CPG/Retailers Hispanic Dedicated Media (Spanish/Bilingual/English) skyrocketed between 2010 and 2014. This giant category, spending over $2Bn in Hispanic-centric Media in 2014, outpaced Top 500 advertisers’ peers in Hispanic Media allocation increases shifting 4% of English Ad Spend to Hispanic Media over the period. The study found that a principal reward of shifts from English Media to Hispanic Media comes in the form of increased Total Market topline revenue acceleration. There is a strong direct correlation (@ 99.9% confidence level) between companies’ shifts to Hispanic Media and overall U.S. revenue growth acceleration. Moreover, for every 5 points of shift from English to Hispanic media, companies on average experience a 1.75 points boost in annual revenue growth in the U.S.

1. AHAA INSIGHTS SERIES
CPG/Retailers Hispanic Media Allocation Trends
2010-14 & Impact on Total Market Revenue Growth
1
July 14, 2015 (Revised 02/11/16)
Presenter:
Carlos Santiago, Chair of AHAA Research Committee and Chief Strategist, Santiago Solutions Group
Moderator: Gaby Alcantara-Diaz, AHAA Education Chair and President, Semilla AD, Inc.

2. Methodology
• Advertising spend data including over 340K parent companies
was collected by Nielsen Monitor Plus in English and Hispanic
(Spanish/Bilingual/English) media. This data was analyzed by
Santiago Solutions Group for AHAA.
• SSG classified the Top 500 advertisers into 5 allocation Tiers
according to their share of overall ad spend dedicated to
Hispanic Media corresponding to previous AHAAAd Spend
Allocation reports:
 Best-in-Class (more than 14.2%)
 Leaders (6.4%-14.2%)
 Followers (3.6%-6.3%)
 Laggards (1.0%-3.5%)
 On-The-Sidelines (Less than 1%)
• Moreover, SSG also segmented the Top 500 Overall Spending
(English + Spanish) Companies. This was done for Multiple years
2010-2014, thus permitting the analysis of trends in the
marketplace.
2
English Media Included Hispanic Media Included
Cable TV Cable TV
FSI Coupon FSI Coupon
Local Mag Local Magazine
Local Newspaper Local Newspaper
Local Sunday Supplement Local Sunday Supplement
National Magazine National Magazine
National Newspaper National Newspaper
National Sunday National Sunday Supplement
Network Radio Network Radio
Network TV Network TV
Span/Hisp Language Cable TV
Span/Hisp Language Network TV
Spot Radio Spot Radio
Spot TV Spot TV
Syndicated TV Syndicated TV
Excluded English Media Excluded Hispanic Media
B2B B2B
Display Display
Outdoor Outdoor
National Cinema
Regional Cinema

3. $77.5
$74.6 $74.6 $76.0
$4.3
$4.0 $4.4
$7.1
$20.0
$30.0
$40.0
$50.0
$60.0
$70.0
$80.0
$90.0
2006 2008 2010 2014
US Top 500 Advertisers Ad Spend
in $Billions
Eng Media AdSpend Hisp Media AdSpend
+0%
+-4%
Top 500 Advertisers Increased Hispanic Media Spend
by $3Bn or 61% vs. only 2% in English Ad Spend,
Shifting 3.2% of their Ad Resources to Hispanic Media
• While overall ad spend among the
top 500 advertisers increased by 5%
from $79.0 Bn to $83.1Bn from 2010
to 2014, marketers made a steep
increase in Hispanic Ad Spend,
jumping 61% from $4.4Bn to $7.1Bn.
• Hispanic allocation jumped to 8.5%
of all US top 500 marketers ad spend
from 5.6% in 2010.
• English Media Ad Spend increased
by 2% from $74.6 Bn in 2010 to
$76.0 Bn in 2014.
2010-2014 Nielsen Monitor Plus data; Santiago Solutions Group analysis & interpretation for AHAA: The Voice Of Hispanic Marketing
3
5.6%
8.5%
$79.0 Bn $83.1 Bn
+2%
+61%
5.1%
5.3%
$81.8 Bn $78.6 Bn
+10%-7%
Total

