Latino L&L 2.7.12
Transcript of Latino L&L 2.7.12
![Page 1: Latino L&L 2.7.12](https://reader035.fdocuments.in/reader035/viewer/2022081519/555b65a2d8b42a66338b4f9c/html5/thumbnails/1.jpg)
1
E.S.L: Everybody Sells Latino
Lunch & Learn - February 7th, 2012
![Page 2: Latino L&L 2.7.12](https://reader035.fdocuments.in/reader035/viewer/2022081519/555b65a2d8b42a66338b4f9c/html5/thumbnails/2.jpg)
2
Agenda
• Hispanic Marketplace
• Ad Marketplace
• Advertiser Best Practices
• Hulu Latino
• Q&A
![Page 3: Latino L&L 2.7.12](https://reader035.fdocuments.in/reader035/viewer/2022081519/555b65a2d8b42a66338b4f9c/html5/thumbnails/3.jpg)
Hispanic Markethttp://corporate.univision.com/the-hispanic-consumer/video/
![Page 4: Latino L&L 2.7.12](https://reader035.fdocuments.in/reader035/viewer/2022081519/555b65a2d8b42a66338b4f9c/html5/thumbnails/4.jpg)
More Hispanics Among Us
1 out of every 6 people in
the U.S.is
Hispanic
Source: US Census Bureau
![Page 5: Latino L&L 2.7.12](https://reader035.fdocuments.in/reader035/viewer/2022081519/555b65a2d8b42a66338b4f9c/html5/thumbnails/5.jpg)
Hispanic Growth
• 50.5 Million Hispanics in the U.S.
• Hispanics account for 56% of total US population growth in the last 10 years
• Projected to grow to 66 million by 2020
![Page 6: Latino L&L 2.7.12](https://reader035.fdocuments.in/reader035/viewer/2022081519/555b65a2d8b42a66338b4f9c/html5/thumbnails/6.jpg)
112 Million
50.5 Million46.5 Million
44.2 Million
41.3 Million
Mexico
U.S. Hispanics Spain
Colombia
Argentina
1
23
4
5
Source: U.S. Census Bureau, International Data Base, Country Rankings, 2010U.S. Hispanics Source: U.S. Census Bureau, Projected Population by Single Year of Age, Sex, Race and Hispanic Origin for the United States: July 1, 2000 to July 1, 2050
The U.S. Hispanic Market is the 2nd Largest Spanish Speaking Market In The
World
2010 Population
![Page 7: Latino L&L 2.7.12](https://reader035.fdocuments.in/reader035/viewer/2022081519/555b65a2d8b42a66338b4f9c/html5/thumbnails/7.jpg)
Mexicans are the Largest Hispanic Country of Origin Group
Top 5 By Country of Origin
Source: U.S. Census 2010
MexicanPuerto Rican
CubanSalvadoranDominican
Other Hispanics
31,798,0004,624,0001,786,0001,649,0001,415,00010,200,000
![Page 8: Latino L&L 2.7.12](https://reader035.fdocuments.in/reader035/viewer/2022081519/555b65a2d8b42a66338b4f9c/html5/thumbnails/8.jpg)
Source: Nielsen Claritas iMark
DMA
2011
Hispanic
Population
Hispanic %
of Total Pop
1. Los Angeles, CA 7,890,973 44%
2. New York, NY 4,323,470 21%
3. Houston, TX 2,051,803 33%
4. Miami, FL 1,979,958 46%
5. Chicago, IL 1,922,477 20%
6. Dallas, TX 1,837,150 26%
7. San Francisco, CA 1,551,794 22%
8. Phoenix, AZ 1,471,171 28%
9. San Antonio, TX 1,269,032 54%
10. Harlingen, TX 1,097,005 89%
Top Hispanic Markets
![Page 9: Latino L&L 2.7.12](https://reader035.fdocuments.in/reader035/viewer/2022081519/555b65a2d8b42a66338b4f9c/html5/thumbnails/9.jpg)
Hispanic Growth In Non-Traditional States
States
Hispanic
Population
Growth (2012-
2014)
% Hispanic
Population
Growth (2012-
2014)
1. South Carolina +57,456 31%
2. Georgia +249,084 31%
3. North Carolina +208,225 30%
4. Arkansas +48,617 30%
