UnivisionRadio_Deck_11-2012

Univision Radio
Connecting Hispanic
Consumers with Your Brand
Why Radio?
Radio is Tactical, Mobile, and a Great
Promotional Medium
Tactical
Targeted
Radio can pinpoint specific
consumers by age, gender,
geography, and acculturation,
therefore providing a gateway to
your marketing “hot” spots.
The frequency of radio spots
allows repetition of an ad
message to reinforce shopping
behavior or consumer action.
Promo
tional
Mobile
Closest to POP - Radio stays closer
to consumers for longer periods
during prime buying hours than
any other medium.
Radio and its personalities create
events. It can easily go on-site or
in-store to attract customers and
create excitement.
Retail
Driven
Flexible
From content to copy, radio is
flexible to the needs of the
advertiser in terms of both media
and creative.
Whether consumers are buying
clothes, shoes, or appliances,
Radio reaches them in all key
retail categories, right before they
are ready to buy.
3
Radio Reaches Consumers Right
Before They BUY
53%
35%
28%
19%
15%
Listen To
Radio
See Ad
on BB
Watch
TV
Use The
Web
Read
Newsp
12%
Read
Mag
% Who Used Medium Within 30 Min of Last Purchase
Source: Arbitron/Edison Research “The Road Ahead” June 2011 P18+
Based: Bought something at supermarket, department store, or any other type of store in past 24 hours
4
Radio Lifts Brand Advertising Results!
Key Branding Attributes Experience A Significant Lift When
Consumers Are Exposed To A Radio Campaign
+13%
Brand
Awareness
+20%
Purchase
Consideration
+14%
Purchase
Intent
+13%
Brand
Likeability
Average % Lift (Exposed to Radio Ad Schedule vs. Not Exposed)
Source: Arbitron Radio Today by The Numbers – Spring 2012
(Using Results from Radio Advertising Effectiveness Program, Ipsos OTX, 2010-11 – Ad Schedules for fast food restaurant, insurance, automobile, movies, office supply retailer, and bank).
5
Radio Reaches Over 95% of Hispanics
Radio Reaches more than 9 in every 10
Hispanic Adults every week
Total Market
Hispanic
96.0%
94.7%
95.0%
92.7%
94.8%
96.2%
94.7%
92.7%
A18+
A18-34
A25-54
A35-64
Source: RAB Radio Marketing Guide, based on RADAR ® 114, September 2012 (Monday-Sunday 24-Hour Weekly Cume Estimates) / %Reach across demos
6
Hispanics Continue To Drive Radio
Listening Growth
“
…The demographic headwinds facing radio’s core 18-49
and 25-54 demos are being softened by the booming
Hispanic population. Arbitron says the number of
Hispanic weekly radio listeners grew across nearly every
demographic segment.
Overall, the number of Hispanics (12+) who listened to
radio each week was up 2.5 million compared to a year
ago. The biggest gains were among Hispanic teenage
listeners which grew by 300,000 compared to last
September. Overall, radio reaches nearly 95% of all
Hispanics…
”
Source: Arbitron and Inside Radio, September 18, 2012
7
Brands and Marketers Are Increasingly
Investing on Hispanic Radio
Spanish Radio Advertising is Growing at A Faster Rate
Investment on Hispanic Spot Radio (Millions)
2010
Investment on Total Spot Radio (Millions)
2011
2010
$666
$14,181
2011
$14,060
$598
Hispanic Spot Radio Ad Spend Has
Increased +11% vs. the Previous Year
Total Spot Radio Ad Spend Has
Decreased -5% vs. the Previous Year
Source: 2012 Ad Age Hispanic Factpack (Hispanic Dollars), RAB Radio Revenue Report (Total).
Hispanics are Very ENGAGED with
Spanish Radio
Nearly 2-3x More Time
with Spanish Radio
Across Major Markets,
Hispanics Spend More Time Listening to SL Radio!
Time Spent with
EL Radio
Time Spent with
SL Radio
% Advantage
Los Angeles
3:15
5:30
+69%
New York
3:30
6:00
+71%
Miami
3:15
5:15
+62%
Houston
3:15
9:00
+177%
Chicago
4:00
8:45
+119%
Source: Arbitron PPM Q2 2012, Hispanic A18-49 AWTE (TSL), Total Week
(Top 5 SL Stations vs. Top 5 EL Stations among A1849)
9
Radio is The Original Social Network –
Truly Connecting with Hispanic Consumers
Hispanic Weekly Users A18-49
18.1 MILLION
9.9 million
9.6 million
About 72% of Hispanic A18-49 invite
Radio to be part of their lives.
On a typical day--
• 82% more will use Radio than will go to
Facebook
• 88% more will use Radio than will go to
Google Search
8.6 million
• 111% more will use Radio than will go to
3.1 million
• 476% more will use Radio than will go to
1.3 million
• 1218% more will use Radio than will go
YouTube
Pandora
to Twitter
Source: Simmons NHCS Spring 2012 FY, Hispanic A18-49 – Radio Cume Listening Total Week, Actual Websites Visited Last 7 Days
10
The Effectiveness Of
In-Culture Advertising
Culturally Connected Hispanics
Actively Research Brands and Products
% Of Hispanics That Agree
HA18-34
High CCI HA18-34
Hispanic A35+
57%
59%
52%
43%
35%
32%
I often look up product reviews online before I purchase a
product at the store
I often sign up via email or text message for sales at my
favorite stores
They are more open to brand messaging…
Source: 2012 Univision’s Cultural Connection Study, conducted in collaboration with Burke.
