Hispanic Market Report

1
Hispanic Market Report

• TVB Marketing

2
Hispanic Market Overview

• Section 1
• Hispanic Profile the Importance of Language
• Population
• Age
• Income
• Education
• Language

• Section 3
• Geographic Profile Buying Power
• Top 20 Hispanic
• Markets
• Discretionary
• Income by
• Region Market

• Section 2
• Financial Attitudes
• MRI Investments Credit Cards
• Pew Hispanic
• Study 1/26/12
• Financial Outlook
• of Foreign Born
• vs. Native Born

• Section 4
• Advertising Media Choices
• Advertising Spending
• Advertising Attitudes

• Section 5
• Hispanic Media Usage
• TV Usage
• Generational Preferences
• Network Viewership
• Interactive Media Usage
• Social Media

3
The Hispanic Market

• U.S. Hispanic population is now 50.5 million,
  16.3 of the country.
• More than 23 of American children are Hispanic.
• The Hispanic media market is growing faster than
  the general market, with spending up by 8.4 to
  6.8 billion in 2010, compared to 6.5 for all
  U.S. media.
• 38 of the 50 largest Hispanic marketers increased
  their ad spending, with 29 up by double digits.
• Spanish-language TV bounced back as the U.S. ad
  market recovered spot (17.4), network
  (8.6), and cable (3) were all up.
• Hispanics are sophisticated, wireless consumers,
  with 44.7 using smartphones, compared to 31.9
  of non-Hispanics.
• All of the current marketing information confirms
  that Hispanics are key to marketing in America.

Source Hispanic Fact Pack 2011 from Advertising
Age
4
Hispanic ProfileWhy Is Language Important?
5
Languages Spoken Inside the Home All Hispanic
Origin Adults 18
49
Source 2010 Doublebase Mediamark Research
Intelligence Weighted to Population (000)
Base Total Adults of Hispanic Origin
6
Generational Language Preferred By Adults
Percents
Percent of All Generation 1
Generation 2 Generation 3

• Inside the Home
• Only Spanish 20 33 5 1
• Mostly Spanish 30 42 18 6
• Both Spanish
• English equally 12 11 13 16
• Mostly English 24 12 46 34
• English Only 14 2 17 45

23
62
86
36
Generation 1 Born outside of the
U.S. Generation 2 Born in the U.S. but with at
least one foreign-born parent Generation 3 Born
in the U.S. with two U.S. born parents
Source Experian/Simmons National Hispanic
Consumer Study from Hispanic Fact Pack 2011,
Advertising Age
7
Ethnic Demographics
In Millions
Asian 14.5
2 or More Races 6.0
African-American 37.7
All Other 3.3
Hispanic 50.5
White 196.8
Total Population 308.8 Million
Source U.S. Census Bureau data from Hispanic
Fact Pack 2011, Advertising Age
8
Hispanic Profile
Index Based on All Adults of Hispanic Origin and
Language Spoken Inside the Home
Only Mostly Both Mostly
Only English English English/Spanish
Spanish Spanish

• Ages
• Adults 18-24 114 108 70 99 79
• Adults 25-34 95 104 151 108 87
• Adults 35-44 91 93 84 117 99
• Adults 45-54 99 104 85 94 105
• Adults 55-64 119 93 100 75 118
• Adults 65 83 83 80 67 181
• Household Income
• 100,000 167 152 40 53 24
• 75,000 152 138 59 71 31
• 60,000 142 138 78 77 35
• 50,000 133 136 84 80 44
• 40,000 128 124 95 84 59
• 30,000 118 116 110 93 67

Source 2010 Doublebase Mediamark Research
Intelligence Weighted to Population (000)
Base Total Adults of Hispanic Origin
9
Hispanic Profile by Age Groups
Total Hispanic Population 50.5 Million
Source U.S. Census Bureau Population Data 2010
10
Hispanic Profile
Index Based on All Adults of Hispanic Origin and
Language Spoken Inside the Home
Only Mostly Both Mostly
Only English English English/Spanish
Spanish Spanish

• Children
• Any 80 98 96 120 100
• 1 87 108 91 104 98
• 2 80 94 85 128 93
• 3 73 90 114 128 109
• Education
• Graduated College 148 149 61 70 23
• Attended College 147 139 117 77 29
• Graduated H.S. 114 107 119 100 74
• No College 73 77 101 114 141
• Residence
• Own Home 113 114 90 96 73
• Rent 87 84 112 105 128

Source 2010 Doublebase Mediamark Research
Intelligence Weighted to Population (000)
Base Total Adults of Hispanic Origin
11
Financial Attitudes PatternsWhy Language is
Important
12
Hispanic Financial Outlook

• Only 24 rate their personal finance as excellent
  or good, compared with 38 of the general public.
• 67 say they expect their financial situation to
  improve over the next year, compared with 58 of
  the general population who say the same.
• 66 say they expect their children to eventually
  enjoy a standard of living that is better than
  theirs is now, compared to 48 of the general
  public with that opinion.
• 49 delayed or canceled plans to buy a car or
  make some other major purchase.
• 45 delayed or canceled plans to buy a home or
  make major home improvements.
• 37 had trouble getting or paying for medical
  care for their family.