5. Tennessee +68,630 30%
6. South Dakota +5,692 29%
7. Nevada +186,043 27%
8. Virginia +140,533 26%
9. Alabama +34,373 26%
10. Utah +84,034 26%
Source: Nielsen Claritas iMark
![Page 10: Latino L&L 2.7.12](https://reader035.fdocuments.in/reader035/viewer/2022081519/555b65a2d8b42a66338b4f9c/html5/thumbnails/10.jpg)
$1.2 Trillion In 2011
The 18th Largest Economy in the World
Source: Selig Center for Economic Growth, Terry College of Business, The University of Georgia, The Multicultural Economy 2010
$1.5 Trillion by 2014
![Page 11: Latino L&L 2.7.12](https://reader035.fdocuments.in/reader035/viewer/2022081519/555b65a2d8b42a66338b4f9c/html5/thumbnails/11.jpg)
78% of Hispanics Speak English & Spanish
Spanish only12%
Bilingual31%Spanish
dom27%
Culture is the traditional unifier
English only10%
![Page 12: Latino L&L 2.7.12](https://reader035.fdocuments.in/reader035/viewer/2022081519/555b65a2d8b42a66338b4f9c/html5/thumbnails/12.jpg)
• Hispanic are almost 10 years younger on average
• 62% are under the age of 35
• Hispanic kids/teens represent 23% of this population or 1 in 4– If not for Hispanic population
there would have been no increase in kids/teens
The Youth of America
Source: US Census Bureau; Nielsen Media Research
![Page 13: Latino L&L 2.7.12](https://reader035.fdocuments.in/reader035/viewer/2022081519/555b65a2d8b42a66338b4f9c/html5/thumbnails/13.jpg)
Today(2012)
Source: US Census Projections 2010-2020
Teens are Hispanic
1in5of the total Hispanic population is under
25
Half62%of all U.S.
Hispanics are U.S. born
Fueled by 18-24 year olds.
Of all 18-34 year olds will be
Hispanic
1/466%of Teens will be Hispanic
Tomorrow(2020)
![Page 14: Latino L&L 2.7.12](https://reader035.fdocuments.in/reader035/viewer/2022081519/555b65a2d8b42a66338b4f9c/html5/thumbnails/14.jpg)
Language Fluidity
SOURCE: MUN2 LANGUAGE STUDY, DECEMBER 2010 PEW HISPANIC CENTER; “BETWEEN TWO WORLDS ' HOW YOUNG LATINOS COME OF AGE IN AMERICA,” DECEMBER, 2009
70%use “Spanglish”
HOME WORK SCHOOL
w/ FRIENDS w/ HISPANIC RELATIVES
39% Spanish 80% English
55% Spanish
74% English
55% English
![Page 15: Latino L&L 2.7.12](https://reader035.fdocuments.in/reader035/viewer/2022081519/555b65a2d8b42a66338b4f9c/html5/thumbnails/15.jpg)
SOURCE: MUN2 DIGITAL STUDY DECEMBER 2010
The Always-Connected Generation
Technology is the new passport.87%
stream video content on the
internet
73%stream/ listen to music on the internet
63%want their
friends to beable to reach
them 24/7
61%own a
gaming system
94%internetat home
87%own a mobile
phone
53%own aniPod or
MP3 player
73% own a laptop
What they have.What they do.
GenYLA
![Page 16: Latino L&L 2.7.12](https://reader035.fdocuments.in/reader035/viewer/2022081519/555b65a2d8b42a66338b4f9c/html5/thumbnails/16.jpg)
HHs
% of Viewing per Network
UNI
TEL
TF
ETV
AZA
PBS
ION
CW
FOX
NBC
CBS
ABC
74 Hours w/ SL Broadcast TV
19 Hours w/ EL Broadcast TV
Hispanic HH Viewing (Hrs/Mth)
Source: Nielsen Media Research NHIH, SL EL BROADCAST NETS 7/11 HH
Univision = 46% of broadcast viewing which is more than
all the EL nets combined
Among all Broadcasts networks Hispanics spending 71% of their viewing with Spanish content.
