This document discusses communicating effectively with Hispanic voters. It notes that the Hispanic electorate is growing rapidly and will make up over 40 million eligible voters by 2030. Many Hispanic voters are persuadable and open to voting across party lines. Television, especially Spanish-language TV, is the top source for political information for Hispanic voters. The document advocates communicating through Spanish-language media to reach unduplicated Hispanic audiences and build trust. It provides data on Univision's audience and targeting capabilities across platforms to help political campaigns effectively reach Hispanic voters.

1. Communicating
Your Message
Effectively
Danny Lowry
VP/GM Univision Local Media - Austin

2. AValuable 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
800,000
U.S. born
Hispanics
turn
18 each year
55%
of the Hispanic
electorate is
“Persuadable”

3. Hispanic Voters in Texas

4. 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 HispanicA25-54
* 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%

5. Why Would They Cross the Line?
5
Sources: Univision’sQualitativeResearchconducted incollaborationwithDavid Binderand Moore Informationwith Hispanic
persuadable votersage A25-34 and A35-54. Focusgroups conductedinMiamiand Lost Angeles on August 25, 2015 and
September1, 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”

6. Where Do They Go for Information?
67%
50%
48%
38%
37%
37%
32%
32%
31%
31%
25%
16%
13%
12%
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
“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 VotersA25-54:

7. Looking to Reach Hispanics?
4 Reasons
Why Spanish-Language Media Matters

8. NielsenReports: AdvertisinginSpanish…PaysOff
Source: Nielsen Brand Effect 9.1.13-8.31.14. Base Hispanic A18+. Includes SL Broadcast and EL Broadcast 8
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

9. Source: Nielsen, NPM (05/04/2015-05/10/2015)Mon-Sat 8pm-11p/Sun7pm-11pm, Live+7. Based on a qualifiedaudience of 6+ minutes and on the percent of each network’s primetimeaudience that did not watch any of the other listed networks;
English-Languagenetworks based on the top 10 in primetimeamong Adults 25-54 for the week. 9
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 ReachedonOther Networks
91% Live Viewing
ABC, CBS, NBC, FOX and CW Avg: 54%

10. #3: Trust and Loyalty
10
Univision’s Burke brand equity score of 73 places us in
the top 5 among 155 brands measured

11. Source: 2013 Univision Brand Equity Study
conducted in collaboration with Burke 11
#4: A Halo Effect for Our Advertisers
12%
20%
7%
12%
17%
7%
64%
61%
59%
59%
56%
48%
Treats me with respect
Is a channel I am proud to watch
Defends my rights in government,
healthcare, education, policy and…
Gives back to the community
Is a source I trust
Offers advertising I trust

12. TOOLS FOR YOUR
CAMPAIGNS

13. Hispanic Vote Site
L2/PDIDataonVotersby:
• State
• DMA
• Age
• PartyAffiliation
• LMStationmapcoverage
• CaseStudies
• Videos
• ProprietaryResearch
http://corporate.univision.com/hispanic-vote/

14. Mobile
Only, 75%
Both, 3%
Desktop
Only, 22%
44M US Hispanics – Univision’s “EN TOTAL” Platform
9M- 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 offersthe mostefficient Political
Targetingof Digital Hispanics

15. 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” Platform
Our 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:

16. UCICollaborationWith
CreativeTesting(withMediaBuy):
• Availableatconceptandfinishedstate
• Testingwillincluderecommendationsonhowtoimprove
workandpredictivemeasuresforitssuccessinmarket
• Turnaroundtime:5Business
MediaPredict:
• 25yearssuccessfulpolitical forecastingmodeledonfinancial
futures markets
• Dialtestandsurveytoolspermitconcept/creativetestingfor
digital,radio,TV
• 46,000 nationalonlinesample
• 6,000nationalonlineHispanicsample
• 11,000activeusers daily

17. 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

18. 18