4. $17.2
$16.1
$18.4
$17.1
$1.0
$0.9
$1.2
$2.0
$10.0
$11.0
$12.0
$13.0
$14.0
$15.0
$16.0
$17.0
$18.0
$19.0
$20.0
2006 2008 2010 2014
CPG/Retailers* Among Top 500 US Advertisers Shifted over
4% of their English Media ad spend to Hispanic Media
2010-2014 Nielsen Monitor Plus data; Santiago Solutions Group analysis & interpretation for AHAA: The Voice Of Hispanic Marketing 4
5.5%
$18.2 Bn $17.0 Bn
6.1%
10.7%
5.4%
$19.6 Bn $19.1 Bn
• While overall CPG/Retailers ad
spend among the top 500 advertisers
decreased by 7% from $18.4 Bn to
$17.1 Bn from 2010 to 2014,
marketers made the largest increase
so far in Hispanic Ad Spend, jumping
67% from $1.2Bn to $2.0Bn.
• CPG/Retailers Hispanic allocation
jumped to 10.7% of all US top 500
marketers ad spend from 6.1% in
2010.
-7%
+67%
*CPG/Retailers Category includes Beverages, Consumer Products, Packaged Goods, Health & Beauty Products,
Over-the-Counter Drugs, Supermarkets, Mass Retailers and Drug Chains Among Top 500 US Advertisers
Total

5.  The CPG/Retailers category
allocation to Hispanic dedicated
media, among the Top 500 U.S.
Advertisers, increased to 6.3% in
2010 and nearly 11% in 2014.
Since 2006, the Aggregate Hispanic AdSpend By CPG/Retailers Increased 100%,
the Average CPG/Retailer AdSpend increased to $22M in 2014,
& Allocation shifted from English Media to Hispanic by 5.2% points
5
 CPG/Retailers marketers among
the top US advertisers increased
their aggregate Hispanic Ad Spend
by 20% between 2006 and 2010 to
$1.2 Bn and increased 67%
between 2010 to 2014 to 2.0Bn.
Hispanic % of Overall
CPG/Retailers AdSpend*
20142010
10.7%
6.3%
*Among Top 500 in 2014
 The mean Hispanic Ad Spend by
CPG/Retailers companies increased
16% from 2006 to 2010 followed by a
74% increase from $12.6M in 2010 to
$21.9M in 2014.
$1.0Bn
$2.0Bn
$12.6M
Average CPG/Retail
Hispanic AdSpend*
$$ Millions
2014200620142006
$21.9M
+65%
+74%
+4.4%
points
2010
$1.2Bn
Total CPG/Retailers
Hispanic AdSpend*
$$ Billions
+20%
2010
+16%
$10.9M
2006
5.5%
+0.8%
points

6.  The CPG category allocation to Hispanic
dedicated media increased to 10.9% in
2014, Retail category allocation increased
to 9.3%.
Aggregate Hispanic AdSpend By CPG Retailer & Manufacturer Increased 60% & 65%,
Allocation jumped 3.4% & 4.5% points, the Average CPG & Retail Company Hispanic
Dedicated AdSpend increased to $15.5M & $23.4M respectively.
6
 CPG marketers increased their aggregate
Hispanic Ad Spend by 65% between 2010 and
2014 to $1.8 Bn, Retail Marketers increased their
Hispanic Ad Spend by 60%.
Hispanic % of Overall AdSpend*
20142010
9.3%
5.9%
*Among Top 500 in 2014
 The mean Hispanic Ad Spend by CPG
companies increased 70% from $13.8M to
$23.4 in 2014, Retail Companies
increased 87%.
$175M
$280M
$8.3M
Average Hispanic AdSpend*
$$ Millions
2014201020142010
$15.5M
+60% +87% +3.4%
points
20142010
201420102010
Retailers
Manufacturers
Total Hispanic AdSpend*
$$ Millions
6.4%
$1.1M
$13.8M
+65% +70% +4.5%
points
201420102014
$1.8M
$23.4M
10.9%