Univision captures more viewing than all the English content nets combined
YTD 2011, Univision continues to be the #3 broadcast network averaging more Adults 18-34 viewers - among ALL viewers
71%
29%
Hispanic Broadcast Viewing
![Page 17: Latino L&L 2.7.12](https://reader035.fdocuments.in/reader035/viewer/2022081519/555b65a2d8b42a66338b4f9c/html5/thumbnails/17.jpg)
Univision
60% share of the MarketAppeals to a Mexican
AudienceSkews slightly older
Acquires it’s novela content from Mexico
Top Broadcast Nets
Telemundo
20% share of marketAppeals to “the other
Hispanic”Skews slightly younger
Produces it’s own Novelas
![Page 18: Latino L&L 2.7.12](https://reader035.fdocuments.in/reader035/viewer/2022081519/555b65a2d8b42a66338b4f9c/html5/thumbnails/18.jpg)
Hispanic Identityhttp://www.youtube.com/watch?v=tT7_oQzDYMw
![Page 19: Latino L&L 2.7.12](https://reader035.fdocuments.in/reader035/viewer/2022081519/555b65a2d8b42a66338b4f9c/html5/thumbnails/19.jpg)
19
Hispanic Ad Marketplace
![Page 20: Latino L&L 2.7.12](https://reader035.fdocuments.in/reader035/viewer/2022081519/555b65a2d8b42a66338b4f9c/html5/thumbnails/20.jpg)
20
Hulu Latino represents a HUGE opportunity to tap into the fastest
growing population in the U.S.
And a HUGE opportunity for advertisers demanding more
premium video content
![Page 21: Latino L&L 2.7.12](https://reader035.fdocuments.in/reader035/viewer/2022081519/555b65a2d8b42a66338b4f9c/html5/thumbnails/21.jpg)
21
Hispanic Total Ad Spend
Local TV – 1.3B
Network TV – 3B
Source: Tvb.org, Kantar Media
Digital – 336MM
![Page 22: Latino L&L 2.7.12](https://reader035.fdocuments.in/reader035/viewer/2022081519/555b65a2d8b42a66338b4f9c/html5/thumbnails/22.jpg)
22
Top Advertisers
Network TV1. Procter & Gamble2. Direct TV3. Lexicon4. McDonald’s5. General Mills6. Verizon Comm.7. State Farm8. General Motors9. Dish Network10.T-Mobile
Digital1. Verizon Wireless2. Procter &
Gamble 3. Ford Motors4. Sprint5. Unilever6. Dish Network7. Toyota8. Allstate
Insurance9. T-Mobile10.AT&T
![Page 23: Latino L&L 2.7.12](https://reader035.fdocuments.in/reader035/viewer/2022081519/555b65a2d8b42a66338b4f9c/html5/thumbnails/23.jpg)
23
Top TV Nets & Sites Among Hispanics
TV Networks
1. Univsion2. Telemundo 3. Fox4. ABC5. Telefutura6. CBS7. NBC8. CW9. Azteca America10.Estrella TV
Sites
1. Univision2. Yahoo Español 3. Terra4. MSN
Latino/Telemundo 5. Televisa6. AOL Latino 7. Orange Sites8. Batanga9. Musica.com10.ImpreMedia
Network
![Page 24: Latino L&L 2.7.12](https://reader035.fdocuments.in/reader035/viewer/2022081519/555b65a2d8b42a66338b4f9c/html5/thumbnails/24.jpg)
Ad Best Practices
http://www.youtube.com/watch?v=RnQ1-mEIYw8
http://www.youtube.com/watch?v=rxxTiVHlI2U
http://www.youtube.com/watch?v=mv22fRtA63M
PepsiCoverGirl
Allstate
Dr. Pepper
http://www.youtube.com/watch?v=noabIuOAuoE&feature=BFa&list=PL21EBFE1633C214A4&lf=results_main
![Page 25: Latino L&L 2.7.12](https://reader035.fdocuments.in/reader035/viewer/2022081519/555b65a2d8b42a66338b4f9c/html5/thumbnails/25.jpg)
Hispanics Have Higher Instance of Co-Viewing
Source :NTI, NPower PXP Respondent Level Data, 09-10 STD through 12/26/10, SPLTV = TEL, UNI, TF, Eng TV = ABC, CBS, CW, FOX, NBC
• P18-49 co-viewing SPLTV with children (P2-17)
• P18-49 co-viewing SPLTV with other P18-49
68%Vs. 57% Eng Bdcst
44%Vs. 32% Eng Bdcst
![Page 26: Latino L&L 2.7.12](https://reader035.fdocuments.in/reader035/viewer/2022081519/555b65a2d8b42a66338b4f9c/html5/thumbnails/26.jpg)
Top Viewing Preference Among Hispanics
