2013 post hispanic upfront television guide a digital supplement to broadcasting & cable and hispanicad.com With Drop Shadow Published by: Without Drop Shadow For Black Background For Black & White in color For Black & White in color For Black & White in white mcn_standard.indd 3 5/15/2013 8:29:52 PM Q A THE QUEST TO& CLOSE THE AD GAP UNIVISION’S CESAR CONDE BELIEVES HISPANIC TELEVISION WILL CONTINUE TO GROW. CONVINCING CLIENTS TO PARTICIPATE REMAINS AN INDUSTRY FRUSTRATION. Univision Networks president Cesar Conde is excited about the attention Spanish- language television—and forthcoming English-language offerings targeting Latinos— is getting from the mainstream media. In this Q&A with Adam R Jacobson, Conde discusses his network’s plans for 2013, including its digital initiatives and the vital importance of research in making the proper programming decisions across all screens. Spanish-language Adam R Jacobson: Cesar Conde: As evidenced by the have witnessed rst-hand the power of television conti nues to att ract the lion’s number of new Hispanic o erings Spanish-language media. e challenge share of Hispanic adverti sing dollars, cropping up across the media industry for us all is to close the ad gap. and new networks have emerged in the these days, the size, importance and last year—namely MundoFox, Univision Univision seems to be a in uence of the U.S. Hispanic community ARJ: Deportes, TLNovelas, and the revamped communicati ons company in is nally receiving the widespread NuvoTV. It’s clear that the thirst for transformati on, with TeleFutura acknowledgement it deserves. ese new Spanish-language television hasn’t becoming UniMás and Fusion’s launch o erings validate that Spanish-language slowed. Yet NuvoTV and Univision’s set for Q3. Can you summarize the key media is driving this growth. ere are forthcoming English-language network drivers, in terms of programming and still some advertisers who have yet to Fusion, the joint venture with ABC content, for these networks? fully embrace the economic opportunity News, may reinforce the idea that they have when targeting the Hispanic younger Hispanics are consuming less viewer as their consumer. e math CC: UniMás provides an alternative to Spanish-language television and that shows that the number of active brands the Univision Network by delivering the primary audience for Spanish- in Spanish-language advertising is still content from some of the most highly language TV is now 35+. Do adverti sers lagging behind our English-language acclaimed Spanish-language producers understand the conti nued need and peers. Univision’s advertising partners do in the world: Televisa, Caracol Television importance of Spanish-language understand that in order to e ectively and RTI Colombia. UniMás delivers television, despite the surge in English- connect with Hispanic consumers, more action, more drama and more sports preferred Hispanics? content and messaging needs to be in- than [predecessor network Telefutura]. culture and in-language. ese partners Fusion will provide English-language 3a A SUPPLEMENT TO BROADCASTING & CABLE AND HISPANICAD.COM 2013 Q&A hispanic television guide news, information, lifestyle and social media consumption. Research will Hispanics that today is available in more entertainment content, but through a always be important, and as audiences than 240 million devices—including Hispanic lens. add more platforms and devices to Xbox, Samsung, and Kindle. At our their viewing habits, everyone in the recent NewFront event, we unveiled : What sets the Univision Network ARJ industry will be playing catch-up. Like Flama, our new digital destination apart from its competi tors has much everyone else, we are exploring ways that will house original made-for-web to do with its access to Televisa to help our partners measure their content including recurrent series across programming—namely telenovelas. campaigns across multiple platforms. In a variety of genres, from comedy to What is some of the key programming fact, Univision, along with several other documentary, in addition to ancillary and content of interest to adverti sers? media companies, recently partnered editorial and the best in social features. with Nielsen for a pilot program that Where do you see Hispanic CC: Univision Network’s relationship measures online TV. ARJ: television networks, from a with Televisa gives us an enormous Television networks, in many programming and content perspecti ve, competitive advantage. We recently ARJ: ways, are no longer “television in 2023? Will younger Hispanics include reached a milestone by beating NBC for networks” but multi platf orm media Spanish-language media television in the rst time in an in-season sweep. is sources that now incorporate digital their weekly viewing habits? proves that we provide content that is and social platf orms. How is Univision appealing to Hispanics throughout the managing the content development country. We also provide U.S.