This document discusses a lunch and learn presentation about marketing to Hispanic audiences. The presentation covers the growth of the Hispanic population and marketplace in the US, Hispanic viewing and technology habits, and top networks and sites for Hispanic audiences. It also discusses advertising best practices for reaching Hispanics and the opportunity Hulu Latino represents to tap into the fastest growing demographic in the US.

1. E.S.L: Everybody Sells
Latino
Lunch & Learn - February 7th, 2012
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2. Agenda
• Hispanic Marketplace
• Ad Marketplace
• Advertiser Best
Practices
• Hulu Latino
• Q&A
2

3. Hispanic Market
http://corporate.univision.com/the-hispanic-consumer/video/

4. More Hispanics Among Us
1 out of every 6
people in the
U.S.
is Hispanic
Source: US Census Bureau

5. Hispanic Growth
• 50.5 Million Hispanics in the U.S.
• Hispanics account for 56% of total US population growth in
the last 10 years
• Projected to grow to 66 million by 2020

6. The U.S. Hispanic Market is the 2nd Largest
Spanish Speaking Market In The World
2010 Population
1 Mexico 112 Million
2 U.S. Hispanics 50.5 Million
3 Spain 46.5 Million
4 Colombia 44.2 Million
5 Argentina 41.3 Million
Source: U.S. Census Bureau, International Data Base, Country Rankings, 2010
U.S. Hispanics Source: U.S. Census Bureau, Projected Population by Single Year of Age, Sex, Race and Hispanic Origin for the United States: July 1, 2000 to July 1, 2050

7. Mexicans are the Largest Hispanic
Country of Origin Group
Top 5 By Country of Origin
Mexican 31,798,000
Puerto Rican 4,624,000
Cuban 1,786,000
Salvadoran 1,649,000
Dominican 1,415,000
Other Hispanics 10,200,000
Source: U.S. Census 2010

8. Top Hispanic Markets
2011 Hispanic Hispanic % of
DMA
Population Total Pop
1. Los Angeles, CA 7,890,973 44%
2. New York, NY 4,323,470 21%
3. Houston, TX 2,051,803 33%
4. Miami, FL 1,979,958 46%
5. Chicago, IL 1,922,477 20%
6. Dallas, TX 1,837,150 26%
7. San Francisco, CA 1,551,794 22%
8. Phoenix, AZ 1,471,171 28%
9. San Antonio, TX 1,269,032 54%
10. Harlingen, TX 1,097,005 89%
Source: Nielsen Claritas iMark

9. Hispanic Growth In Non-Traditional States
Hispanic % Hispanic
States Population Growth Population Growth
(2012-2014) (2012-2014)
1. South Carolina +57,456 31%
2. Georgia +249,084 31%
3. North Carolina +208,225 30%
4. Arkansas +48,617 30%
5. Tennessee +68,630 30%
6. South Dakota +5,692 29%
7. Nevada +186,043 27%
8. Virginia +140,533 26%
9. Alabama +34,373 26%
10. Utah +84,034 26%
Source: Nielsen Claritas iMark

10. The 18th Largest Economy in the World
$1.2 Trillion
In 2011
$1.5 Trillion
by 2014
Source: Selig Center for Economic Growth, Terry College of Business, The University of Georgia, The Multicultural Economy 2010

11. 78% of Hispanics Speak English & Spanish
Culture is the
traditional unifier
English only
Bilingual 10%
Spanish 31%
Spanish dom
only 27%
12%

12. The Youth of America
• Hispanic are almost 10 years
younger on average
• 62% are under the age of 35
• Hispanic kids/teens represent
23% of this population or 1 in
4
– If not for Hispanic population there
would have been no increase in
kids/teens
Source: US Census Bureau; Nielsen Media Research

13. Today
(2012)
62% Half
of all U.S. Hispanics of the total Hispanic
1in5
Teens are Hispanic
are U.S. born population is under 25
Tomorrow
(2020) 66%of Teens will
1/4
Of all 18-34 year
Fueled by 18-
24 year olds.
be Hispanic olds will be
Hispanic
Source: US Census Projections 2010-2020

14. Language Fluidity
HOME WORK SCHOOL
39% Spanish 74% English 80% English
w/ FRIENDS w/ HISPANIC RELATIVES
55% English 55% Spanish
SOURCE: MUN2 LANGUAGE STUDY, DECEMBER 2010 PEW HISPANIC CENTER;
“BETWEEN TWO WORLDS ' HOW YOUNG LATINOS COME OF AGE IN AMERICA,” DECEMBER, 2009

15. The Always-Connected Generation
Technology is the new passport.
87% 94%
stream video internet
at home
content on the
internet
87%
own a mobile
phone
73% What they do.
stream/ listen What they have.
to music on the 61%
own a
internet gaming system
73%
63% own a
want their laptop
friends to be
able to reach 53%
own an
them 24/7 iPod or
MP3 player
SOURCE: MUN2 DIGITAL STUDY DECEMBER 2010

