The Chicago Landscape<br />
Hispanics are driving growth<br />2.0M<br />1)<br />2)<br />3)<br />4)<br />5)<br />LA<br />NY<br />Houston<br />Chicago<b...
Hispanics are driving growth<br />Non-Hispanics<br />+60%<br />-7%<br />Hispanics<br />Source: 2011 Nielsen Universe Estim...
Hispanics are changing Chicago<br />1990<br />10%Density<br />Source: Geoscape, 1990 Population Estimates, Chicago<br />
Hispanics are changing Chicago<br />2000<br />16%Density<br />Source: Geoscape, 2000 Population Estimates, Chicago<br />
Hispanics are changing Chicago<br />2010<br />21%Density<br />Source: Geoscape, 2010 Population Estimates, Chicago<br />
Hispanics live throughout the DMA<br />Waukegan 58%<br />Elgin40%<br />Chicago30%<br />Aurora41%<br />Joliet33%<br />Cicer...
More than any other major market, Chicago mirrors the U.S.<br /><ul><li>Density
Income
Language
Ethnicity</li></li></ul><li>Comparable Density<br />Chicago<br />16%<br />20%<br />Source: 2010 Geoscape Intelligence, Tot...
Higher disposable income<br />Chicago<br />$60K<br />$69K<br />Source: 2009 Global Insights, Total U.S., Chicago DMA<br />
Similar % speak Spanish<br />Chicago<br />88%<br />92%<br />Source: Nielsen 2011 UE’s, Total U.S., Chicago DMA<br />
Most closely mirrors ethnicity<br />Chicago<br />Source: 2010 Geoscape Intelligence, Total U.S., Chicago DMA<br />
A Unique Audience<br />1) NSI<br />2) NHSI<br />
10x’s<br />the Unique Audience <br />Source: 2010 Chicago Scarborough, Release 1<br />
Top Rated<br />5PM News<br />Local News<br />10PM News<br />Source: NSI Adults 18-34, October 2010, Chicago<br />
The Highest Rated<br />#1<br />News amongChicago Hispanics<br />5PM News<br />10PM News<br />2X’s<br />3X’s<br />Source: N...
Toweringover the competition!<br />82<br />50<br />32<br />33<br />31<br />21<br />16<br />25<br />19<br />10<br />15<br /...
#2<br />in Chicago2010 YTD<br />Source: NHSI, January to September, 2010, Average Time Period Ratings: Monday to Sunday, 6...
157<br />Nights as the#2Spanish Language station in<br />Primetime<br />Source: NHSI, October 1, 2009 to September 30, 201...
UnivisionChicago.com<br />27,420 Opt-in Users<br />14.3 Million Page Impressions<br />Source:  Univision.com server logs, ...
Sports and Specials<br />
Club Teams<br />Professional soccer played in national leagues and international competitions<br />Soccer<br />(Think the ...
Jan – June / Aug – Dec<br />Mexican League Soccer is Hispanic Chicago’s #1 sport<br />Soccer: Club Teams<br />June - Augus...
April – November <br />The best Major League Soccer games of the week<br />Soccer: Club Teams<br />August 2010 – April 201...
National Teams<br />The Nations best competing in the highest form of international competitions<br />Soccer<br />(Think t...
Every 2 years; June 2011 <br />The best teams of North and CentralAmerica compete for the gold<br />Soccer: National Teams...
All friendly and qualifying matches for the men’s Mexican National Team<br />Soccer: National Teams<br />All friendly and ...
Chicago Hispanic’s favorite team<br />13 of the top 50 sporting events among Chicago Hispanics  were the Mexican National ...
Univision Specials<br />Targeting Chicago’s Hispanics, Univision’s specials include a Red Carpet Pre-show, front row seats...
146K<br />Adults 18-49<br />February<br />The longest running and highest rated Hispanics awards<br />Source: NHSI, 2/18/1...
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2011 chicago market deck

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  • The future is now in critical markets across regions.
  • Chicago is the best test market
  • Slightly over-indexing the total US in Density, but on par.
  • A higher disposable income and the 2nd highest among all the major markets
  • The future is now in critical markets across regions.
  • The future is now in critical markets across regions.
  • 2011 chicago market deck

    1. 1.
