The Hispanic Opportunity W A S H I N G T O N D C E N T R A V I S I O N C O M M U N I C A T I O N S C O R P O R A T I O N

The Hispanic Opportunity Washington DC ∙ 2010 E N T R A V I S I O N C O M M U N I C A T I O N S C O R P O R A T I O N “Hispanic communities are growing everywhere in the country, so if we want to grow, we have to connect with the Hispanic Market.” Mark LaNeve General Motors North America’s Vice-President of Sales, Service and Marketing Hispanic Population Source: “Wandering Eyes” Hispanic Business Magazine, November 2005

The Hispanic Opportunity Washington DC ∙ 2010 E N T R A V I S I O N C O M M U N I C A T I O N S C O R P O R A T I O N The Washington DC Hispanic Market Source: [1] 2010 Nielsen Universe Estimates; [2] Global Insight – 2009 Hispanic Market Monitor Hispanic DMA Rank [1] Hispanic Income & Consumer Spending [2] $79,528 $13.2 Bil. Hispanic Disposable HH Income Hispanic Consumer Spending Hispanic DMA (Ranking by TV HHs) 667,000 Hispanic Persons % of the DMA # 20

The Hispanic Opportunity Washington DC ∙ 2010 E N T R A V I S I O N C O M M U N I C A T I O N S C O R P O R A T I O N Washington DC’s Hispanic Origin Makes it One of the Most Diverse Hispanic Markets in the U.S. Source: U.S. Census Estimates 2008 American Community Survey – Washington DC Metro NOTE: ‘Generic Hispanic’ includes classifications as “Spanish-American” and “Spanish” Other Hispanic 6.2% Central American 46.7% Mexican 16.4% South American 19.4% Caribbean 11.4%

The Hispanic Opportunity Washington DC ∙ 2010 E N T R A V I S I O N C O M M U N I C A T I O N S C O R P O R A T I O N  3.6 Persons per Household  Median age: 28  53% of Hispanic TV Households have children Washington DC’s Hispanic Profile Hispanics % of Hispanics 2+ Persons % Persons % Persons % Persons % Hispanics are younger and have larger households meaning that they have the best years of economic influence and acquisition ahead of them. Hispanics  2.5 Persons per Household  Median age: 40  33% of Non-Hispanic TV Households have children Non-Hispanics Non-Hispanics % of N-Hispanics 2+ Persons % Persons % Persons % Persons % Source: 2010 Nielsen Universe Estimates

The Hispanic Opportunity Washington DC ∙ 2010 E N T R A V I S I O N C O M M U N I C A T I O N S C O R P O R A T I O N Washington DC is Among the Top Five Fastest- Growing Major Hispanic Markets in the Country Top 20 Hispanic Markets – 2010 (ranked by % growth from 2000) Source: Nielsen Universe Estimates as dated Washington DC is the 20 th largest Hispanic DMA. When compared to other top 20 Hispanic markets, Washington DC’s 79% growth ranks as the 5 th fastest-growing major Hispanic market. Top 20 Hisp Growth Rank vs Hispanic Market RankDMA 2010 Hispanic TV HHs 2000 Hispanic TV HHs % Hispanic Growth vs Orlando-Daytona Bch-Melbrn 202,710 79,000157% 25Dallas-Ft. Worth 506, ,140125% 318Tampa-St. Pete (Sarasota) 194,490 98,97097% 47Phoenix (Prescott) 391, ,15095% 520Washington DC (Hagrstwn) 184, ,34079% 64Houston 561, ,28072% 715Denver 234, ,78070% 819Philadelphia 189, ,47068% 911Sacramento-Stkton-Modesto 264, ,65053% 106Chicago 492, ,25049% 1110Harlingen-Wslco-Brnsvl-McA 294, ,72043% 1213Fresno-Visalia 240, ,41037% 133Miami-Ft. Lauderdale 666, ,85037% 1412Albuquerque-Santa Fe 248, ,05031% 1514San Diego 239, ,11027% 16 El Paso (Las Cruces) 222, ,98025% 171Los Angeles 1,868,200 1,502,78024% 188San Antonio 388, ,23022% 192New York 1,251,460 1,031,33021% 209San Francisco-Oak-San Jose 382, ,41010%

