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U.S. Hispanic Market Overview May 5, 2009. U.S. Hispanic Trends, Statistics, Demographics Hispanic Shopper Insights and Retailers La Curacao Toy Brands.

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Presentation on theme: "U.S. Hispanic Market Overview May 5, 2009. U.S. Hispanic Trends, Statistics, Demographics Hispanic Shopper Insights and Retailers La Curacao Toy Brands."— Presentation transcript:

1 U.S. Hispanic Market Overview May 5, 2009

2 U.S. Hispanic Trends, Statistics, Demographics Hispanic Shopper Insights and Retailers La Curacao Toy Brands Targeted to Hispanics What other Brands are Doing Appendix 2 Agenda

3 U.S. HISPANIC TRENDS, STATISTICS AND DEMOGRAPHICS

4 44.3 million Hispanics, 14.8% of total U.S. population of 299 million Between 2000 and 2006: Hispanics accounted for one-half of the nation’s growth Hispanic growth rate (24.3%) was more than three times the growth rate of the total population (6.1%) 25% of the country’s children under age 5 are Hispanic Current U.S. Hispanic population trends 4 Source: U.S. Census Bureau, Population Estimates July 1, 2000 to July 1, 2006

5 Total U.S. Hispanics at a glance 5 MARKET SIZE (1) 12.7 Million Hispanics Households 11% of the Total U.S. INCOME & CONSUMER SPENDING (2) Hispanic Disposable HH Income Hispanic Consumer Spending Hispanic Disposable Income $68,219$845 Bil.$890 Bil. Hispanics Are Projected to Save/Invest Approximately $45 Billion This Year! Source: (1) 2009 Nielsen Universe Estimates; Hispanic TV Households by Language Strata, includes Speaks Only Spanish, Mostly Spanish, Spanish and English Equally, and Mostly English (based on Persons 2+); (2) Global Insight Hispanic Market Monitor (income reflects average); (3) Geoscape AMD 2009 Series, Census 2000, 2009 Estimates, 2014 Projections 88% of Hispanics Speak Spanish at Home (1)

6 The Hispanic Population Is Expected to Grow 55% from 2000 – 2014, Accounting for 48% of the Total Population Growth! 43,303,000 8,537,000 4,551,000 13,928,000 22,678,000 18,670,000 15% 21% 18% 20% 17% 15% Hispanic Population % Hispanic of Total Persons 2+ Children 2-11 Teens Adults Adults Adults Hispanic Population % Hispanic of Total 13% 16% 17% ,238,500 48,628,400 54,780,900 Total U.S. Hispanics at a glance cont. Source: (1) 2009 Nielsen Universe Estimates; Hispanic TV Households by Language Strata, includes Speaks Only Spanish, Mostly Spanish, Spanish and English Equally, and Mostly English (based on Persons 2+); (2) Global Insight Hispanic Market Monitor (income reflects average); (3) Geoscape AMD 2009 Series, Census 2000, 2009 Estimates, 2014 Projections POPULATION GROWTH (3) POPULATION DEMOGRAPHICS (1) 6

7 7 One in Four People will be Hispanic by 2050 Percent Hispanic of the Total Population in the U. S. *Projected Population as of July 1 Projections Census Source: U.S. Census Bureau, 1970, 1980, 1990, and 2000 Decennial Censuses; Population Projections, July 1, 2010 to July 1, * 2040*

8 8 6

9 Many immigrants are bypassing traditional gateway states in the Southwest, while many U.S.-born Hispanics have left states like California. Children of Latin American immigrants are helping offset a decline or slower growth in the school-age population in states such as Georgia and Iowa. Spreading to other States 9

10 Hispanic Market 10 Sources: 2009 Nielsen Universe Estimates

11 11 Hispanic Origin by Type Type of originNumberPercent Total44,252, Mexican28,339, Puerto Rican3,987, Cuban1,520, Dominican1,217, Central American3,372, South American2,421, Other Hispanic3,394, Source: U.S. Census Bureau, 2006 American Community Survey

