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WFUN 48.1 | WJAN 48.2 | Comcast Dade 12 | Comcast Broward 15 Atlantic Broadband 17 | At&t Uverse 48 | Direct TV 41 | Dish 41
P25-54 Automotive Market Research Miami - Ft. Lauderdale DMA / Hispanic / Used Cars
Reach your best consumer with América Tevé WFUN!
Presented to “a Honda dealership”
≈$2.4 Billion
Did you know...?
Source: Scarborough Research 2012 Release 2 Miami-Ft. Lauderdale DMA 5PM-11PM Mon-Sun
≈$400 MillionOur size of the pie.
Yearly amount our most loyal viewers A25-54 will spend on a
new vehicle in 2013!
Hispanics Age 25-54 will spend
on new cars in 2013! (Miami - Ft Lauderdale DMA)
Did you know...?
Source: Scarborough Research 2012 Release 2 Miami-Ft. Lauderdale DMA 5PM-11PM Mon-Sun
≈$1.6 BillionHispanics Age 25-54+ will spend
(Miami - Ft Lauderdale DMA)
on used vehicles in 2013!
≈$130 Million
WFUN’s size of the pie!Total yearly amount our most loyal viewers 25-54 will spend onused vehicles in 2013!1
X Dealership Total Sales Automotive Summary
Source: Scarborough Research 2012 Release 2 Miami-Ft. Lauderdale DMA Mon-Fri 8PM-11PM 1Custom Trade Area for X: Zip codes 33157, 33257, 33197, 33189, 33158, 33176, 33177, 33190, 33256, 33296 - 2 2012 Polk Automotive Report
Favorite Honda ModelsX Honda
2012 - Hispanics
Month Total HispanicJanuary 300 132February 300 149March 366 189April 337 159May 367 186June 327 165July 339 166August 294 151September 304 155October 332 157November 314 161December 209 116Total 3789 1886
X Honda January - December 2012 Sales2
56,852 (60.24%!)Hispanic Population A25-54in Custom Trade Area1
Total Sales in 2012: 3789Total Hispanic Sales in 2012: 1886Perc. Hispanic Sales in 2012: 49.7%
Marketing Recommendation for 2013:Invest in Hispanic Television: SEE RE$ULTS!
Model Percentage of Sales
Accord 35%
Civic 28%
CR-V 15%
Pilot 10%
Odyssey 7%
Automotive Summary / Honda Sales - Miami DMATotal Sales October 2010 - December 2012
Source: 1 2012 Polk Automotive Report. Total Sales from October 2010 to December 2012.
Rank Dealership Total Hispanic % Hispanic
1 Braman Honda 8738 5642 64.57%
2 South Motors Honda
8865 4265 48.11%
3 Maroone Honda of Miami
5816 3056 52.54%
4 Rick Case Honda
7851 2633 33.54%
5 Largo Honda 2452 1026 41.84%
6 Coral Springs Honda
5434 910 16.75%
7 Maroone Honda of Hollywood
3801 28 22.68%
8 Others 5710 1218 21.33%
Total 42,957 19,612 42.82%
Total Sales1
Others6%
Coral Springs5%
Largo Honda5%
Rick Case Honda13%Maroone Honda
20%
South Motors Honda22%
Braman Honda29%
Honda - Hispanic SalesShare of Market - Miami DMA
Based on 2012 Total Hispanic SalesOctober 2010 - December 2012
Miami - Ft. Lauderdale DMAAutomotive Summary - Hispanics Age 25-54
Source: Scarborough Research 2012 Release 2 Miami-Ft. Lauderdale DMA * Index of 100 based on DMA total population
$23,016 Median amount they plan to pay for
a new car in the next 12 months!
Leased12%
Bought Used55%
Bought New32%
Hispanics Age 25-54Purchase Decision
(Last 12 Months)
Rank Vehicle Category Index*
Pop. 1 Mid-size Car 138 99,1012 Van or Mini-van 146 51,5893 Compact Car 132 58,5414 Luxury Vehicle 107 43,0425 Sport Utility 76 25,3896 Full Size Car 86 32,1957 Pick Up Truck 66 14,937
Kind of New/Used/Lease Vehicle Household Hispanics Age 25-54 plans to buy (Next 12 Months)
$50,690 Median household income
147,967 Total Hispanics Age 25-54 that plan to buy a used car in the next 12 months!
