Hispanic Fact Pack 2013.Pdf

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HISPANIC FACT PACK 2013 10 YEARS OF BIG CHANGE U.S. marketing, media, demographics and agencies

Welcome to Ad Age’s 10th annual Hispanic mer of Beech-Nut Goya baby food, a line of Fact Pack, and all the changes a decade has Latin flavors and combinations that reflects brought in marketing to Hispanic consumers. today’s demographics: One-fourth of U.S. births In our inaugural Hispanic Fact Pack, we are to Hispanics, who typically buy more baby reported that 2003 U.S. Hispanic media spend- food than do other groups. ing totaled $2.8 billion. That nearly tripled to Only five of this year’s 10 biggest Hispanic $7.9 billion in 2012 (Page 6). And Hispanic inter- agencies (Page 38) were in the top 10 a decade net display spending, now at $431 million, ago—Bravo Group, Lopez Negrete wasn’t even measured a decade ago. Communications, Alma, Zubi and Dieste. One Many of the players are still the same— former top 10 agency, WPP’s Mendoza Dillon & Procter & Gamble Co. is the most important Asociados, has disappeared through mergers; U.S. Hispanic advertiser, spending $246.2 mil- it’s now part of WPP’s Bravo. Newcomers lion in 2012 (Page 8)—up from $169.8 million in include fast-growing LatinWorks, now the third- 2003—and Univision remains the biggest biggest Hispanic shop (from No. 16 in the 2004 Spanish-language media group. But the game is edition and No. 5 last year), and Conill, ranked very different. No. 5 from No. 13 a decade ago. In the last decade, the fastest growth in the The Coral Gables, Fla., headquarters of U.S. Hispanic market has shifted from foreign- Accentmarketing is in the process of closing. born immigrants to U.S.-born Hispanics, and that Accentmarketing, which is 49% owned by is reflected in media and marketing. New Interpublic Group of Cos., continues to operate a Hispanic media properties, for instance, increas- small office in West Hollywood, Calif., reporting ingly target bilingual and English-speaking mil- through Interpublic's Axis Agency. lennials. Univision and Walt Disney Co.’s ABC are Specialist media-buying agencies were slow partnering to launch English-language cable to move into the U.S. Hispanic sector, and unlike news channel Fusion in the second half of 2013; in the general market, some of the biggest Univision also is an investor in El Rey Network, Hispanic shops are still full-service ad agencies an English-language cable channel in the works with media departments. For the first time, the from filmmaker Robert Rodriguez. In print, five biggest Hispanic media agencies are special- Hearst Corp.’s English-language Cosmopolitan ist shops, but half of the 16 media agencies with for Latinas will publish four issues this year. more than $3 million in media-services revenue Marketers are increasingly considering are full-service Hispanic agencies (Page 42). Hispanics’ tastes and seeing them become pref- In agency honors, LatinWorks was Ad Age’s erences in the general market, too. It’s no coin- Multicultural Agency of the Year and La cidence that the 25 largest Hispanic advertisers Comunidad won a spot on Ad Age’s Agency A-List now include General Mills and Mars Inc., nei- (Page 41). Both agencies were awarded at the ther of which was in that ranking a decade ago. Cannes Lions festival in June 2013, along with Hispanic-owned Goya is partnering with Hero Alma, Grupo Gallegos and Lapiz. AG’s Beech-Nut in a national rollout this sum- —LAUREL WENTZ Correction: An earlier version of this story incorrectly stated that Concept Café had completely shuttered. It is now operating from Boston.

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HISPANIC FACT PACK 2013 INSIDE

NMARKETINGN NDEMOGRAPHICSN

P. 6 I P. 3 4 I Hispanic ad spending by medium Population Hispanic media ad spending growth rates U.S. population totals Spending by medium Hispanic discretionary spending

P. 8 I P. 3 6 I Largest advertisers Average time spent by online Hispanics Largest spenders in Hispanic media, including On media-related activities magazines, newspapers, TV, radio and internet Purchase plans Via device by category NMEDIAN NAGENCIESN P. 1 8 I Language preferences P. 3 8 I For Hispanic adults Largest Hispanic agencies in 2012 Top 10 U.S. TV markets By U.S. revenue from Hispanic activities By Hispanic TV households P. 4 1 I P. 2 0 I Award-winning Hispanic agencies TV and cable programs Eight Lions won at Cannes Festival Ranked by ratings and shown by language Largest media properties P. 4 2 I TV and cable networks, magazines, newspapers, Largest Hispanic media agencies in 2012 social networks, websites, mobile phone use, By estimated U.S. revenue from Hispanic activities online ad networks, radio

Updated with corrections, July 31, 2013. Corrections appear on Pages 3, 28 and 40.

HOW TO REACH US Additional copies: Order print copies at [email protected] or by calling 1-877-320-1721; Advertising Age’s Hispanic Fact Pack 2013 for readers outside the U.S., 1-313-446-0450. Digital edition avail- was published July 22, 2013. able free online at AdAge.com/trend-reports through Aug. 21; Email: [email protected]. available for $29 after that. Staff: Kevin Brown, Bradley Johnson, Catherine Wolf, Send mail to: Ad Age DataCenter Shawna Lent, Laurel Wentz and Amanda Murphy. 150 N. Michigan Ave., Ste. 1737 Chicago, IL 60601 Ad sales: (212) 210-0159.

This document, and information contained therein, is the copyrighted property of Crain Communications Inc. and The Ad Age Group (© Copyright 2013) and is for your personal, non-commercial use only. You may not reproduce, display on a website, distribute, sell or republish this document, or the information contained therein, without prior written consent of The Ad Age Group.

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HISPANIC FACT PACK 2013

Hispanic media spending growth rates Versus all U.S. measured-media ad spending growth, 2003 to 2012

Percent change U.S. Hispanic 11.1% 20% 13.3% measured media All U.S. measured media 6.1% -8.6%

3.2% -10 -10.2% 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012

Sources: All U.S. media data from Kantar Media. Hispanic data for 2009 through 2012 are Ad Age DataCenter estimates (see chart below). Hispanic media data from 2003 through 2008 from HispanTelligence, research arm of Hispanic Business, based on input from Kantar Media, media industry experts, advertising agencies and public records. Hispanic major media ad spending in 2012 Gross U.S. ad spending. Dollars in millions

U.S. ADVERTISING SPENDING IN HISPANIC MEDIA PERCENT OF TOTAL MEDIUM 2012 2011 % CHG 2012 2011 Network TV $4,206 $3,491 20.5% 52.9% 48.8% Spot TV 1,323 1,237 6.9 16.7 17.3 Cable TV networks 246 227 8.3 3.1 3.2 Subtotal TV 1 5,775 4,955 16.5 72.7 69.3 Newspapers 683 702 -2.7 8.6 9.8 Magazines 294 365 -19.5 3.7 5.1 Other print 39 47 -17.0 0.5 0.7 Subtotal print 2 1,016 1,113 -8.7 12.8 15.6 Spot radio 3 725 666 8.9 9.1 9.3 Internet 4 431 420 2.5 5.4 5.9 Total $7,946 $7,154 11.1% 100.0 100.0

Totals by media are gross ad revenue. Sources: 1. TV data are measured media from Kantar Media (kantarmediana.com). Excludes ad spending for Univision Prepaid MasterCard (Tarjeta Prepagada Univision MasterCard), a prepaid card launched by MasterCard and Univision in 2009 and issued by Bancorp Bank. 2. Print data from Latino Print Network. Newspapers include classified. Other print includes annuals, catalogs, journals, newsletters and yellow pages. Print includes Puerto Rican publications as well as Mexican border publications with U.S. circulation. Kantar Media also measures Hispanic newspapers and magazines. 3. Spot radio data from Nielsen (nielsen.com). 4. Internet data are Ad Age DataCenter estimates of internet display advertising. Kantar Media monitors Spanish-language websites.