16. Hispanic Broadcast Viewing
Among all Broadcasts networks
Hispanics spending 71% of their viewing
with Spanish content.
% of Viewing per Network
Univision captures more viewing than all
the English content nets combined UNI
TEL Univision = 46% of
YTD 2011, Univision continues to be the TF broadcast viewing
#3 broadcast network averaging more ETV
which is more than all
the EL nets combined 71%
Adults 18-34 viewers - among ALL AZA
viewers PBS
ION
CW
Hispanic HH Viewing (Hrs/Mth) FOX
74 Hours w/ SL Broadcast TV NBC
CBS
29%
19 Hours w/ EL Broadcast TV ABC
HHs
Source: Nielsen Media Research NHIH, SL EL BROADCAST NETS 7/11 HH

17. Top Broadcast Nets
Univision Telemundo
60% share of the Market 20% share of market
Appeals to a Mexican Audience Appeals to “the other Hispanic”
Skews slightly older Skews slightly younger
Acquires it’s novela content from Produces it’s own Novelas
Mexico

18. Hispanic Identity
http://www.youtube.com/watch?v=tT7_oQzDYMw

19. Hispanic Ad Marketplace
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20. Hulu Latino represents a HUGE
opportunity to tap into the fastest
growing population in the U.S.
And a HUGE opportunity for advertisers
demanding more premium video content
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21. Hispanic Total Ad
Spend
Network TV – 3B
Local TV – 1.3B
Digital – 336MM
Source: Tvb.org, Kantar Media 21

22. Top Advertisers
Network TV Digital
1. Procter & Gamble 1. Verizon Wireless
2. Direct TV 2. Procter & Gamble
3. Lexicon 3. Ford Motors
4. McDonald’s 4. Sprint
5. General Mills 5. Unilever
6. Verizon Comm. 6. Dish Network
7. State Farm 7. Toyota
8. General Motors 8. Allstate Insurance
9. Dish Network 9. T-Mobile
10. T-Mobile 10. AT&T
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23. Top TV Nets & Sites Among Hispanics
TV Networks Sites
1. Univsion 1. Univision
2. Telemundo 2. Yahoo Español
3. Fox 3. Terra
4. ABC 4. MSN
5. Telefutura Latino/Telemundo
6. CBS 5. Televisa
7. NBC 6. AOL Latino
8. CW 7. Orange Sites
9. Azteca America 8. Batanga
10. Estrella TV 9. Musica.com
10. ImpreMedia Network
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24. Ad Best Practices
Peps http://www.youtube.com/watch?v=noabIuOAuoE&feature=BF
a&list=PL21EBFE1633C214A4&lf=results_main
i
CoverGirl http://www.youtube.com/watch?v=RnQ1-mEIYw8
Allstate http://www.youtube.com/watch?v=rxxTiVHlI2U
Dr. http://www.youtube.com/watch?v=mv22fRtA63
Pepper M

25. Hispanics Have Higher Instance of Co-Viewing
68% • P18-49 co-viewing SPLTV
Vs. 57% Eng Bdcst with children (P2-17)
44% • P18-49 co-viewing SPLTV
Vs. 32% Eng Bdcst with other P18-49
Source :NTI, NPower PXP Respondent Level Data, 09-10 STD through 12/26/10, SPLTV = TEL, UNI, TF, Eng TV = ABC, CBS, CW, FOX, NBC

26. Top Viewing Preference Among Hispanics
English Language TV & Spanish Language TV- P18-49 – 10
Source: Nielsen, NTI-H, 10-11 SeasonTD (9/20/10-1/2/11), Galaxy Explorer. Summary Program Type vs. Total Avg. SPLTV (Tel,UNI & TF), English TV (ABC,CBS,CW,FOX,NBC,ION,MNT)

27. Hispanics Have Higher Purchase
Propensity For New Technology
CURRENTLY OWN OR
PLAN TO BUY NEXT YEAR
Non- Hispanic Index
Hispanic
Internet 30% 44% 147
Enabled TV
E-Book 27% 42% 156
Reader
iPad/Tablet 29% 48% 166
PC
3D TD 22% 38% 173
Source: Terra ComScore Ad Value Research Study, Fall 2010

28. Hispanics Are More Likely To Own Smartphones
120 index…Hispanic smartphone/PDA ownership
(43% of Hispanics vs. 36% of Non-Hispanics)
Content Viewed Weekly Via Handheld Device - Hispanics 18+
Music Videos
Movies
Movie preview/trailer
TV show (full length)
TV show preview
News video segment
Sports news segments
Children's Content
Sport event segments
Sports event (full length)
0% 10% 20% 30% 40% 50% 60%
Source: Terra ComScore Ad Value Research Study, Sept. 13-Oct. 18, 2010, , e-Marketer, Horowitz Associates, “Multiplatform content & Services:
Multicultural Edition”, Dec’10