Source: Nielsen, NTI-H, 10-11 SeasonTD (9/20/10-1/2/11), Galaxy Explorer. Summary Program Type vs. Total Avg. SPLTV (Tel,UNI & TF), English TV (ABC,CBS,CW,FOX,NBC,ION,MNT)
English Language TV & Spanish Language TV- P18-49 – 10-11 Season TD Genre Rankers
![Page 27: Latino L&L 2.7.12](https://reader035.fdocuments.in/reader035/viewer/2022081519/555b65a2d8b42a66338b4f9c/html5/thumbnails/27.jpg)
Hispanics Have Higher Purchase
Propensity For New Technology
CURRENTLY OWN OR
PLAN TO BUY NEXT YEAR
Non-
Hispani
c
Hispanic Index
Internet
Enabled TV
30% 44% 147
E-Book
Reader
27% 42% 156
iPad/Tablet
PC
29% 48% 166
3D TD 22% 38% 173
Source: Terra ComScore Ad Value Research Study, Fall 2010
![Page 28: Latino L&L 2.7.12](https://reader035.fdocuments.in/reader035/viewer/2022081519/555b65a2d8b42a66338b4f9c/html5/thumbnails/28.jpg)
Hispanics Are More Likely To Own Smartphones
Source: Terra ComScore Ad Value Research Study, Sept. 13-Oct. 18, 2010, , e-Marketer, Horowitz Associates, “Multiplatform content & Services: Multicultural Edition”, Dec’10
120 index…Hispanic smartphone/PDA ownership (43% of Hispanics vs. 36% of Non-
Hispanics) Content Viewed Weekly Via Handheld Device - Hispanics 18+
Sport event segments
Children's Content
Sports news segments
News video segment
TV show preview
TV show (full length)
Movie preview/trailer
Movies
Music Videos
Sports event (full length)
0% 10% 20% 30% 40% 50% 60%
![Page 29: Latino L&L 2.7.12](https://reader035.fdocuments.in/reader035/viewer/2022081519/555b65a2d8b42a66338b4f9c/html5/thumbnails/29.jpg)
Source: Kantar Media – Spanish Network & Cable TV and English Network & Cable TV (November 2009 – October 2010)
Industry English
Network
& Cable
TV DOLS
Spanish
Network
& Cable
TV
DOLS
% To
Spanis
h
Automotive $4.2B $211M 5%
Communications $3.5B $519M 13%
RX & OTC Drugs $3.1B $58M 2%
Media & Advertising $2.8B $112M 4%
Restaurants $2.7B $254M 9%
Financial $2.1B $72M 3%
Retail $2.0B $150M 7%
Insurance & Real
Estate$1.8B $152M 8%
Prepared Foods $917M $93M 9%
Beverages $906M $80M 8%
Top 10 Industries On Gen Mkt Network & Cable TV & Underserved Industries on Spanish TV
Industry Spanish
Network
& Cable
TV
DOLS
% To
Spanis
h
English
Network
& Cable
TV DOLS
RX & OTC Drugs $58M 2% $3.1B
Financial $72M 3% $2.1B
Games, Toys & Hobbycraft $6.5M 1% $888M
Computers, Software, Internet $29M 4% $792M
Public Transportation, Hotels &
Resorts$8M 1% $695M
Pets, Pet Foods & Supplies $2.2M 1% $287M
HH Appliances, Equip & Utensils $77K 0% $283M
Building Materials, Equip &
Fixtures$2K 0% $256M
Gasoline, Lubricants (Trans) &
Fuels$5.7M 2% $255M
Footwear $0 0% $172M
Top 10 Industries Underserved Industries on Spanish Network & Cable TV
![Page 30: Latino L&L 2.7.12](https://reader035.fdocuments.in/reader035/viewer/2022081519/555b65a2d8b42a66338b4f9c/html5/thumbnails/30.jpg)
Hispanics Over Index In NumerousUnderserved Consumer Categories
Source: Simmons NCS/NHCS Summer 2010 Full Year POP Survey
Hispanic
Index(vs. Non Hispanic)
Pet Food/Supplements 165
Public Transportation (last 30
days)152
Grocery Shopping ($150+/wk) 132
FDR( visited 10+/lsat 30 days) 112
Skincare 112
Retail (Mall shopping/last 4 wks) 108
Gasoline 106
Hotel & Travel 103
Games, Toys 102
QSR (visited 14+/last 30 days) 102
![Page 31: Latino L&L 2.7.12](https://reader035.fdocuments.in/reader035/viewer/2022081519/555b65a2d8b42a66338b4f9c/html5/thumbnails/31.jpg)
31
Hispanic Ad Marketplacehttp://www.youtube.com/watch?v=FR5z47giweU
![Page 32: Latino L&L 2.7.12](https://reader035.fdocuments.in/reader035/viewer/2022081519/555b65a2d8b42a66338b4f9c/html5/thumbnails/32.jpg)
