Hispanic Market ReportHispanic Market ReportHispanic Market ReportHispanic Market Report

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TVB Marketing

Hispanic Market OverviewHispanic Market OverviewHispanic Market OverviewHispanic Market Overview

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Section 1Hispanic Profile & the Importance of Language

• Population• Age• Income• Education• Language

Section 1Hispanic Profile & the Importance of Language

• Population• Age• Income• Education• Language

Section 3Geographic Profile & Buying Power

• Top 20 Hispanic Markets• Discretionary Income by Region & Market

Section 3Geographic Profile & Buying Power

• Top 20 Hispanic Markets• Discretionary Income by Region & Market

Section 2Financial Attitudes

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

Section 2Financial Attitudes

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

Section 4Advertising & Media Choices

• Advertising Spending• Advertising Attitudes

Section 4Advertising & Media Choices

• Advertising Spending• Advertising Attitudes

Section 5Hispanic Media Usage

• TV Usage• Generational Preferences• Network Viewership• Interactive Media Usage• Social Media

Section 5Hispanic Media Usage

• TV Usage• Generational Preferences• Network Viewership• Interactive Media Usage• Social Media

The Hispanic MarketThe Hispanic MarketThe Hispanic MarketThe 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.

3Source: Hispanic Fact Pack 2011 from Advertising Age

Hispanic ProfileHispanic ProfileWhy Is Language Important?Why Is Language Important?

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Languages Spoken Inside the HomeLanguages Spoken Inside the Home All Hispanic Origin Adults 18+All Hispanic Origin Adults 18+

Languages Spoken Inside the HomeLanguages Spoken Inside the Home All Hispanic Origin Adults 18+All Hispanic Origin Adults 18+

Source: 2010 Doublebase Mediamark Research & Intelligence; Weighted to Population (000) – Base: Total Adults of Hispanic Origin

49%49%

Generational – Language Preferred By Generational – Language Preferred By AdultsAdults

Generational – Language Preferred By Generational – Language Preferred By AdultsAdults

Inside the Home

Only Spanish 20 33 5 1

Mostly Spanish 30 42 18 6Both Spanish & English equally 12 11 13 16

Mostly English 24 12 46 34

English Only 14 2 17 45

6Source: Experian/Simmons National Hispanic Consumer Study from Hispanic Fact Pack 2011, Advertising Age

Percent of All Generation 1 Generation 2 Generation 3

Generation 1 – Born outside of the U.S.Generation 2 – Born in the U.S. but with at least one foreign-born parentGeneration 3 – Born in the U.S. with two U.S. born parents

62% 86% 36% 23%

Percents

Ethnic DemographicsEthnic DemographicsEthnic DemographicsEthnic Demographics

7Source: U.S. Census Bureau data from Hispanic Fact Pack 2011, Advertising Age

Total Population = 308.8 Million

White 196.8

Hispanic 50.5

African-American 37.7

In Millions

All Other3.3

Asian 14.5

2 or More Races6.0

Hispanic ProfileHispanic ProfileHispanic ProfileHispanic Profile

Ages:Adults 18-24 114 108 70 99 79Adults 25-34 95 104 151 108 87Adults 35-44 91 93 84 117 99Adults 45-54 99 104 85 94 105Adults 55-64 119 93 100 75 118Adults 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

8Source: 2010 Doublebase Mediamark Research & Intelligence; Weighted to Population (000) – Base: Total Adults of Hispanic Origin

Only Mostly Both Mostly OnlyEnglish English English/Spanish Spanish Spanish

Index Based on All Adults of Hispanic Origin and Language Spoken Inside the Home

Hispanic Profile by Age GroupsHispanic Profile by Age GroupsHispanic Profile by Age GroupsHispanic Profile by Age Groups

9Source: U.S. Census Bureau Population Data 2010

Total Hispanic Population= 50.5 Million

Hispanic ProfileHispanic ProfileHispanic ProfileHispanic Profile

Children:Any 80 98 96 120 1001 87 108 91 104 982 80 94 85 128 933+ 73 90 114 128 109

Education:Graduated College+148 149 61 70 23Attended College 147 139 117 77 29Graduated H.S. 114 107 119 100 74No College 73 77 101 114 141

Residence:Own Home 113 114 90 96 73Rent 87 84 112 105 128

10Source: 2010 Doublebase Mediamark Research & Intelligence; Weighted to Population (000) – Base: Total Adults of Hispanic Origin

Only Mostly Both Mostly OnlyEnglish English English/Spanish Spanish Spanish

Index Based on All Adults of Hispanic Origin and Language Spoken Inside the Home

Financial Attitudes & Financial Attitudes & PatternsPatterns

Why Language is ImportantWhy Language is Important

Hispanic Financial OutlookHispanic Financial OutlookHispanic Financial OutlookHispanic 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.