12 Median Age by Sex 12 Median Age Source: U.S. Census Bureau, 2006 American Community Survey

13 U.S. Hispanic Household 13 Non-Hispanic Household 2.3 Hispanic Household 3.1 The average Hispanic household has 3.1 people while the average non- Hispanic household has 2.3 people. Source: 2007/2008 Nielsen and Simmons Market Research Bureau

14 MarketTotal Hispanic Households % of the total DMA 1Los Angeles1,854,81033% 2New York1,242,16017% 3Miami658,49043% 4Houston549,89026% 5Dallas488,15020% 6Chicago485,27014% 7San Antonio382,99047% 8Phoenix381,18021% 9San Francisco377,73015% 10McAllen- Harlingen 291,22083% Top Ten Hispanic DMAs (Ranking by TV HHs) 14 Source: (1) 2009 Nielsen Universe Estimates; Hispanic TV Households by Language Strata, includes Speaks Only Spanish, Mostly Spanish, Spanish and English Equally, and Mostly English (based on Persons 2+); (2) Global Insight Hispanic Market Monitor (income reflects average); (3) Geoscape AMD 2009 Series, Census 2000, 2009 Estimates, 2014 Projections

15 Percent of Total U.S. Hispanic Population by State 15 Source: U.S. Census Bureau, U.S. population estimate, Jul. 1, 2006

16 Los Angeles #1 market in Hispanic Consumer Spending 16 % of Total U.S. Hispanic Hispanic Total Consumer Spending Estimates (Billions) CY2008 Source: Global Insight Hispanic Market Monitor 2008; Consumer Spending Estimates

17 U.S. Hispanic Media Consumption & Attitudes 17 Roughly six in ten (59%) of Hispanics say they "enjoy looking at or listening to advertising," Compare that with 30 percent of non-Latino whites who feel this way. But only 25% of those surveyed feel that today's marketing is personally and culturally relevant to their lives. "Authenticity is required. The messages have to be real and relevant to the Hispanic consumer." Hispanics' need for preserving cultural elements has heightened in the past 4 years:  In 2003, 48% of Hispanics surveyed said it is important to preserve music and songs  In the 2007 study, it was 62% Language is important - but relevance and content are as or more important. Source: Hispanic Market Weekly, "A Hispanic Vote For Advertising," September 24, 2007

18 HISPANIC SHOPPER INSIGHTS AND RETAILERS

19 Hispanics' purchase decisions are more likely to be influenced by in-store promotions and advertising with 34% saying they are influenced by in-store ads and coupons vs. 14% of total shoppers. More than 34% of Hispanic shoppers also claim to be influenced by in-store price reductions compared to 22% of non-Hispanic shoppers. At 44.3 million people, Hispanics are the largest ethnic group in the United States, and they currently boast a buying power of nearly $1 trillion. The U.S. Hispanic Shopper 19 Source: 2007 TNS’ Hispanic Shopper 360 study

20 Internet usage influencing purchasing decisions Hispanics who use the internet are increasingly relying on it to make purchasing decisions Source: 2006 AOL Hispanic CyberStudy

21 Low prices - 77% Convenient location - 72% Wide range of merchandise - 71% Employees who speak Spanish - 54% Products relevant to Hispanic consumers - 52% Spanish signage - 47% Product packaging and labels in Spanish - 43% 21 Top Factors among U.S. Hispanics for Choosing a Shopping Destination Source: Hispanic OmniTel Retail Study

22 Top 12 Retailers where Hispanics have Shopped 22 Retailer% of total respondents 1Wal-Mart56% 2Target34% 3J.C. Penney20% 4Kmart20% 5Dollar General19% 6Dollar Tree18% 7Sears17% 8Kohl’s16% 9Sam’s Club15% 10Macy’s15% 11Best Buy15% 12Family Dollar14% Source: 2007 Scarborough Research: Shoppers were surveyed within a 12-month period. Respondents answered that they have shopped at “x” store within the past 30 days

