Categories health insurance_vf

Health Insurance
Industry Category Report: Q1-2004

Agenda
• GFR Media
• PR Advertising Market
• Retail Advertising Market
• PR Audience Market
• Retail Audience Market
• Circulation
• GFR Media and Retail
• Next Steps

Grupo Ferré Rangel
• Grupo Ferré Rangel is a family owned conglomerate in Puerto Rico
• Companies owned by GFR include:
• GFR Media - largest and most diversified media company in PR
• Publishes: El Nuevo Dia – Puerto Rico’s Principal Newspaper, Primera Hora – Second
Largest Newspaper, and Indice – Largest Non-paid Newspaper
• Advanced Graphic Printing – A Commercial Printing Company
• El Día Directo (EDD) – the largest direct marketing company; offering service in
PR and US
• CityView Plaza – Commercial Real Estate Company

Media Properties
• Media properties account for 35% of the media expenditure in the island
• Newspapers dominate investment in media
• Puerto Rico is one of the countries with the highest levels of readership in
the world
• El Nuevo Dia is the leading newspaper in the market as measured by
circulation, advertising and quality of readership
• Leader in Class A, B & C Reach
• Shoppers that insert in the newspaper are the main source of information
for purchasing decision in Puerto Rico

World’s Readership
PR is one of the countries with highest levels of readership in the world
92%
85% 83%
80%
75% 74%
73%
61%
50% 50% 52%
44%
42%
33%
24%
Japan
PuertoRico
Denmark
Singapur
Chile
Germany
Austria
China
NewZealand
USA
Brazil
France
Spain
UnitedKindom
Uruguay
Source: World Press Trends - 2007
*Based on CMB 2007 – Last Week (Monday to Saturday) readers
85%
Countries with population between 3 and 4.5 millions

GFR Media has evolved from a Newspaper to a
Content & Media Company

• We are the largest and most diversified media company in Puerto Rico
• Leader in newspaper readership: over 2.1 million weekly readers.
• Circulation: over 407k newspapers
• Leader in digital traffic: over 6 million monthly unique browsers.
• Leader in Database: over 2 million people in GFR Media DATABASE.
• Leader in Social Networks:
• over 2.4 millions fans
• over 600K followers
• over 67K followers

EL NUEVO DÍA
• Newspaper of record in Puerto Rico
• Primarily island wide home delivered
• Leader in audited circulation
• Over 1.4 million readers
• Audited circulation 184,306 weekly & 207,659 Sunday
• Proven results for advertisers
PRIMERA HORA
• Leader in single copy circulation
• Primarily in stores and distribution points
• Second largest paid newspaper
• Over 1.3 million readers
INDICE
• Leader in non-paid circulation
• Over 120k daily copies
• Over 240k regional copies on Thursday
• Promotional and commercial platform
• Flexible distribution
• 360 Offering
GFR Media Newspaper Products

ELNUEVODIA.COM
• #1 most visited site in Puerto Rico
• Over 5 Million Monthly Unique Browsers
• Leader in Social Media reach
• Over 1.2 Million Facebook Likes
• Over 349k Twitter Followers
PRIMERAHORA.COM
• #2 news site in Puerto Rico
• Over 2.2 Million Monthly Unique Browsers
• Focus on Entertainment and Sports
• Younger audience
• Social Media Presence:
• Facebook 756k
• Twitter 264k
INDICEPR.COM
• Over 500k Monthly Unique Browsers
• Responsive design platform
• Focus on light news
• Social Media Presence:
• Facebook: 240k
• Twitter: 10k
GFR Media Digital Products

Total Mobile units GFR MEDIA reaches
3,074,96
In Puerto Rico
*Source: Junta Reglamentadora de Telecomunicaciones, February 2014
**Includes Mobile Web and Native Applications. Source: Comscore and Flurry Analytics. March 2014
4,550,043
Monthly Mobile Users
2,910,057
Monthly unique browsers**
1,398,644
241,342
Mobile