12
Commercial Impact and Ad Effectiveness
Is Higher With Spanish Radio
“I Often Pay Attention to the Ads on Radio”
40%
Ads on Spanish Radio are
23%
74% More Likely
12%
Non-Hispanics to
Ads on English
Radio
to impact their audience
compared to English Radio ads
heard by Hispanics.
Hispanics to Ads
on English Radio
Hispanics To Ads
on Spanish Radio
Source: Univision Media Habits Study 2010 (top 2 boxes: very descriptive, descriptive; Spanish Index is derived as follows… Hispanic listen to SL-radio/Hispanic
listen to EL-radio x 100, and Hispanic listen to SL-radio/non-Hispanic listen to EL-radio x 100)
13
Spanish Radio Ads Influence Purchase Behavior!
Hispanic listeners are 53% more likely to purchase products advertised on
Spanish Radio compared to Hispanic listeners of English radio.
Purchase Because of Ads:
26%
17%
11%
I AM MORE LIKELY TO PURCHASE PRODUCTS ADVERTISED ON RADIO
NON-HISPANIC: LISTEN TO ENGLISH RADIO
HISPANIC: LISTEN TO ENGLISH RADIO
HISPANIC: LISTEN TO SPANISH RADIO
Source: Univision Media Habits Study 2010 (top 2 boxes: very descriptive, descriptive)
14
The Univision Radio
Connection
Univision: A Large and Influential
National Audience
Unique Weekly Audience
16.4 MILLION
National Univision Radio Coverage
Seattle
Total US Hispanic Coverage
94 Percent*
Portland
Minneapolis
Boston
Boise
UNIVISION Radio Stations:
69 O&Os, 100+ Affiliates
Sacramento
San Francisco/SJ
Omaha
Salt Lake City
Fresno
13 stations ranked among the
Top 5 with total A18-49,
regardless of language.
Indianapolis
Kansas City
Wichita
Cincinnati
Nashville
Los Angeles
Amarillo
Albuquerque
San Diego
Memphis
Dallas
Lubbock
El Paso
Atlanta
Birmingham
San Antonio
Charlotte
Columbia
Wilmington
Jacksonville
Austin
New Orleans
Univision Radio stations are
#1 or #2 among Hispanics in
All Top 10 Markets.
Washington D.C
Richmond
Springfield
Phoenix
Tucson
New York
Philadelphia
Sioux City
Denver
Las Vegas
Bakersfield
Prov.
Chicago
Reno
Houston
Corpus-Christi
Orlando
Tampa
Ft Myers
Miami
McAllen /Brownsville
Univision Radio O&O States and Markets
Additional Affiliate States and Markets*
Source: Arbitron Nationwide Spring 2012A18-49 DMA Rankings MSu 6a-12m (including PR), *Coverage based on Univision, plus Envision, Monitor Latino, Mediabase,
and Piolin Affiliates , Highest Ranked = #1 or #2 Hispanic Rank with A18-49
Puerto Rico
16
An Audience As Large as The Next
Three Competitors Combined
Total Weekly Cume Listeners:
16.4 MILLION
8.7 million
4.4 million
3.2 million
2.7 million
2.2 million
Source: Arbitron Spring 2012 (DMA) - Unduplicated P12+ Cume MSu 6a-12m (incl. PR and Spill). Unduplicated Cumes for competitor groups, include non UVN markets also.
Entravision, Liberman, Clear Channel Hispanic and CBS Radio Spanish include Spanish Formatted Stations Only
17
Total Market Leader
Top Ratings Performance in Key Hispanic Markets Regardless of Language
Total Market
Rank:
A18-34
Total Market
Rank:
A18-49
Total Market
Rank:
A25-49
Total Market
Rank:
A25-54
Market
Station
Los Angeles
KLVE
6
4
3
4
New York
WXNY
7
10
7
8
Miami
WAMR
9t
8
6t
7
Houston
KLTN
2
2
2
1
Chicago
WOJO
6
6
3
4
Dallas
KLNO
2
2
2
2
San Francisco
KSOL
3t
4
5
7
Phoenix
KHOT
4
3t
3
3t
San Diego
KLQV
7
5
4
4
San Antonio
KBBT
2t
2
3
3
San Antonio
KROM
5
5
2
2
Las Vegas
KRGT
3
4
5t
10
Austin
KLQB
5t
5t
2t
9
Fresno
KOND
3t
3
3
4t
Mc Allen
KGBT-F
4
2
1
1
Albuquerque
KKSS
1
1
4
5
Source: Arbitron Nationwide Spring 2012, Total Market Demos, DMA Rankings, M-Sun 6a-7p
18
TOP 10 DMAs
Univision Stations Are #1 or #2 Among Hispanic
Consumers The Top DMAs
HISPANIC Rank:
A18-34
HISPANIC Rank:
A18-49
HISPANIC Rank:
A25-49
HISPANIC
Rank:
A25-54
Market
Station
Los Angeles
KLVE
2
1
1
1
Los Angeles
KSCA
4
2
2
2
New York
WXNY
2
2
2
2
Houston
KLTN
1
1
1
1
Miami
WAMR
4
2
2
1
Chicago
WOJO
1
1
1
1
Dallas
KLNO
1
1
1
1
San Francisco
KSOL
1
1
1
1
San Francisco
KBRG
2
2
2
2
San Antonio
KBBT
1
2
2
2t
San Antonio
KROM
2
1
1
1
Phoenix
KHOT
2
2
2
2
Mc Allen
KGBT-F
4
2
1
1
San Diego
KLQV
1
1
1
1
Las Vegas
KISF
3
2
2
2
Fresno
KOND
2
2
2
2
Albuquerque
KKSS
1
1
1t
2t
19
Source: Arbitron Nationwide Spring 2012, Hispanic Demos, DMA Rankings MSu 6a-7p
Univision Radio Leads with P18-49 Across Top
Markets Compared To Other Spanish Groups