29. Top 10 Industries On Gen Mkt Network & Cable TV
& Underserved Industries on Spanish TV
Top 10 Industries Underserved Industries on Spanish Network & Cable TV
Industry English Spanish % To Industry Spanish % To English
Network & Network & Spanish Network & Spanish Network &
Cable TV Cable TV Cable TV Cable TV
DOLS DOLS DOLS DOLS
Automotive $4.2B $211M 5% RX & OTC Drugs $58M 2% $3.1B
Communications $3.5B $519M 13% Financial $72M 3% $2.1B
RX & OTC Drugs $3.1B $58M 2% Games, Toys & Hobbycraft $6.5M 1% $888M
Media & Advertising $2.8B $112M 4% Computers, Software, Internet $29M 4% $792M
Restaurants $2.7B $254M 9% Public Transportation, Hotels & Resorts $8M 1% $695M
Financial $2.1B $72M 3% Pets, Pet Foods & Supplies $2.2M 1% $287M
Retail $2.0B $150M 7% HH Appliances, Equip & Utensils $77K 0% $283M
Insurance & Real Estate $1.8B $152M 8% Building Materials, Equip & Fixtures $2K 0% $256M
Prepared Foods $917M $93M 9% Gasoline, Lubricants (Trans) & Fuels $5.7M 2% $255M
Beverages $906M $80M 8% Footwear $0 0% $172M
Source: Kantar Media – Spanish Network & Cable TV and English Network & Cable TV (November 2009 – October 2010)

30. Hispanics Over Index In Numerous
Underserved Consumer Categories
Hispanic Index
(vs. Non Hispanic)
Pet Food/Supplements 165
Public Transportation (last 30 days) 152
Grocery Shopping ($150+/wk) 132
FDR( visited 10+/lsat 30 days) 112
Skincare 112
Retail (Mall shopping/last 4 wks) 108
Gasoline 106
Hotel & Travel 103
Games, Toys 102
QSR (visited 14+/last 30 days) 102
Source: Simmons NCS/NHCS Summer 2010 Full Year POP Survey

31. Hispanic Ad Marketplace
http://www.youtube.com/watch?v=FR5z47giweU
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32. Novela Lovers
http://corporate.univision.com/2012/uncategorized/consumer-passion-points-
novelas/?utm_source=rss&utm_medium=rss&utm_campaign=consumer-
passion-points-
novelas&utm_source=Univision+Insights&utm_campaign=16b6db636c-
RSS_WEEKLY_INSIGHTS&utm_medium=email

33. Latino Update
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34. Content Partners
Top U.S. Spanish Language Broadcast
Networks
Top International Broadcast Networks
Mom/Baby Youth/Bilingual
Traditional & Modern SPL Films

35. Marketing Plan Phase
Phase 1
• Online Display
• Online Search
• Radio
• Social Media
Phase 2
• Univision & Telefutura
Roadshow
• TV promotional efforts drive
brand awareness in the
Hispanic marketplace and
educate viewers on how to use
Hulu.

36. Hispanic 18+ Audience on Hulu
29M
Hispanics on line
4M
Hispanics on Hulu
Reaching – 18%
of Hispanics Online
Source: Tvb.org, Kantar Media 36

37. Hulu Reaches More Hispanic Viewers
Among A18+ over 1 in 10 Hulu viewers are Hispanic (12% comp)
Hispanic 18+ Online Video Viewers (Millions)
4.0
1.2
1.0
0.7
0.4
0.3
Source: comScore Video Plan Metrix, December 2011. Base: Hispanics 18+.

38. Latino Performance
2 Months of Activity
• 500k Uniques
• Averaging 8,000 daily streams
• 500,000 monthly streams
• Most streams coming from Hulu Plus
• Masthead exposure during Super Bowl Sunday

39. State of the Marketplace
Common Questions: Challenges:
• Targeting Hispanics across Hulu? • Delivery on launch partners
• Where are the numbers? • Launch more content
• Where’s the Telemundo content? • Short Flights
• Geo targeting
• Where’s the youth bilingual content?
• Pricing:
• Custom marketing opportunities?
- Hispanic agencies are not
• Hulu original content on Latino? used to Hulu pricing
• Show/genre specific targeting - Agencies compare Latino
• Ad selector English and Spanish? against existing Hulu ratecard
• Mobile capabilities? - Floor pricing min. Blended
$35 CPM
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40. Latino 2012 Plan
• Everybody Sells Latino, collaboration is key!
• Prioritize the top 100 advertisers and meet with as
many agencies and clients as possible
• Grow unique users and streams
• Figure out a strategy to target ALL Hispanics across
Hulu
• Launch all the signed content providers
• Bring more content providers on board
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41. Gracias!
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