Novela Lovers
http://corporate.univision.com/2012/uncategorized/consumer-passion-points-novelas/?utm_source=rss&utm_medium=rss&utm_campaign=consumer-passion-points-novelas&utm_source=Univision+Insights&utm_campaign=16b6db636c-RSS_WEEKLY_INSIGHTS&utm_medium=email
![Page 33: Latino L&L 2.7.12](https://reader035.fdocuments.in/reader035/viewer/2022081519/555b65a2d8b42a66338b4f9c/html5/thumbnails/33.jpg)
33
Latino Update
![Page 34: Latino L&L 2.7.12](https://reader035.fdocuments.in/reader035/viewer/2022081519/555b65a2d8b42a66338b4f9c/html5/thumbnails/34.jpg)
Content PartnersTop U.S. Spanish Language Broadcast
Networks
Traditional & Modern SPL Films
Top International Broadcast Networks
Mom/Baby
Youth/Bilingual
![Page 35: Latino L&L 2.7.12](https://reader035.fdocuments.in/reader035/viewer/2022081519/555b65a2d8b42a66338b4f9c/html5/thumbnails/35.jpg)
Marketing Plan PhasePhase 1• Online Display • Online Search• Radio• Social Media
Phase 2• Univision & Telefutura
Roadshow• TV promotional efforts drive
brand awareness in the Hispanic marketplace and educate viewers on how to use Hulu.
![Page 36: Latino L&L 2.7.12](https://reader035.fdocuments.in/reader035/viewer/2022081519/555b65a2d8b42a66338b4f9c/html5/thumbnails/36.jpg)
36
Hispanic 18+ Audience on Hulu
4M Hispanics on Hulu
29MHispanics on line
Source: Tvb.org, Kantar Media
Reaching – 18% of Hispanics Online
![Page 37: Latino L&L 2.7.12](https://reader035.fdocuments.in/reader035/viewer/2022081519/555b65a2d8b42a66338b4f9c/html5/thumbnails/37.jpg)
Hulu Reaches More Hispanic Viewers
Hulu
CBS.COM
UNIVISION.COM
ABC.COM
NBC.COM
FOX.COM
4.0
1.21.0
0.70.4
0.3
Hispanic 18+ Online Video Viewers (Millions)
Source: comScore Video Plan Metrix, December 2011. Base: Hispanics 18+.
Among A18+ over 1 in 10 Hulu viewers are Hispanic (12% comp)
![Page 38: Latino L&L 2.7.12](https://reader035.fdocuments.in/reader035/viewer/2022081519/555b65a2d8b42a66338b4f9c/html5/thumbnails/38.jpg)
Latino Performance
2 Months of Activity• 500k Uniques• Averaging 8,000 daily streams• 500,000 monthly streams• Most streams coming from Hulu Plus• Masthead exposure during Super Bowl Sunday
![Page 39: Latino L&L 2.7.12](https://reader035.fdocuments.in/reader035/viewer/2022081519/555b65a2d8b42a66338b4f9c/html5/thumbnails/39.jpg)
39
State of the Marketplace
Common Questions:• Targeting Hispanics across Hulu?• Where are the numbers?• Where’s the Telemundo content?• Where’s the youth bilingual
content?• Custom marketing
opportunities?• Hulu original content on Latino?• Show/genre specific targeting• Ad selector English and
Spanish?• Mobile capabilities?
Challenges:• Delivery on launch partners• Launch more content• Short Flights• Geo targeting• Pricing:
- Hispanic agencies are not used to Hulu pricing
- Agencies compare Latino against existing Hulu ratecard
- Floor pricing min. Blended $35 CPM
![Page 40: Latino L&L 2.7.12](https://reader035.fdocuments.in/reader035/viewer/2022081519/555b65a2d8b42a66338b4f9c/html5/thumbnails/40.jpg)
40
Latino 2012 Plan
• Everybody Sells Latino, collaboration is key!
• Prioritize the top 100 advertisers and meet with as many agencies and clients as possible
• Grow unique users and streams
• Figure out a strategy to target ALL Hispanics across Hulu
• Launch all the signed content providers
• Bring more content providers on board
![Page 41: Latino L&L 2.7.12](https://reader035.fdocuments.in/reader035/viewer/2022081519/555b65a2d8b42a66338b4f9c/html5/thumbnails/41.jpg)
41
Gracias!