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Reaching N W Hispanics

Published May 28, 2013 in Business & Management
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Presentation Slides & Transcript

Presentation Slides & Transcript

Reaching
N.W. Hispanics

Yakima Tri-Cities WA
Market Presentation
2013

The #1 Place for Hispanics

Yakima/Tri-Cities is the 46th largest Hispanic DMA in the country. With 84% of Latinos speaking Spanish in the home.
Source: 2013 Nielsen Universe Estimates

Yakima Tri-Cities Market Stats
Population Growth
The Hispanic Population is Expected to Grow 93%
from 2000 – 2017, account for 71%
of the Total Population Growth!
Population Demographics
DMA Size
Hispanic Consumer Spending
Hispanic Average HH Income: $54,484
+188%
Hispanic DMA
(Ranking by TV HHs)
#46
#122
Overall DMA
(Ranking by TV HHs)
53,910
23%
204,000
32%
84%
$ in Billions
Hispanic Households
of the DMA
Hispanic 2+
of the DMA
Of Hispanic Speak
Spanish at home
Source: (1) 2013 Nielsen Universe Estimates; (2) IHS Global Insight Hispanic Market Monitor 2011;
(3) Geoscape. American Marketscape Datastream 2012 Series. Produced by the Geoscape ® Intelligence System (GIS).
188%

Younger, Larger Families
& Higher Employment
Younger Population
Median age
vs. 42.3 for Non-Hispanic
Larger Household Size
People per Hispanic
household vs. 3.0 of
Non-Hispanic
Are Employed
Of Hispanic work
Part/fulltime vs. 57%
Of Non-Hispanics
Open to new
products and brands
Higher
consumption
Disposable income
24.2
3.8
67%
Source: Nielsen Universe Estimates

Source: Population counts for 2010 are tabulated from P.L. 94-171 Summary Files released by the Census Bureau beginning in February 2012
Hispanic Population
in counties covered by KUNW
Hispanic 11,099
Total 18,728
59%
19%
Hispanic 32,696
total 175,177
11%
Hispanic 2,171
total 20,318
Hispanic 34,163
total 89,120
38%
Hispanic 3,121
total 40,915
8%
Hispanic 254
total 4,078
Hispanic 40,004
total 78,163
51%
20%
Hispanic 11,593
total 58,781
Hispanic 109,470
total 243,231
46%
6%
Columbia
Hispanic 18,107
total 75,889
24%
Hispanic 3,497
total 11,173
31%
Morrow
Umatilla

Source: U.S. Census Bureau, 2006-2010 American Community Survey.
96%
2%
1%
1%
0%
Hispanic Ancestry
Hispanics from All over
Latin America live in
Washington.

Hispanic Buying
Power
Hispanics in Central Washington spent $2.5 Billion in 2010 on consumer goods
Source: IHS Global Insight Hispanic Market Monitor 2011

Healthcare
5%
Wireless
Phones
3%
Electronics & Appliances
3%
Clothing & Footwear
6%
Food & Beverage
18%
Hispanic Category Spending*
*Percentage of Hispanic Buying Power, national average

Your Hispanic Opportunity
Electronics & Appliances include: Small/Major Appliances, Personal Computer Hard/Software, Televisions
Video & Audio Equipment IHS Global Insight – 2011 Hispanic Market Monitor

Yakima Tri-Cities DMA
Spanish Language TV Landscape
Only KUNW is delivered to every Spanish language TV viewer:
Over the Air, on Cable, and on Dish Network.
86% of Latinos watch television on Satellite and Cable.
KUNW is the only station on Satellite and ALL Cable. (not just charter)
Source: 2013 Nielsen Universe Estimates

Why Spanish-Language TV Works

Spanish
It’s what’s spoken in the home
84%
Speak Spanish in the home
16%
Speak some English
Nielsen Hispanic Universe Estimates, 2013 Household Language Spoken

Spanish Advertising Makes the
Connection & Motivates
Hispanic Attitudes Towards Spanish-Language Advertising
Responded 5 & 4 On a scale of 1 to 5, with 1 meaning STRONGLY DISAGREE and 5 meaning STRONGLY AGREE.
Please tell me how you agree or disagree with each of the following statements. Base: Hispanics
Source: Experian Simmons, 2010, Media Habits Study

Why Univision?
Local, Trusted, Preferred
Q14 I am going to read some phrases that may or may not describe your experience when you watch Univision. Please indicate how well the following
phrases describe Univision? Would you say they are very descriptive, somewhat descriptive, descriptive, slightly descriptive or not at all descriptive?
Source: Experian Simmons, 2010, Media Habits Study.

A Connection Unlike Any Other

Brand Equity: An objective way to measure the unique
emotional connection between a brand & its consumers
Brand Equity Score
72
49
49
47
45
Univision Brand Equity Study 2011 by Burke Research using their proprietary brand equity model

Which Translates to Results!
Univision viewers are more receptive to Ad messages
Source: Simmons Market Research, an Experian Company, Univision Media Habits Study March 2010 (Base: Respondents 16-65)

Content that Connects
Our
News.
Our
Novelas.
Our
Music.
Our
Sports.
Our Culture.
Our
Legends.

The Most Watched Specials
Premio Lo Nuestro
Premios Juventud
Latin Grammy
February 2013
July 2013
November 2013
The longest-running & the most
watched “people’s choice” Latin
music award show in the U.S.. For
over 20 years, Premio Lo Nuestro
has recognized the very best in
Hispanic pop, tropical, urban &
regional Mexican music. Broadcast
live from Miami, Premio Lo
Nuestro features surprising special
guest appearances &
breathtakingly staged
performances by today’s most
popular Latin artists.
Spanish-language TV’s first & only
awards show honoring idols of
Hispanic youth in the areas of film,
music, sports, fashion and pop
culture. With these cutting-edge
performances by today’s biggest
stars & the hottest fashions ever
seen on the “blue carpet”, this
show is the most highly anticipated
awards party on Spanish-language
television for entertainment-loving
fans of all ages.
The most prestigious Latin music
award show in the U.S. and on
Univision it is a “Mega-Event”. In
recognition of the impact Latin
music is having in all the genres
heard around the world, The Latin
Recording Academy & its
members honor Latin music in a
glitter-filled, star-studded blow out
celebrating musical innovation &
excellence.

Univision Sports 2013
Road to
the World Cup
National
Teams
Club Teams
Ongoing

The Foundation of Soccer
Liga MX
Gold Cup
Confederations Cup
It’s big league soccer as the best & most beloved teams in Mexico go head to head on KUNW. With two seasons a year, the epic El Super Classico match and the return of Chivas home games, this year Liga Mx on Univision will be electrifying.
Twelve national teams – including those of defending champ Mexico & the U.S. – compete for the North/Central America & Caribbean soccer champion. The Gold Cup featured a thrilled final that pitted Mexico vs. U.S. so both teams will pull out all stops to see who takes the 2013 crown.
Taking place in the same stadiums that are awaiting the 2014 World Cup in Brazil, this Two-week-long tournament features the six FIFA confederation champions (including Mexico, Uruguay, & Italy) in a last international attempt for bragging rights before the big show in 2014.

Mexico’s National Team
As the path towards the 2014 World Cup comes into sight, there is nothing "friendly" about the matches between Mexico’s beloved “El Tri” as they go up against the top national teams in the world, including their legendary rival Team USA.

Instead it is high drama from the time the venue is selected. Eager anticipation for the announcement of each team's all star lineup. And come game day, fans and players alike drive the excitement as in 2013, every match counts.
On the Road to the World Cup…

KUNW Programming

KUNW Programming