7. CPG/Retailers Further Ramped-up Their Hispanic Dedicated
Investments From Follower to Leader Allocation Tier in 2014
with Retailers at 9.3% and Manufactures at 10.9%
7
23%
CPG/Retailers Allocation Index: 126 ( )CPG/Retailers Companies
Average Top 500
CPG/Retailers vs
Advertisers Average Hispanic Dedicated Allocation
CPG/
Retailers
Best-In-ClassOn-the-Sidelines
0.1%
Laggards
Followers
Leaders
All
CPGs
10.7%
Top 500
Top 500 Avg.
Hisp. Allocation
By Tier
CPG
Manufacturers
10.9%
CPG
Retailers
9.3%
Hispanic Media Allocation Tiers
Best-in-Class (more than 14.2%)
Leaders (6.4%-14.2%)
Followers (3.6%-6.3%)
Laggards (1.0%-3.5%)
On-The-Sidelines (Less than 1%)

8. INVESTMENT
TIER
% Allocation
Hisp Media
# of Companies
Hispanic (Span+Bilingual)
Dedicated AdSpend $
Hisp % Allocation
2010 2014 2010 2014 2010 2014
BIC > 14.2% 6 16 $ 149,013 $ 1,185,883 21.3% 20.7%
Leader 6.4% - 14.2% 20 24 $ 808,179 $ 757,476 8.9% 9.6%
Follower 3.6% - 6.3% 13 8 $ 241,082 $ 59,463 5.4% 4.8%
Laggard 1.0% - 3.5% 15 11 $ 26,309 $ 32,164 1.9% 1.8%
On-The-Sidelines < 1% 44 34 $ 12,348 $ 2,087 0.3% 0.1%
TOTAL 98 93 $ 1,236,931 $ 2,037,074 6.3% 10.7%
CPG Hispanic Ad Spend Nearly Doubled
since 2010 from $1.2Bn to $2.0Bn
8
+65%
Distribution of CPG/Retailers Companies By Investment Tier
in 2010 & 2014 (Among Top 500 Advertisers)
40 CPG/Retailers companies allocated more than 6.4% to Hispanic dedicated
efforts in 2014 from 26 in 2010

9. 27%
27%
46%
23%
50%
9%
18%
Where Is The Increase Commitment Coming From?
Source: 2010-2014 Nielsen Monitor Plus data; Santiago Solutions Group analysis &
interpretation for AHAA: The Voice Of Hispanic Marketing
9
Best-In-Class
Sources of
Growth
BIC in 2014 grew mostly from Leaders in 2010
but also from On-the-Sidelines in 2010
Leaders
Sources of
Growth
Leaders in 2014 grew mostly from
Followers in 2010 but also from lower
tiers in 2010
CPG/Retail CPG/Retail
BIC  BIC
On-the-Sidelines  BIC
Leader  BIC
Leader  Leader
Follower  Leader
Laggard  Leader
On-the-Sidelines  Leader