12Source: Pew Hispanic Center Study 1/26/12

Hispanics’ Views of the Economy and Hispanics’ Views of the Economy and Their Own Personal FinancesTheir Own Personal Finances

Hispanics’ Views of the Economy and Hispanics’ Views of the Economy and Their Own Personal FinancesTheir Own Personal Finances

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 in“only 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%

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Financial Issues Percent

Source: Pew Hispanic Center Study 1/26/12

Financial Outlook of Native-Born and Financial Outlook of Native-Born and Foreign-Born HispanicsForeign-Born Hispanics

Financial Outlook of Native-Born and Financial Outlook of Native-Born and Foreign-Born HispanicsForeign-Born Hispanics

Percent who say Hispanics have been hurt more by the economy in the last 4 years 45% 52%

Percent saying personal financial situation is“excellent” or “good” 32% 16%

Percent saying personal financial situation for them and their family will improve in next year71% 63%

Percent who say their children will be better off59% 72%

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Financial Issues Native-Born Foreign-Born

Source: Pew Hispanic Center Study 1/26/12

Hispanic ProfileHispanic ProfileHispanic ProfileHispanic Profile

Financial: Have PersonallySavings Account 127 120 81 87 61Interest Checking 131 128 128 85 46Money Market 151 125 35 67 57IRA 146 140 80 64 43401K 151 140 64 69 33529 Plan-CollegeSavings Plan 127 117 319 47 55Own Any Stock 118 127 112 69 53Own Any Investments132 116 135 77 57

Credit Cards:Standard MasterCard134 122 63 90 51Classic Visa 117 116 104 97 65Amex Green 106 107 25 104 80Discover 110 126 62 95 66

15Source: 2010 Doublebase Mediamark Research & Intelligence; Weighted to Population (000) – Base: Total Adults of Hispanic Origin

Only Mostly Both Mostly OnlyEnglish English English/Spanish Spanish Spanish

Index Based on All Adults of Hispanic Origin and Language Spoken Inside the Home

Geographic Profile Geographic Profile & &

Regional Buying PowerRegional Buying Power

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Top 20 Hispanic MarketsTop 20 Hispanic MarketsTop 20 Hispanic MarketsTop 20 Hispanic Markets

Albuquerque

LA

SF

Sacramento

Chicago

Dallas

HoustonSan

Antonio

Harlingen

DC.

Phila.

NY

Miami

Phoenix

El Paso

San Diego

Fresno Denver

Orlando

Tampa

Source: The Nielsen Company, Universe Estimates for 2011-2012

Top 20 Hispanic Markets Top 20 Hispanic Markets Top 20 Hispanic Markets 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%

18Source: The Nielsen Company, Universe Estimates for 2011-2012

Discretionary Spending By Region and MarketDiscretionary Spending By Region and MarketDiscretionary Spending By Region and MarketDiscretionary Spending By Region and Market

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RankU.S. Census

RegionHispanic 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

RankSelected

DMAHispanic Spending (millions)

% ofDMA

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

Advertising to the Advertising to the Hispanic MarketHispanic MarketMedia ChoicesMedia Choices

Hispanic Major Media Ad Spending Hispanic Major Media Ad Spending Hispanic Major Media Ad Spending Hispanic Major Media Ad Spending

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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

Attitudes Toward Marketing and Attitudes Toward Marketing and AdvertisingAdvertising

Attitudes Toward Marketing and Attitudes Toward Marketing and AdvertisingAdvertising

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 it’s 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%

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Percent Who Agree English Dominant Spanish Dominant

Source: Experian/Simmons National Hispanic Consumer Study Feb 2010-March 2011 data

Hispanic Media UsageHispanic Media Usage

Language in Which Media is ConsumedLanguage in Which Media is ConsumedLanguage in Which Media is ConsumedLanguage in Which Media is Consumed

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Percents

Source: Experian/Simmons National Hispanic Consumer Study Feb 2010-March 2011 data, Hispanic Fact Pack 2011, Advertising Age

Generational – Language Preferred By Generational – Language Preferred By AdultsAdults

Generational – Language Preferred By Generational – Language Preferred By AdultsAdults

When Watching TVEnglish Only 10 41 67Mostly English 31 44 31Mostly Spanish 34 11 2Only Spanish 24 4 <1

When OnlineEnglish Only 23 68 93Mostly English 27 25 7Mostly Spanish 22 6 <1Only Spanish 28 <1 <1

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Generation 1 Generation 2 Generation 3

Generation 1 – Born outside of the U.S.Generation 2 – Born in the U.S. but with at least one foreign-born parentGeneration 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

Percents

Hispanic TV Network ViewershipHispanic TV Network ViewershipHispanic TV Network ViewershipHispanic TV Network Viewership

RankNetwork 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

9Azteca America

1.1 150 2 240

10 Estrella TV 1.0 135 2 222

11 PBS 0.5 73 1 97

12Ion Television

0.5 68 1 103

26Source: Nielsen based on Hispanic primetime viewership from 7pm to 11pm 4/25 – 5/29/11. Rating is % of Hispanic TV

Largest Web Properties Among Hispanic UsersLargest Web Properties Among Hispanic UsersLargest Web Properties Among Hispanic UsersLargest Web Properties Among Hispanic Users

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Rank PropertyUnique Visitors

In Thousands

Percent Reach*

Hispanic CompositionPercent 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

Source: Comscore May 2011

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

14.7% of Internet Users are Hispanic, 15.8% of Microsoft visitors are Hispanic

**Reach is percent of all Hispanic internet users (31.7 Million)

*Reach is percent of Hispanic Spanish primary/bi-lingual internet users (15 Million)

Largest Social Networking Sites Largest Social Networking Sites Among All Hispanic Internet Users by ReachAmong All Hispanic Internet Users by Reach

Largest Social Networking Sites Largest Social Networking Sites Among All Hispanic Internet Users by ReachAmong All Hispanic Internet Users by Reach

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Rank PropertyUnique Visitors

In Thousands

Percent Reach

Hispanic CompositionPercent 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: Comscore’s May’ 2011