Advertising Market
Puerto Rico Overview
13

ADVERTISING MARKET IN PR 2013
14
Nielsen Adynamics – Jan – Dec. Real investment calculations by GFR Media
Total Advertising spending in Puerto Rico at “rate card” was $2.1B but
estimated at $602MM net of discounts – real investment
• $2.1 billionsRATE CARD
• $602
millions
REAL
INVESTMENT

Newspapers have the highest investment at 39% of total “real media investment”
Market Share by Media
16
Newspapers
21%
Local TV
43%
Radio
9%
Outdoor
5%
Paid TV
18%
Internet
1%
Others
1%
Magazines
2%
Cinema
0%
2013 - Rate Card
Newspapers Local TV Radio Outdoor Paid TV
Internet Others Magazines Cinema
Newspapers
39%
Local TV
28%
Radio
11%
Outdoor
6%
Paid TV
6%
Internet
4% Others
2%Magazines
2%
Cinema
2%
2013 - Real Investment
Newspapers Local TV Radio Outdoor Paid TV
Internet Others Magazines Cinema
Nielsen Adynamics – Jan – Dec. Real investment calculation by GFR Media

Advertising Market in Puerto Rico – Real Investment
17
Newspapers and local TV represent 67% of $602MM total investment.
Investment in newspapers grew 3%
236
171
69
37 36
21
14 11 10
230
176
75
27
37
17 17
10 8
-
50
100
150
200
250
Newspapers Local TV Radio Outdoor Paid TV Internet Others Magazines Cinema
Millions
2013 Real investment
2012 real investment

Business &
Consumer
Services, 22%
Retail, 15%
Entertainment &
Amusements,
13%
Publishing &
Media, 12%
Other Categories,
9%
Auto.,auto.access
& Equip, 9%
Drugs &
Remedies, 6%
Toiletries &
Cosmetics, 4%
Tv
Networks/station
s, 4%
Insurance & Real
Estate, 3%
Foods & Food
Products, 2%
2013 – REAL INVESTMENT
Top 10 Categories. Share of Investment (SOI)
18
Business &
Consumer
Services, 21%
Entertainment &
Amusements,
15%
Retail, 12%
Publishing &
Media, 9%
Auto.,auto.acces
s & Equip, 9%
Drugs &
Remedies, 7%
Tv
Networks/statio
ns, 6%
Toiletries &
Cosmetics, 5%
Foods & Food
Products, 3%
Insurance & Real
Estate, 3%
Others
Categories , 10%
2013 – RATE CARD

Health Insurance Industry
From the advertising perspective.
19

Health Insurance In Puerto Rico 2013
20
The Health Insurance Industry spends $10.7MM in advertising a year
• $36.2
millions
RATE CARD
• $10.7 millions
MEDICAL
PLANS REAL
INVESTMENT

Health Insurance Category
Local TV
50%
Cable
TV
6%
Newspaper
24%
Reg
Newspaper
4% Radio
10%
Magazines
1%
Outdoor
5%
Rate Card
Local TV
31%
Cable TV
2%Newspaper
42%
Regional/We
ekly
Newspaper
6%
Radio
12%
Magazines
1%
Outdoor
6%
Real Investment
National Newspapers and Regional Newspaper are the prefered media investment
(48%) of the Health Insurance category.

Health Insurance Category - Real Investment
$4,447,835
$3,347,357
$1,274,097
$686,517 $675,498
$198,172 $50,476
$5,141,302
$4,357,614
$1,013,085
$634,903
$410,081
$83,396 $110,742
Newspaper Local TV Radio Regional/Weekly
Newspaper
Outdoor Cable TV Magazines
2013 2012
Real advertising investment of the health insurance category is $10.7MM a year.
For the health insurance industry, Newspapers is the primary advertising media.