10. $1
$-
$1
$0
$0
$-
$-
$6
$0
$1
$-
$0
$3
$0
$5
$20
$56
$-
$1
$15
$7
$3
$8
$16
$19
$25
$37
$12
$42
$43
$29
$39
$39
$23
$92
$40
$2
$15
$4
$-
$55
$67
$69
$64
$49 $208
$4
$4
$5
$5
$5
$5
$6
$7
$7
$8
$8
$8
$9
$9
$10
$10
$11
$13
$13
$14
$16
$17
$17
$22
$26
$31
$35
$37
$39
$40
$46
$48
$55
$57
$57
$57
$59
$64
$65
$77
$95
$98
$116
$117
$118
$439
SCOTTS MIRACLE
KOTOBUKI
LVMH
BACARDI
KAO
MONDELEZ
HEB
KOCH
MCCORMICK & CO
FERRERO
MILK PROCESSORS
ADERANS
JOH A BENCKISER
CAMPBELL
PUBLIX
WALGREENS
UNILEVER
POST HOLDINGS
DIAGEO
KIMBERLY-CLARK
ESTEE LAUDER
KROGER
MACANDREWS & FORBES
GOYA
GUTHY-RENKER
SC JOHNSON & SON
KELLOGG
DR PEPPER SNAPPLE
COCA-COLA
NESTLE
LARCHE GREEN
KRAFT
CLOROX
COLGATE-PALMOLIVE
GENERAL MILLS
TARGET
CHURCH & DWIGHT
HERSHEY
PEPSICO
CONSTELLATION BRANDS
SABMILLER
ANHEUSER-BUSCH INBEV
WAL-MART
MARS
LOREAL
P&G
$0
$-
$4
$-
$-
$0
$-
$0
$-
$0
$0
$0
$0
$0
$5
$1
$0
$1
$0
$-
$4
$1
$0
$0
$0
$0
$-
$13
$3
$1
$8
$0
$0
$5
$-
$4
$2
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$1
$1
$1
$2
$2
$2
$2
$3
$3
$4
$4
$4
ALTRIA
BIG HEART PET BRANDS
BLUE BUFFALO
ENERGIZER
FAGE
FROMAGERIES
LINDT
LORILLARD
NUTRI/SYSTEM
BEIERSDORF
CHOBANI
ROLL GLOBAL
GNC
TYSON
BOSTON BEER
HALLMARK CARDS
RECKITT BENCKISER
ARTAL LUXEMBORG
HJ HEINZ
ACE HARDWARE
RITE AID
PETSMART
STAPLES
OFFICE DEPOT
HOBBY LOBBY STORES
WAKEFERN FOOD
RED BULL
SANMEDICA
SHISEIDO
AB ACQUISITION
CLARINS
HORMEL
WHITEWAVE FOODS
ALDI
CONAIR
NEWELL RUBBERMAID
DANONE
CVS
REYNOLDS AMERICAN
IOVATE HEALTH SCIENCES…
JM SMUCKER
PHOTOMEDEX
HENKEL
CONAGRA
BIG LOTS
COMBE
BROWN-FORMAN
P&G leads in Hispanic AdSpend followed by L‘Oréal, Mars, Walmart, InBev
Anheuser-Busch, SAB Miller & Constellation Brands
10
Hispanic Ad Spend $ (000’s)

