nielsen). As trendsetters in entertainment, food, fashion, and tech, Hispanic audiences are not only shaping the cultural conversation—they are influencing the commercial landscape. For brands and platforms seeking growth, relevance, and cultural resonance, engaging authentically with the Hispanic community is no longer optional. It is essential for any sustainable business.
WHY AND HOW I ENTERED ENTERTAINMENT INDUSTRY
As a Cuban American woman, my heritage taught me the importance of storytelling as a tool for visibility, connection, and cultural pride. It also taught me the immense power to make the world a better place when audiences are engaged through narrative. Storytelling can build bridges—and we strive to do just that for audiences and brands. I come from a media family and my purpose is grounded in creating opportunity: ensuring that multicultural audiences see themselves in the stories we produce while offering brands the tools to genuinely connect with these communities. My passion for media and entertainment stems from this legacy, combined with my desire to amplify the stories and voices of underrepresented communities—especially within the Hispanic market. Over the years, I’ve dedicated myself to creating content that not only entertains but also elevates and empowers communities through purpose-driven narratives. That’s why I launched Sarnoff Media Company and our entertainment division dedicated to brand partnerships, S.H.E. (Sarnoff Has Entertainment).
LEARNING ALONG MY CAREER PATH
Before founding Sarnoff Media Co., I spent nearly a decade at Warner Bros. Discovery U.S. Hispanic (formerly Discovery) where I led the U.S. Hispanic Creative Brand Solutions team for New York ad sales, and helped redefine how brands integrate into content, where I invited brands into the development process. It’s no secret—learn to work in partnership by creating from the onset together, and watch the fruit multiply.
One of my proudest achievements was producing Together in Action—an award-winning docuseries starring Carlos Ponce and Karina Banda. Through a wonderful partnership with OMD, State Farm, and Volkswagen, we told stories of resilience and recovery that resonated deeply with viewers while delivering results. The series streamed across MAX, Discovery en Español, Discovery Familia, Hogar de HGTV, and the Discovery U.S. Hispanic Go apps.
BRIDGING CONTENT WITH BRAND ADVERTISERS FOR HISPANIC AUDIENCES
I believe in building content at the intersection of purpose and partnership. Our content doesn’t just entertain—it drives action, as we proved with shows like “Together in Action as well as Adóptame (sponsored by Pedigree), which helped communities rebuild and helped pets find homes. With Nuestra Familia (backed by Lowe’s), we renovated homes to reflect Latino family values and needs. These aren’t just shows. They’re social impact platforms with measurable returns for brands.
With Sarnoff Media Co., I’m doubling down on that vision. Our current slate is robust, ambitious, and talent-forward:
- Star Crush: A celebrity game show hosted and produced by Carlos Ponce in development with Banijay Mexico & U.S. Hispanic, part of Banijay Americas.
- WOW – Women Of Wrestling: Representing brand sponsorship opportunities for Jeanie Buss & David McLane’s syndicated sports-entertainment hit.
- Vacaciones (with National Lampoon): A Latino reimagining of a comedy classic, starring Carlos Ponce.
- Black Bar Mitzvah Offerings: A slew of formats from Jay Ellis’ production company exploring bold cultural intersections.
We’re in production with:
- MariVi the Master Navigator: An family-friendly animated series.
- Minivelas (a joint venture with Brilla Media): Digital micro-content novelas.
- Gym Wars: A docuseries where amateur Latino boxers fight for a chance to go pro.
- Strongharte: Dr. Samantha Harte’s docuseries that 12 steps the world, offering audiences tools to live their best life.
Programming for the Hispanic market requires more than just translating content into Spanish. It’s about understanding the values, aspirations, and cultural nuances that define Hispanic communities. For me, the key is creating content that authentically represents the Hispanic experience while addressing universal themes like family, identity, and resilience. At the same time, brands must align with these values and ensure their messaging speaks to these audiences in a genuine and culturally relevant way.
WHERE MULTICULTURAL ENTERTAINMENT IS HEADING
The demand for multicultural content is at an all-time high, driven by a growing audience eager for programming that reflects their lived experiences. Hispanic television and streaming platforms have seen rapid growth, with more networks and streaming services investing in original programming aimed at Hispanic viewers. This trend is expected to continue as advertisers increasingly recognize the value of connecting with this influential demographic.
At S.H.E., we bring brands into the storytelling process from day one. We don’t wait to bolt-on integrations—we build them into the DNA of the show. For advertisers, this creates a rare opportunity: true cultural alignment with the fastest-growing consumer base in America. In fact, the total multicultural purchasing power now exceeds $4.5 trillion.
To reach the heart of the multicultural consumer, brands must go where culture lives: in the content we love. At Sarnoff Media Co., we offer that access—strategically, authentically, and with purpose.
We’re not just building shows. We’re building bridges.
Cristina Sarnoff is founder and CEO of Sarnoff Media Company and S.H.E. (Sarnoff Has Entertainment), and is focused on developing multicultural, purpose-driven entertainment. A former executive at Warner Bros. Discovery U.S. Hispanic, Sarnoff has produced award-winning branded content in partnership with major advertisers and distribution platforms across the U.S., Europe and Latin America.
