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Take Full Advantage
Part 1:Latino USA
49M                            U.S. Latinos                                                           16%                 ...
Latinos                          51%                          All U.S. Growth                                             ...
years younger                                    Avg. Age    Latino   Non                                    US           ...
+42%                                              Larger HH       3.4Latino                                2.4            ...
Consumer                                     Spending                                     LA             $126B            ...
Household                                     Income                                     LA             $65K              ...
88%  speak Spanish                             Sp/Eng                              Equal                              24% ...
Part 2:  FanPotential
Top Sports                                                           Latino          Non         Index                    ...
Fan Potential    17%                                     of Latinos                                            play Baseba...
29%                                   PlayersSource: 2008 Major League Baseball Rosters
29%                                 All-starsSource: 2008 American League/National League rosters
Up to                                  +50%                                   AttendanceSource: 2008 Major League Baseball...
Top Sellers           #1                   #3     #8           #13                  #16    #20Source: Majestic Sports, 2009
Part 3:  MediaPreference
TV #1                                             Choice for Latinos                                                      ...
TV                           US                                                                      Prime News           ...
7x’s                                                                                         65%                          ...
Part 4:SuccessStories
Case Study:Barack Obama
Re-Assess the Landscape         Connect With A        Relevant MessageAllocate Media Spending
10M                 Latinos voted in ‘08 +28%                    vs ‘04                         of registered    92%      ...
Hilda SolisSecretary of Labor Piolín Interview & White House Visit  Sonia Sotomayor  Supreme Court   Obama Addresses   Uni...
Case Study: Fast & Furious
Latinos comprised                46%  $72.5M opening Box Office
Take Full Advantage
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Mlb take full advantage

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Mlb take full advantage

  1. 1. Take Full Advantage
  2. 2. Part 1:Latino USA
  3. 3. 49M U.S. Latinos 16% New York Chicago 4.4M/21% San Francisco 2.0M/20% Philadelphia 1.6M/23% 684K/9% LA 7.9M/45% Dallas Atlanta Phoenix 1.5M/29% 1.9M/27% 701K/11% Houston 2.1M/34% Miami 2.0M/47%Source: 2009 Geoscape Intelligence, US, Local Markets
  4. 4. Latinos 51% All U.S. Growth New York Chicago 102% San Francisco 89% Philadelphia 108% 64% LA 98% Dallas Atlanta Phoenix 48% 56% 25% Houston 61% Miami 139%Source: 2009 & 2000 Geoscape Intelligence, US, Local; Latino growth as % of total growth
  5. 5. years younger Avg. Age Latino Non 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 38Source: Nielsen 2009 UE, U.S. Philadelphia 27 40
  6. 6. +42% Larger HH 3.4Latino 2.4 Non HH Size Latino Non 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 2.6Source: Nielsen 2009 UE, U.S. Philadelphia 3.2 2.5
  7. 7. Consumer Spending LA $126B NY $77B Miami $40B Houston $41B Chicago $35B Dallas $32B San Fran $31B Phoenix $20B Atlanta $10BSource: 2009 Global Insights, U.S. Philadelphia $10B
  8. 8. Household Income LA $65K NY $63K Miami $63K Houston $70K Chicago $69K Dallas $61K San Fran $79K Phoenix $47K Atlanta $57KSource: 2009 Global Insights, U.S. Philadelphia $56K
  9. 9. 88% speak Spanish Sp/Eng Equal 24% Eng Dom 22% Sp Dom 27% Sp Only 15% LA 87% NY 92% Miami 97% Houston 90% Chicago 92% Dallas 89% San Fran 84% Phoenix 84% Atlanta 84%Source: Nielsen 2009 UE’s Philadelphia 77%
  10. 10. Part 2: FanPotential
  11. 11. Top Sports Latino Non Index Boxing 22% 13% 169 Soccer 21% 8% 263 NFL 20% 44% 46 NBA 16% 22% 73 MLB 15% 28% 54Source: 2009 Simmons, Winter 2009 Release, U.S., Index to Non-LatinoBased on Adults 18+ who watched, listened to, or attended any of the above sports last 12 months
  12. 12. Fan Potential 17% of Latinos play Baseball (170 index)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
  13. 13. 29% PlayersSource: 2008 Major League Baseball Rosters
  14. 14. 29% All-starsSource: 2008 American League/National League rosters
  15. 15. Up to +50% AttendanceSource: 2008 Major League Baseball Attendance figures
  16. 16. Top Sellers #1 #3 #8 #13 #16 #20Source: Majestic Sports, 2009
  17. 17. Part 3: MediaPreference
  18. 18. TV #1 Choice for Latinos Info Ent. Television 45% 44% Radio 27% 22% Internet 27% 15% Newspaper 25% -Source: 2009 Simmons, Winter 2008 Release, U.S.,Base: Latinos 18+ who agreed on main source for information/entertainment
  19. 19. TV US Prime News #5 - LA #1 #1Market NY #3 #1Leader Miami #1 #1 Houston #1 #1 Chicago #3 #1 Dallas #1 #1 San Fran #5 #2 Phoenix #1 #1Source: NTI, NSI, Adults 18-34 Rank, M-Su Prime, M-F Early/Late News, May09, U.S., Local Markets
  20. 20. 7x’s 65% 10%Unduplicated 9%Audience 9% 7% 7% 7% 6%Source: NTI May 2008, M-Sa 8p-11p & Su 7p-11p, Live+SDBase: % of each network’s prime audience that didn’t watch any of the other listed networks
  21. 21. Part 4:SuccessStories
  22. 22. Case Study:Barack Obama
  23. 23. Re-Assess the Landscape Connect With A Relevant MessageAllocate Media Spending
  24. 24. 10M Latinos voted in ‘08 +28% vs ‘04 of registered 92% Latinos voted 67% voted for Obama $20M SL media investmentSources: CNN.com Exit Polls; "Big Turnout of Latino Voters Boosted Obama,"WSJ, 11/6/08; "92% of Registered Latinos Voted," LatinoLA, 12/5/08
  25. 25. Hilda SolisSecretary of Labor Piolín Interview & White House Visit Sonia Sotomayor Supreme Court Obama Addresses Univision Audience
  26. 26. Case Study: Fast & Furious
  27. 27. Latinos comprised 46% $72.5M opening Box Office
  28. 28. Take Full Advantage

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