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HISPANIC FACT PACK 2013 50 largest spenders in Hispanic media Companies ranked by U.S. measured-media spending

U.S. MEASURED-MEDIA SPENDING ($ IN THOUSANDS) RANK MARKETER 2012 2011 % CHG

1 Genomma Lab International $255,635 $10,204 NA

2 Procter & Gamble Co. 246,232 220,593 11.6

3 T-Mobile US 109,785 83,862 30.9

4 McDonald’s Corp. 107,736 114,167 -5.6

5 Verizon Communications 93,715 114,616 -18.2

6 AT&T 92,500 111,067 -16.7

7 L’Oréal 88,772 77,863 14.0

8 Toyota Motor Corp. 87,554 86,178 1.6

9 Dish Network Corp. 87,463 154,753 -43.5

10 General Mills 82,407 97,251 -15.3

11 Livariz Varitek Technologies 81,672 NA NA

12 Guthy-Renker Corp. 75,301 33,420 125.3

13 State Farm Mutual Auto Insurance Co. 74,126 73,893 0.3

14 General Motors Co. 73,419 79,385 -7.5

15 Sprint Nextel Corp. 71,107 73,287 -3.0

16 Broadcasting Media Partners (Univision) 1 67,018 88,169 -24.0

17 Kraft Foods Group 64,201 51,322 25.1

18 Comcast Corp. 63,661 56,420 12.8

19 Moulding Motion 60,736 0NA

20 SABMiller (MillerCoors) 59,578 52,538 13.4

21 Fiat (Chrysler Group) 57,512 58,210 -1.2

22 Walmart Stores 57,174 60,875 -6.1

23 Sears Holdings Corp. 56,342 55,127 2.2

24 Kellogg Co. 55,699 35,975 54.8

25 Mars Inc. 51,982 49,050 6.0

Source: Ad Age DataCenter analysis of data from Kantar Media (kantarmediana.com). Data represent the sum of broadcast TV and cable networks, Spanish-language magazines (including PIB-monitored Spanish-language magazines), Spanish-language newspapers, Spanish-language spot TV and Spanish-language websites. 1. Excludes ad spending for Univision Prepaid MasterCard (Tarjeta Prepagada Univision MasterCard), a prepaid card launched by MasterCard and Univision in 2009 and issued by Bancorp Bank. Ranking and notes continue on Page 10.

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HISPANIC FACT PACK 2013 50 largest spenders in Hispanic media Companies ranked by U.S. measured-media spending

U.S. MEASURED-MEDIA SPENDING ($ IN THOUSANDS) RANK MARKETER 2012 2011 % CHG

26 Home Depot $51,077 $48,866 4.5

27 Ford Motor Co. 50,240 62,500 -19.6

28 Target Corp. 49,658 45,676 8.7

29 Anheuser-Busch InBev 48,584 54,435 -10.7

30 Grupo Televisa 48,473 36,405 33.1

31 Nissan Motor Co. 43,746 32,662 33.9

32 J.C. Penney Co. 43,040 52,728 -18.4

33 Unilever 42,117 36,154 16.5

34 Allstate Corp. 42,083 53,387 -21.2

35 Vonage Holdings Corp. 41,597 48,670 -14.5

36 Macy’s 38,102 38,605 -1.3

37 Clorox Co. 36,393 32,131 13.3

38 Xoom Corp. 36,202 15,229 137.7

39 St. Jude Children’s Research Hospital 35,738 10,949 226.4

40 Honda Motor Co. 35,293 21,197 66.5

41 Time Warner Cable 34,756 32,858 5.8

42 Walt Disney Co. 34,669 31,604 9.7

43 Burger King Worldwide 34,196 26,121 30.9

44 Colgate-Palmolive Co. 34,030 18,855 80.5

45 CRE-C 33,983 13,492 151.9

46 Lowe’s Cos. 33,974 36,288 -6.4

47 Consolidated Credit Counseling 32,954 47,668 -30.9

48 Church & Dwight Co. 32,528 9,354 247.7

49 Walker Advertising 32,502 19,059 70.5

50 Yum Brands 32,232 23,048 39.8

Total for 50 ($ in millions) $3,199 $2,688 19.0

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HISPANIC FACT PACK 2013 10 largest spenders in Hispanic magazines Companies ranked by U.S. measured magazine spending

U.S. MEASURED-MEDIA SPENDING ($ IN THOUSANDS) RANK MARKETER 2012 2011 % CHG

1 Procter & Gamble Co. $44,661 $43,183 3.4 2 L’Oréal 23,450 22,270 5.3

3 Estée Lauder Cos. 5,417 3,949 37.2 4 Time Warner 5,086 2,571 97.8 5 Johnson & Johnson 4,635 4,051 14.4 6 Mars Inc. 4,414 5,151 -14.3 7 Kimberly-Clark Corp. 4,375 1,788 144.6 8 Unilever 4,270 1,642 160.1 9 Kellogg Co. 4,119 3,454 19.2 10 General Motors Co. 4,113 4,278 -3.8 Top 10 $104,540 $92,337 13.2

Source: Ad Age DataCenter analysis of data from Kantar Media (kantarmediana.com). Ad spending data are from magazines in two media classifications: Spanish-language magazines and PIB-monitored Spanish-language magazines. 10 largest spenders in Hispanic newspapers Companies ranked by U.S. measured newspaper spending

U.S. MEASURED-MEDIA SPENDING ($ IN THOUSANDS) RANK MARKETER 2012 2011 % CHG

1 Sears Holdings Corp. $7,470 $7,342 1.7 2 Target Corp. 5,346 4,370 22.3 3 Interbond Corp. of America 4,307 4,621 -6.8 4 Macy’s 4,232 3,359 26.0

5 T-Mobile US 3,653 2,818 29.6 6 Best Buy Co. 3,507 2,928 19.8 7 Kohl’s Corp. 3,216 2,274 41.4 8 Walmart Stores 3,165 1,053 200.6 9 Rooms To Go 2,491 2,335 6.7 10 Walgreen Co. 2,443 1,213 101.4 Top 10 $39,830 $32,313 23.3

Source: Ad Age DataCenter analysis of data from Kantar Media (kantarmediana.com). Ad spending data are from measured newspapers only. Automotive dealers and associations are excluded.