Source Pew Hispanic Center Study 1/26/12
13
Hispanics Views of the Economy and Their Own
Personal Finances
Financial Issues Percent

• Percent who say economy has hurt Hispanicsmore
  than any other groups 54
• Percent who had household member unemployedand
  looking for work in last year 59
• Percent who say personal finances are inonly
  fair or poor shape 75
• Percent who canceled or delayed plans to
  makemajor purchases in past year 49
• Percent of homeowners who are underwateron their
  mortgage 28

Source Pew Hispanic Center Study 1/26/12
14
Financial Outlook of Native-Born and
Foreign-Born Hispanics
Financial Issues
Native-Born Foreign-Born

• Percent who say Hispanics have been hurt more
• by the economy in the last 4 years 45 52
• Percent saying personal financial situation
  isexcellent or good 32 16
• Percent saying personal financial situation for
  them and their family will improve in next
  year 71 63
• Percent who say their children will be better
  off 59 72

Source Pew Hispanic Center Study 1/26/12
15
Hispanic Profile
Index Based on All Adults of Hispanic Origin and
Language Spoken Inside the Home
Only Mostly Both Mostly
Only English English English/Spanish
Spanish Spanish

• Financial Have Personally
• Savings Account 127 120 81 87 61
• Interest Checking 131 128 128 85 46
• Money Market 151 125 35 67 57
• IRA 146 140 80 64 43
• 401K 151 140 64 69 33
• 529 Plan-College
• Savings Plan 127 117 319 47 55
• Own Any Stock 118 127 112 69 53
• Own Any Investments 132 116 135 77 57
• Credit Cards
• Standard MasterCard 134 122 63 90 51
• Classic Visa 117 116 104 97 65
• Amex Green 106 107 25 104 80
• Discover 110 126 62 95 66

Source 2010 Doublebase Mediamark Research
Intelligence Weighted to Population (000)
Base Total Adults of Hispanic Origin
16
Geographic Profile Regional Buying Power
17
Top 20 Hispanic Markets
Sacramento
NY
Chicago
Phila.
DC.
SF
Fresno
Denver
LA
Phoenix
San Diego
Albuquerque
Dallas
Houston
El Paso
San Antonio
Orlando
Tampa
Miami
Harlingen
Source The Nielsen Company, Universe Estimates
for 2011-2012
18
Top 20 Hispanic Markets
Top Hispanic DMAs Hispanic TV Homes of Market Top Hispanic DMAs Hispanic TV Homes of Market
Los Angeles 1,876,110 33.7 Sacramento 281,740 20.3
New York 1,345,140 18.2 Albuquerque 266,650 37.6
Miami-Ft. Lauderdale 730,160 46.0 San Diego 254,650 23.6
Houston 607,290 27.8 Fresno 254,270 44.0
Chicago 511,680 14.6 El Paso 243,720 72.4
Dallas-Ft. Worth 504,610 19.6 Denver 237,280 15.3
San Antonio 422,860 48.0 Philadelphia 232,150 7.8
San Francisco 414,730 16.5 Orlando 225,860 15.4
Phoenix 350,450 19.3 Washington, DC 216,470 9.2
Harlingen 308,050 85.1 Tampa 213,590 11.9
Source The Nielsen Company, Universe Estimates
for 2011-2012
19
Discretionary Spending By Region and Market
Rank U.S. Census Region Hispanic Spending (millions) of Region
1 South 51,000 9.3
2 West 47,400 14.2
3 Midwest 16,100 5.1
4 Northeast 14,900 5.6
Total U.S. Hispanic 129,400 8.8
Rank Selected DMA Hispanic Spending (millions) of DMA
1 Los Angeles 16,300 21.6
2 New York 11,100 9.8
3 Miami 8,600 34.3
4 Chicago 5,600 10.0
5 Houston 5,300 16.8
6 Dallas 5,200 15.9
7 San Francisco 3,900 8.6
8 San Antonio 3,000 35.7
9 Washington 2,800 7.5
Source Experian/Simmons National Hispanic
Consumer Study Feb 2010-March 2011, Households by
region and market 2011
20
Advertising to the Hispanic MarketMedia Choices
21
Hispanic Major Media Ad Spending
Medium 2009 (000) 2010 (000) Change of Total Properties
Total TV 4,361 4,826 10.7 70.5 68