$7,522 Median amount they plan to pay for a used car in the next 12 months!
952,359 Population of Hispanics Age 25-54
102,333 Total Hispanics Age 25-54 that plan to buy a new car in the next 12 months!
Rank Reason Perc.1 Price-Value 12.7%2 Reputation of Dealer 6.6%7 Warranty 5.18 Other reason 4.9%3 Financing through Dealer 4.8%5 Selection of Make/Models 4.4%6 Service 2.6%4 Location 1.5%
Primary reasons Hispanics Age 18+ used a dealer to buy/lease last new vehicle
South Motors Honda Custom Trade Area1: Automotive Summary A25-54
Leased9%
Bought Used65%
Bought New26%
Hispanics Age 25-54Purchase Decision in Area
(Last 12 Months)
$38,681Median Hispanic Household Income
$27,806Median amount Hispanics plan to pay for a new car in the next 12 months!
4,800Hispanics A25-54 planning to buy a used car in the next 12 months
Rank Vehicle Category Percentage1 Midsize Car 17.7%2 Van or Mini-van 6%3 Sport Utility Vehicle 6%
Top 3 New Vehicle Household Hispanics Age 25-54 plans to buy (Next 12 Months)
$5,597Median amount Hispanics plan to pay for a used car in the next 12 months!
12,789Hispanics A25-54 planning to buya new car in the next 12 months
$26,226Median amount Non- Hispanics plan to pay for a new car in the next 12 months!
Source: Scarborough Research 2012 Release 2 Miami-Ft. Lauderdale DMA Mon-Fri 8PM-11PM 1Custom Trade Area for X: Zip codes 33157, 33257, 33197, 33189, 33158, 33176, 33177, 33190, 33256, 33296 - 2 2012 Polk Automotive Report
56,852 (60.24%!)Hispanic Population A25-54in Custom Trade Area1
América Tevé WFUNAutomotive Summary - Miami -Ft. Lauderdale DMA
Source: Scarborough Research 2012 Release 2 Miami-Ft. Lauderdale DMA 5PM-11PM Mon-Fri * Index of 100 based on DMA total population
Type of Vehicle WFUN WLTV WSCV
Mid-size Cars 217 45 178
Compact Cars 216 191 48
Sport Utility Vehicles 120 90 42
Luxury Vehicles 107 13 47
WFUN viewers age 25-54 over-index the market in their intention to buy new cars:
≈17,20017,200 WFUN Viewers Age 25-54 viewers plan to buy a new car in the next 12 months!
≈$409,721,200Total amount WFUN’s viewers Age 25-54 plan to
spend in new cars in the next 12 months!
Type of Vehicle WFUNFull-size Cars 373Van or Mini-vans 303Luxury Vehicles 232Compact Car 106Midsize Car 102
WFUN viewers age 25-54 over-index themarket in their intention to buy used cars:
≈21,00020,801 WFUN Viewers age 25-54 are planning
to buy an used car in the next 12 months!
≈$128,917,500Total amount WFUN viewers Age 25-54 are forecasted
to spend on used cars in the next 12 months!
WFUN viewers will spend on average more than the viewers of our competitors!
$23,821$21,554
$18,404
Source: Scarborough Research 2012 Release 2 Miami-Ft. Lauderdale DMA 5PM-11PM P25-54 Mon-Fri* Index of 100 based on DMA total population
Our viewers age 25-54 will spend more on a new/leased car in the next 12 months
América TeVéWFUN
UnivisiónWLTV
TelemundoWSCV
WFUN 48.1 | WJAN 48.2 | Comcast Dade 12 | Comcast Broward 15 Atlantic Broadband 17 | At&t Uverse 48 | Direct TV 41 | Dish 41
Presented to a Honda Dealership in Miami DMA
Thank You!