TOP 10 DMAs
Persons 18-49
Los Angeles
39%
19%
22%
20%
-- void --
-- void --
New York
42%
59%
-- void --
-- void --
-- void --
-- void --
Miami
41%
28%
-- void --
-- void --
21%
-- void --
Houston
60%
-- void --
1%
23%
-- void --
16%
Chicago
69%
18%
-- void --
-- void --
13%
-- void --
Dallas
40%
-- void --
-- void --
39%
-- void --
20%
San Francisco
69%
17%
-- void --
-- void --
-- void --
-- void --
San Antonio
75%
-- void --
-- void --
-- void --
-- void --
-- void --
Phoenix
54%
-- void --
31%
-- void --
-- void --
-- void --
McAllen
57%
-- void --
23%
-- void --
-- void --
-- void --
Las Vegas
46%
-- void --
21%
-- void --
-- void --
-- void --
Albuquerque
48%
-- void --
14%
-- void --
-- void --
-- void --
Source: Arbitron Nationwide Spring 2012 DMA, Hispanic P18-49 / Total Week / Share of Spanish AQH by Group Owner
Univision Radio Has The Largest Share
of Spanish Listening In Key Radio Markets
Univision Radio is the only group with stations in all the Top 10 Markets,
and in these markets collectively, Univision delivers
over 50% of Spanish Radio Listening Among A18-49
SF
69%
LA
39%
NY
42%
CH
69%
PX
54%
DAL
40%
Source: Arbitron Nationwide Spring 2012, Adults 18-49 / Total Week /
Univision Share of Spanish AQH
SAT
75%
HOU
60%
MIA
41%
Univision Radio Delivers Their
Listeners Too!
With the Univision Radio Network, You Also Reach The Vast Majority of Listeners on Other Radio Groups
(i.e. 64% of Liberman’s audience in LA is found on Univision Radio)
Adults 18-49
UR Los Angeles
60%
UR New York
53%
UR Miami
58%
67%
58%
UR Houston
UR Chicago
87%
78%
80%
71%
UR Dallas
UR San Francisco
64%
71%
64%
81%
UR San Antonio*
93%
UR Phoenix
77%
UR Las Vegas
76%
Indicates no presence for the group in the market
Source: Arbitron PPM Q3 2012, P18-49 Duplication / Total Week / Based on 1+ Hours of Listening Each Week.
*San Antonio groups include Spanish Stations Only; CBS and CC include Spanish formats only.
Our Exclusive Content
Platforms
Targeted Radio Formats
Regional
Mexican
Sp. Adult Hits
(Recuerdo)
Spanish CHR
Hot AC
Tropical
Latin Rhythmic
Plus additional Music and Talk Formats
24
Formats That Reflect Our Audience
Relevant. Engaging.
Our music and talk formats deliver people of multiple countries of origin.
Of multiple races and religions.
Celebrate their strong cultural traditions and Hispanic heritage.
And cover a broad spectrum of acculturation.
Top Ranked Morning Drive Personalities Among
Hispanic Listeners
Los Angeles
Univision Radio is the home of today’s most popular
Latin radio hosts, whose talent wins over the
airwaves across major U.S. cities. Univision’s
EXCLUSIVE personalities consistently deliver top
audiences in #1 AM Drive nationally and at the local
market level.
#1
New York
Dallas
#1
San Francisco
#1
#1
Miami
Phoenix
#1
#1
Houston
San Antonio
#1
#1
Chicago
McAllen
#1
#1
Source: Arbitron Nationwide Spring 2012, Hispanic P18-49 MF 6a-10a
26
“Influencer” FM Personalities
81% listen to their
55% listen to their favorite
69% follow their favorite
favorite personality
wherever they can
personality via computer or mobile
device when away from a radio
personality and or/station on
social media
Source: University of Southern California, “Parasocial Interaction Between On-air Radio Personalities and Listeners,” 2012.
27
Radio Personalities Provide A Very
Strong Cultural Connection
75%
More than 3/4 of Listeners turn the radio
on because they know their favorite
personality is on the air
…And listen longer because of them!
Source: University of Southern California, “Parasocial Interaction Between On-air Radio
Personalities and Listeners,” 2012.
28
Univision America Network
Launch Date: July 4, 2012
 New AM radio network designed to
inform, entertain, and empower Hispanic
Listeners
 It includes radio stations in top Hispanic
markets across the country and features
local, national and international news,
weather and traffic updates, as well as
shows focused on the issues that matter
most to Hispanics, including current
events, health and family, finances,
education, sports, and entertainment
More Listeners
More Shows
More Exposure
29
Univision America Network

The largest Spanish AM network in the U.S.