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HISPANIC FACT PACK 2013 10 largest spenders in Hispanic TV and cable networks Companies ranked by U.S. measured network spending

U.S. MEASURED-MEDIA SPENDING ($ IN THOUSANDS) RANK MARKETER 2012 2011 % CHG

1 Genomma Lab International $247,897 $3,878 NA 2 Procter & Gamble Co. 189,040 167,744 12.7

3 T-Mobile US 91,654 71,312 28.5 4 McDonald’s Corp. 86,935 94,823 -8.3 5 Livariz Varitek Technologies 81,640 126 NA 6 General Mills 80,682 92,528 -12.8 7 Dish Network Corp. 77,040 143,489 -46.3 8 Toyota Motor Corp. 75,501 78,692 -4.1 9 Guthy-Renker Corp. 72,791 32,108 126.7 10 Verizon Communications 71,824 87,413 -17.8 Top 10 $1,075,003 $772,112 39.2

Source: Ad Age DataCenter analysis of data from Kantar Media (kantarmediana.com). Ad spending data are from Spanish-language TV networks and Spanish-language cable networks. Excludes ad spending for Univision Prepaid MasterCard (Tarjeta Prepagada Univision MasterCard), a prepaid card launched by MasterCard and Univision in 2009 and issued by Bancorp Bank. 10 largest spenders in Hispanic spot TV Companies ranked by U.S. measured spot TV spending

U.S. MEASURED-MEDIA SPENDING ($ IN THOUSANDS) RANK MARKETER 2012 2011 % CHG

1 AT&T $47,029 $53,055 -11.4 2 Time Warner Cable 34,281 32,137 6.7 3 Comcast Corp. 33,427 26,151 27.8 4 Broadcasting Media Partners (Univision) 23,551 17,301 36.1 5 Fiat (Chrysler Group) 21,257 11,722 81.3 6 Verizon Communications 20,379 23,491 -13.2 7 McDonald’s Corp. 18,381 16,571 10.9 8 Rooms To Go 18,074 17,124 5.5 9 Honda Motor Co. 16,620 10,799 53.9 10 T-Mobile US 13,160 8,514 54.6 Top 10 $246,158 $216,866 13.5

Source: Ad Age DataCenter analysis of data from Kantar Media (kantarmediana.com). Ad spending data are from Spanish-language TV stations. Automotive dealers and associations are excluded. Excludes ad spending for Univision Prepaid MasterCard (Tarjeta Prepagada Univision MasterCard), a prepaid card launched by MasterCard and Univision in 2009 and issued by Bancorp Bank.

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HISPANIC FACT PACK 2013 10 largest spenders in Hispanic spot radio Companies ranked by U.S. measured spot radio spending

U.S. MEASURED-MEDIA SPENDING ($ IN THOUSANDS) RANK MARKETER 2012 2011 % CHG

1 Broadcasting Media Partners (Univision) $25,865 $25,866 0.0 2 T-Mobile US 16,542 12,576 31.5

3 McDonald’s Corp. 14,103 13,190 6.9 4 Comcast Corp. 13,800 10,897 26.6 5 Sears Holdings Corp. 11,969 9,631 24.3 6 U.S. Government 10,547 8,178 29.0 7 Ford Motor Co. 9,754 13,418 -27.3 8 Verizon Communications 9,353 4,921 90.0 9 Home Depot 9,234 9,007 2.5 10 Toyota Motor Corp. 9,186 4,368 110.3 Top 10 $130,352 $112,053 16.3

Source: Nielsen (nielsen.com). Nielsen monitors 87 Hispanic stations in 25 markets.

10 largest advertisers on Hispanic websites By 2012 display ad impressions in ComScore Hispanic Ad Focus sites

IMPRESSIONS TOTAL PERCENT HISPANIC RANK MARKETER ON HISPANIC SITES IMPRESSIONS HISPANIC INDEX

1 Procter & Gamble Co. 561,256 26,213,148 2.14% 1,041 2 Sprint Nextel Corp. 218,370 26,626,046 0.82 399 3 Toyota Motor Corp. 199,696 20,614,552 0.97 471 4 AT&T 162,512 104,184,744 0.16 76 5 Walt Disney Co. 131,448 20,883,340 0.63 306 6 Comcast Corp. 131,055 19,782,088 0.66 322 7 Ford Motor Co. 130,503 15,028,262 0.87 422 8 T-Mobile US 121,640 12,638,577 0.96 468 9 State Farm Mutual Auto Insurance Co. 107,144 32,703,248 0.33 159 10 Nissan Motor Co. 93,744 11,758,704 0.80 388 Total 10,540,712 5,124,009,001 0.21 100

Source: ComScore (comscore.com). Impressions are in thousands. Impressions are for display only and exclude broadband video and search. Numbers rounded. See P. 30 for information on ComScore’s Hispanic Ad Focus category. Hispanic Index = % of Advertiser Ad Impressions on Hispanic Ad Focus Sites / % of Total Internet Ad Impression on Hispanic Ad Focus Sites x 100. Index of 100 indicates average Hispanic representation.

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HISPANIC FACT PACK 2013

Hispanic language preferences By media type for ages 18 and up

WATCHING LISTENING WHEN RESPONSES BY PERCENT READING TV TO RADIO ONLINE

Only in English 37.4% 29.0% 25.9% 42.9% Mostly in English, but some in Spanish 24.4 33.4 28.5 19.8 Mostly in Spanish, but some in English 16.2 19.3 20.0 10.4 Only in Spanish 19.0 12.4 19.1 11.8 In some other language **0.4 **0.4 **0.4 **0.2

Source: Experian Marketing Services (experian.com/simmons). Data based on Simmons National Hispanic Consumer Study, Winter 2013 for the dates of Jan. 30, 2012, through March 13, 2013. Base: Hispanics who indicated a language preference. Numbers may not add to 100 due to rounding. **Indicates cell count below 31; projections are likely unstable, use with caution.

Largest Hispanic designated market areas By Hispanic TV households in 2012

HISPANIC HISPANIC TV TOTAL TV HOUSEHOLDS AS RANK MARKET HOUSEHOLDS HOUSEHOLDS IN MARKET % OF TOTAL

1 Los Angeles 1,909,300 5,613,460 34.0% 2 New York 1,360,660 7,384,340 18.4 3 Miami-Fort Lauderdale, Fla. 750,730 1,621,130 46.3 4 Houston 623,140 2,215,650 28.1 5 Dallas-Fort Worth, Texas 519,210 2,588,020 20.1 6 Chicago 515,290 3,484,800 14.8 7 San Francisco-Oakland-San Jose, Calif. 426,310 2,502,030 17.0 8 San Antonio 424,480 881,050 48.2 9 Phoenix (Prescott), Ariz. 356,590 1,812,040 19.7

10 Harlingen-Weslaco, Texas 1 312,810 364,160 85.9 Top 10 7,198,520 28,466,680 20.2

Source: Nielsen (nielsen.com). Estimates as of January 2013, effective Sept. 22, 2012. 1. Includes Harlingen, Weslaco, Brownsville and McAllen, Texas.

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HISPANIC FACT PACK 2013 Broadcast network TV prime-time program leaders Spanish-language programming among Hispanic viewers 1

AVERAGE AVERAGE HISPANIC NUMBER OF P 2+ HOUSEHOLD HISPANIC HISPANIC RANK PROGRAM, DAY NETWORK RATING HOUSEHOLDS VIEWERS

1 Amores Verdaderos Mon Univision 20.1 2,834 4,899

2 Amores Verdaderos Thu Univision 20.0 2,827 4,802 3 Amores Verdaderos Tue Univision 19.9 2,809 4,868 4 Amores Verdaderos Wed Univision 19.4 2,737 4,576 5 Amores Verdaderos Fri Univision 18.4 2,593 4,394 6 Porque El Amor Manda Mon Univision 15.6 2,199 3,795 7 Porque El Amor Manda Tue Univision 15.5 2,179 3,690 8 Porque El Amor Manda Wed Univision 15.0 2,112 3,442 9 Porque El Amor Manda Thu Univision 14.9 2,099 3,468 10 Qué Bonito Amor Mon Univision 14.9 2,098 3,524

Broadcast network TV prime-time program leaders English-language programming among Hispanic viewers 2

AVERAGE AVERAGE HISPANIC NUMBER OF P 2+ HOUSEHOLD HISPANIC HISPANIC RANK PROGRAM, DAY NETWORK RATING HOUSEHOLDS VIEWERS

1 The Voice NBC 5.3 745 1,148 2 The Big Bang Theory CBS 4.7 660 959 3 The Voice Tue NBC 4.7 659 956 4 Modern Family ABC 4.5 641 987 5 American Idol Thu Fox 4.3 607 920 6 The Following Fox 4.2 588 875 7 Dancing With The Stars ABC 4.1 579 825 8 Once Upon A Time ABC 3.8 542 858 9 American Idol Wed Fox 3.7 528 794 10 Scandal ABC 3.7 516 692

Source: Nielsen (nielsen.com). Rating is the % of Hispanic TV households tuned to the program. Households and viewers are in thousands. May 2013 (4/29/13 - 5/26/13), Hispanic Prime (Mon-Sun 7p-11p). Viewing estimates include Live viewing plus 7 days of timeshifted viewing. Excludes breakouts, specials, and programs less than five minutes in duration. 1. Spanish-language broadcast networks. 2. English-language broadcast networks.