Investment by Brand
Top 5 brands represent 85% of total category investment: $9 millions
$2,140,252 $2,129,554 $2,091,202
$1,583,765
$1,092,894
$1,642,285
Triple S Salud Mmm Healthcare Humana Mcs First Medical Others

Health Insurance: Brands
Humana
21%
MMM
18%
Triple S
18%
MCS
14%
First
Medical
13%
American
Health
Medicare
6%
Constellatio
n Health
4%
AARP
3%
Pmc
Medicare
Choice
1%
Auxilio
Mutuo
1%
MAPFRE
0% Others
1%
Rate Card
Triple S
20%
MMM
20%
Humana
20%
MCS
15%
First
Medical
10%
American
Health
Medicare
6%
Constellatio
n Health
3% AARP
2%
PMC
2%
Auxilio
Mutuo
1%
MAPFRE
0% Others
1%
Real Investment
Triple S, MMM and Humana are the brands that spend the most in advertising with
the 60% of the total real investment.

Health Insurance Category
26%
36%
56%
13%
42%
24%
11%
2%
4%
39%
49%
100%
34%
23%
32%
44%
6%
4% 1%
15%
11% 11%18%
51%
13%
100%
18%
72%
3%
100%
13%1%
9%
2%
11%
3%
Triple S Salud Mmm
Healthcare
Humana Mcs First Medical American
Health
Medicare
Constellation
Health
AARP Pmc
Medicare
Choice
Auxilio
Mutuo: Plan
De Socio
Local TV Cable TV Nat.Newspaper Reg. Newspaper Radio Magazine Outdoor
Top 3 brands represents 60% of total real media investment in 2013

Puerto Rico Market
Audiences Overview
26

Media Consumption:
7.4%
17.1%
17.8%
24.1%
27.1%
49.6%
59.1%
79.3%
80.8%
91.2%
96.5%
0.0% 20.0% 40.0% 60.0% 80.0% 100.0% 120.0%
INTERNET WEBSITE- ANY RADIO STATION-PAST 7 DAYS
INTERNET WEBSITE- ANY BROADCAST TV- PAST 7 DAYS
MOVIE THEATER-PAST 30 DAYS
MAGAZINE( MONTHY/WEEKLY/BI-WEEKLY)-READ ANY IN THE PAST 7
DAYS
INTERNET WEBSITE-ANY NEWSPAPER- PAST 7 DAYS
WATCHED PAID TV- PAST 7 DAYS
INTERNET-ACCESSED PAST 7 DAYS
Newspaper Cume anydailyaverage sat aver sun
Outdoor Billboards seen past 7 days
RADIO- LISTENED IN THE PAST 7 DAYS
WATCHED LOCAL TV-PAST 7 DAYS
27Scarborough – PR Study – 2014 - 1
Newspapers have a 79% penetration in Puerto Rico

61%
79%
USA Puerto Rico
ReaderShip
USA Puerto Rico
Scarborough – PR Study – 2014 – 1
USA. Newspapers Association of America. Past week newspaper print
Media Consumption
28
Newspaper (Print) penetration in Puerto Rico is higher than USA by 30%.

Scarborough – PR Study – 2014 - 1
With GFR Media Newspapers, advertisers reach 2.1 million readers, which
accounts for 94% of the total readers (18+) in Puerto Rico.
Newspapers Market Share
29
2.1 MILLIONS READERS
94%
6%
GFR Media
Others

Scarborough – PR Study – 2014 – 1. Cume readers
M-F audiences are reached with GFR Media Newspapers.
Monday to Friday Readership
30
2,166,882
1,489,354
1,306,634
839,676
482,508
405,074
Any daily newspaper
print edition
El Nuevo Día Primera Hora El Vocero Índice Metro
Monday to Friday

Scarborough – PR Study – 2014 - 1
98% of weekend audiences are reached by GFR Media Newspapers.
1,011,916
994,200
Any Sunday newspaper print edition El Nuevo Día
Sunday Readership
984,038
691,836
525,896
Any Saturday newspaper print edition
(Current Release Only)
El Nuevo Dia Primera Hora
Saturday Readership
Weekend Readership
31
Sunday Readership
Saturday Readership

