Communicating Your Message EffectivelyDanny LowryVP/GM Univision Local Media - Austin

A Valuable Constituency

Source: U.S. Census Bureau CPS November Supplements, 2000, 2004, 2008, 2016. Projected 2016 based on past growth. Pew Hispanic An Awakened Giant, The Hispanic Electorate is Likely to Double by 2030. Pew Hispanic Latino Voters and the 2014 Midterm Elections.

Univision’s Hispanic/Latino Voter Surveys Among Hispanic A18-54: Los Angeles, Denver, Fresno , Bakersfield, Las Vegas, Chicago, Miami, Orlando, Tampa, San Antonio, Philadelphia, Sacramento, Phoenix conducted in collaboration with David Binder Research and Moore Information, August 2015. 2

16.7 Million Hispanics will be registered

to vote by 2016

40 Million Hispanics will be eligible to vote by 2030

SIZE GROWTH YOUTH PERSUADABLE

800,000U.S. born Hispanics

turn 18 each year

55%of the Hispanic

electorate is “Persuadable”

Hispanic Voters in Texas

New Hispanic Voter Research shows that many DO Cross Party Lines

60%

Persuadable GOPs/Inds who have voted for a

Democrat*

Sources: Univision’s Hispanic/Latino Voter Surveys: Los Angeles, Denver, Fresno , Bakersfield, Las Vegas, Chicago, Miami, Orlando, Tampa, San Antonio, Philadelphia, Sacramento, Phoenix conducted in collaboration with David Binder Research and Moore Information, August 2015.

Among Hispanic A25-54

* Candidate include voted for opposite party presidential nominee or the opposite party candidate for U.S. Senate or House of Representatives.

Persuadable Dems/Inds who have voted for a Republican*

42%

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Why Would They Cross the Line?

Sources: Univision’s Qualitative Research conducted in collaboration with David Binder and Moore Information with Hispanic persuadable voters age A25-34 and A35-54. Focus groups conducted in Miami and Lost Angeles on August 25, 2015 and

September 1, 2015.

“I was raised in New York, and it was a Democratic stronghold. Then I moved to Houston and it’s really Republican. I’ve seen the best of both”

“We have so many problems right now that we need to fix: I want someone

who can really make a change”

“There’s a lot of information out there and once I’ve digested it all, I’ll decide which way to go...it may not

be with the Democrats”

“I vote for a person, not a party: if I like what he says and it fits with my life, that’s how I vote”

Where Do They Go for Information?

Television news

Television advertising

Websites and the Internet

Friends, co-workers or family

Social networking sites like Facebook

Mail to your home

Radio news

Radio advertising

Newspapers

Newspaper advertising

Public events or candidate meetings

Church

Follow a candidate/campaign on Twitter

Phone calls from candidates or campaigns

67%50%

48%

38%37%

37%32%32%

31%31%

25%16%

13%12%

“Thinking about different ways that political campaigns contact you to share information about their candidates or propositions, which of the following ways do you prefer to get political information?” (Q10)

Sources: Univision’s Hispanic/Latino Voter Surveys: Los Angeles, Denver, Fresno , Bakersfield, Las Vegas, Chicago, Miami, Orlando, Tampa, San Antonio, Philadelphia, Sacramento, Phoenix conducted in collaboration with David Binder Research and Moore Information, August 2015.

Among Hispanic Persuadable Voters A25-54:

Looking to Reach Hispanics?

4 Reasons Why Spanish-Language Media Matters

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Nielsen Reports: Advertising in Spanish…Pays Off

Source: Nielsen Brand Effect 9.1.13-8.31.14. Base Hispanic A18+. Includes SL Broadcast and EL Broadcast

Hispanics recall commercials in English as well as Non-Hispanics

But Hispanics like ads 40% more when viewed in Spanish vs. English

1

2% Lift

Brand Recall +27%

Message Recall +33%

Likeability +21%

Ads including Spanish speaking talent demonstrate

stronger performance

3

#1: Language Preference

9Source: Nielsen, NPM (05/04/2015-05/10/2015) Mon-Sat 8pm-11p/Sun 7pm-11pm, Live+7. Based on a qualified audience of 6+ minutes and on the percent of each network’s primetime audience that did not watch any of the other listed networks; English-Language networks based on the top 10 in primetime among Adults 25-54 for the week.