 National delivery of U.S. and international news leveraging the power of the Univision
brand in America

Consumer targeting via specific content areas, such as local news, weather and traffic
updates, and/or specific category environments

Younger, more dynamic audience, not reached by English language media

On-air (in-show) integration and programming solutions leveraging some of Hispanic
media’s most influential personalities
 Digital extensions including Streaming, SMS/Mobile, Social Networking and other
interactive platforms

Customized Events and Retail Activations
30
Univision America
A Network of Powerful SL AM Stations Across the U.S.
Univision America Stations
KTNQ
WQBA
KLAT
WRTO
KFLC
KCOR
KGBT
KQBU
KLSQ
WADO
Los Angeles
Miami
Houston
Chicago
Dallas
San Antonio
Mc Allen
El Paso
Las Vegas
New York*
Univision America covers 8 of the Top 10
Hispanic DMA’s
And more than 51% of U.S. Hispanics live in the Top 10 markets
Source: Arbitron Nationwide Spring 2012, Hispanic A18-49
* New York’s WADO not rebranded as UA, but airing the Univision America programming
31
Univision America
Targeted On-Air Environments
Weekday Programming
Univision America
M-F 6a-9a
Local, National, and
International News
Dra. Isabel Show
M-F 12 p – 2 p
Self Empowerment
Helen Aguirre
M-F 4p-6p
National Issues and Politics
Locura Deportiva
M-F 6 p – 7p
All Sports Show
El Colmillo
M-F 8 p – 9 p
Entertainment Talk
Program Times Listed are Eastern Standard Times
Fernando Espuelas
M-F 2 p-4p
Current Events and Politics
Sanísimo
M-F 7 p – 8 p
Health and Nutrition
32
Univision America
Targeted On-Air Environments
Weekend Programming
El Garaje De Autozone
Sat. 9a – 10a
Automotive Talk
Tu Dinero con Julie Stav
Sat. 12n – 2p
Financial Literacy
Hit Parade de America
Sun. 3p – 5p
Music Countdown
Dra. Aliza
Sat. 11 a– 12n
Family Health
Cuentas Claras
Sat. 10a – 11a
Finance 101
El Show de Alfonso Aguilar
Sat. 2p– 4p
Political Commentary/Analysis
Locura Deportiva
Sun. 5p– 7p
All Sports Show
El Handyman
Sat. 4p – 5p
Home Improvement
Sunday and Monday Night Football
Scheduled Times
Live Play by Play
33
Program Times Listed are Eastern Standard Times
“Influencer” Personalities on AM
52% of Dra. Isabel’s
1 in every 2 of
Listeners are likely to
buy a product she talks
about on her show
Julie’s Listeners are likely
to buy a product she
talks about on her show
54% feel comfortable
asking doctors about
prescription medications
advertised
Sources: GfK National Hispanic Omnitel, May 2011
2010 Yankelovich MONITOR Multicultural Marketing Study, HA18+
Fernando brings the rare
perspective of a person who
respects the heritage of the
past, but who has touched the
future. As a result, his opinions
have a timely resonance” Henry Cisneros
34
El Show de María Marín
Self Empowerment
Opportunities
Maria Marín voice is a tidal wave sweeping over
millions of women around the U.S. and Puerto Rico.
• National commercial inventory
Inspiring, motivating and entertaining with music
and talk, she speaks, and listens, to what women
care about: love, family, career, and personal
success. Ride this wave, and your brand will do the
same.
Recognized as one of the 25 Most Powerful Women
in the U.S. by People en Español.
• Customized Client vignettes
• Segment Sponsorships
• Live Reads available
• Talent Appearances available
• Digital Program Extensions:
Streaming, Mobile, Online and Social
Networking
• Caller-Line Sponsorships
She is a Trusted Resource
About 1 in 4 Hispanics regularly listen to Maria’s
show on Spanish radio.
Most Current Book Release,
2012 – “If I’m so Fabulous,
Why Am I Single?”
And more than half of her listeners (52%) are
likely to buy a product or service if she talks about
it on her show!
Source: GFK/NOP National Hispanic Omnitel/ May 2011, Base A18+
35
National Football League
Hosted by Rafael Hernández Brito
National Football League
Monday Night, Conference Playoffs, and Super Bowl
Sunday Night, Monday Night
Every Sunday and Monday night, broadcasts on Radio America the NFL
Primetime game of the week “live.” Univision Radio hosts cover all the
action from start to finish with pre-season games, all primetime, and
post season games, including the Pro Bowl in Hawaii and The Super
Bowl.
Schedule of NFL Games
Hall of Fame Pre-Season Kickoff Classic
Prime Time Sunday Night Games
Prime Time Monday Night Games
Thanksgiving Day
10 Play-Off Games
Super Bowl
Pro Bowl
Univision Radio Delivers
Bilinguals
Eight in Ten Univision Radio Listeners
are Bilingual
Univision Radio Hispanic A18-49
Total Week
80% of Univision Radio listeners
speak both Spanish and English, or
are Bilingual.