11. 0%
0%
2%
0%
0%
0%
0%
0.6%
0%
0%
0.3%
0%
0%
0.5%
11%
0.4%
2%
0.9%
0.1%
0%
15%
3%
0.1%
0.7%
1%
0%
0.7%
9%
3%
1%
0.8%
8%
6%
5%
0%
0%
0%
0%
0%
0%
0%
0%
0%
0%
0%
0%
0%
0%
0%
0%
0%
0%
0%
0%
0%
0%
0.1% 0.1%
0.1%
0.2%
0.2%
0.2%
0.2%
0.3%
0.4%
0.5%
0.6%
0.9%
1%
1%
1%
1%
1%
2%
2%
2%
3%
3%
3%
ALTRIA
BIG HEART PET BRANDS
BLUE BUFFALO
ENERGIZER
FAGE
LINDT
LORILLARD
NUTRI/SYSTEM
FROMAGERIES
BEIERSDORF
CHOBANI
ROLL GLOBAL
GNC
TYSON
BOSTON BEER
HALLMARK CARDS
RECKITT BENCKISER
ARTAL LUXEMBORG
HJ HEINZ
ACE HARDWARE
PETSMART
STAPLES
RITE AID
OFFICE DEPOT
AB ACQUISITION
HOBBY LOBBY
WAKEFERN FOOD
RED BULL
SANMEDICA
SHISEIDO
HORMEL
WHITEWAVE FOODS
CLARINS
ALDI
NEWELL RUBBERMAID
REYNOLDS AMERICAN
DANONE
CVS
CONAIR
LVMH
UNILEVER
JM SMUCKER
MONDELEZ
IOVATE HEALTH SCIENCES
PHOTOMEDEX
Goya, Constellation Brands, Larche Green, Colgate, SAB Miller, Aderans & Guthy-
Renker lead in Hispanic Allocation
11
Hispanic % of Overall Allocation
0%
0.8%
3%
2%
0.2%
1%
2%
6%
10%
6%
5%
5%
0.3%
4%
7%
5%
0%
5%
0.9%
5%
11%
5%
6%
4%
7%
1%
3%
0.4%
9%
0%
7%
14%
0.7%
13%
7%
7%
12%
13%
0.1%
17%
19%
0%
91%
4%
4%
4%
5%
5%
5%
5%
6%
7%
7%
7%
7%
7%
7%
7%
8%
8%
8%
9%
9%
10%
10%
11%
11%
11%
11%
12%
12%
13%
13%
14%
14%
15%
16%
17%
17%
18%
19%
19%
21%
24%
25%
25%
30%
34%
46%
59%
CAMPBELL
HENKEL
CONAGRA
WALGREENS
JOH A BENCKISER
KAO
SCOTTS MIRACLE
KROGER
KIMBERLY-CLARK
GENERAL MILLS
KELLOGG
NESTLE
KOCH
BACARDI
ESTEE LAUDERS
BROWN-FORMAN
MACANDREWS & FORBES
BIG LOTS
KOTOBUKI REALTY
COMBE
PEPSICO
LOREAL
COCA-COLA
KRAFT
PUBLIX SUPER MARKETS
HERSHEY
TARGET
DIAGEO
FERRERO
HEB
MCCORMICK & CO
WAL-MART
MILK PROCESSORS
SC JOHNSON & SON
MARS
CHURCH & DWIGHT
ANHEUSER-BUSCH INBEV
P&G
DR PEPPER SNAPPLE
CLOROX
POST HOLDINGS
GUTHY-RENKER
ADERANS
SABMILLER
COLGATE
LARCHE GREEN
CONSTELLATION BRANDS
GOYA

12. ENERGIZER
FAGE
GNC
RITE AID
PETSMART
STAPLES
SHISEIDO
CLARINSALDI
CONAIR
NEWELL RUBBERMAID
DANONE
CVS
REYNOLDS AMERICAN
JM SMUCKER
PHOTOMEDEX
CONAGRA
BIG LOTSCOMBE
BROWN-FORMAN
SCOTTS MIRACLE
KOTOBUKI
LVMH
BACARDIKAO
MONDELEZ HEBKOCH
MCCORMICK & CO
FERRERO MILK PROCESSORS
ADERANSCAMPBELL
PUBLIX
WALGREENS
UNILEVER
POST HOLDINGSDIAGEO
KIMBERLY-CLARK
ESTEE LAUDER
KROGER
MACANDREWS & FORBES
GUTHY-RENKER
KELLOGG
DR PEPPER SNAPPLE
COCA-COLA NESTLE
LARCHE GREEN
KRAFT
CLOROX
COLGATE-PALMOLIVE
GENERAL MILLS
TARGET
CHURCH & DWIGHT
HERSHEY
SABMILLER
ANHEUSER-BUSCH INBEV
WAL-MART
MARS
LOREAL
$(50,000)
$(30,000)
$(10,000)
$10,000
$30,000
$50,000
$70,000
-10.0% -5.0% 0.0% 5.0% 10.0% 15.0% 20.0% 25.0%
Constellation Brands, P&G, Church & Dwight, Aderans, Post Holdings, Dr Pepper Snapple,
Colgate, Diageo & Milk Processors Increased Hispanic Allocation By >10 points and
Hispanic AdSpend by >$7M each since 2010
12
CPG/Retail: 2010-2014 Hispanic AdSpend & Hispanic Allocation Change
ChangeinHispAdSpend
Increase in
Hispanic AdSpend &
Increase in
% Hispanic Allocation
Increase in Hispanic AdSpend
& Decrease in % Hispanic
Allocation
Change in % Hisp Allocation
Decrease in
Hispanic AdSpend &
Increase in
% Hispanic Allocation
Decrease in Hispanic AdSpend &
decrease in
% Hispanic Allocation
Goya (-32%, $6,167)
Procter Gamble (12%, $230,996)
Constellation Brands (45.7%, $76,809)
Jon A Benckiser
Red Bull (-15.1%, -$3,644) ACE(-10.9%, -$4,876)

