The Hispanic Market Why is Booming?

55"million""

Hispanics"in"the"U.S."

16""million""

Asians"in"the"U.S."

Sources:)U.S.)Census)Bureau).)2012)Na4onal)Projec4ons)(based)on)2013)popula4on)es4mates).)2012)American)Community)Survey)

)

1""common"language"

10+"languages"

Am I the only person who has noticed that term �multicultural� is increasingly becoming synonymous with Hispanic?

- Mediapost, 1/3/13

No Other Group Compares

�)The Hispanic community is rapidly becoming the most

influential voice in pop culture, business, and politics; their trendsetting impact will make or break the success of those

seeking to gain brand popularity, market share and/ or win the next election. !

! �))

�))

Source:)Glenn)Llopis,Forbes)Contributor,)January)9,)2013;)The New York Times Article: January 7, 2014 �New Agency, a Spinoff, Will Aim Its Message at a Hispanic Audience��))

237,771 Hispanics

24% 47% 18%

11%

Source: Census Bureau 2012 Others: South Americans, (Colombians-Venezuelan-Argentinians among others) Central America Guatemala-Honduras)

His

pa

nic

De

mo

gra

ph

ics

Cuban

Puerto Rican

Mexicans Others

SW Florida HISPANIC ORIGIN

SW Florida Hispanics Are Your Growth Engine

Ft. Myers - Naples

Source: 1- Geoscape. American Marketscape DataStream 2013 Series. 2-U.S. Bureau of the Census,. 3-Collier & Lee County Public Schools. “The data herein contained will be used exclusively for advertising/media decisions related to Univision. Any

other use must be explicitly licensed from Geoscape.”; Ft. Myers DMA Produced by the Geoscape ® Intelligence System (GIS)

$5.8 Billion Projected)2017)Hispanic)Spending)Power)281,000 Hispanics)live)in)Ft.)MyersPNaples)DMA)33% Of)Total)A18P49)Popula4on)is)Hispanic)50% Hispanic)Popula4on)Growth)since)2000)86% Of)Hispanics)Speak)Spanish)at)Home)

Hispanic Student Population

Collier 47% -Lee 35%

Young Families Having Children

1

1

1

1

2 3

6

Hispanics"Have"Increased""Wealth"and"Spending"Power"•  Ft.)Myers)Household)Income)

53%" 46%"

36%"36%"

6%"10%"

5%" 9%"

2000" 2014"

Hispanics"

$100K+ $75-100K

$35-75K

Under $35K

25%

31%"

34%"

13%"

22%"

2014"

NonGHispanics"

Source: Geoscape. American Marketscape Datastream 2013 Series. Produced by the Geoscape ® Intelligence System (GIS). “The data herein contained will be used exclusively for advertising/media decisions related to Univision. Any other use must be

explicitly licensed from Geoscape.”; Ft. Myers DMA

Hispanic" NonGHispanic" Hispanic"Index"to"Total"

Birth)of)a)child) 5.6%" 1.3%) 276"

Buy)a)house,)condo)or)coPop) 9.4%" 5.1%) 161"

Get)married) 5.7%" 1.4%) 275"

Go)back)to)school)(for)degree/cer4fica4on)) 21.7%" 4.9%) 284"

Look)for)new)job) 20.5%" 12.0%) 153"

Refinance)home)mortgage) 1.4%" 0.8%) 163"

Plan"to"buy"new/lease"a"new"vehicle" 9.2%" 6.5%) 133"

)7)Source: Scarborough Study 2014 Release 2;

Ft. Myers DMA.

Lifestyle"changes/events"personally plan to do, next 12 months, Among"Adults"18+"

Hispanics"AnQcipate"Experiencing"Several"Life"Stage"Events"

So what does Targeted

Marketing mean to you?

Keys to Understanding the Hispanic Consumer 4

It’s)More)than�Speaking)Spanish�)Accultura4ng)is)an)Individual))Journey)It’s)Addi4ve,)not)Subtrac4ve)Cultural)Duality)Creates)Cultural)Appe4te)"""""""

One:"Two:"

Three:"Four:"

9)

Keys to Understanding the Hispanic Consumer 4

It’s)More)than�Speaking)Spanish�)"""""""

One:"

10)

Keys to Understanding the Hispanic Consumer 4

)Accultura4ng)is)an)Individual))Journey)"""""""

Two:"

11)

Keys to Understanding the Hispanic Consumer 4

))It’s)Addi4ve,)not)Subtrac4ve)"""""""

Three:"

12)