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HISPANIC FACT PACK 2013 Cable TV program leaders Spanish-language programming among Hispanic viewers 1

AVERAGE AVERAGE HISPANIC NUMBER OF P 2+ HOUSEHOLD HISPANIC HISPANIC RANK PROGRAM NETWORK RATING HOUSEHOLDS VIEWERS

1 Mexican First Division (Live) ESPN Deportes 1.5 216 399

2 Copa Libertadores Quarterfinals Fox Deportes 1.4 193 298 3 Mexican First Division ESPN Deportes 1.0 135 227 4 El Chavo del Ocho Prime HR Galavisión 0.9 125 199 5 UFC On Fox Deportes Preliminary (Live) Fox Deportes 0.8 107 177 6 Gcinema Vacaciones VII Galavisión 0.7 103 169 7 Golden Boy Promo Previa Fox Deportes 0.7 96 161 8 La Rosa de Guadalupe Galavisión 0.7 94 156 9 Discovery Presenta Discovery en Español 0.7 92 145 10 Copa Libertadores Round 16 Fox Deportes 0.7 92 127

Cable TV program leaders English-language programming among Hispanic viewers 2

AVERAGE AVERAGE HISPANIC NUMBER OF P 2+ HOUSEHOLD HISPANIC HISPANIC RANK PROGRAM NETWORK RATING HOUSEHOLDS VIEWERS

1 NBA Playoffs Conference Finals (Live) TNT 5.1 715 1,036 2 The Incredibles Disney Channel 4.6 654 924 3 NBA Playoffs Round 2 (Live) TNT 3.8 535 766 4 NBA Playoffs Conference Finals (Live) ESPN 3.5 495 728 5 NBA Playoffs Conference Semis (Live) ESPN 3.5 494 728 6 Mermaids: New Evidence Animal Planet 3.4 477 792 7 Princess and the Frog Disney Channel 3.1 433 653 8 Ratatouille Disney Channel 3.0 429 655 9 Beverly Hills Chihuahua Disney Channel 3.0 425 687 10 Sky High Disney Channel 2.9 411 574

Source: Nielsen (nielsen.com). Rating is the % of Hispanic TV households tuned to the program. Households and viewers are measured in thousands. May 2013 (4/29/13 - 5/26/13), Hispanic Prime (Mon-Sun 7 p.m. to 11 p.m.). Viewing estimates include Live viewing plus 7 days of timeshifted viewing. Excludes breakouts, specials, and programs less than five minutes in duration. 1. Spanish-language broadcast networks. 2. English-language broadcast networks.

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HISPANICHISPANIC FACTFACT PACK 20132013 Hispanic TV network viewership Top TV networks among Hispanic TV households

HOUSEHOLD HOUSEHOLDS HOUSEHOLD P 2+ RANK NETWORK, PARENT RATING IN THOUSANDS SHARE VIEWERS

1 Univision Broadcasting Media Partners 13.8 1,940 6.7 3,245 2 Telemundo Comcast Corp. (NBC Universal) 7.0 982 3.3 1,563

3 ABC Walt Disney Co. 2.5 359 1.1 521 4 NBC Comcast Corp. (NBC Universal) 2.2 317 0.9 457 5 Fox 21st Century Fox 2.2 305 0.9 447 6 CBS CBS Corp. 2.2 304 0.9 426

7 UniMás 1 Broadcasting Media Partners 2.1 300 1.0 470 8 CW CBS Corp./Time Warner 0.8 116 0.3 165 9 Estrella TV Liberman Broadcasting 0.8 115 0.4 178 10 PBS Public Broadcasting Service 0.5 73 0.2 94 11 Azteca America TV Azteca 0.5 71 0.2 109 12 Ion Television Ion Media Networks 0.5 67 0.2 108 13 MundoFox 21st Century Fox 0.3 49 0.1 71

Source: Nielsen (nielsen.com) based on Hispanic prime-time viewership from 7 p.m. to 11 p.m., Monday through Sunday (4/29/2013-5/26/2013). Strict daypart. Rating is % of Hispanic TV households; share is % of those households with TV sets in use and watching the network. P 2+ counts total Hispanic viewing persons in thousands tuned in to the network. Viewing estimates include 7 days of DVR. 1. Formerly TeleFutura. Spanish-language cable networks By cable TV coverage as a percent of all Hispanic TV households

CABLE COVERAGE AS % SHARE AS % OF RANK NETWORK, PARENT OF ALL HISPANIC TV HH HISPANIC CABLE HH

1 Galavisión Broadcasting Media Partners (Univision) 73.9 87.6 2 Mun2 Comcast Corp. (NBC Universal’s Telemundo) 54.5 64.6 3 Tr3s Viacom’s MTV 50.1 59.4 4 Fox Deportes 21st Century Fox 49.0 58.2 5 ESPN Deportes Walt Disney Co. 40.0 47.4 6 Discovery en Español Discovery Communications 29.8 35.4 7 Discovery Familia Discovery Communications 27.8 33.1 8 Utilisima 21st Century Fox 26.9 32.0 9 National Geographic Mundo 21st Century Fox 23.7 28.2 10 Gol TV Gol TV 19.5 23.1

Source: Nielsen May 2013 (nielsen.com). This table ranks the networks by penetration. There are 11.19 million Hispanic cable households out of 14.10 million Hispanic TV households (versus 11.83 million Hispanic cable households out of 13.96 Hispanic TV households in 2012). Networks are those with coverage of 20% or more. These are monthly averages of homes able to receive cable.

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HISPANIC FACT PACK 2013 Top radio stations among Hispanics Among all formats by fall 2012 weekly cume persons

WEEKLY CUME AVERAGE TIME SPENT RANK STATION, MARKET FORMAT OWNER 1 PERSONS 2 LISTENERS 3 LISTENING 4

1 KIIS-FM Los Angeles Pop contemporary hit radio CCC 1,949,400 27,900 1:45

2 WSKQ-FM New York Spanish tropical SBS 1,835,500 57,200 3:45

3 KLVE-FM Los Angeles Spanish contemporary Uni 1,703,600 33,700 2:30

4 WXNY-FM New York Spanish contemporary Uni 1,646,900 48,500 3:30

5 KAMP-FM Los Angeles Pop contemporary hit radio CBS 1,521,100 17,500 1:30

6 KPWR-FM Los Angeles Rhythmic contemporary hit radio Emmis 1,510,600 22,300 1:45

7 KSCA-FM Los Angeles Mexican regional Uni 1,500,200 32,300 2:45

8 WKTU-FM New York Hot adult contemporary CCC 1,424,500 17,900 1:30

9 KBIG-FM Los Angeles Hot adult contemporary CCC 1,414,000 15,400 1:15

10 KOST-FM Los Angeles Adult contemporary CCC 1,377,300 19,400 1:45

Source: Arbitron (arbitron.com), 2013. 1. CCC = Clear Channel Communications; SBS = Spanish Broadcasting System; Uni = Univision Communications; CBS = CBS Radio; Emmis = Emmis Communications. 2. Stations ranked by weekly cume persons, or the number of unique consumers per week. 3. Average number of listeners per quarter-hour. 4. Weekly time spent listening in hours and minutes. hfp2013 v48.qxp 7/30/2013 3:47 PM Page 27