23 RetailerHighlights Wal-MartSpending about $45 million per year in Spanish-language advertising TargetPartnership that calls for the retailer's ad inserts to be placed in La Opinión and La Opinión Contigo, two of Los Angeles-based newspapers J.C. PenneyAwarded Hispanic students with college scholarships — at Spanish-language network Univision's annual Premios Juventud awards show KmartLaunched exclusive brand by Mexican pop star Thalía Sodi at select stores nationwide Kohl’sLaunched exclusive collection, including sleepwear, shoes and clothing from actress-model Daisy Fuentes Hispanic Marketing Initiatives 23 Source: 2007 Scarborough Research: Many top retailers chosen have several initiatives in place to specifically target Hispanic shoppers.

24 LA CURACAO

25 La Curacao is best known as a growing chain of large format department stores of 100,000sqf each. With a Hispanic focus, La Curacao ranks among the top 100 electronics and appliance retailers in the U.S. Locations: CA - Los Angeles, South Gate, Panorama, Huntington Park, San Bernardino, Lynwood, Chino, Santa Ana and Anaheim. AZ - Phoenix. Additional services catering to the Latino community, include: CuraTel local and long distance telephone service Pasito.Com internet access Travel services Export services Sister company - Pollo Campero restaurants La Curacao Company Overview 25 Source: LaCuracao.net/spanish/retail.htm

26 Retail locations have a warm and colorful atmosphere, along with live entertainment inside the stores. Adults can participate in raffles and various contests, or even dance to the music of local bands on the weekends. Children can enjoy a safe play area, with qualified supervisors who will teach them computer and reading skills. Redefines shopping as an all-day activity for the whole family. La Curacao Retail Atmosphere 26 Source: LaCuracao.net/spanish/retail.htm

27 Television and Radio Spots feature such celebrities as Renán Almendárez (radio DJ) and Don Francisco (Univision’s Sabado Gigante host), both huge celebrities in the Hispanic media. Puntos Program – Frequent Loyalty Shopper program where customers accumulate points and can exchange for gifts. Bilingual sales associates which are well educated of every product in their department. La Curacao credit account. Occasional direct mail promotions. La Curacao Marketing Strategies 27 Source: LaCuracao.net/spanish/retail.htm

28 TOY BRANDS TARGETED TO HISPANICS

29 Dora the Explorer’s popularity among Hispanics: –She is Latina –Her vocabulary is peppered with Spanish words, but her bilingual abilities have made her — and toys like her — favorites among all parents who may see Spanish as an asset for their own children Dora the Explorer 29 Toys that include Spanish phrases are appealing to Hispanic moms who want to retain their language and cultural heritage. Source: Brandweek – Toy Treatment article. Feb 2007

30  Launched Tickle Me Elmo in Spanish.  Hispanic advertising campaign for all of its toys includes TV, print, out-of-home and event marketing.  Fisher-Price's marketing also includes a toy guide placed in Spanish-language newspapers.  Works with retailers to create on-shelf promotions in Spanish targeting stores that over-index with Latino households. Fisher-Price 30 Source: Brandweek – Toy Treatment article. Feb 2007

31 Conducted a promotion with 300 high-density Hispanic Wal-Mart stores in the weeks leading up to Three Kings Day. On Jan. 6. The "retailtainment" event centered on the holiday, which celebrates the arrival of the Three Wise Men 31 Fisher-Price in-store promotion In-Store Activities  Writing a letter  Coloring  Maze-solving Tie-in Promotion Limited-edition, eight-piece Little People play set that included three kings, a camel and a Hispanic family (of four) bearing gifts. Source: Brandweek – Toy Treatment article. Feb 2007