Span & Engl, 80%
And just 2% of the audience speaks
English Only
Span Only, 17%
Engl Only, 2%
Source: Simmons NHCS Spring 2012 FY, Hispanic A18-49 Listen to Univision Radio, M-Su 6a-12m
Univision Radio Listeners Do NOT Engage with
Top Ranked English Radio Stations
Univision Radio Hispanic A18-49 % Missed by English Stations
Univision Radio New York
Univision Radio Los Angeles
75%
Do not listen to WKTU-FM
79%
Do not listen to KXOL-FM
84%
Do not listen to WLTW-FM
79%
Do not listen to KAMP-FM
86%
Do not listen to WHTZ-FM
80%
Do not listen to KIIS-FM
86%
Do not listen to WWPR-FM
81%
Do not listen to KPWR-FM
86%
Do not listen to WXRK-FM
88%
Do not listen to KOST-FM
Source: Arbitron PPM Jul-Aug-Sep (Q3) 2012, Hispanic P18-49 MSu 6a-12m Univision Radio Duplication (based on at least 1 or more hours of listening each week)
39
Bilingual Hispanics Prefer To Listen To Univision
Radio Stations In All Top Markets
“ I speak Spanish,
I speak English,
Y a veces, I speak
BOTH”
1
#
in Key Markets Including:
New York* -- Miami
Houston -- Chicago
Dallas -- San Francisco
San Antonio -- San Diego
Albuquerque -- Las Vegas*
Source: Arbitron PPM Q3 2012, Hispanic P18-49 Bilingual AQH Rank M-Su 6a-12m (based on 1+ hours of listening each
week) - * indicates #2 Ranking
40
Univision Radio Delivers
Valuable Consumers
Meet The Univision Radio Listener
UVN Listener
19%
26%
19%
16%
15%
26%
22%
17%
16%
71%
13%
17%
69%
12%
60%
63%
51%
52%
47%
54%
46%
48%
AGE
Listener Age
18-24
25-34
35-44
45-54
Median: 38 yrs old
44%
All Hispanics
56%
LANGUAGE
Spanish Only
Bilingual
English Only
EMPLOYMENT
Full or Part Time
HOME OWNERSHIP
Own a Home
CHILDREN IN HH
Any
EDUCATION
Graduated H.S.
College or More
Source: Simmons NCS/NHCS Spring 2012 FY, A18+ Listen to Univision Radio
I am Two Cultures Combined Into
A New One!
I’m An Individual
I Embrace Collaboration
I’m Proud Of My Heritage
I Love America
I Listen to Mana
I Listen to U2
I Am on Facebook
I Post in English & Spanish
I Have a Twitter Account
I Tweet in Span & Eng
I’m A Mobile Consumer
95% of Univision Radio’s weekly audience owns a cell phone
I want more from my phone
51%
I use my phone in many different ways to get
the information that I need
My phone allows me to stay connected in many ways
43%
My cell phone connects me to my SOCIAL
world
Source: Simmons NCS/NHCS Spring 2012 FY, A18+ Listen to Univision Radio
I Like To Shop and Set Trends
I really like to go shopping frequently! - Index 136
I am an Early Adopter
53%
I am the first new fashions, gadgets, food
products, or new stores! Index 134.
I am an Influencer
48%
Friends often ask for advice before buying
new things like electronics, or financial
products. Index 108.
Source: Simmons Spring 2012 NHCS Adult Survey Full-Year, A18+ who listened to Univision Radio
Music is “My Culture”
Music is a HUGE hobby for me
71%
Listen to music as a main hobby and source of
entertainment
Music is ingrained in my daily life
65%
Believe that Music plays an important
part of my life.
Love to go out, seek live music for entertainment
43%
Enjoy going out to bars, nightclubs, dancing
or attending live concerts and events
Source: Simmons NCS/NHCS Spring 2012 FY, A18+ Listen to Univision Radio
Event Marketing Platforms
47
Music Resonates With Our Consumers
and Influences Mainstream Culture
Maná Jumps Past Britney Spears In Record 11 Shows at
L.A.'s Staples Center
“Mexican rock band Maná, the biggest-selling and touring Latin rock group, last year tied Britney
Spears with eight sold-out shows at Los Angeles' Staples Center, but this week return to the
Southland for another career milestone: three more nights, giving the rock act a total of 11
unprecedented sold-out shows at the venue…”
Redefining the Meaning of “Crossover”
“For years music executives have assumed that Latin American musicians would have to record
in English to achieve major success in the United States, like Shakira or Ricky Martin. But Maná,
with its mix of love songs and more pointed political material about immigration and the
environment, has been playing sold-out concerts across the United States for decades, selling
millions of records in the process. And while it has attracted fans with no connection to Latin
America with its Police-style reggae and pop-influenced rock, the band has no plans to begin
singing in English…From Maná’s perspective, crossing over may be an anachronism. It has
simply redefined what crossover means.“
Sources: Billboard “Mana Jumps Past Britney Spears In Record 11 Shows at L.A.'s Staples Center” Apr 16, 2012 /
New York Times “Redefining the Meaning of Crossover” May 16, 2012
Univision Radio Music Marketing
Event Overviews
H20 Privado Concert Series
For the past ten years, Univision Radio has produced the quarterly Private Concert Series, the most
recognized, intimate and exclusive Latin music experience featuring the most
well-known and chart topping artists. Beginning in 2013, we will extend our highly
successful and established H20 music brand to this outstanding marketing platform to
proudly present the “H20 Privado Concert Series”!
H20 Music Festival
In 2012 Univision Radio launched the inaugural H20 Music Festival featuring A-List Latin
and General Market Artists performing at the same event. The H20 Music Festival is a
one-of-a-kind targeted marketing platform designed to engage the Total Market
consumers who share the same passions: The Universal love of great music and unique
entertainment experiences with the flavor of the Latin culture!