HISPANIC FACT PACK 2013 Largest Hispanic magazines By gross advertising revenue

AD REVENUE (IN MILLIONS) AD PAGES RANK MAGAZINE, PARENT 2012 2011 % CHG 2012 2011 % CHG

1 People en Español Time Warner $83.4 $69.4 20.3 1,098.58 967.73 13.5 2 Latina Latina Media Ventures 32.6 32.6 -0.02 669.61 680.25 -1.6

3 Vanidades Televisa Publishing 23.0 16.3 40.7 562.17 526.31 6.8 4 Ser Padres Meredith Corp. 22.4 18.9 18.6 214.26 228.88 -6.4 5 Siempre Mujer Meredith Corp. 19.2 18.1 6.2 285.10 307.76 -7.4 6 TV y Novelas Televisa Publishing 19.0 17.6 8.1 509.18 558.97 -8.9 7 Cosmopolitan for Latinas Hearst Corp. 7.4 NA NA 119.32 NA NA 8 Cosmopolitan en Español Televisa Publishing 6.3 4.6 36.7 334.52 401.60 -16.7 9 TV Notas Maya Publishing Group 6.0 7.1 -16.3 676.22 815.10 -17.0 10 Poder Hispanic Televisa Publishing 5.0 4.0 24.6 137.00 131.65 4.1

Source: Measured magazine ad spending from HispanicMagazineMonitor, a service of Media Economics Group. Figures exclude internet advertising and circulation revenue. HISPANIC FACT PACK 2013 Key Hispanic newspapers In the 10 largest U.S. Hispanic markets

RANK MARKET POPULATION KEY NEWSPAPERS PARENT CO. FREQUENCY

1 Los Angeles 7,936,900 El Aviso Magazine 1 El Aviso de Ocasion weekly El Clasificado 1 EC Hispanic Media weekly Hoy 3 Tribune Co. 3 times a week La Opinión ImpreMedia daily La Prensa A.H. Belo Corp. weekly

2 New York 4,706,300 El Diario La Prensa ImpreMedia daily El Especialito Ibarria Media Group weekly Impacto Latin News Impacto Latin News weekly La Tribuna Hispana USA La Tribuna Hispana weekly

3 Houston 2,214,400 La Subasta La Subasta weekly La Voz de Houston Hearst Corp. weekly Semana News Semana News weekly

4 Miami/Fort Lauderdale, Fla. 2,118,200 Diario Las Américas Diario Las Américas daily El Nuevo Herald McClatchy Co. daily El Sentinel Tribune Co. weekly

5 Chicago 2,001,600 Extra Bilingual Newspaper Tell-Cliff Corp. weekly Hoy Tribune Co. daily La Raza ImpreMedia weekly Reflejos Paddock Publications weekly

6 Dallas/Fort Worth, Texas 1,878,900 Al Día A.H. Belo Corp. twice a week El Hispano News El Hispano News weekly La Estrella En Casa McClatchy Co. weekly La Subasta La Subasta weekly

7 San Francisco 1,644,900 El Mensajero ImpreMedia weekly El Observador (San Jose) El Observador Pubs. weekly La Oferta (San Jose) La Oferta weekly

8 Phoenix 1,380,200 La Voz Gannett Co. weekly Prensa Hispana Prensa Hispana weekly TV y Más 1 Gannett Co. weekly

9 San Antonio 1,377,900 Conexión San Antonio Express News weekly La Prensa La Prensa twice a week

10 McAllen-Brownsville, Texas 1,160,000 El Norte Editorial El Sol S.A. de C.V. daily El Nuevo Heraldo AIM Media Texas daily El Periódico USA Spanish Print Media weekly

Source: Guidance on key publications from Latino Print Network. Largest Hispanic markets from Ipsos, U.S. Census Bureau. Population data are 2012 estimates. Two of the nation’s largest Hispanic newspapers serve the El Paso, Texas; Juarez, Mexico market. They are El Diario and El Norte. 1. These publications are newsprint magazines. 3. Correction: An earlier version of this story incorrectly stated that Hoy’s frequency was twice a week.

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HISPANIC FACT PACK 2013 Social networking Largest sites among Hispanics by reach

RANK PROPERTY UNIQUE VISITORS IN THOUSANDS PERCENT REACH

1 Facebook 18,713 64.1 2 LinkedIn 4,944 16.9 3 Twitter 4,366 15.0 4 Tumblr 3,745 12.8 5 Pinterest 2,308 7.9 6 Yahoo Profile 1,480 5.1 7 Myspace 1,473 5.1 8 DeviantArt 928 3.2 9 Goodreads 819 2.8 10 Quizlet 790 2.7 Social Media - Social Networking 22,743 77.9 Total Internet: Hispanic All 29,177 100.0

Source: ComScore (comscore.com), May 2013. Percent reach here is the percent of all Hispanic internet users (29.2 million). hfp2013 v48.qxp 7/11/2013 12:54 PM Page 30

HISPANIC FACT PACK 2013 Largest Hispanic websites From ComScore’s Hispanic Ad Focus 1 category

AMONG ALL HISPANICS

UNIQUE VISITORS PERCENT HISPANIC COMPOSITON RANK PROPERTY IN THOUSANDS REACH 2 PERCENT INDEX

1 Terra - Telefónica 2,471 8.5% 25.0% 188 2 Univision Digital Network 2,348 8.0 78.0 596 3 Yahoo en Español 1,627 5.6 90.0 686 4 MSN Latino [includes Telemundo] 1,345 4.6 78.0 598 5 Prisa 766 2.6 81.0 619 6 Musica 679 2.3 79.0 609 7 Batanga 545 1.9 57.0 435 8 MamasLatinas 543 1.9 45.0 346 9 Grupo Televisa 449 1.5 86.0 657 10 People en Español 355 1.2 50.0 380 Total internet: Hispanics 29,177 100.0 13.0 100

AMONG USERS WHO SPEAK PRIMARILY SPANISH

UNIQUE VISITORS PERCENT HISPANIC COMPOSITON RANK PROPERTY IN THOUSANDS REACH 3 PERCENT INDEX

1 Univision Digital Network 1,573 19.2% 52.1% 1,426 2 Yahoo en Español 1,319 16.1 72.6 1,986 3 Terra - Telefónica 1,210 14.8 12.0 329 4 MSN Latino [includes Telemundo] 973 11.9 56.4 1,542 5 Prisa 584 7.1 61.6 1,685 6 Musica 475 5.8 55.6 1,520 7 MamasLatinas 402 4.9 33.4 913 8 Batanga 375 4.6 39.1 1,070 9 Grupo Televisa 316 3.9 60.3 1,649 10 People en Español 265 3.2 37.0 1,012 Total internet: Hispanics primarily speaking Spanish 8,175 100.0 3.7 100

Source: ComScore (comscore.com), May 2013. 1. Hispanic Ad Focus category measures the entire U.S. audience at sites and other ad-supporting entities oriented toward the U.S. Hispanic audience. 2. Percent reach here is the percent of all Hispanic internet users (29.2 million). Read Hispanic Composition as 90% of Yahoo en Español's audience is Hispanic. 3. Percent reach here is the percent of all Hispanic internet users who speak primarily Spanish (8.2 million).

