PRSA Miami and Univision Present Webinar - Census 2010 Going Beyond the Numbers and Adapting to a new Demographic Reality (WEBINAR PRESENTATION)

CENSUS 2010:
Going beyond the numbers and
adapting to a new demographic
June 15, 2011

Prsa welcome
Silvia pradoPRSA MIAMI BOARD MEMBER
AND HISPANIC COMMITTEE CHAIR

Thank you Sponsors
3

Maribel ferrergilPRSA MIAMI HISPANIC MARKETING COMMITTEE

Raul Cisneros Chief of Digital Media, U.S. Census Bureau

Elizabeth ellersexecutive vice president corporate research, univision communications

U.S. Census Bureau Overview
Raul E. Cisneros
Chief of Digital Media
U.S. Census Bureau
June 15, 2011

Population of Selected Groups: 2010 Census
(in millions)

Five Largest Hispanic Populations: 2010 Census
(as a percent of the total Hispanic population)

Population Projections (2008)
Population (in millions)

Results from the 2009 American Community Survey (ACS)

Percent of Hispanics Who Are Native Born, 2009 ACS

Educational Attainment, 2009 ACS
High School Graduate or Higher (Population 25 +)
Percent
Percent

Educational Attainment, 2009 ACS
Bachelor’s Degree or Higher (Population 25 +)
Percent

Median Household Income, 2009 ACS

Median Household Income, Hispanics
(2006-2009 ACS)

No Private or Public Health Insurance, 2009 ACS
Percent

2010 Census Integrated Communications Campaign

Hispanic Audience Work
Three principal agencies
Hispanic audience received 20 percent of paid ad dollars-$32.7 million
National/local split: 36 vs.64 percent
Valued added totaled $6.4 million

Post-Media Buy Analysis
Reach and Frequency (HA 18-49, TV, radio and national magazines):
- 93/22.3 Awareness
- 94/34.2 Motivation
Digital Impressions: 420.4 million
Circulation: 183.2 million

Our Continuing Work
More 2010 Census data to come
The American Community Survey
The 2012 Economic Census
Current Population Survey, etc.
Preparing for the 2020 Census!

Information Resources
U.S. Census Bureau Web site: www.census.gov
2010 Census Data: 2010.census.gov/2010census/data/
American FactFinder: factfinder.census.gov/home/saff/aff_transition.html

Elizabeth ellersexecutive vice president corporate research, univision communications

AMERICANBUSINESS:ADAPTING TO A NEW REALITY
Elizabeth Ellers
Executive Vice President Corporate Research
Univision Communications

Marketing to a multicultural nation

Hispanic is no longer a “flavor of the week”

Without hispanics, the math doesn’t work
New York
23%
17% of the U.S. Female 18-49 Population Is Hispanic
Chicago
21%
HW18-49
San Francisco
23%
Denver
21%
Phoenix
31%
Dallas
27%
Miami
49%
Los Angeles
47%
Houston
35%
Source: The Nielsen Company, 2011 TV Universe Estimates. HW18-49

ALLthe Growth of A KEY Demo
From 2010-2020 Hispanics are projected to account for:
100%
of all W18-49growth
Source: U.S. Census Bureau Projections by single year, age, sex, and Hispanic origin released on August 2008.

Hispanics Have Strong Economic Influence
U.S. Hispanic is the 15th largest consumer market in the world.
Over $1 trillion in purchasing power

$908.7
$837.0
2008 HH Consumption Expenditures
($ in billions)
$713.5
COLOMBIA
ARGENTINA
MEXICO
CANADA
$191.3
$152.4
U.S. HISPANIC
Source: 1) Global Insight – 2007 Hispanic Market Monitor based on 2008 consumer spending. 2)United Nations, National Accounts 2008 Country Profiles. 3) U.S. Census Bureau Current Population Survey 2008.
Spending power higher than canada

The American Dream Is Already Within Grasp
Disposable Income
Outpaces Population
Growth
Hispanic disposable income grew +45% in five years while Hispanic population grew +18% during the same time period
Source: Global Insights 2009 Hispanic Monitor

Hispanics Have Increased Wealth and Spending Power
Hispanics
Non-Hispanics
Household Income
$100K+
$75-100K
Hispanic HHI $100K+ grew double the rate of inflation
(average rate of inflation grew 3% during the same time period)
$35-75K
Under $35K
Source: Geoscape 2010 MDX Report.
BLS rate of inflation 2000-2015. (average rate of inflation from 2000-2010).

Hispanics Have Growing Political Influence
Hispanics accounted for 40% of all new voters in the past Presidential election.
Source: U.S. Census Bureau Release 7/20/09

Aventura
SOLD OUT MULTIPLE NIGHTS Madison
Square Garden
Los Tigres del Norte
AMONG THE TOP GROSSING year-round touring acts in the U.S.
Luis Miguel
SOLD OUT MULTIPLE NIGHTS Caesar’s Palace Colosseum
Shakira
MULI-PLATINUM
Pop Superstar signs $70-100M LiveNation deal
Hispanics Have Impacted Mainstream Culture

Hispanics Have Dual-Income Households With Kids
Larger Household Size
4.0
Average HH size
vs. 2.9 Non-Hispanics
Children At Home
58%
Have children
vs. 36% of Non-Hispanics
2+ Employed Adults
50%
Have 2 or more employed adults vs. 45% of Non-Hispanics
Source: Simmons NCS/NHCS Fall 2010, Adults Full Year, Base: Adults 18+

GRACIAS
THANK YOU

PRSA Miami and Univision Present Webinar - Census 2010 Going Beyond the Numbers and Adapting to a new Demographic Reality (WEBINAR PRESENTATION)

by LOGOS PR, INC.

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