Puerto Rico Market Presentation updated Mar 8 2013[1]

Welcome to
Puerto Rico
Puerto Rican Values
Family and Friends
Relationshis and trust are long-standing
in this island!
Tradition meets
Celebration!
The P.R. uniqueness is part of their
folklore and highly celebrated
National Pride
Puerto Ricans carry their flag and
national pride wherever they go!
Puerto Ricans enjoy…
Celebrating Music!
Dancing, Singing, Playing…
Music is a large part of the Puerto Rico soul!
Holidays
Puerto Rico has more holidays
than any other state of the U.S.!
Shopping
…and that means
more opportunities to go shopping!
Key Facts
Puerto Rico is a Commonwealth of The United States
Puerto Ricans are US Citizens
Residents of Puerto Rico pay no US federal Income Tax
Puerto Ricans do not vote in the US presidential election
The Island has its own constitution and governance
78 Municipalities
Highest Populations
SAN JUAN
395,326
BAYAMON
208,116
CAROLINA
176,762
PONCE
166,327
CAGUAS
142,893
2010 Census Results:
Puerto Rico
3,808,610
3,725,789
2000
2010
3,522,037
3,196,520
2,712,033
1970
1980
1990
Source: 2010 US Census Results
PR compares to Largest
US Hispanic Markets
nd
2 Largest
TV Market
TV HH Hispanic
Population
rd
3
Largest
DMA
Hispanic
Population
Los Angeles
1,909,300
Los Angeles
7,402,000
Puerto Rico
1,364,920
New York
4,327,000
New York
1,360,660
Puerto Rico
3,510,063
Houston
2,128,000
Miami
750,730
7
Source: 2013 Nielsen Universe Estimates *Ranked by Hispanic Persons 2+
Strong Buying Power vs.
Top US Hispanic Cities
$126.0
($ in billions)
$64.8
$77.0
$41.0
HOUSTON
PUERTO RICO
NEW YORK
LOS ANGELES
Source: www.cia.gov, US Factbook (2010 est.) US Buying Power from 2009 Global Insight Hispanic Market Monitor
8
GDP Trend
($$ in Millions)
GDP
$98.8
$96.3
$95.2
$92.6
$88.4
2007
2008
2009
Source: 2012 Banco Gubernamental de Fomento de PR. *Preliminary.
2010
2011*
Primary Language
Spoken in the Household
100.0%
95.2%
90.0%
81.0%
80.0%
70.0%
60.0%
50.0%
40.0%
30.0%
19.0%
20.0%
10.0%
4.7%
0.0%
Speak Only English
Speak English "very well"
Speak English less than "very
well"
Source: U.S. Census Bureau, 2005-2009 American Community Survey – Population 5 years and over
Speak Spanish
10
Education in Puerto Rico
Increase in College Attendance Since 2000
PUERTO RICO
UNITED STATES
70%
60%
50%
40%
30%
20%
10%
0%
2000
2001
2002
2003
2004
Source: 2012 Banco Gubernamental de Fomento de PR
2005
2006
2007
2008
2009
2010
Meet Your Consumer
12
Key Demographics
Median Age: 36.9
Average Household Size: 2.7
Average Family Size: 3.2
Gender: 52% Female, 48% Male
Median Household Income: $18,862
Home Ownership: 71.6% of Homes are Owned
13
Source: U.S. Census Bureau Demographic Profiles and Statistical Abstract of the United States: 2011.
13
Puerto Rican Identity
1st
Puertoricans
a.k.a.
Boricuas
Own Olympic Team
then American
5
In a single word: PRIDE.
14
Gaither Retail Study:
Methodology
Objective: to measure consumer patterns of the
“buying agent” or decision maker of the household.
Method: Island-wide, face to face interviews
Focused specifically on grocery shopping
Includes pharmacies because these establishments
recently opened pantry sections.
Commissioned by MIDA (local Food Distributors’
Chamber of Marketing)
15
Gaither Retail Study:
Respondent Profile
Average Consumer Age: 54
# of Respondents: 6,750
51% are married
54% are Household Heads
50% households consist of
one or two persons
25% works outside the
home
33% went to college
22% lives in the San Juan region
Source: Gaither International – The 2011 Consumer X-Ray; Sample: 6,750 consumers
16
Price is Key Influencer In
Choosing Retail Location
17
Source: Gaither International – The 2011 Consumer X-Ray; Sample: 6,750 consumers
As Consumer Ages, Location
Becomes More Important
Consumer’s Age Range
Source: Gaither International – The 2011 Consumer X-Ray; Sample: 6,750 consumers
18
Value is More Important Than
Novelty
Consumer’s Age Range
Source: Gaither International – The 2011 Consumer X-Ray; Sample: 6,750 consumers
19
Cleanliness and Value
Are Most Important Attributes in a Retail
Location
Cleanliness
Low Prices
Visible
Price Tags
Sales
Source: Gaither International – The 2011 Consumer X-Ray; Sample: 6,750 consumers
20
Consumer Is Open to
Communication
Source: Gaither International – The 2011 Consumer X-Ray; Sample: 6,750 consumers
21
Key Influencers For
New Product Purchase
74%
Price
61%
58%
53%
53%
Shopper
Recommendation
In-Store Trial
TV
43%
Newspaper
Coupon
Radio
Packaging
Magazines
Billboards
Internet/
Social Media
31%
30%
29%
25%
19%
13%
Source: Gaither International – The 2011 Consumer X-Ray; Sample: 6,750 consumers
22
Market Considerations
23
Mindset
>
Politics Are Part of Daily Conversation ; “National Sport”
>
>
>
>
Promotional Items Have Greater Perceived Value
>
>
Markdowns are very effective
Waiting in Line is Culturally
Acceptable
>
>
Branded giveaway items such as umbrellas and tote bags are highly
sought after
Emphasize Savings/Discounting
>
>
Based on single issue of status
Party Colors can be sensitive; be aware when applying creative
Neutral representation of brand
Simple tasks take longer than in the U.S.; market
is conditioned to longer wait times
Heavy use of ATM cards
>
Has become the preferred transactional conduit in
retail
24
Holidays
Puerto Rico
Celebrates
Both U.S. and
Puerto Rico
Holidays
25
Holidays
>
>
Jan 1st: New Year’s Eve/Day
Jan 6th: Three Kings
Day
Last day of the Christmas holiday gift giving.