H20 Privado Concert Series
Past Artist Performances Have Included:
Enrique Iglesias
Paulina Rubio
Ricky Martin
Pitbull
Mana
Marc Anthony
Juanes
H20 Music Festival
2012 Artist Performances Included:
Mana
Gym Class Heroes
Ozomatli
Snoop Dogg
Juanes
John Legend
Prince Royce
Intocable
Wisin y Yandel
Weezer
Damian Marley
2013 Univision Radio
Music Marketing Platform
Q1
Q2
Q3
Q3
Q4
H20 Privado
Concert Series
H20 Privado
Concert Series
H20 Privado
Concert Series
H20 Music Festival
H20 Privado
Concert Series
Miami
New York
Miami
Los Angeles
Las Vegas
February
May
July
August
November
Guzman Theatre
Roseland Ballroom
Guzman Theatre
LA State Historical
Park
House of Blues
Attendance: 2,000
Attendance: 2,000
Attendance: 2,000
Attendance: 15,000
Attendance: 2,000
Artist TBD
Artist TBD
Artist TBD
Artists: TBD
Artist: TBD
2013 Univision Radio Music Marketing
Sponsorship Opportunities
 National, Regional and Local Media Promotion
• Radio, TV & Interactive
 National, Regional and Local Sweepstakes Consumer Promotion
• Consumer VIP Fly-Away Promotion
 Retail Activation Promotion
• Drive-to-Retail Promotion
 Digital Promotion
•
•
•
•
Local Univision Radio Station Web-Site Promotion
Audio Streaming, Banner & Pre-Roll Promotion
H20MusicFestival.com Promotion
Univision Radio/H20 App Promotion
 Social Networking Promotion
• Facebook, Twitter, Instagram, etc.
 On-Site Event Activation
•
•
•
•
•
•
•
•
Branded Consumer/Sponsor VIP Area
Consumer VIP Artist Meet and Greet
Digital Main Stage Signage
Live Streaming Sponsorship
Stage Mentions
Free-Standing Exhibition Area
Product Sampling/Display/Distribution
And much, much more!
Fillmore.
Miami Beach
Univision
Radio
Private
Concerts
Univision
Radio
Private
Concerts
Custom Retail Activation
Programs
56
Consumer Impact Beyond Radio
Influencer
Marketing
Retail
Activation
High-profile Local & National
personalities promote & create
brand alignment via content
integration & product
endorsement platforms
Customized, strategic and tactical
Retail Activation programs utilizing
our Local promotional marketing
divisions to drive distribution,
channel traffic, create brand
awareness and move product
Experiential
Marketing
Cinco de Mayo
Fiestas Patrias
Private Concert Series
Latin Grammy Street Parties
Award Shows
Women/Family Expos
57
Attracting Consumers and Moving Product
In-Store and Retail Activations
Opportunity to Drive Traffic and
Move Product at The Local Level
Spanish Language POP and
Univision Radio Media Drives
Consumers To Redeem Offers
Product Sampling and Giveaways
For Consumers In-Store
Talent Meet & Greets at Retail
Locations
58
Beyond Broadcast Radio
59
TECHNOLOGY IS A CULTURAL AND SOCIAL ENABLER
Smartphones:
A Hub For Hispanics
72%
of Hispanics own
smartphones that’s 29%
more likely than white
Non-Hispanics
Video
Messaging
VoIP
Mobile
Video
Streaming
audio
Photo
messaging
Game
downloads
Mobile
Internet
149
146
134
128
116
114
106
61
Source: Nielsen Mobile Media Marketplace, Q3 2012, U.S. A13+; Base: Smartphone Owners Only
Univision Radio’s Audio Streaming
Univision Radio's popularity continues to grow on
traditional broadcast, and now through Audio
Streaming as well.
Univision Radio streams are available via our local
Station web sites, the award-winning Univision Radio
App, and iHeartradio.
Adding Audio Streaming to your Radio schedule
allows you to:
1. Stay with our most engaged listeners
throughout the day
2. Offer consumers a ‘click’ for more
information, coupons, etc
Audio Streaming:
A Fast Growing Opportunity
Streaming Cume Growth
October 2010 – October 2012
811,548
Univision Radio’s Streaming impressions
continue to show impressive double-digit
growth:
+61%
Growth Year Over Year
505,270
458,305
+77%
Growth vs. 2010
Oct-10
Oct-11
Oct-12
Sources: Triton Digital Webcast Metrics August 2012. Univision Radio Streaming Cume.
63
Univision’s Audio Streaming Delivers
The Tech Savvy Hispanic Consumer
Monthly Streaming
Cume: 811,548
Avg. Time Spent:
34 minutes
Active Sessions:
9,485,593
Sources: Triton Digital Webcast Metrics October 2012. Univision Radio Streaming Totals
64
Video Streaming/Pre -Roll
Univision delivers your message to
an engaged audience with the
Univision Radio audio and video
player.
Your :30/:15 second pre-roll spot
runs before online users stream
Univision Radio stations online.