13. Why Should Companies Care About Hispanic Allocation?
13

14. Methodology Highlights
Top 500 U.S. Overall
Advertisers 2010-
2014 (500)
CPG& Retailer Category
(98)
Consistent Advertisers
(93)
Publicly Traded
w/ clear Organic US
Revenue
(59)
Final Sample
of CPGs
(59)
Unadjustable M&As
Inconsistent Data
(-34)
Inconsistent Advertisers
(-5)
Other Category
(-402)
14
2010-2014 CPGs & Retailers in Study

15. CONSTELLATION BRANDS
POST HOLDINGS
CHURCH & DWIGHT
MCCORMICK
P&G
DIAGEO COLGATE
PEPSICO
BIG LOTS
SABMILLER
CLOROX
HERSHEY
KRAFT
LOREAL
WAL-MART
KAO
TARGET
KROGER
SCOTTS MIRACLE
ESTEE LAUDERS
NESTLE SA
NEWELL RUBBERMAID
LVMH
KELLOGGFAGE
LINDT & SPRUNGLI
NUTRI/SYSTEM
BOSTON BEER
HJ HEINZ
STAPLES
GENERAL MILLS
JM SMUCKER
ACE HARDWARE
y = 0.2417x + 0.01
R² = 0.1805
-10.0%
-5.0%
0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
0.0% 5.0% 10.0% 15.0% 20.0% 25.0% 30.0% 35.0% 40.0% 45.0% 50.0%
Are CPGs Growth Rates Related to 2014 Hispanic Focus?
There Is A Direct & Positive Relationship Between 2014 CPG/Retailers Share Of
AdSpend Dedicated To Hispanic Media And Their Topline Revenue Growth.
Hispanic Allocation 2014 and Revenue Growth
Revenuegrowth(2010-2014)
15
All findings discussed in the presentation are statistically significant at a 99.9% confidence level or better.
2014 Hispanic Ad allocation
Findings:
• CPG companies investing 0% of their AdSpend
in Hispanic Media grow overall revenues at 1%
annually
• At 5% allocation, overall revenues grow at 2.2%
• At 10%, overall revenues grow at 3.4%
• At 15%, overall revenues grow at 4.6%