Source: ScarBorough, Release 1 & 2 2013 and 1 2014
2,167
1,489
1,307
840
405
483
0
500
1,000
1,500
2,000
2,500
2013-1 2013-2 2014-1
Thousands
Cume Readership - Monday to Friday
Any daily newspaper print edition El Nuevo Día Primera Hora El Vocero Metro Índice
El Nuevo Dia leads newspapers readership
Newspapers Cume Readers Trends
32

1,489,354
69% of the market
El Nuevo Dia (END)
Source: Scarborough 2014 -1 Cume Readers People 18+

1,489,354
readers of
• 53%are women
• 53%are 25-54 years old
• 53% have a Any College Degree or
more (index: 110)
• Bilingual(index: 108)
• “white-collar” (index: 110)
El Nuevo Dia Leadership

677,528
Readers do not read El Nuevo Día
How to reach END Non-readers?

446,166
66% of no readers of
END are readers of
Primera Hora captures the most END Readers

446,166
PH Readers, but
END Non-Readers
• 52% are women (index: 101)
• 57% are 25-54 years old (index: 105)
• They have an education level of high
school or less (index: 104)
• Have difficulties with english (index: 106)
• “Blue-collar” (index: 112)
Primera Hora (PH)

reach together an impressive
majority of readers*
89%
Reach
&
The most Effective Combination

Source: Comscore
+29%
Jan-2013 Jan-2014
4.9 MM
+6.3 MM
GFR Media unique browsers are growing steadily at a 29% rate YOY
3.8 MM
25K
2.3 MM
GFR Media Digital Audience:
39
4.6 MM+21%
372K+1134%
+35% 3.1 MM

Health Insurance Industry
From the audience perspective.
40

Health Insurance Market in Puerto Rico
41
83.8% of P 18+ have Health Insurance
Have Health
Insurance
84%
Non Health
Insurance
16%
Have Health Insurance Non Health Insurance
Scarborough 2014 -1
Base 2,362,294 Have Health insurance / 455,886 Non Health Insurance

Scarborough 2014 -1
23838
59156
178154
217360
231450
243346
323654
1238740
0 200000 400000 600000 800000 1000000 1200000 1400000
Auxillio Mutuo
Delta Dental Plan
Humana
MCS - Medical Card System
Other provider
MMM - Medicare y Mucho Más
First Medical
Triple-S
52% of P 18+ have Triple S Health Insurance

EL NUEVO DÍA
AVERAGE READER
PRIMERA HORA
AVERAGE READER
EL VOCERO
AVERAGE
READER
ÍNDICE
AVERAGE
ISSUE
READERD
METRO AVERAGE
READER
Have Health Insurance 33.3% 27.2% 15.8% 8.6% 6.7%
Non Health Insurance 30.5% 25.2% 10.1% 7.8% 6.2%
El Nuevo Día and Primera Hora are more effective newspapers in reaching health
insurance users and non users
Scarborough 2014 -1

Media used for shopping and buying
decision process.
44

Any Health Insurance Users consider Weekly Shopper
and Newspapers as the media used for their shopping
and buying decisions process
1,662,622
1,282,208
974,866
902,978
596,334 580,978 558,416
319,966
203,534
85,262
Weekly
shoppers
Newspaper Local TV Internet Radio Cable or
satellite TV
Promotions
or visual
displays
Magazines Outdoor Movie
theater
Scarborough 2014 -1

Non Health Insurance Users consider Weekly Shopper
and Newspapers as the media used for their shopping
and buying decisions process
266,966
212,096
163,972
137,396
127,562
89,096
68,504
45,626 42,492
11,118
Weekly
shoppers
Newspaper Local TV Internet Radio Promotions
or visual
displays
Cable or
satellite TV
Magazines Outdoor
media
Movie
theater
Scarborough 2014 -1

Media Usage
Buying Decision - Making Process
47

Shoppers & Catalogs
Source: Nielsen Adynamics – Jan – Dec.
60%
25%
14%
1%
El Nuevo Día Primera Hora Vocero Índice
# OF INSERTS 2013