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HISPANIC FACT PACK 2013 Attitudes toward social media Site users who agree with the following statements

PERCENT PERCENT PERCENT OF PEOPLE WHO AGREE HISPANIC NON-HISPANIC ALL

I am more likely to purchase products I see advertised 9.3% 6.9% 7.2% on a social sharing/networking website. I am more likely to purchase products I see used 15.6 17.8 17.5 or recommended by friends on social sharing/networking websites. I like to follow my favorite brands 23.7 19.6 20.2 or companies on social sharing/networking websites. Social sharing/networking websites are a way for me 21.5 21.3 21.3 to tell people about companies and products that I like. I sometimes post ratings or reviews online for other consumers to read. 16.4 16.9 16.9

I pay attention to ratings and reviews posted online by other consumers. 26.1 29.9 29.3 I often click on links or items posted by other people 26.0 29.0 28.6 on social sharing/networking websites.

HISPANIC FACT PACK 2013 Mobile platform share among Hispanics Smartphone and tablet ownership

SMARTPHONES TABLETS

RANK PLATFORM SHARE AUDIENCE RANK PLATFORM SHARE AUDIENCE

1 Google (Android) 55.9% 13,833 1 Google (Android) 49.2% 5,290 2 Apple 33.5 8,305 2 Apple 48.8 5,250 3 BlackBerry 6.5 1,601 3 HP 2.5 274 4 Microsoft (Windows) 3.2 803 4 BlackBerry 2.4 261 5 Symbian 0.7 170 5 Microsoft (Windows) 1.9 201 6 HP 0.2 42 Total 100.0 24,754 Total 100.0 10,755

Source: ComScore (comscore.com). Share based on three-month averages ended April 2013. Audience is in thousands.

Leading Hispanic Ad Focus Ad Networks By unique visitors

UNIQUE VISITORS PERCENT HISPANIC COMPOSITON RANK AD NETWORK IN THOUSANDS REACH 1 PERCENT INDEX

1 Batanga Network 18,353 8.2% 27.8% 213 2 HOTWords/WebZodes 2,866 1.3 75.5 579 3 Exponential - Tribal Fusion Hispanic 622 0.3 60.8 466 4 Collective Display Hispanic 367 0.2 72.4 555

Source: ComScore (comscore.com), May 2013. To be included in Hispanic Ad Focus, entities must have at least 20% of their page views consumed by Hispanic audiences. 1. Percent reach here is the percent of all internet users (223.7 million). Leading Hispanic custom web entities By unique visitors

UNIQUE VISITORS PERCENT HISPANIC COMPOSITON RANK CUSTOM ENTITY 2 IN THOUSANDS REACH 1 PERCENT INDEX

1 Pulpo Media 113,574 50.8% 15.8% 121 2 Batanga Media 57,528 25.7 20.9 160 3 Telemundo Network 8,498 3.8 29.6 227 4 Univision Extended Network 7,442 3.3 33.2 255

Source: ComScore (comscore.com), May 2013. 1. Percent reach here is the percent of all internet users (223.7 million). 2. Some ComScore clients may want to make available additional combinations of URLs, called custom entities. These are used to demonstrate “true” reach of syndicated content, among other things.

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HISPANIC FACT PACK 2013 Largest web properties among Hispanics Among all users on all sites

UNIQUE VISITORS PERCENT HISPANIC COMPOSITON RANK PROPERTY IN THOUSANDS REACH PERCENT INDEX

1 Google sites 25,226 86.5% 13.0% 100 2 Yahoo sites 23,153 79.4 12.0 92 3 Microsoft sites 22,876 78.4 13.1 100 4 Facebook 18,900 64.8 13.1 100 5 Glam Media 12,053 41.3 11.8 90 6 AOL 11,631 39.9 9.8 75 7 Amazon sites 11,218 38.4 10.4 79 8 Apple 10,332 35.4 13.7 105 9 Wikimedia Foundation sites 9,592 32.9 10.9 84 10 Viacom Digital 9,376 32.1 12.9 99 Total internet: Hispanics 29,177 100.0 13.0 100

Source: ComScore (comscore.com), May 2013. Percent reach is the percent of all Hispanic internet users (29.2 million). Hispanic Composition Index for unique visitors is a measure of the extent to which visitors to a website, category, channel or application—either in total or defined according to a demographic category—are over- or under-represented compared to the corresponding percent in the universe. Index of 100 indicates average representation. hfp2013 v48.qxp 7/11/2013 12:55 PM Page 34

HISPANIC FACT PACK 2013

Fast facts on the U.S.Hispanic population Including discretionary spending, daily activities and purchase intent

U.S. POPULATION

POPULATION (IN MILLIONS) PERCENT OF TOTAL 2012 2010 CHANGE % CHG 2012 2010

Hispanic or Latino 53.0 50.5 2.6 5.1 16.9% 16.3% Not Hispanic 260.9 258.3 2.6 1.0 83.1 83.7 Total U.S. population 313.9 308.7 5.2 1.7 100.0 100.0

Source: Census Bureau. 2012 = estimate for July 1, 2012. 2010 = 2010 Census (April 1, 2010). Numbers rounded. More info: census.gov.

HISPANIC SHARE OF 2012 U.S. POPULATION BY AGE

U.S. HISPANIC HISPANICS AGE GROUP POPULATION AS PERCENT OF U.S. AS PERCENT OF AGE (IN MILLIONS) POPULATION HISPANIC POPULATION

Under 5 5.2 25.8% 9.7% 5 - 9 5.0 24.5 9.5 10 - 14 4.7 22.7 8.9 15 - 19 4.6 21.4 8.6

20 - 24 4.6 20.3 8.6 25 - 29 4.4 20.4 8.2 30 - 34 4.3 20.6 8.1 35 - 44 7.6 18.9 14.4 45 - 54 5.9 13.3 11.1 55 - 64 3.6 9.4 6.9 65 - 74 1.9 7.8 3.5 75 - 84 0.9 7.1 1.8 85 + 0.3 5.6 0.6 Total 53.0 16.9 100.0 Median age for Hispanic population 27.8 Median age for total U.S. population 37.4

Source: Ad Age DataCenter analysis of data from Census Bureau. 2012 = estimate for July 1, 2012. Numbers rounded. More info: census.gov.