32 Little Mommy doll line includes a Latina baby who asks for her teddy bear and bottle, plays peek-a-boo and even requests a diaper change — all in Spanish. 32 Mattel Barbie Rebelde - based on the hottest sensation pop-rock music group RBD from Univision’s soap opera Rebelde, include the show’s popular characters. Source: Brandweek – Toy Treatment article. Feb 2007

33 Leap frog 33 Source: Brandweek – Toy Treatment article. Feb 2007 Learn & Groove Counting Maracas  shake for lights and sounds & helps tots count from one to 10 in Spanish and English  play musical activities in both languages Leapster Learning Game System platform features 12 new game titles in Spanish, including Dora the Explorer Piñata Party

34 WHAT OTHER BRANDS ARE DOING

35 Supermercado de Wal-Mart Wal-Mart will open its first Hispanic-focused supermarkets this summer in Phoenix and Houston. Supermercado de Wal-Mart will carry specialty foods, including popular national brands from Mexico and the U.S. as well as an in-store cocina (kitchen) where families can dine. The 39,000-square-foot store will carry approximately 13,000 products, including a wide assortment of fresh tropical fruits and vegetables and a bakery that offers more than 40 traditional sweet breads and fresh corn tortillas. A meat department featuring specialty meats designed to meet the specific preferences of local Hispanic customers. Including a pharmacy with hundreds of $4 prescriptions, health and beauty aids, a Walmart MoneyCenter, a baby center and a party center Source: Brandweek.com May 1,

36 Carl’s Jr. Sizzles with Univision Novela Pitch Carl’s Jr.’s new Hispanic TV campaign include four versions of mininovelas promoting different Carl’s Jr. products Spots airing on Univision and Telefutura’s prime time in 11 CA, AZ and TX markets It has all the elements: a beautiful young woman lying next to a handsome man wearing only a towel. The pair are interrupted by the man’s father, who was the woman’s former lover and was supposed to be dead. All three end up in bed together noshing on Kentucky Bourbon Burgers (complete with signature crunch) as the announcer intones: “Because not only the most manly men watch novelas, all of us do. Enjoy them with the delicious Kentucky Bourbon Burger from Carl’s Jr.” Deseos Source: Brandweek.com March 23,

37 Express Your Hispanic Heritage with Kleenex Brand Art Contest In an effort to help celebrate Hispanic Heritage month, tissue maker Kimberly-Clark launched a Hispanic-themed packaging design contest. Participants submitted original artwork that celebrates Hispanic Heritage through the use of culturally relevant designs, themes and/or motifs. The winning tissue patterns will appear on Kleenex boxes in September 2009 Winners were selected in 2 rounds: (1) – panel of judges; (2) – public voting Prizes: 3 grand prizes of $5,000 cash each; and 9 first prizes of $500 cash each Expresa tu Hispanidad Source: Brandweek.com March 9,

38 Oscar Mayer Sabor de Mamá Recipe Contest For many Hispanic families living in the U.S., the American hot dog has evolved into an ingredient for their traditional meals. To celebrate its heritage, Oscar Mayer launched in April 2009 the Sabor de Mama recipe contest. Teaming up with Oscar Mayer to find the best recipe is Maggie Jimenez, host of Telefutura's cooking show ¡Qué Sabor! Hispanic consumers can log on to sabordemama.com for a chance to win by sharing their favorite traditional recipe featuring the quality of Oscar Mayer hot dogs and why it's special to the family. Grand Prize winner will receive $5,000 and the opportunity to join Jimenez at an event to showcase his/her winning recipe. The winner will also enjoy an exclusive photo shoot with Jimenez to be featured in Kraft fall issue of Comida y Familia magazine. First Prize (5) one year supply of Oscar Mayer hot dogs and Second Prize (50) Party Pack including apron, cooking utensils and serving tray. Sabor de Mama Source: HispanicPRWire.com April 15,