The Hispanic Opportunity Washington DC ∙ 2010 E N T R A V I S I O N C O M M U N I C A T I O N S C O R P O R A T I O N A Growing Market vs. A Declining Market Hispanic 223,000 Non-Hispanic 1,142,000 Adults Hispanic 232,000 Non-Hispanic 1,130,000 Source: Nielsen Universe Estimates as dated Hispanic 364,000 Non-Hispanic 2,415,000 Adults Hispanic 376,000 Non-Hispanic 2,385,000 Hispanic 296,000 Non-Hispanic 2,402,000 Adults Hispanic 305,000 Non-Hispanic 2,378, ,000 Hispanics -30,000 Non- Hispanics +9,000 Hispanics -24,000 Non- Hispanics Non-Hispanics see year-to-year losses across core demos while Hispanics continue to grow. +9,000 Hispanics -12,000 Non- Hispanics

The Hispanic Opportunity Washington DC ∙ 2010 E N T R A V I S I O N C O M M U N I C A T I O N S C O R P O R A T I O N Hispanics Exclusively Contribute to the Growths of DC’s A18-34, A18-49 & A25-54 from 2000 to 2010 Source: Nielsen Universe Estimates as dated Hispanic Hispanic % Growth Non-Hispanic % Growth Growth Rate Hispanic vs. Non-Hispanics TV Households103,340184,97079%13%6X Persons 2+345,000667,00093%10%9X ,000232,000100% -6% ,000376,00082% -6% ,000305,00067% -3% Hispanics account for 100% of the growth

The Hispanic Opportunity Washington DC ∙ 2010 E N T R A V I S I O N C O M M U N I C A T I O N S C O R P O R A T I O N “The immense buying power of the nation’s Hispanic consumers is reshaping the retail and commercial landscape of the United States…. The relatively young Hispanic population, with more of them either entering the workforce for the first time or moving up their career ladders, also argues for additional gains in buying power, which will be even more important in this decade.” Jeffrey H. Humphreys Selig Center for Economic Growth Publisher of the annual Multicultural Economy report Hispanic Consumer Spending

The Hispanic Opportunity Washington DC ∙ 2010 E N T R A V I S I O N C O M M U N I C A T I O N S C O R P O R A T I O N Washington DC is One of the Most Affluent Hispanic Markets in the U.S. Source: Global Insight – 2009 Hispanic Market Monitor Washington DC’s Household Income surpasses the U.S. Hispanic Household Income by +33% +33%

The Hispanic Opportunity Washington DC ∙ 2010 E N T R A V I S I O N C O M M U N I C A T I O N S C O R P O R A T I O N The Growth Rate of Washington DC’s Hispanic Buying Power Exceeds National Levels By 2014, U.S Hispanic Buying Power is expected to grow a strong 38%. However, Washington DC’s $13.2 billion Hispanic Buying Power is expected to grow 45%, surpassing the impressive growth rate of the United States. Hispanic Buying Power Growth Rate ( ) Source: Global Insight – 2009 Hispanic Market Monitor Hispanic Buying Power ($) Billions % Growth Washington DC % United States %

The Hispanic Opportunity Washington DC ∙ 2010 E N T R A V I S I O N C O M M U N I C A T I O N S C O R P O R A T I O N Washington DC’s Consumer Spending in Key Categories is Expected to Grow Substantially Source: Global Insight – 2009 Hispanic Market Monitor During the next five years, the strong double-digit growth of HISPANIC CONSUMER SPENDING in key categories is expected to play a key role in Washington DC’s overall economic growth. Some categories like motor gasoline and oil is forecast to see a triple-digit growth. Key Expenditure Examples ($) Hispanic Buying Power % Growth Food and Beverages2.37 B3.56 B 50% Clothing and Shoes718 M979 M 36% Motor Vehicles and Parts600 M998 M 66% Motor Gasoline and Oil450 M901 M 100% Furniture and Household Equipment512 M787 M 54% Medical Services532 M871 M 64%