    2. 2. The Chicago Landscape<br />
    3. 3. Hispanics are driving growth<br />2.0M<br />1)<br />2)<br />3)<br />4)<br />5)<br />LA<br />NY<br />Houston<br />Chicago<br />Miami<br />7.97M<br />4.51M<br />2.16M<br />2.02M<br />2.02M<br />Hispanics<br />21%<br />Density<br />Source: 2010 Geoscape Intelligence, Chicago DMA, Top Markets<br />
    4. 4. Hispanics are driving growth<br />Non-Hispanics<br />+60%<br />-7%<br />Hispanics<br />Source: 2011 Nielsen Universe Estimates, Adults 18-49, 2000 – 2010, Chicago DMA<br />
    5. 5. Hispanics are changing Chicago<br />1990<br />10%Density<br />Source: Geoscape, 1990 Population Estimates, Chicago<br />
    6. 6. Hispanics are changing Chicago<br />2000<br />16%Density<br />Source: Geoscape, 2000 Population Estimates, Chicago<br />
    7. 7. Hispanics are changing Chicago<br />2010<br />21%Density<br />Source: Geoscape, 2010 Population Estimates, Chicago<br />
    8. 8. Hispanics live throughout the DMA<br />Waukegan 58%<br />Elgin40%<br />Chicago30%<br />Aurora41%<br />Joliet33%<br />Cicero85%<br />Hammond27%<br />Source: Geoscape, 2010 Population Estimates, Chicago<br />
    9. 9. More than any other major market, Chicago mirrors the U.S.<br /><ul><li>Density
    10. 10. Income
    11. 11. Language
    12. 12. Ethnicity</li></li></ul><li>Comparable Density<br />Chicago<br />16%<br />20%<br />Source: 2010 Geoscape Intelligence, Total U.S., Chicago DMA<br />
    13. 13. Higher disposable income<br />Chicago<br />$60K<br />$69K<br />Source: 2009 Global Insights, Total U.S., Chicago DMA<br />
    14. 14. Similar % speak Spanish<br />Chicago<br />88%<br />92%<br />Source: Nielsen 2011 UE’s, Total U.S., Chicago DMA<br />
    15. 15. Most closely mirrors ethnicity<br />Chicago<br />Source: 2010 Geoscape Intelligence, Total U.S., Chicago DMA<br />
    16. 16. A Unique Audience<br />1) NSI<br />2) NHSI<br />
    17. 17. 10x’s<br />the Unique Audience <br />Source: 2010 Chicago Scarborough, Release 1<br />
    18. 18. Top Rated<br />5PM News<br />Local News<br />10PM News<br />Source: NSI Adults 18-34, October 2010, Chicago<br />
    19. 19. The Highest Rated<br />#1<br />News amongChicago Hispanics<br />5PM News<br />10PM News<br />2X’s<br />3X’s<br />Source: NHSI Adults 18-49, October 2010, Chicago<br />
    20. 20. Toweringover the competition!<br />82<br />50<br />32<br />33<br />31<br />21<br />16<br />25<br />19<br />10<br />15<br />8<br />7<br />1<br />ROS<br />LateNews<br />Prime<br />EarlyNews<br />EarlyFringe<br />Daytime<br />Morning<br />Source: NHSI Adults 18-49 000’s, September 2010, Chicago<br />
    21. 21. #2<br />in Chicago2010 YTD<br />Source: NHSI, January to September, 2010, Average Time Period Ratings: Monday to Sunday, 6AM to 2AM, Adults 18-49, Chicago<br />
    22. 22. 157<br />Nights as the#2Spanish Language station in<br />Primetime<br />Source: NHSI, October 1, 2009 to September 30, 2010, Average Time Period Ratings: Monday to Sunday, 6PM to 10PM, Adults 18-49, Chicago<br />
    23. 23. UnivisionChicago.com<br />27,420 Opt-in Users<br />14.3 Million Page Impressions<br />Source: Univision.com server logs, August 2010, Chicago<br />
    24. 24. Sports and Specials<br />
    25. 25. Club Teams<br />Professional soccer played in national leagues and international competitions<br />Soccer<br />(Think the Chicago Bears)<br />
    26. 26. Jan – June / Aug – Dec<br />Mexican League Soccer is Hispanic Chicago’s #1 sport<br />Soccer: Club Teams<br />June - August<br />The top FutbolLiga Mexicana teams face the best Major League Soccer Teams<br />
    27. 27. April – November <br />The best Major League Soccer games of the week<br />Soccer: Club Teams<br />August 2010 – April 2011<br />The top pro teams from FLM, MLS, and other Central American leagues<br />
    28. 28. National Teams<br />The Nations best competing in the highest form of international competitions<br />Soccer<br />(Think the U.S. Men’s Basketball “Dream Team”)<br />
    29. 29. Every 2 years; June 2011 <br />The best teams of North and CentralAmerica compete for the gold<br />Soccer: National Teams<br />Every 3 years; July 2011<br />The best South American teams compete in the longest running soccer competition<br />
    30. 30. All friendly and qualifying matches for the men’s Mexican National Team<br />Soccer: National Teams<br />All friendly and qualifying matches for the men’s U.S. National Team<br />
    31. 31. Chicago Hispanic’s favorite team<br />13 of the top 50 sporting events among Chicago Hispanics were the Mexican National Team<br />Source: NHSI Adults 18-49, Sports Program Rankers on broadcast TV, September 2009 – September 2010, Chicago<br />
    32. 32. Univision Specials<br />Targeting Chicago’s Hispanics, Univision’s specials include a Red Carpet Pre-show, front row seats to the Ceremony, behind-the-scenes Post-Show,Newsand online<br />Specials<br />
    33. 33. 146K<br />Adults 18-49<br />February<br />The longest running and highest rated Hispanics awards<br />Source: NHSI, 2/18/10<br />Specials: 1st and 2nd Qtr<br />86K<br />Adults 18-49<br />July<br />The only awards show honoring idols of and chosen by Hispanic youths<br />Source: NHSI, 7/15/10<br />
    34. 34. 140K<br />Adults 18-49<br />November<br />Latin music’s biggest night and most covetedaward<br />Source: NHSI, 11/5/09<br />Specials: 4th Qtr<br />71K<br />Adults 18-49<br />November<br />Honoring the best of Hispanic Television<br />Source: NHSI, 11/29/09<br />
    35. 35. Are your growth engine<br />
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