8% 8% 9% 9% 11% 11% 12% 12% 14% 17%

76%Unduplicated Weekly Primetime Audience - Total U.S. Adults 25-54

#2: Unduplicated Viewers NOT Reached on Other Networks

91% Live Viewing ABC, CBS, NBC, FOX and CW Avg: 54%

#3: Trust and Loyalty

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Univision’s Burke brand equity score of 73 places us in the top 5 among 155 brands measured

Source: 2013 Univision Brand Equity Study conducted in collaboration with Burke 11

#4: A Halo Effect for Our Advertisers

Treats me with respect

Is a channel I am proud to watch

Defends my rights in government, healthcare, education, policy and politics

Gives back to the community

Is a source I trust

Offers advertising I trust

12%

20%

7%

12%

17%

7%

64%

61%

59%

59%

56%

48%

TOOLS FOR YOUR CAMPAIGNS

Hispanic Vote SiteL2/PDI Data on Voters by:• State• DMA• Age• Party Affiliation• LM Station map coverage• Case Studies• Videos • Proprietary Research

http://corporate.univision.com/hispanic-vote/

Mobile Only, 75%

Both, 3%

Desktop Only, 22%

44M US Hispanics – Univision’s “EN TOTAL” Platform9M- EXCLUSIVE Univision Digital Consumers

MONTHLY UNIQUE VISITORS

Source: ComScore, Media Metrix, (Multi-Platform U.S. Total Audience), [P] Univision Digital, US Only, April 2015. Note: Does not include Univision Partnership Group. Uvideos app and Noticas app are not comScore

tagged.

UCI offers the most efficient Political Targeting of Digital Hispanics

Geographic Targeting

Channel Targeting

Site Retargeting

Search Retargeting

Behavioral Targeting

Sports(ESPN.com, FIFA.com)

Visitors to LocalAdvertiser.com “world cup schedule” Spanish-speaking

men who play soccer

i.e. i.e. i.e. i.e.

PLUS

ANDAND AND

OROR OR

Spanish/English or Both

Univision “En Total” PlatformOur strong network partnerships allow us to reach virtually all Hispanics across the web.

We hyper target quality local consumers, who are more likely to purchase your product or services.

36M+ Digital Hispanic Users / 604M Mobile Ad Impressions / 105M Desktop Ad Impressions

Target your audience by implementing one, or a combination of the below strategies:

UCI Collaboration With Creative Testing (with Media Buy):• Available at concept and finished state• Testing will include recommendations on how to improve work

and predictive measures for its success in market• Turnaround time: 5 BusinessMedia Predict:• 25 years successful political forecasting modeled on financial

futures markets• Dial test and survey tools permit concept/creative testing for

digital, radio, TV • 46,000 national online sample• 6,000 national online Hispanic sample• 11,000 active users daily

Local Initiatives Education: Feria Para Aprender - During month of February Tips of the Day - OnAir Monday thru Friday Avance Partnership - Monthly interviews and sponsor of their graduation in May Back to School Bash w/ AISD - During the month of August FAFSA Phone Banks – During the Months of February & October PreK Phonebank- AISD PreK Enrollmenent University Leadership Initiative - DACA Workshops and phone banks partnership- July & August Dia de lo Ninos / Dia de los Libros – During the month of April Anne Richards School for Girls - Sponsorship of graduation event in May ACE partnership

Health: Unase al Reto - Campaign to get people walking and exercising to live a better lifestyle - monthly Ventanilla de Salud - Partnership monthly interviews Bi-National Health Month - Partner w/ Ventanilla de Salud to bring 2 weeks of health screens and seminars to the Hispanic community during the month of October American Heart Association - Partnership with monthly interviews and sponsor of Go Red por tu Corazon during the month of May Susan G. Koman - Partnership with monthly interviews and sponsor of Race for a Cure during the month of October Austin Children’s Guidance center - Partnership for their Gala in September Austin Travis County Integral Care - Partnership El Buen Samaritano - Partnership The Autism Trust - Monthly interviews American Diabetes Association – Partnership DSACT Partnership Growing Roots Parntership

Prosperity: Phone Bank w/ IRS – During the month of February Phone Banks w/ Frameworks for foreclosures during the month of September Partnership with EGBI for entrepreneurs - Interviews & working on an event with them during the months of September, October & November Potential Partnership w/ Financial Literacy Coalition of Central Texas for event in October & November

Participation: Citizenship Workshops - During the month of April Citizenship Forums – During the month of April Immigration Phone Banks – During the months of April & July Staff deputized to register people to vote Ninos de la Frontera - Phone bank during the month of July

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