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HISPANIC FACT PACK 2013 Discretionary spending in 2013 By region and designated market area

HISPANIC HISPANIC TOTAL U.S. NON-HISPANIC REGION/DMA SPENDING PERCENT SPENDING SPENDING

South $66.88 10.4% $644.11 $577.23 West 53.98 13.6 395.78 341.80 Midwest 20.44 5.4 376.69 356.26 Northeast 20.07 5.8 345.96 325.90 Los Angeles $24.13 24.4% $99.05 $74.91 New York 15.78 12.0 131.39 115.60 Miami 13.15 40.9 32.18 19.03 Chicago 9.34 15.3 61.11 51.77 San Antonio 8.61 45.7 18.86 10.25 Total $161.36 9.2% $1,762.54 $1,601.18

Source: Experian Marketing Services (experian.com/simmons). Data based on Simmons National Hispanic Consumer Study, Winter 2013 for the dates of Jan. 30, 2012, through March 13, 2013. Dollars in billions. Tables show amount and proportion of nation's total discretionary spending contributed by Hispanics and their households by region and market, 2013. Discretionary purchases include household spending on items such as tobacco, alcohol, education, reading, personal care, apparel, dining out, donations, household furniture and numerous forms of entertainment. hfp2013 v48.qxp 7/30/2013 3:28 PM Page 36

HISPANIC FACT PACK 2013 How online Hispanics consume media Average time in an average day spent on media-related activities

ACTIVITY HOURS ACTIVITY HOURS

Watching TV 3.54 Listening to MP3 1.67 Using internet on home computer 3.50 Playing portable video games 1.67 Listening to music online 2.22 Playing video games on tablet 1.60 Watching videos online 1.92 Using IM 1.32 Reading e-books 1.87 Talking on cellphone 1.24 Playing computer video games 1.84 Emailing 1.18 Using internet on tablet 1.72 Texting on cellphone 1.17 Using internet on cellphone 1.72 Playing video games on cellphone 1.16 Listening to radio 1.70 Reading newspapers 0.88 Playing console video games 1.70 Reading magazines 0.75

Source: Experian Marketing Services (experian.com/simmons). Data based on Fall 2012 Simmons New Media Study. Base: 1+ hour online in the last 7 days, other than email. hfp2013 v48.qxp 7/30/2013 3:28 PM Page 37

HISPANIC FACT PACK 2013 Purchases via device by category Plans to purchase on a PC, tablet or cellphone

PERCENT WHO PLAN TO PURCHASE USING A . . . PERSONAL COMPUTER TABLET CELLPHONE CATEGORY HISPANIC ALL ADULTS HISPANIC ALL ADULTS HISPANIC ALL ADULTS

Apparel, accessories 53.6% 58.2% 42.6% 42.1% 37.4% 26.9% Electronics 51.1 47.5 53.3 45.1 36.3 20.3 Food 18.9 18.7 41.3 33.8 15.2 12.5 Stocks, bonds, mutual funds 17.2 13.7 36.5 27.7 11.9 7.3 Tickets to movies, events 36.6 40.0 41.7 37.5 22.5 18.0 Toys, games 25.6 25.7 48.4 46.5 14.9 11.5 Travel services, reservations 42.4 47.6 50.1 46.9 16.5 14.5 Auction items 25.9 22.1 42.1 39.7 17.4 10.4 Books 31.3 34.4 32.0 35.7 17.7 14.0 Music 32.9 30.2 36.1 33.6 20.7 15.6

Source: Experian Marketing Services (experian.com/simmons). Data based on Fall 2012 Simmons New Media Study. Base: 1+ hour online in the last 7 days, and ownership of device. hfp2013 v48.qxp 7/11/2013 1:51 PM Page 38

HISPANIC FACT PACK 2013

50 largest U.S.Hispanic agencies By U.S. revenue in 2012. Dollars in thousands

RANK AGENCY, PARENT OR AFFILIATION HEADQUARTERS KEY EXECUTIVES, TITLE 2012 REVENUE 1 % CHG

1 GlobalHue* ✓ Southfield, Mich. Donald A. Coleman, chmn & CEO $32,921 -3.1

2 Bravo Group* WPP (Y&R) Miami Eddie Gonzalez, CEO 32,000 1.6 Eric Hoyt, pres & COO

3 LatinWorks* ✓ Omnicom Austin, Texas Manny Flores, CEO & mg ptnr 29,655 25.7 Alejandro Ruelas, CMO & mg ptnr

4 Lopez Negrete Communications ✓ Houston Alex Lopez Negrete, pres & CEO 29,017 2.7

5 Conill* Publicis (Saatchi) Torrance, Calif. Cynthia McFarlane, CEO & chairperson 26,663 14.6 Carlos Martinez, pres

6 Alma* Omnicom (DDB) Miami Luis Miguel Messianu, 19,929 16.0 pres & chief creative officer

7 Global Advertising Strategies New York Givi Topchishvili, founder & CEO 19,400 14.8

8 Zubi Advertising Services ✓ Coral Gables, Fla. Joe Zubizarreta, COO 19,000 0.5

9 Dieste* Omnicom Dallas Tony Dieste, chmn & co-founder 18,700 0.0 Greg Knipp, CEO

10 De la Cruz Group ✓ Guaynabo, P.R. Rene de la Cruz, chmn & CEO 18,507 11.5

11 Grupo Gallegos ✓ Huntington Beach, Calif. John Gallegos, CEO 16,500 6.5

12 La Comunidad ✓ Miami Jose Molla/Joaquin Molla, 15,800 11.3 co-founders & co-chief creative officers

13 GlobalWorks Group New York Yuri Radzievsky, chmn & CEO 15,350 4.1

14 Wing* WPP (Grey Group) New York Alain Groenendaal, pres & CEO 14,942 5.6 Andrew Speyer, VP & mg dir

15 Vidal Partnership* ✓ New York Manny Vidal, pres & CEO 13,140 -14.1

16 Casanova Pendrill* Interpublic (McCann) Costa Mesa, Calif. Ingrid Otero-Smart, pres & CEO 13,000 11.8

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HISPANIC FACT PACK 2013

RANK AGENCY, PARENT OR AFFILIATION HEADQUARTERS KEY EXECUTIVES, TITLE 2012 REVENUE 1 % CHG

17 MGSCOMM Miami Manuel E. Machado, co-chmn & CEO $12,559 40.0

18 Lapiz USA* Publicis (Leo Burnett) Chicago Dolores Kunda, pres & CEO 11,000 -8.3 Pablo Miro, sr VP & head-acct mgmt Enrique Marquez, sr VP & dir-strategy