END Readers’ Profile vs Any Health Insurance
User Profile
49
EL NUEVO DIA’S READERS PROFILE HAVE AUTO INSURANCE
EL NUEVO DÍA CUME
READERS
EL NUEVO DÍA CUME
READERS
Target % Target % Index
Men 47.6% 47.0% 100
Women 52.4% 53.0% 100
Age 18-24 12.1% 15.2% 112
Age 25 - 34 15.0% 18.9% 113
Age 35-49 24.8% 25.4% 101
Age 50-64 25.5% 22.7% 92
Age 65 or More 22.6% 17.8% 89
High School Graduate or Less 52.3% 45.1% 85
Some or Collage Degree 38.5% 43.9% 115
Some or Post graduate degree 9.2% 11.1% 125
Arecibo Region 11.1% 10.9% 101
Caguas Region 14.6% 14.2% 96
Mayagüez Region 14.5% 12.9% 89
Ponce Region 13.0% 12.7% 97
San Juan Metro Region 28.5% 30.7% 107
San Juan Sub Region 18.0% 18.1% 101
Upper class 11.7% 13.8% 128
Upper/middle class 20.3% 23.1% 120
Middle/lower class 29.7% 31.6% 103
Lower class 38.3% 31.5% 80
Less than $10,000 20.2% 17.7% 83
$10,000 -$24,999 29.8% 29.7% 98
$25,000 - $34,999 19.2% 19.2% 105
$35,0000 - $44,999 14.9% 16.0% 107
$45,000 - $74,999 11.4% 11.9% 112
$75,000 - or more 4.6% 5.5% 127
El Nuevo Dia: High penetration in well educated people, upper socioeconomic level and income
more than 25K
Scarborough 2014 -1

END Readers’ Profile vs Non Health Insurance
User Profile
50
EL NUEVO DIA’S READERS PROFILE NON AUTO INSURANCE
EL NUEVO DÍA CUME
READERS
EL NUEVO DÍA CUME
READERS
Men 43.8% 47.0% 100
Women 56.2% 53.0% 100
Age 18-24 20.7% 15.2% 112
Age 25 - 34 25.8% 18.9% 113
Age 35-49 26.6% 25.4% 101
Age 50-64 20.7% 22.7% 92
Age 65 or More 6.2% 17.8% 89
Upper class 6.6% 13.8% 128
Lower class 43.5% 31.5% 80
Less than $10,000 27.6% 17.7% 83
$10,000 -$24,999 33.7% 29.7% 98
$25,000 - $34,999 13.5% 19.2% 105
$35,0000 - $44,999 15.5% 16.0% 107
$45,000 - $74,999 6.5% 11.9% 112
$75,000 - or more 3.1% 5.5% 127
El Nuevo Dia: High penetration in well educated people, upper socioeconomic level and income
more than 25K
Scarborough 2014 -1

PH Readers’ Profile vs Any Health Insurance
Users Profile
51
PRIMERA HORA’S READERS PROFILE HAVE AUTO INSURANCE PRIMERA HORA CUME PRIMERA HORA CUME
Men 47.6% 47.3% 101
Women 52.4% 52.7% 99
Age 18-24 12.1% 13.4% 99
Age 25 - 34 15.0% 20.5% 123
Age 35-49 24.8% 29.1% 116
Age 50-64 25.5% 23.1% 93
Age 65 or More 22.6% 13.9% 70
Ponce Region 13.0% 15.5% 118
Upper class 11.7% 10.4% 96
Lower class 38.3% 39.7% 101
Less than $10,000 20.2% 22.7% 106
$10,000 - $24,999 29.8% 30.7% 101
$25,000 - $34,999 19.2% 19.3% 106
$35,000 - $44,999 14.9% 13.7% 91
$45,000 - $74,999 11.4% 10.0% 94
$75,000 - or more 4.6% 3.7% 85
Primera Hora: High penetration in 25-49 , well educated, from Caguas and Ponce region, and
middle/ lower socioeconomic level
Scarborough 2014 -1