These spots also feature a 300x250
companion ad banner linking
listeners to your website
Video Pre Roll and Sync’d Banners run along
with streaming units on the streaming sites
for the full Univision Network
Streaming 46 Univision Radio Stations
in 17 Markets
Chicago
WOJO
WPPN
WVIV
San Francisco
KSOL
KVVF
New York
WXNY
WQBU
WADO
Las Vegas
KISF
KRGT
Fresno
KOND
KLLE
Phoenix
KHOT
KQMR
El Paso
KBNA
Los Angeles
KSCA
KLVE
KRCD
KTNQ
Recuerdo*
Amor Celestial
San Antonio
KXTN
KBBT
KGSX
KROM
Dallas
KESS
KLNO
KFZO
KDXX
Miami
WAMR
WRTO
WAQI
UnivisionAmerica*
Albuquerque
KIOT
KKSS
San Diego
KLNV
McAllen
KGBT
Austin
KLJA
KLQB
*Network feed
Houston
KLTN
KAMA
KOVE
KQBU
Puerto Rico
WKAQ-FM
WKAQ-AM
Radio App – Mobile Streaming
Extend the power of your message to over 1.1 MILLION mobile users via
influential station brands and high profile personalities
Total Downloads
1,167,134
iPhone:
461,685
Android:
705,449
iPhone Launch Date: August 2011
Android Launch Date: November 2011
Did You Know?
Hispanic Consumers
are more likely to
download
Entertainment or
Radio Apps
43% of Hispanics vs. 39% of Total
Adults use Radio apps on their
smartphones or tablets!¹
Sources: UIM Intranet + Apple Reports October. 2012
¹IAB Hispanic Consumers & Digital Media Report, Oct. 2012
Best Socially-Savvy Radio
App
2011 Media Vanguard Awards:
Broadcast to Digital
• The Univision Radio App has been recognized as
the Best Socially-Savvy Radio App from the 2011
Media Vanguard Awards. More than 200,000 users
have signed on since the launch in August 2011,
• Univision Radio App lets mobile fans tune into 45
Univision stations and connect with DJs through
Facebook, Twitter, and text messaging-all on their
mobile device.
Advertising Age, November 14, 2011
68
Video Opportunities
Personality Endorsements
Why not use the power of Univision Radio personalities
to increase brand awareness and/or drive sales of your
product, in a culturally relevant way?
Hispanics Watch More
MORE DIGITAL VIDEO
They watch 11% more digital video
through mobile devices,
and watch 38% more digital video
online than white non-Hispanics.
click here to visit video gallery online
Source: Nielsen Cross-Platform Report Q2 2012 Monthly time spent in hours :
minutes by ethnicity and race
69
Univision
Radio is
Home
To Our
Listeners
Anytime,
Anywhere
Via Digital
Connections
Tuned-in to
Our Stations
Latinos LIVE on
Univision Radio
Attending Our
Events
Interacting with Our
Personalities
Anytime,
Anywhere
We Can Do Things That You Just Can’t Do
Anywhere Else
Extending the power of your message.
radio
71
Univision’s Media Platforms Combined Deliver The
Majority of Hispanic P18-49 In Top DMAs
radio
Weekly Cume Reach
Watch Univision
or Telefutura
Listen to
Univision
Radio
Visit
Univision.
com
Univision
Radio + TV +
Online Combined
Los Angeles
54%
50%
9%
70%
New York
51%
66%
16%
80%
Miami
45%
67%
14%
79%
Houston
63%
75%
14%
86%
Chicago
52%
72%
10%
82%
Dallas
56%
57%
11%
73%
San Francisco
58%
69%
11%
81%
San Antonio
25%
75%
14%
80%
Phoenix
43%
52%
6%
62%
San Diego
43%
55%
7%
67%
Hispanic P18-49
Source: Scarborough Release 2 2012 FY, Hispanic P18-49 Qualitative Cume Reach / DMA Total Week
*San Antonio Online includes all Radio Station Websites
Appendix
73
Univision Radio Markets and Stations – 2012
STATION
AMFM
FREQ.
MARKET
FORMAT
STATION
AMFM
FREQ.
MARKET
FORMAT
KJFA
FM
105.1
ALBUQUERQUE
REGIONAL MEXICAN
KSCA
FM
101.9
LOS ANGELES
REGIONAL MEXICAN
KKRG
FM
101.3
ALBUQUERQUE
SPANISH HOT AC
KTNQ
AM
1020
LOS ANGELES
NEWS/TALK/SPORTS
KKSS
FM
97.3
ALBUQUERQUE
RHYTHMIC CHR (ENGLISH)