Keys to Understanding the Hispanic Consumer 4

)))Cultural)Duality)Creates))Cultural)Appe4te)"""""""

Four:"

13)

19%" 67%" 14%"Only"Spanish"

Bilingual"

Only"English"

Spanish:)A)Choice,)Not)a)Necessity))

86% Speak Spanish

Source: Geoscape. American Marketscape Datastream 2013 Series. Produced by the Geoscape ® Intelligence System (GIS). “The data herein contained will be used exclusively for advertising/media decisions related to Univision. Any other use must be

explicitly licensed from Geoscape.”; Ft. Myers DMA Language Based on Hispanics 5+

Source:)The)Futures)Company)Mul4cultural)Monitor)2013;)Base:)A18+)

)15)

has"a"beWer"understanding"of"issues"that"affect"us."95%

provides"me"with"a"feeling"of"community."94%

is"more"relevant"to"me. 96%

keeps"me"in"touch"with"my"heritage. 96%

�Hispanics in Culture�Content…

SW FLORIDA LEADING SPANISH STATION

17)

Latinos are Driven to Purchase Because of Your Ads

52"%"SL"TV""vs."41%"EL"TV"viewers")Purchase"Because"of"Ads"G"TV"

53%"Univision.com"vs."26%"nonGHispanics"online)

Purchase"Because"of"Ads"G"Online"

41%"SL"Radio"vs."18%"EL"Radio)

Purchase"Because"of"Ads"G"Radio"

Source: Simmons NCS/NHCS Spring 2013 Full Year Survey (May12-Jun13), Population Adults 18+; Base: “Online” defined as visited websites in the past 30 days; “Univision.com User” defined as visited website in past 30 days; “Online ad led to purchase” defined with banner ads, email ads, floating ads, full-motion video, pop-up/under, sponsored websites and webpage links – very often, often, or somewhat often. Simmons NCS/NHCS Spring 2013 Full Year Survey (May12-Jun13), Population Adults 18+; Base: “Online” defined as visited websites in the past 30 days; “Univision.com User” defined as visited website in past 30 days; “Online ad led to purchase” defined with banner ads, email ads, floating ads, full-motion video, pop-up/under, sponsored websites and webpage links – very often, often, or somewhat often

Our"News"

Our"Novelas"

Our"Music"

Our"Flavor"

Our"Sports"

Our"Gossip"

�HYPER LOCAL Content…

Our"culture"

Our""Legends"

Our"News"

Our"Novelas"

Our"Music"

Our"Flavor"

Our"Spots"

Our"Gossip"

�Hyper local targeting is one way to reach Hispanics by developing campaigns that are relevant to neighborhoods and how Hispanics shop and interact with their community.

Our"culture"

Our""Legends"

Dlatinos Mayo 2015.indd 79 4/23/2015 11:46:33 PM

LOCAL CONTENT

20)

Bilingual-Bicultural + Millennials = “The Billenials” "

Our"News"

Our"Novelas"

Our"Music"

Our"Flavor"

Our"Spots"

Our"Gossip"

Our"culture"

Our""Legends"Hispanic audiences are early

adopters of devices and over index in mobile and video consumption.

Hispanics are 1.5x more likely to buy mobile apps and digital media than non-Hispanics.

DIGITAL MARKETING

DEVELOP VALUABLE CONTENT HERE

ONLINE & SOCIAL MEDIA

According to Facebook, 42% of Hispanics use Facebook in

both languages, 40% use Spanish while the remaining 17% use primarily English.

REPRESENTATIVE LIST OF CLIENTS

•  MCDONALDS •  NCH •  GERMAIN TOYOTA

•  MORGAN & MORGAN •  FUCCILLO KIA

•  PUBLIX •  KEISER UNIVERSITY •  VITAS INNOVATIVE HOSPICE

•  EDISON STATE COLLEGE •  LEHIGH REGIONAL MEDICAL CENTER

•  FIFTH THIRD BANK •  PHYSICIANS REGIONAL MEDICAL CENTER •  HODGES UNIVERSITY

•  KANNER & PINTALUGA •  FORT MYERS TOYOTA •  HARBORSIDE EVENT CENTER

•  PENDAS LAW FIRM •  DEANGELIS DIAMOND

•  NAPLES NISSAN •  FLORIDA EYE HEALTH •  DENTAL EXPRESSIONS

•  STATE FARM •  SUTHERLIN NISSAN

•  EL DORADO FURNITURE •  COLLIER AREA TRANSPORTATION •  LEE COUNTY TRANSPORTATION

•  CONSERVANCY OF SOUTHWEST FLORIDA