PH Readers’ Profile vs Non Health Insurance
Users Profile
52
PRIMERA HORA’S READERS PROFILE NON AUTO INSURANCE PRIMERA HORA CUME PRIMERA HORA CUME
Men 43.8% 47.3% 101
Women 56.2% 52.7% 99
Age 18-24 20.7% 13.4% 99
Age 25 - 34 25.8% 20.5% 123
Age 35-49 26.6% 29.1% 116
Age 50-64 20.7% 23.1% 93
Age 65 or More 6.2% 13.9% 70
Ponce Region 14.0% 15.5% 118
Upper class 6.6% 10.4% 96
Lower class 43.5% 39.7% 101
Less than $10,000 27.6% 22.7% 106
$10,000 - $24,999 33.7% 30.7% 101
$25,000 - $34,999 13.5% 19.3% 106
$35,000 - $44,999 15.5% 13.7% 91
$45,000 - $74,999 6.5% 10.0% 94
$75,000 - or more 3.1% 3.7% 85
Primera Hora: High penetration in 25-49 , well educated, from Caguas and Ponce region, and
middle/ lower socioeconomic level
Scarborough 2014 -1

INDICE READER’ PROFILE HAVE AUTO INSURANCE ÍNDICECUME ÍNDICECUME
Men 47.6% 45.0% 96
Women 52.4% 55.0% 104
Age 18-24 12.1% 17.1% 126
Age 25 - 34 15.0% 19.9% 119
Age 35-49 24.8% 29.7% 118
Age 50-64 25.5% 21.7% 88
Age 65 or More 22.6% 11.6% 58
Upper class 11.7% 15.8% 146
Lower class 38.3% 28.9% 74
Less than $10,000 20.2% 14.1% 66
$10,000 - $24,999 29.8% 33.0% 109
$25,000 - $34,999 19.2% 20.3% 111
$35,000 - $44,999 14.9% 16.8% 112
$45,000 - $74,999 11.4% 9.7% 91
$75,000 - or more 4.6% 6.1% 142
53
Indice Readers’ Profile vs Any Health Insurance
Users Profile
Indice: High penetration in women, well educated and middle/upper socioeconomic level
Scarborough 2014 -1

INDICE READER’ PROFILE NON AUTO INSURANCE ÍNDICECUME ÍNDICECUME
Men 43.8% 45.0% 96
Women 56.2% 55.0% 104
Age 18-24 20.7% 17.1% 126
Age 25 - 34 25.8% 19.9% 119
Age 35-49 26.6% 29.7% 118
Age 50-64 20.7% 21.7% 88
Age 65 or More 6.2% 11.6% 58
Upper class 6.6% 15.8% 146
Lower class 43.5% 28.9% 74
Less than $10,000 27.6% 14.1% 66
$10,000 - $24,999 33.7% 33.0% 109
$25,000 - $34,999 13.5% 20.3% 111
$35,000 - $44,999 15.5% 16.8% 112
$45,000 - $74,999 6.5% 9.7% 91
$75,000 - or more 3.1% 6.1% 142
54
Indice Readers’ Profile vs Non Health Insurance
Users Profile
Indice: High penetration in women, well educated and middle/upper socioeconomic level
Scarborough 2014 -1

Certified Circulation: Monday to Friday
56
EL Nuevo Dia is the leader in Circulation for all PAID newspapers and
Indice for NON PAID newspapers.
Sources:
Alliance for audited media. Certfified Audit of Circulations
177,509
107,394
122,523
112,774
91,712
Paid Free
+70K SUROESTE

Certified Circulation: Saturday-Sunday
57
Sources:
Alliance for audited media. Certfified Audit of Circulations
177,979
92,163
SATURDAY
207,659
SUNDAY
GFR Media is the leader in Circulation on Saturdays and Sundays

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