16. CONSTELLATION BRANDS
POST HOLDINGS
CHURCH & DWIGHT
DR PEPPER SNAPPLE
P&G
DIAGEO
PEPSICO
BIG LOTS
SABMILLER
CLOROX
HERSHEY
KRAFT
KAO
TARGET
KROGER
SCOTTS MIRACLE
CAMPBELL SOUP
ESTEE LAUDER
CONAGRA
NESTLE
LVMH
KELLOGG FAGE
LINDT & SPRUNGLI
NUTRI/SYSTEM
RECKITT BENCKISER
BOSTON BEER
HJ HEINZ
GNC
CVS
STAPLES
SHISEIDO
ENERGIZER
GENERAL MILLS
JM SMUCKER
WALGREENS
UNILEVER
DANONE
ACE HARDWARE
y = 0.3323x + 0.0168
R² = 0.2814
-10.0%
-5.0%
0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
-15.0% -5.0% 5.0% 15.0% 25.0% 35.0% 45.0%
Are CPGs Growth Rates Related To Change In Hispanic Focus?
There Is A Direct & Positive Relationship Between Allocation Shifts From English
To Hispanic Media And Accelerated Total Market Revenue Growth
Change in Hispanic Allocation and Revenue Growth
Change in Hispanic Ad allocation (2010-2014)
Revenuegrowth(2010-2014)
16
All findings discussed in the presentation are statistically significant at a 99.9% confidence level or better.
Findings:
• 5% points increase in Hispanic-dedicated Media
Allocation yields 1.7% boost in Total Market revenue
growth. A 10% increase would accelerate overall
growth 3.3% annually and a 15% increase total
market revenue CAGR by 5%.
• Slashing Hispanic Media Allocation by 5% points
would decrease revenue growth by -1.7%, a 10% cut
of AdSpend allocation would decelerate overall
growth by -3.3% and bringing down Hispanic media
allocation 15 points would reduce the pace of overall
growth -5% annually.

17. A 5 Point Allocation Shift from English to Hispanic-dedicated Media
Has Significant Impact on Overall Growth for CPG-Retailer Marketers
17
-5% pts Hisp
Media Allocation
Auto Sector
Baseline Revenue
Growth
1.7% /yr
No
change in
Allocation
+1.7%
-1.7% deceleration
+5% pts Hisp
Media Allocation
3.3%
incremental acceleration
in revenue growth
Annual Revenue
Growth Rate
0%
Annual Revenue
Growth Rate

18. The Analysis Proofs at 99.9% Confidence Level That
Resource Shifts Behind Hispanic Consumers Are a
Critical Formula in Boosting Total Market Growth Rates
• Change in Hispanic Allocation
alone explains about 28% of CPGs
change in topline revenue growth
• 2014 Hispanic Allocation alone
explains about 18% of CPGs change
in topline revenue growth
– The other 72% or 82% includes other critical
factors such as brand awareness/equity, new
product development, management focus,
measurement tools, distribution, sales force,
past performance, community position,
organization structure, talent, overall
segmentation expertise, etc.
Hispanic
Marketing
28%
Other Drivers of
Growth
72%
CPGs & Retailers
Revenue Growth Drivers
18
All findings discussed in the presentation are statistically significant at a 99.9% confidence level or better.
Hispanic
Marketing
18%
Other
Drivers of
Growth
82%
Change in Hispanic Allocation
2010-2014
Hispanic Allocation
2014

19. Conclusions
CPG/Retailers Hispanic Dedicated Media skyrockets between 2010-2014
• CPG/Retailers outpaced Top 500 advertisers peers in Hispanic Media Allocation increases
• CPG/Retailers shifted over 4% of English Ad Spend to Hispanic Media
– Currently focusing 11% of their overall ad resources to Hispanic Media
– Retailers allocation moving in tandem with Manufacturers
– With nearly the same number of companies among Top 500 the category saw enormous growth –a 65%
dollar increase behind dedicated Hispanic media
• The main benefit of shifts from English Media to Hispanic Media is increased Total Market
topline revenue acceleration
– There is a strong direct correlation (@ 99.9% confidence level) between shifts to Hispanic Media and
overall U.S. revenue growth
– Consistent/significant Hispanic dedicated efforts drive superior overall revenue growth for companies
– For every 5 points of shift from English to Hispanic media, companies would on average experience a 1.7%
acceleration in annual overall revenue growth in the U.S.
• Hispanic as a priority drives sustainable growth into future
19

20. 20
Q & A
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Released In 2015
2010-2014 Nielsen Monitor Plus data; Santiago Solutions Group analysis & interpretation for AHAA