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1
E.S.L: Everybody Sells Latino
Lunch & Learn - February 7th, 2012
2
Agenda
• Hispanic Marketplace
• Ad Marketplace
• Advertiser Best Practices
• Hulu Latino
• Q&A
Hispanic Markethttp://corporate.univision.com/the-hispanic-consumer/video/
More Hispanics Among Us
1 out of every 6 people in
the U.S.is
Hispanic
Source: US Census Bureau
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
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
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
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
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
$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
78% of Hispanics Speak English & Spanish
Spanish only12%
Bilingual31%Spanish
dom27%
Culture is the traditional unifier
English only10%
• 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
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)
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
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
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
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
Hispanic Identityhttp://www.youtube.com/watch?v=tT7_oQzDYMw
19
Hispanic Ad Marketplace
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
21
Hispanic Total Ad Spend
Local TV – 1.3B
Network TV – 3B
Source: Tvb.org, Kantar Media
Digital – 336MM
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
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
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
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
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
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
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%
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
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
31
Hispanic Ad Marketplacehttp://www.youtube.com/watch?v=FR5z47giweU
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
33
Latino Update
Content PartnersTop U.S. Spanish Language Broadcast
Networks
Traditional & Modern SPL Films
Top International Broadcast Networks
Mom/Baby
Youth/Bilingual
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.
36
Hispanic 18+ Audience on Hulu
4M Hispanics on Hulu
29MHispanics on line
Source: Tvb.org, Kantar Media
Reaching – 18% of Hispanics Online
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)
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
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
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
41
Gracias!