KBTQ
FM
96.1
MCALLEN
SPANISH ADULT HITS
KIOT
FM
102.5
ALBUQUERQUE
CLASSIC ROCK (ENGLISH)
KGBT
FM
98.5
MCALLEN
REGIONAL MEXICAN
KLJA
FM
107.7
AUSTIN
REGIONAL MEXICAN
KGBT
AM
1530
MCALLEN
NEWS/TALK/SPORTS
KLQB
FM
104.3
AUSTIN
REGIONAL MEXICAN
WAMR
FM
107.5
MIAMI
SPANISH CONTEMPORARY
WOJO
FM
105.1
CHICAGO
REGIONAL MEXICAN
WAQI
AM
710
MIAMI
NEWS/TALK/COMMENTARY
WPPN
FM
106.7
CHICAGO
SPANISH CONTEMPORARY
WQBA
AM
1140
MIAMI
NEWS/TALK/SPORTS
WRTO
AM
1200
CHICAGO
NEWS/TALK/SPORTS
WRTO
FM
98.3
MIAMI
SPANISH HOT AC
WVIV
FM
103.1
CHICAGO
SPANISH HOT AC
WADO
AM
1280
NEW YORK
NEWS/TALK/SPORTS
WVIX
FM
93.5
CHICAGO
SIMULCAST WITH WVIV-FM
WQBU
FM
92.7
NEW YORK
SPANISH TROPICAL
KDXX
FM
107.1
DALLAS
SPANISH HOT AC
WXNY
FM
96.3
NEW YORK
SPANISH HOT AC
KESS
FM
107.9
DALLAS
RHYTHMIC CHR (ENGLISH)
KHOT
FM
105.9
PHOENIX
REGIONAL MEXICAN
KFLC
AM
1270
DALLAS
NEWS/TALK/SPORTS
KHOV
FM
105.3
PHOENIX
SIMULCAST WITH KHOT-FM
KFZO
FM
99.01
DALLAS
REGIONAL MEXICAN
KKMR
FM
106.5
PHOENIX
SIMULCAST WITH KOMR-FM
KLNO
FM
94.1
DALLAS
REGIONAL MEXICAN
KOMR
FM
106.3
PHOENIX
SPANISH ADULT HITS
KAMA
AM
750
EL PASO
NEWS/TALK/VARIETY
KQMR
FM
100.3
PHOENIX
SPANISH HOT AC
KBNA
FM
97.5
EL PASO
REGIONAL MEXICAN
KBBT
FM
98.5
SAN ANTONIO
RHYTHMIC CHR (ENGLISH)
KQBU
AM
920
EL PASO
NEWS/TALK/SPORTS
KLLE
FM
107.9
FRESNO
SPANISH CONTEMPORARY
KCOR
KGSX
AM
FM
1350
95.1
SAN ANTONIO
SAN ANTONIO
NEWS/TALK/SPORTS
SPANISH HOT AC
KOND
FM
92.1
FRESNO
REGIONAL MEXICAN
KROM
FM
92.9
SAN ANTONIO
REGIONAL MEXICAN
KRDA
FM
107.5
FRESNO
SPANISH ADULT HITS
KVWG
FM
95.3
SAN ANTONIO
SIMULCAST WITH KXTN
KAMA
FM
104.9
HOUSTON
SPANISH CHR
KXTN
FM
107.5
SAN ANTONIO
TEJANO
KLAT
AM
1010
HOUSTON
NEWS/TALK/SPORTS
KLNV
FM
106.5
SAN DIEGO
REGIONAL MEXICAN
KLQV
FM
102.9
SAN DIEGO
SPANISH ADULT HITS
KLTN
FM
102.9
HOUSTON
REGIONAL MEXICAN
KBRG
FM
100.3
SAN FRANCISCO
SPANISH ADULT HITS
KOVE
FM
106.5
HOUSTON
SPANISH ADULT HITS
KSOL
FM
98.9
SAN FRANCISCO
REGIONAL MEXICAN
KPTY
FM
105.3
HOUSTON
SIMULCAST WITH KAMA
KSQL
FM
99.1
SAN JOSE
SIMULCAST WITH KSOL-FM
KQBU
FM
93.3
HOUSTON
REGIONAL MEXICAN
KVVF
FM
105.7
SAN JOSE
SPANISH HOT AC
KISF
FM
103.5
LAS VEGAS
REGIONAL MEXICAN
KVVZ
FM
100.7
SAN FRANCISCO
SIMULCAST WITH KVVF-FM
KLSQ
AM
870
LAS VEGAS
NEWS/TALK/SPORTS
WKAQ
FM
104.7
SAN JUAN
TOP 40 HITS
KRGT
FM
99.3
LAS VEGAS
SPANISH HOT AC
WUKQ
FM
99.1
MAYAGUEZ
SIMULCAST WITH WKAQ-FM
KLVE
FM
107.5
LOS ANGELES
SPANISH AC
WKAQ
AM
580
SAN JUAN
NEWS/TALK/SPORTS
KRCD
FM
103.9
LOS ANGELES
SPANISH ADULT HITS
KRCV
FM
98.3
LOS ANGELES
SIMULCAST WITH KRCD-FM
WYEL
WUKQ
AM
AM
600
1420
MAYAGUEZ
PONCE
TRIMULCAST WITH WKAQ-AM
TRIMULCAST WITH WKAQ-AM
As of 11.26.2012
2012 Event Participating Sponsors
Radio Plays A Vital Role In The Media Mix For Hispanics
Impressive Increases in
Audience Share
Spanish Radio’s national avg. quarter
hour shares have seen double digit
growth over the past 9 years!
Significantly Outpacing
Population Growth
Spanish Radio Listening Outpaces
Hispanic Population Growth in the
Last Decade
Almost 3x Media Share of
Hispanic Media
Radio accounts for 1 in 5 dollars
spent in Spanish media, while only
7% of Total Media mix.
P12+ National AQH Share / Spanish Formats
12.4
7.7
Spr ‘02
Spr ‘11
Population Growth 2010-2000
+43%
Hispanic Pop.
Growth
+56%
Spanish Radio
Share Growth
% Of Total Media Dollars Allocated to Radio
7%
Total
Media
Sources: 2011 Hispanic Radio Today (National Spanish Format Share Aggr.) , 2010 Census – Hispanic Population Growth
Media Allocations: Total Ad Spend: Kantar Media Jan-Jun 2011 / SL Ad Spend: 2010 Hispanic Factpack (excl. Network)
18%
Spanish
Media
76