Mlb take full advantage

Take Full Advantage

Part 1: Latino USA

49M U.S. Latinos 16%

Phoenix

1.5M/29%

Dallas

1.9M/27%

Houston

2.1M/34% Miami

2.0M/47%

Chicago

2.0M/20%

New York

4.4M/21%

Source: 2009 Geoscape Intelligence, US, Local Markets

LA

7.9M/45% Atlanta

701K/11%

San Francisco

1.6M/23% Philadelphia

684K/9%

51% Latinos

San Francisco

108% Philadelphia

64%

Source: 2009 & 2000 Geoscape Intelligence, US, Local; Latino growth as % of total growth

All U.S. Growth

LA

98%

Phoenix

48%

Dallas

56%

Houston

61%

Atlanta

25%

Chicago

89%

New York

102%

Miami

139%

Source: Nielsen 2009 UE, U.S.

US 28 40

LA 28 41

NY 31 41

Miami 39 40

Houston 28 39

Chicago 27 39

Dallas 27 38

San Fran 29 42

Phoenix 26 41

Atlanta 26 38

Philadelphia 27 40

years younger

Latino Non Avg. Age

3.4 2.4

Source: Nielsen 2009 UE, U.S.

LA 3.9 2.5

NY 3.2 2.6

Miami 2.8 2.5

Houston 3.4 2.5

Chicago 3.7 2.5

Dallas 3.5 2.5

San Fran 3.8 2.5

Phoenix 3.5 2.4

Atlanta 3.8 2.6

Philadelphia 3.2 2.5

+42%

Latino Non

Larger HH

Latino Non

HH Size

Consumer Spending

Source: 2009 Global Insights, U.S.

LA $126B

NY $77B

Miami $40B

Houston $41B

Chicago $35B

Dallas $32B

San Fran $31B

Phoenix $20B

Atlanta $10B

Philadelphia $10B

Household Income

Source: 2009 Global Insights, U.S.

LA $65K

NY $63K

Miami $63K

Houston $70K

Chicago $69K

Dallas $61K

San Fran $79K

Phoenix $47K

Atlanta $57K

Philadelphia $56K

88%

Source: Nielsen 2009 UE’s

speak Spanish

LA 87%

NY 92%

Miami 97%

Houston 90%

Chicago 92%

Dallas 89%

San Fran 84%

Phoenix 84%

Atlanta 84%

Philadelphia 77%

Sp/Eng Equal 24%

Eng Dom 22%

Sp Dom 27% Sp Only

15%

Part 2:

Fan Potential

Boxing

Soccer

NFL

NBA

MLB

Latino

22%

21%

20%

16%

15%

Non

13%

8%

44%

22%

28%

Index

169

263

46

73

54

Top Sports

Source: 2009 Simmons, Winter 2009 Release, U.S., Index to Non-Latino Based on Adults 18+ who watched, listened to, or attended any of the above sports last 12 months

17%

Source: 2009 Simmons, Winter 2009 Release, U.S., Index to Non-Latino (10% play) Based on Adults 18+ who played any Baseball in the past 12 months

of Latinos play Baseball

(170 index)

Fan Potential

29% Players

Source: 2008 Major League Baseball Rosters

29% All-stars

Source: 2008 American League/National League rosters

Up to +50% Attendance

Source: 2008 Major League Baseball Attendance figures

Top Sellers

#1 #3 #8

#13 #16

Source: Majestic Sports, 2009

#20

Part 3:

Media Preference

Source: 2009 Simmons, Winter 2008 Release, U.S., Base: Latinos 18+ who agreed on main source for information/entertainment

Info

Television

Radio

Internet

Newspaper

Ent.

#1 44%

22%

15%

45%

27%

27%

25% -

Choice for Latinos TV

US

LA

NY

Miami

Houston

Chicago

Dallas

San Fran

Phoenix

#5

#1

#3

#1

#1

#3

#1

#5

#1

-

#1

#1

#1

#1

#1

#1

#2

#1

Prime News TV

Source: NTI, NSI, Adults 18-34 Rank, M-Su Prime, M-F Early/Late News, May09, U.S., Local Markets

Market Leader

65%

10%

9%

9%

7%

7%

7%

6%

Unduplicated Audience

7x’s

Source: NTI May 2008, M-Sa 8p-11p & Su 7p-11p, Live+SD Base: % of each network’s prime audience that didn’t watch any of the other listed networks

Part 4:

Success Stories

Case Study:

Barack Obama

Re-Assess the Landscape

Connect With A Relevant Message

Allocate Media Spending

10M

+28%

92%

$20M

67%

Latinos voted in ‘08

vs ‘04

of registered Latinos voted

SL media investment

voted for Obama

Sources: CNN.com Exit Polls; "Big Turnout of Latino Voters Boosted Obama," WSJ, 11/6/08; "92% of Registered Latinos Voted," LatinoLA, 12/5/08

Piolín Interview & White House Visit

Hilda Solis Secretary of Labor

Obama Addresses Univision Audience

Sonia Sotomayor Supreme Court

Case Study: Fast & Furious

46% $72.5M opening Box Office

Latinos comprised

Take Full Advantage