39 Verizon Torneo Clausura 2009 Futbol Mexicano Sweepstakes To build awareness among its subscribers about consulting the most relevant information about Mexican Soccer tournaments on their mobile phones, Verizon Wireless launched the Torneo Clausura 2009 Futbol Mexicano Sweepstakes. Sweepstakes is open during the timing of 2009 Mexican Soccer tournament Verizon Wireless subscribers text in FLM to 3560 for a chance to win one of ten kits which include one LG Dare™ phone, soccer ball and jersey from a Mexican Soccer team Sweepstakes is promoted on Univision.com website Source: Univision.com

40 Source: univision.com 2009 Verizon Torneo Clausura 2009 Futbol Mexicano Sweepstakes 40

41 Additional Samples  Direct Mail – Kmart and Glade  FSIs – Huggies, Knor, Splenda, Anthony’s Pasta & Scott Tissue  Roto Ad – Home Depot 41

42 Summary Hispanics are the fastest growing minority population in the U.S. 25% of the country’s children under age 5 are Hispanic. 1 in 4 people will be Hispanic by About 59% of Hispanics enjoy looking or listening to advertising. Messages have to be real and relevant to the Hispanic consumer. Hispanics enjoy shopping with the entire family and shop at places where products are relevant to their needs. 42

43 APPENDIX

44 1,854,810 Hispanic Households 33% of the DMA INCOME & CONSUMER SPENDING (2) The Hispanic Population Is Expected to Grow 30% from 2000 – 2014, Accounting for 99% of the Total Population Growth! $77,415$149.3 Bil.$155.8 Bil. 7,297,000 1,480, ,000 2,287,000 3,813,000 3,170,000 43% 56% 51% 54% 47% 42% Hispanic Consumer Spending Hispanic Disposable Income Hispanic Disposable HH Income 87% of Hispanics Speak Spanish at Home (1) Hispanic Population % Hispanic of Total Persons 2+ Children 2-11 Teens Adults Adults Adults Hispanics Are Projected to Save/Invest Approximately $6.5 Billion This Year! Hispanic Population % Hispanic of Total 40% 45% 46% ,466,900 7,881,100 8,419,800 Los Angeles Source: (1) 2009 Nielsen Universe Estimates; Hispanic TV Households by Language Strata, includes Speaks Only Spanish, Mostly Spanish, Spanish and English Equally, and Mostly English (based on Persons 2+); (2) Global Insight Hispanic Market Monitor (income reflects average); (3) Geoscape AMD 2009 Series, Census 2000, 2009 Estimates, 2014 Projections MARKET SIZE (1) POPULATION GROWTH (3) POPULATION DEMOGRAPHICS (1) Hispanics Have Larger Households! 3.9 Persons vs. 3.0 Total Market #1#1 Hispanic DMA (Ranking by TV HHs)

45 New York INCOME & CONSUMER SPENDING (2) MARKET SIZE (1) POPULATION GROWTH (3) POPULATION DEMOGRAPHICS (1) 92% of Hispanics Speak Spanish at Home (1) #2#2 Hispanic DMA (Ranking by TV HHs) Hispanic Consumer Spending Hispanic Disposable Income Hispanic Disposable HH Income Source: (1) 2009 Nielsen Universe Estimates; Hispanic TV Households by Language Strata, includes Speaks Only Spanish, Mostly Spanish, Spanish and English Equally, and Mostly English (based on Persons 2+); (2) Global Insight Hispanic Market Monitor (income reflects average); (3) Geoscape AMD 2009 Series, Census 2000, 2009 Estimates, 2014 Projections Hispanic Population % Hispanic of Total Persons 2+ Children 2-11 Teens Adults Adults Adults Hispanic Population % Hispanic of Total 1,242,160 Hispanic Households 17% of the DMA Hispanics Have Larger Households! 3.2 Persons vs. 2.7 Total Market The Hispanic Population Is Expected to Grow 23% from 2000 – 2014, Accounting for 100% of the Total Population Growth! $67,230$89.5 Bil.$94.0 Bil. 4,015, , ,000 1,180,000 2,094,000 1,799,000 20% 25% 24% 26% 23% 21% Hispanics Are Projected to Save/Invest Approximately $4.5 Billion This Year! 19% 21% 22% 3,751,000 4,407,600 4,632,