- produced CC: Spanish-language media is alive “The size, importance and infl uence of the U.S. Hispanic community is fi nally receiving the widespread acknowledgement it deserves.” and rollout of programming for these productions and co- productions from and thriving. While most of the new content-delivery vehicles? Univision Studios. ese shows include English-language broadcast networks the highly popular Nuestra Belleza struggle to nd growth, Univision has Latina and Mira Quien Baila franchises, CC: ere is a huge demand for premium delivered gains and continues to attract which continue to deliver audiences. content on interactive platforms. We young audiences. In fact, our strongest e same can be said for our “tentpole” know consumer consumption patterns demographic performance is among event telecasts, including Premio Lo continue to change, and as an industry Adults 18-34. Certainly, a growing Nuestro, Premios Juventud, and the Latin we are evolving to meet the needs of our number of this segment is bilingual. GRAMMY Awards. audiences. In particular, Hispanics use Yet, Nielsen ratings show they are digital devices in big numbers and are seeking out and choosing the Univision : Research is vital for conti nued ARJ early technology adopters. We recognize Network. Out of the 25 most-watched growth of the U.S. Hispanic market, these trends and own the intersection of shows during the 2012-13 season for both from a programming and the two growth opportunities in media: bilingual Hispanics aged 18-34, 18 of marketi ng perspecti ve. How important Hispanic and digital. erefore, we these shows were on Univision. We also is quality research in determining the are focused on delivering a Univision- continue to deliver younger viewers best programming for all of Univision’s branded experience everywhere our during prime-time than our English- networks? Is there enough quality audience is. language broadcast peers—viewers with research in the Hispanic market today? a median age that is at least 10 years Our digital strategy is centered on younger. Univision continues to change CC: e growth of digital and mobile bringing content from our platforms and expand from what was once a niche platforms has increased the need for a to life through technology. at is why broadcast network into a multiplatform single metric—or a combined metric that in 2012 we introduced UVideos, the media powerhouse that re ects the ■ properly takes into account digital and only bilingual digital video network for young, dynamic audience we serve. 4a A SUPPLEMENT TO BROADCASTING & CABLE AND HISPANICAD.COM mcn_standard.indd 1 5/17/2013 1:14:11 PM 2013 MARKETPLACE DATA CENTER hispanic television guide POPULATION GROWTH FORECAST HISPANIC HOUSEHOLD INCOME AND In 2000 Latinos surpassed Blacks as the largest multicultural HOUSEHOLD EXPENDITURES group. In 2011 Hispanics comprised 16.4% of the total U.S. According to the U.S. Census Bureau’s report Income, Poverty, population. By 2016, nearly 18% of the population will be and Health Insurance Coverage in the United States: 2011, the Hispanic – accounting for 58.4 million. According to Census median household income of all U.S. Hispanics was statistically Bureau estimates, nearly 34% of Hispanics will be younger at in 2011, compared to 2010, at $38,624. Hispanic household than the age of 18 by 2017. is compares to 24% of the total income is greater than that of Blacks but less than Whites and population. Additionally, more than half of Hispanic women Asians. However, median household incomes for all non-His- are between 18 and 54 years of age. is compares to 47% of panics declined from 2010 to 2011. Hispanic men. Hispanics consume more than the average American house- Pew Hispanic Center tabulations of 2000 Census and 2011 hold in many categories. According to data from the Bureau of American Community Survey data show that North Carolina’s Labor Statistics, Hispanics’ average spending on food, bever- Hispanic population in 2011 is nearly 120% higher than in 2000. ages, housing, apparel and clothing, transportation, health care, At the same time, Maryland’s Hispanic population is 112% entertainment, and personal insurance and pensions is $41,981. higher and Minnesota’s Hispanic population is 120% higher. is compares to $35,311 for Blacks, $56,308 for Asians, and e most signi cant change was seen in South Carolina, where $50,723 for White non-Hispanics. the Hispanic population is 155% larger than in 2000. Hispanic population growth from 2001 to 2011 accounted for 52% of AVERAGE ANNUAL EXPENDITURES OF ALL total U.S. population growth. CONSUMER UNITS BY RACE/HISPANIC ORIGIN According to a Geoscape analysis of Census Bureau data (In Dollars) appearing in Hispanic Market Overview 2012, Charlotte is Type All CUs White Asian Black Hispanic the leading DMA in percentage gain for Hispanic population Food 6372 6585 7565 4524 6094 growth between 1990 and 2016. Atlanta and Raleigh are sec- Food at home 3753 3870 3905 2880 3784 ond and third, respectively, followed by the Orlando-Daytona Food away from home 2619 2715 3660 1645 2310 Housing 16895 17224 20395 13503 15983 Beach-Melbourne and Minneapolis-St.Paul DMAs.