The Hispanic Opportunity Washington DC ∙ 2010 E N T R A V I S I O N C O M M U N I C A T I O N S C O R P O R A T I O N Source: Scarborough Washington, DC 2010 Release 1 (Mar 2009 – Feb 2010), Adults 18+ Automotive Vehicle HH Plans to Buy New/Lease (next 12 months) Hispanic Index vs. General Market Van or mini-van305 Compact car174 Full-size car157 Sport utility vehicle125 Amount HH Plans to Pay for new vehicle (next 12 mo.) $35,000-$44, $10,000-$14, Amount HH Plans to Pay for used vehicle (next 12 mo.) $35,000-$44, $10,000-$14, $30,000-$34, Medical Services Medical Services HH Received (past 3 Years) Hispanic Index vs. General Market Maternity Care213 Pediatrics188 Non-surgical cosmetic dentistry182 Cosmetic surgery111 Professional Services Professional Services Used by HHLD (past 12 months) Hispanic Index vs. General Market Real estate agent to sell a home144 Wire transfer140 Discount stockbroker117 Household Purchases Items/Services HH plans to buy (next 12 months) Hispanic Index vs. General Market Mobile home/manufactured housing273 Primary house/condo (existing cstn)210 Primary house/condo (new cstn.)168 Office in the home167 Furniture155 Energy saving appliance153 Mattress142 Pest control service135 Second home134 Pool, hot tub, or spa115 DC Hispanics Are Non-challenged by the Economy Fueled by continued population growth, Hispanics are more likely than the General Market to continue to consume products and services at the same level of growth, regardless of the economy

The Hispanic Opportunity Washington DC ∙ 2010 E N T R A V I S I O N C O M M U N I C A T I O N S C O R P O R A T I O N "If you want to connect with Hispanic consumers, you do it in the language and the media they prefer.” Aida Levitan CEO of Publicis Sanchez & Levitan, a leading multi-cultural marketing agency Spanish Language and Advertising Effectiveness Source: American Demographic, October 2002

The Hispanic Opportunity Washington DC ∙ 2010 E N T R A V I S I O N C O M M U N I C A T I O N S C O R P O R A T I O N Spanish-Language Use and Advertising Effectiveness The Roslow Study [2] Commercials viewed in Spanish by U.S. Hispanics, both Spanish-Dominant and Bilingual are: 61% more effective in awareness levels 57% more effective in message comprehension 4.5x more persuasive than commercials in English Over 3x more effective among Bilingual Hispanics Why are Spanish-language commercials more effective? Because unlike most English-language ads, they speak to Hispanics in their language of comfort! 83% of Washington DC Hispanics speak Spanish in the Home [1] Source: [1] Global Insight – 2009 Hispanic Market Monitor; [2] Roslow, Spanish vs. English Advertising Effectiveness Among Hispanics, 2000

The Hispanic Opportunity Washington DC ∙ 2010 E N T R A V I S I O N C O M M U N I C A T I O N S C O R P O R A T I O N The Spanish-Language Television Environment Spanish-language Television [1] An advertising environment like no other A more open audience Less cynical of marketing More trusting of messages Appreciative of respect Source: [1] 2003 Mad Logic; [2] Nielsen Media Research Recontact Study, NTI-NHTI audience estimates An Unparalleled Relationship with Univision [1] Revered as the leader Rooted in shared values A close bond Family or friend Caring and Respect Reliance on Spanish-language Commercials for Purchasing Decisions [2] Case studies prove that 84% of Spanish-language television viewers are more likely to buy a product on Spanish-language television.

The Hispanic Opportunity Washington DC ∙ 2010 E N T R A V I S I O N C O M M U N I C A T I O N S C O R P O R A T I O N Hispanics are Embracing the Internet Washington DC online Hispanics are growing rapidly [1] 66% use the Internet – up from 60% two years ago 97% of online Hispanics own a computer at home 95% of online Hispanics have a broadband connection 81% of online Hispanics made purchases online in the past year The number of Hispanics online has grown enormously in recent years Source: [1] Scarborough Washington, DC 2010 Release 1 (Mar 2009 – Feb 2010), Adults 18+; [2] America Online®/RoperASW U.S. Hispanic Cyberstudy Spanish web advertising is more effective [2] 49% of online Hispanics wish there were more web sites in Spanish 33% who speak at least some Spanish say they pay more attention to ads when they’re in Spanish (that figure rises to 56% among those whose dominant language is Spanish 23% of those who speak at least some Spanish say are more likely to buy a product if it is advertised in Spanish 15% of Hispanics online say they almost bought something on-line but changed their minds due to language difficulty