46 Miami INCOME & CONSUMER SPENDING (2) MARKET SIZE (1) POPULATION GROWTH (3) POPULATION DEMOGRAPHICS (1) 97% of Hispanics Speak Spanish at Home (1) #3#3 Hispanic DMA (Ranking by TV HHs) Hispanic Consumer Spending Hispanic Disposable Income Hispanic Disposable HH Income Source: (1) 2009 Nielsen Universe Estimates; Hispanic TV Households by Language Strata, includes Speaks Only Spanish, Mostly Spanish, Spanish and English Equally, and Mostly English (based on Persons 2+); (2) Global Insight Hispanic Market Monitor (income reflects average); (3) Geoscape AMD 2009 Series, Census 2000, 2009 Estimates, 2014 Projections Hispanic Population % Hispanic of Total Persons 2+ Children 2-11 Teens Adults Adults Adults Hispanic Population % Hispanic of Total ,490 Hispanic Households 43% of the DMA Hispanics Have Larger Households! 2.8 Persons vs. 2.7 Total Market The Hispanic Population Is Expected to Grow 35% from 2000 – 2014, Accounting for 100% of the Total Population Growth! $75,476$48.9 Bil.$50.8 Bil. 1,862, , , , , ,000 45% 41% 43% 50% 49% 48% Hispanics Are Projected to Save/Invest Approximately $1.9 Billion This Year! 40% 47% 49% 1,575,700 1,972,600 2,121,600

47 Houston INCOME & CONSUMER SPENDING (2) MARKET SIZE (1) POPULATION GROWTH (3) POPULATION DEMOGRAPHICS (1) 90% of Hispanics Speak Spanish at Home (1) #4#4 Hispanic DMA (Ranking by TV HHs) Hispanic Consumer Spending Hispanic Disposable Income Hispanic Disposable HH Income Source: (1) 2009 Nielsen Universe Estimates; Hispanic TV Households by Language Strata, includes Speaks Only Spanish, Mostly Spanish, Spanish and English Equally, and Mostly English (based on Persons 2+); (2) Global Insight Hispanic Market Monitor (income reflects average); (3) Geoscape AMD 2009 Series, Census 2000, 2009 Estimates, 2014 Projections Hispanic Population % Hispanic of Total Persons 2+ Children 2-11 Teens Adults Adults Adults Hispanic Population % Hispanic of Total ,890 Hispanic Households 26% of the DMA Hispanics Have Larger Households! 3.4 Persons vs. 2.8 Total Market The Hispanic Population Is Expected to Grow 69% from 2000 – 2014, Accounting for 59% of the Total Population Growth! $73,010$38.5 Bil.$40.6 Bil. 1,883, , , ,000 1,003, ,000 32% 41% 37% 42% 36% 32% Hispanics Are Projected to Save/Invest Approximately $2.1 Billion This Year! 28% 34% 36% 1,414,800 2,068,800 2,397,500

48 Dallas INCOME & CONSUMER SPENDING (2) MARKET SIZE (1) POPULATION GROWTH (3) POPULATION DEMOGRAPHICS (1) 89% of Hispanics Speak Spanish at Home (1) #5#5 Hispanic DMA (Ranking by TV HHs) Hispanic Consumer Spending Hispanic Disposable Income Hispanic Disposable HH Income Hispanic Population % Hispanic of Total Persons 2+ Children 2-11 Teens Adults Adults Adults Hispanic Population % Hispanic of Total ,150 Hispanic Households 20% of the DMA Hispanics Have Larger Households! 3.5 Persons vs. 2.7 Total Market The Hispanic Population Is Expected to Grow 97% from 2000 – 2014, Accounting for 53% of the Total Population Growth! $67,334$30.4 Bil.$32.6 Bil. 1,689, , , , , ,000 25% 34% 30% 35% 29% 25% Hispanics Are Projected to Save/Invest Approximately $2.2 Billion This Year! 20% 27% 29% 1,174,800 1,931,400 2,312,600 Source: (1) 2009 Nielsen Universe Estimates; Hispanic TV Households by Language Strata, includes Speaks Only Spanish, Mostly Spanish, Spanish and English Equally, and Mostly English (based on Persons 2+); (2) Global Insight Hispanic Market Monitor (income reflects average); (3) Geoscape AMD 2009 Series, Census 2000, 2009 Estimates, 2014 Projections