Newspapers 754 712 -5.6 10.4 832
Magazines 300 340 13.3 5.0 513
Other print 32 30 -6.3 0.4 530
Subtotal Print 1,086 1,082 -0.4 15.8 1,875

Spot Radio 564 598 6.0 8.7 83
Internet 303 336 10.9 4.9 NA

Grand Total 6,314 6,842 8.4 100.0 NA
Source Kantar Media
22
Attitudes Toward Marketing and Advertising
Percent Who Agree
English Dominant Spanish Dominant

• Spanish language labeling on Productshelps me
  select what I want 17 60
• I Remember more about or pay moreAttention to
  the product/services that areAdvertised in
  Spanish 12 57
• Spanish language advertising is important to
  meBecause its the best source of information
  for Making purchasing decisions 10 51
• When I hear a company advertise in Spanish,It
  makes me feel like they respect my heritage
  andWant my business 29 57
• I am much more loyal towards companies thatshow
  appreciation for our culture by advertisingin
  Spanish 26 53

Source Experian/Simmons National Hispanic
Consumer Study Feb 2010-March 2011 data
23
Hispanic Media Usage
24
Language in Which Media is Consumed
Percents
Source Experian/Simmons National Hispanic
Consumer Study Feb 2010-March 2011 data, Hispanic
Fact Pack 2011, Advertising Age
25
Generational Language Preferred By Adults
Percents
Generation 1 Generation 2
Generation 3

• When Watching TV
• English Only 10 41 67
• Mostly English 31 44 31
• Mostly Spanish 34 11 2
• Only Spanish 24 4 lt1
• When Online
• English Only 23 68 93
• Mostly English 27 25 7
• Mostly Spanish 22 6 lt1
• Only Spanish 28 lt1 lt1

Generation 1 Born outside of the
U.S. Generation 2 Born in the U.S. but with at
least one foreign-born parent Generation 3 Born
in the U.S. with two U.S. born parents
Source Experian/Simmons National Hispanic
Consumer Study Feb 2010-March 2011 data, Hispanic
Fact Pack 2011, Advertising Age
26
Hispanic TV Network Viewership
Rank Network HH Rating HH (000) HH Share P2 Viewers
1 Univision 15.0 2,006 25 3,173
2 Telemundo 6.3 840 10 1,352
3 FOX 3.3 442 5 669
4 ABC 3.2 427 5 612
5 Telefutura 2.4 320 4 517
6 CBS 2.1 282 3 401
7 NBC 1.9 250 3 372
8 CW 1.3 169 2 232
9 Azteca America 1.1 150 2 240
10 Estrella TV 1.0 135 2 222
11 PBS 0.5 73 1 97
12 Ion Television 0.5 68 1 103
Source Nielsen based on Hispanic primetime
viewership from 7pm to 11pm 4/25 5/29/11.
Rating is of Hispanic TV
27
Largest Web Properties Among Hispanic Users
Rank Property Unique Visitors In Thousands Percent Reach Hispanic Composition Percent Index
1 Univision Communications 3,340 22.2 71.9 1,035
2 Yahoo en Espanol 1,916 12.8 81.8 1,178
3 Terra-Telefonica 1,906 12.7 57.5 827
4 MSN Latino 1,704 11.3 81.2 1,169
5 Televisa Ineractive Media 963 6.4 78.3 1,127
6 AOL Latino 723 4.8 53.8 774
7 Orange Sites 636 4.2 46.1 663
8 Batanga 581 3.9 38.7 557
9 Musica.com 580 3.9 70.6 1,016
10 ImpreMedia Network 392 2.6 83.2 1,197
Reach is percent of Hispanic Spanish
primary/bi-lingual internet users (15 Million)
14.7 of Internet Users are Hispanic, 15.8 of
Microsoft visitors are Hispanic
1 Microsoft sites 28,486 89.8 15.8 108
2 Google sites 26,598 83.8 14.8 101
3 Yahoo sites 26,463 83.4 14.0 96
4 Facebook.com 22,772 71.8 14.5 99
5 AOL 13,755 43.4 12.0 82
Reach is percent of all Hispanic internet users
(31.7 Million)
Source Comscore May 2011
28
Largest Social Networking Sites Among All
Hispanic Internet Users by Reach
Rank Property Unique Visitors In Thousands Percent Reach Hispanic Composition Percent Index
1 Facebook 22,772 71.8 14.5 99
2 My Space 5,582 17.6 16.0 109
3 Windows Live Profile 3,540 11.2 31.2 213
4 Twitter 3,387 10.7 12.5 86
5 Linkedlin 2,964 9.3 8.9 61
6 Yahoo Pulse 2,179 6.9 14.4 98
7 DevianArt 1,418 4.5 11.6 79
8 MyLife sites 1,369 4.3 11.0 75
9 Tumblr 1,031 3.3 9.6 66
10 Badoo 745 2.3 68.7 468
Source Comscores May 2011