The Hispanic Opportunity Washington DC ∙ 2010 E N T R A V I S I O N C O M M U N I C A T I O N S C O R P O R A T I O N 63% use the Internet to determine where a product is available 61% say it’s the best source to learn about product features/benefits 59% say the Internet is the best information source for starting to learn about a product or service they might buy 59% go online to compare prices 56% search the Internet to get advice on the brand to buy 51% made final brand decisions based on what they found online Source: America Online®/RoperASW U.S. Hispanic Cyberstudy Hispanic Online Consumers Use More Web Information in the Purchasing Decision Process

The Hispanic Opportunity Washington DC ∙ 2010 E N T R A V I S I O N C O M M U N I C A T I O N S C O R P O R A T I O N Hispanics are Leading the Way in Mobile Content and Usage Outdo Non-Hispanics in Mobile Usage Mobile Content Used by Washington DC Hispanic vs. Non- Hispanic Mobile Subscribers Hispanic mobile subscribers Non-Hispanic mobile subscribers Text messaging64%55% Camera/picture taking27%22% 23%21% Instant messaging13%11% Music (listen or download)12%7% Search (Google, Yahoo!, etc.)10%9% Games (play or download)8%7% Watch video clips5%4% Source: Scarborough Washington, DC 2010 Release 1 (Mar 2009 – Feb 2010), Adults18+ 3x greater mobile Internet browsing Average Time Spent per Week Browsing the Mobile Internet Among US Hispanic and Non-Hispanic Internet Users, 2009 (hours) Hispanic1.1 Non-Hispanic0.4 Source: Mintel, “Hispanics Online” as cited in press release, March 25, % of Washington DC Hispanics have a wireless/cell phone service

The Hispanic Opportunity Washington DC ∙ 2010 E N T R A V I S I O N C O M M U N I C A T I O N S C O R P O R A T I O N DMA – the 20 th largest U.S. Hispanic market and 5 th fastest-growing U.S. Hispanic market among the largest Hispanic DMA’s. [1*] Population Growth – Hispanics are growing much faster than Non-Hispanics and are a main reason for Washington DC’s extraordinary overall market growth. [1*] Youth – the Hispanic median age of 28 is 12 years younger than that of Non-Hispanics at 40 and 63% of Hispanics are under the age of 35 compared to only 43% for Non-Hispanics. [1] Buying Power – Washington DC Hispanics have a buying power of $13.2 billion and an average household income of $79,528. [2] Purchase/Consumption – Fueled by continued population growth, Hispanics are more likely than the General Market to continue to consume products and services at the same level of growth, regardless of the economy. Advertising Effectiveness – Commercials viewed in Spanish are more effective and more persuasive than English-language commercials, even among bilingual U.S. Hispanics. [3] Internet Active/Mobile Savvy – Two-thirds of Washington DC Hispanics access the Internet. 81% of those online purchased a product via the Internet in the past year and 95% have broadband or wireless Internet access. [3] The Washington DC Hispanic Market - Summary Source: [1] 2010 Nielsen Universe Estimates (*2010 vs. 2000); [2] Global Insight – 2009 Hispanic Market Monitor; [3] Roslow, Spanish vs. English Advertising Effectiveness among Hispanics, 2000; [4] Scarborough Release (Mar 2009-Feb 2010)

The Hispanic Opportunity Washington DC ∙ 2010 E N T R A V I S I O N C O M M U N I C A T I O N S C O R P O R A T I O N Washington DC Hispanic Marketing Solutions Washington DC’s most exclusive Hispanic marketing vehicles utilizing television, events, the Internet & mobile content Customizable campaigns to best fit your marketing needs Backed by quality programming from Univision & TeleFutura Positive association through our strong tie with local Hispanics Online presence enhances traditional marketing campaigns Mobile content effectively reaches mobile-savvy consumers

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