19 Republica ✓ Miami Jorge A. Plasencia, chmn & CEO 10,700 30.5

20 Bromley Communications* ✓ Publicis San Antonio Ernest Bromley, chmn & CEO 10,514 0.0

21 Velocidad* [Integer Group] Omnicom (TBWA) Lakewood, Colo. Mike Sweeney, CEO - Integer Group 10,465 0.0

22 Acento Advertising ✓ Santa Monica, Calif. Roberto Orci, pres & CEO 10,162 -5.8

23 Images USA ✓ Atlanta Robert L. McNeil, pres & CEO 9,000 12.5

24 DraftFCB* Interpublic New York Carter Murray, incoming CEO 8,861 -15.9 Howard Draft, exec chmn

25 Castells & Asociados Los Angeles Liz Castells-Heard, pres & CEO 8,108 -16.7

26 D Exposito & Partners ✓ New York Daisy Exposito-Ulla, chmn & CEO 7,451 5.5

27 Interlex Communications San Antonio Rudy Ruiz, pres & CEO 7,347 6.8 HISPANIC FACT PACK 2013

RANK AGENCY, PARENT OR AFFILIATION HEADQUARTERS KEY EXECUTIVES, TITLE 2012 REVENUE 1 % CHG

28 Accentmarketing* 2 ✓ Interpublic West Hollywood, Calif. See note 2 $7,232 -16.9

29 PM Publicidad ✓ Atlanta Eduardo Perez, pres 7,000 32.1

30 Orci Santa Monica, Calif. Andrew Orci, pres & CEO 6,700 39.6

31 San Jose Group ✓ Chicago George L. San Jose, 6,673 -8.0 pres & chief creative officer

32 Lopito Ileana & Howie ✓ Guaynabo, P.R. Carlos J. Rodriguez, pres 6,522 8.5

33 Moxie* Publicis (ZenithOptimedia) Atlanta Suzy Deering, pres 6,200 4.4

34 Richards/Lerma Richards Group Dallas Stan Richards, principal & creative dir 6,100 10.9 Pete Lerma, principal

35 VRTC Houston Octavio Orozco, VP & genl mgr 5,921 105.8

36 Moroch Partners ✓ Dallas Tom Moroch, co-founder & chmn 5,809 32.0 Pat Kempf, CEO & co-founder Rob Boswell, pres & COO

37 Marca Hispanic ✓ Marc USA Coconut Grove, Fla. Tony Nieves, pres 5,672 20.0

38 AlPunto Advertising* ✓ Tustin, Calif. Eduardo Bottger, pres & exec creative dir 5,192 3.8

39 Hispanic Group Miami Jose Luis Valderrama, pres 5,031 9.2

40 Latin3 ✓ Fort Lauderdale, Fla. Matias Perel, founder & CEO 5,000 0.0

41 LatinSphere Advertising* Long Beach, Calif. Karla Lucia, CEO & mg ptnr 4,955 5.0

42 CreativeOnDemand* Coconut Grove, Fla. Daniel Marrero, ptnr 4,271 4.0

43 Mass Hispanic Marketing Doral, Fla. Maria Madruga, 4,152 -5.1 pres, co-founder & chief creative dir

44 VoxProfero Profero New York Roberto Ramos, 4,000 -9.4 head-brand solutions & pres

45 Walton Isaacson ✓ Culver City, Calif./Chicago Cory Isaacson/Aaron Walton, ptnrs 3,820 NA

46 LatinMedios.com Aventura, Fla. Joel Bary, CEO 3,723 12.0

47 Riester Phoenix Mirja Riester, chief strategic officer 3,478 NA Tim Riester, CEO

48 PanaVista* 3 Alliance Data Systems Irving, Texas Roberto Siewczynski, exec VP 3,400 NA

49 Olson Minneapolis John Partilla, CEO 3,000 12.1

50 VSBrooks Advertising* Coral Gables, Fla. Vivian Santos/Diana Brooks, mg ptnrs 2,671 16.1

Dollars are in thousands. *Figures are Ad Age estimates. A check mark denotes agency reported minority-ownership certification by city, state or organization. Data are from Ad Age’s 69th annual Agency Report (April 29, 2013). 1. Agencies are ranked by 100% of U.S. revenue unless Hispanic activities are less than 75% of revenue, in which case they are ranked at that percent of revenue. 2. Accentmarketing at mid-year 2013 was in process of closing its Coral Gables, Fla., headquarters. The agency continues to operate a small office in West Hollywood, Calif. Accentmarketing now reports through Axis Agency, Interpublic’s multicultural-marketing agency. 3. Correction: In the Hispanic Fact Pack’s ranking of agencies, No. 48 should have been listed as PanaVista, not Catapult. PanaVista is a Hispanic retail and shopper marketing agency that is owned by Alliance Data Systems’ Epsilon and reports into Epsilon’s Catapult.

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HISPANIC FACT PACK 2013 Award-winning Hispanic agencies Eight Lions at Cannes Festival; Five Best Ideas at U.S.H. Idea Awards

Five U.S. Hispanic agencies won eight Lions Procter & Gamble’s Gain With Oxi. at the 2013 Cannes Lions International Festival of Three of those Lion winners—Alma’s “Glad Creativity. Tent,” Grupo Gallegos’ milk campaign and Alma picked up two Silver Lions for Clorox’s LatinWorks’ Cine Las Americas—were also in the “Glad Tent,” developing giant Glad trash bags in Five Best Ideas ranking at the second annual the form of tents and distributing them at SXSW U.S.H. Idea Awards for the Hispanic market, to attendees who promised to live in them and along with Alma’s work for a Mexican film festi- then use the tents as a giant post-festival trash val. The No. 1 idea was Vidal Partnership’s bag. Grupo Gallegos won Silver and Bronze Lions Powerful Yogurt that playfully promises men six- for a California Milk Processor Board campaign pack abs. encouraging children to drink milk at bedtime. In Ad Age honors, La Comunidad was named LatinWorks took Silver for an internet parental to Ad Age’s A-List of top 10 agencies and control bar, and Bronze for its long-running Cine LatinWorks was Multicultural Agency of the Year. Las Americas work for a Latin film festival. Conill ranked as one of the 10 standout agencies Bronze Lions went to La Comunidad for and Dieste as one of 10 agencies to watch. Converse shoes and Lapiz for print ads for —LAUREL WENTZ hfp2013 v48.qxp 7/11/2013 12:56 PM Page 42

HISPANIC FACT PACK 2013 Largest U.S.Hispanic media agencies By estimated U.S. revenue from Hispanic media activities

RANK AGENCY, PARENT HEADQUARTERS KEY EXECUTIVES, TITLE 2012 REVENUE % CHG

1 Tapestry Publicis (SMG Multicultural) Chicago/Miami Lia Silkworth, exec VP & mg dir $20,500 11.4 tapestrypartners.com

2 MV42 Publicis (SMG Multicultural) New York Caleb Windover, sr VP & mg dir 18,480 12.0 mediavestww.com

3 MEC Bravo WPP (MEC) New York Gonzalo Del Fa, 11,329 19.0 mecglobal.com pres, Group M Multicultural

4 OMD Multicultural Omnicom (OMD) Chicago/Miami Trish Chuipek, 8,550 11.0 omd.com pres, OMD Multicultural

5 ZO Multicultural Publicis (ZenithOptimedia) New York Lisa Torres, pres 7,952 41.0 zenithoptimedia.com

6 Conill Publicis (Saatchi) Torrance, Calif./Miami Brett Dennis, 7,600 7.0 conill.com chief media comms officer

7 Mindshare Multicultural WPP (Mindshare) New York Gonzalo Del Fa, 6,715 8.3 mindshareworld.com pres, Group M Multicultural

8 GlobalHue Independent Southfield, Mich. Meg Bernot-Rodriguez, 6,395 -3.1 globalhue.com mgr-media opers

9 LatinWorks Omnicom (49%) Austin, Texas Keisha Andrews-Rangel, 4,185 40.7 latinworks.com VP-media strategy Chloe King, media buying dir

10 Bromley Communications Publicis (49%) San Antonio Anel Hooper, buying dir 4,050 0.0 bromley.biz Kim Chance, dir-media plng

11 Lopez Negrete Communications Independent Houston Jim Irvine, 4,011 2.7 lopeznegrete.com sr dir-media strategies & channel integration

12 Zubi Advertising Services Independent Miami Isabella Sanchez, VP-media integration 3,850 10.0 zubiad.com

13 Casanova Pendrill Interpublic (McCann) Costa Mesa, Calif. Roxane Garzon, media dir 3,800 -1.2 casanova.com Diana Sheehan, assoc media dir

14 Carat Multicultural Dentsu (Aegis Media) New York Malena Bustelo, 3,320 20.7 carat.com sr VP & grp media dir for multicultural

15 Acento Advertising Independent Santa Monica, Calif. Tony Aguilar-Arellano, 3,261 10.6 acento.com ptnr & chief integration officer

16 MediaCom Multicultural WPP (MediaCom) New York Gonzalo Del Fa, 3,100 9.7 mediacom.com pres, Group M Multicultural

Source: Ad Age DataCenter analysis. Dollars are in thousands for agencies with more than $3 million in estimated U.S. revenue from Hispanic media activities. Revenue figures are Ad Age estimates based on data collected for Agency Report 2013 (April 29, 2013) and additional data collected in June and July 2013.

42 • JULY 22, 2013 ADVERTISING AGE