49 Chicago INCOME & CONSUMER SPENDING (2) MARKET SIZE (1) POPULATION GROWTH (3) POPULATION DEMOGRAPHICS (1) 92% of Hispanics Speak Spanish at Home (1) #6#6 Hispanic DMA (Ranking by TV HHs) Hispanic Consumer Spending Hispanic Disposable Income Hispanic Disposable HH Income Source: (1) 2009 Nielsen Universe Estimates; Hispanic TV Households by Language Strata, includes Speaks Only Spanish, Mostly Spanish, Spanish and English Equally, and Mostly English (based on Persons 2+); (2) Global Insight Hispanic Market Monitor (income reflects average); (3) Geoscape AMD 2009 Series, Census 2000, 2009 Estimates, 2014 Projections Hispanic Population % Hispanic of Total Persons 2+ Children 2-11 Teens Adults Adults Adults Hispanic Population % Hispanic of Total ,270 Hispanic Households 14% of the DMA Hispanics Have Larger Households! 3.7 Persons vs. 2.7 Total Market The Hispanic Population Is Expected to Grow 47% from 2000 – 2014, Accounting for 79% of the Total Population Growth! $77,719$37.7 Bil.$40.0 Bil. 1,785, , , , , ,000 19% 26% 24% 27% 22% 19% Hispanics Are Projected to Save/Invest Approximately $2.3 Billion This Year! 16% 20% 22% 1,497,600 1,986,500 2,199,700

50 San Antonio INCOME & CONSUMER SPENDING (2) MARKET SIZE (1) POPULATION GROWTH (3) POPULATION DEMOGRAPHICS (1) 85% of Hispanics Speak Spanish at Home (1) #7#7 Hispanic DMA (Ranking by TV HHs) Hispanic Consumer Spending Hispanic Disposable Income Hispanic Disposable HH Income Source: (1) 2009 Nielsen Universe Estimates; Hispanic TV Households by Language Strata, includes Speaks Only Spanish, Mostly Spanish, Spanish and English Equally, and Mostly English (based on Persons 2+); (2) Global Insight Hispanic Market Monitor (income reflects average); (3) Geoscape AMD 2009 Series, Census 2000, 2009 Estimates, 2014 Projections Hispanic Population % Hispanic of Total Persons 2+ Children 2-11 Teens Adults Adults Adults Hispanic Population % Hispanic of Total ,990 Hispanic Households 47% of the DMA Hispanics Have Larger Households! 3.0 Persons vs. 2.7 Total Market The Hispanic Population Is Expected to Grow 42% from 2000 – 2014, Accounting for 67% of the Total Population Growth! $63,088$24.3 Bil.$24.6 Bil. 1,165, , , , , ,000 53% 61% 60% 59% 55% 52% Hispanics Are Projected to Save/Invest Approximately $300 Million This Year! 51% 54% 55% 1,032,100 1,305,200 1,461,700

51 Phoenix INCOME & CONSUMER SPENDING (2) MARKET SIZE (1) POPULATION GROWTH (3) POPULATION DEMOGRAPHICS (1) 84% of Hispanics Speak Spanish at Home (1) #8#8 Hispanic DMA (Ranking by TV HHs) Hispanic Consumer Spending Hispanic Disposable Income Hispanic Disposable HH Income Hispanic Population % Hispanic of Total Persons 2+ Children 2-11 Teens Adults Adults Adults Hispanic Population % Hispanic of Total ,180 Hispanic Households 21% of the DMA Hispanics Have Larger Households! 3.5 Persons vs. 2.6 Total Market The Hispanic Population Is Expected to Grow 113% from 2000 – 2014, Accounting for 47% of the Total Population Growth! $57,287$20.3 Bil.$21.7 Bil. 1,341, , , , , ,000 27% 40% 36% 38% 31% 27% Hispanics Are Projected to Save/Invest Approximately $1.4 Billion This Year! 23% 29% 32% 899,000 1,541,600 1,912,300 Source: (1) 2009 Nielsen Universe Estimates; Hispanic TV Households by Language Strata, includes Speaks Only Spanish, Mostly Spanish, Spanish and English Equally, and Mostly English (based on Persons 2+); (2) Global Insight Hispanic Market Monitor (income reflects average); (3) Geoscape AMD 2009 Series, Census 2000, 2009 Estimates, 2014 Projections

52 San Francisco INCOME & CONSUMER SPENDING (2) MARKET SIZE (1) POPULATION GROWTH (3) POPULATION DEMOGRAPHICS (1) 84% of Hispanics Speak Spanish at Home (1) #9#9 Hispanic DMA (Ranking by TV HHs) Hispanic Consumer Spending Hispanic Disposable Income Hispanic Disposable HH Income Source: (1) 2009 Nielsen Universe Estimates; Hispanic TV Households by Language Strata, includes Speaks Only Spanish, Mostly Spanish, Spanish and English Equally, and Mostly English (based on Persons 2+); (2) Global Insight Hispanic Market Monitor (income reflects average); (3) Geoscape AMD 2009 Series, Census 2000, 2009 Estimates, 2014 Projections Hispanic Population % Hispanic of Total Persons 2+ Children 2-11 Teens Adults Adults Adults Hispanic Population % Hispanic of Total ,730 Hispanic Households 15% of the DMA Hispanics Have Larger Households! 3.8 Persons vs. 2.7 Total Market The Hispanic Population Is Expected to Grow 33% from 2000 – 2014, Accounting for 87% of the Total Population Growth! $87,118$33.3 Bil.$35.0 Bil. 1,427, , , , , ,000 22% 31% 28% 31% 24% 20% Hispanics Are Projected to Save/Invest Approximately $1.7 Billion This Year! 19% 23% 24% 1,288,600 1,582,400 1,717,600

53 McAllen-Harlingen 91% of Hispanics Speak Spanish at Home (2) Source: (1) 2009 Nielsen Universe Estimates; (2) Global Insight Hispanic Market Monitor (income reflects average); (3) Geoscape AMD 2009 Series, Census 2000, 2009 Estimates, 2014 Projections INCOME & CONSUMER SPENDING (2) MARKET SIZE (1) POPULATION GROWTH (3) POPULATION DEMOGRAPHICS (1) # 10 Hispanic DMA (Ranking by TV HHs) Hispanic Consumer Spending Hispanic Disposable Income Hispanic Disposable HH Income Hispanic Population % Hispanic of Total Persons 2+ Children 2-11 Teens Adults Adults Adults Hispanic Population % Hispanic of Total 291,220 Hispanic Households 83% of the DMA Hispanics Have Larger Households! 3.4 Persons vs. 3.3 Total Market The Hispanic Population Is Expected to Grow 44% from 2000 – 2014, Accounting for 95% of the Total Population Growth! $53,377$15.1 Bil.$15.3 Bil. 1,001, , , , , ,000 86% 90% 91% 90% Hispanics Are Projected to Save/Invest Approximately $200 Million This Year! 88% 89% 90% 856,600 1,101,000 1,237,

54 15147 Woodlawn Avenue Tustin, CA Fax: 714/ CONTACT INFORMATION Cristina Vázquez Assistant Account Executive 714/ x-429


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