>
>
>
>
Jan 11th: Eugenio Maria de Hostos Birthday
Jan 17th : Martin Luther King Birthday
Feb 14th: Valentine’s Day
Feb 21st: President’s Day
Avoid overly U.S. patriotic themes/ messaging.
Same with 4th of July.
>
>
>
Mar 22nd: Emancipation Day
April 16th: Jose de Diego Birthday
April 18-22nd: Semana
Week)
Santa (Holy
This is Beach Week! Place beach towels and
related SKUs on special
>
>
>
April 22nd: Good Friday
April 24th: Easter
May 8th : Mother’s
Heavy store traffic.
>
>
4th of July: US Independence Day
July 18th: Luis Munoz Rivera’s
Birthday
> July 25th: Commonwealth of PR
> July 27th: Jose Celso Barbosa Birthday
>
>
Another Beach Week when these three holidays
are combined.
>
>
>
Products and decorations enter stores in
August/Early September
****Christmas Starts Nov 1 in stores****
>
Day
May 30th: Memorial Day
June 19th: Father’s Day
Not as big as Mother’s Day, but still significant.
Generally is tied in with Graduations as well.
Sept 5th: Labor Day
Oct 10th: Columbus Day
Oct 31st: Halloween
Nov 11th: Veterans Day
Nov 19th: Anniversary of Puerto
Rico’s Discovery
> Nov 24th: Thanksgiving
> Dec 25th: Christmas
>
26
Creative
>
Race
Don’t self identify as black or of
African descent despite genetics
>
Color of Skin:
Darker complexions mixed with
European and native indian features
and a prevalence for lighter eyes
>
Developing Copy
Don’t be afraid of “Spanglish” or
local colloquialisms.
>
>
Focus on value/price
Use same talent for TV and radio
Local personalities make effective
spokespeople
>
>
Emphasize Offer / Sales
Avoid low energy
27
Media Landscape
28
Television Penetration
TOTAL TV HH  99%
OTA  33%
SATELLITE  42%
Total Households: 573,580
Market Share:
•Dish Network: 50%
•DirecTV: 48%
•Claro TV: 2%
CABLE  26%
Total Households: 357,270
Market Share:
•One Link: 44%
•Choice Cable: 27%
•Liberty Cable: 29%
29
Source: Nielsen Official TV Estimates Updated January 15, 2013
2013 TV Universe Estimates
Persons
Women
Men
3,510,064
2,760,754
1,843,695
1,666,369
1,477,822
1,524,913
1,282,932
1,235,841
791,577
733,336
686,245
549,596
Ages 2+
Ages 18+
Ages 18- 49
Source: Nielsen Official TV Estimates Updated 2011
Ages 50+
Commercial Stations
Spanish Broadcasting
System
Intermedia Partners
Caribevision Station Group
NBC Universal
Univision Communications
31
Three Major Radio
Groups
Univision Radio
Spanish Broadcasting
Systems
Uno Radio Group
32
Mobile & Internet Penetration
–
Persons using cell phones : 82%
*
– Up from 73% in 2009
–
Persons 12+ that are users of the
internet: 48%
– Up from 45% in 2009
– Internet Users that have
broadband at home: 89%
– Up from 79% in 2009
–
Social Network Users (based on
internet users): 86%
– Up from 66% in 2008
33
Source: (*)Junta Reguladora de Telecomunicaciones de Puerto Rico Nov 2011. Caribbean Business May 27, 2011
Mobile & Internet Penetration
–
Persons 12+ using cell phones to surf
the Web: 44%
– Up from 22% in 2009
– Facebook: 78% of cell phone users
– YouTube: 38% of cell phone users
– Google: 37% of cell phone users
34
Source: Caribbean Business May 27, 2011
Three National Newspapers
Source: EURO RSCG Puerto Rico
35
The Univision Connection
36
Univision Puerto Rico’s
mission is to
ENTERTAIN
INFORM and
PROVIDE A PLATFORM TO BE
HEARD
37
Internet
Mobile
Television
Social Media
Radio
38
Connecting With The
Community
Chain of Good Deeds
Environment
Health and Wellness
Education
39
Our brands can keep your brand connected to the consumer in-home
and out-of-home, morning, noon and night.
Local News
Check
Facebook,
Twitter
Nightly Novela
Fix
Drivetime
Download
Late News
Check
14
AM Drive to
Work
PM Drive
Home
Wake Up Call
40
A COMMITMENT TO QUALITY.
Designed for Women.
Designed for Results.
Exclusive source for Televisa Novelas, the
world’s highest quality and best rated.
Less clutter means more attention to
your messaging. After all, that’s why you
advertise.
15 Emmy awards won by our locally
produced news and entertainment
programming in the last two years.
Averaging 40% less commercial minutes
than our competition every hour.
Keeping our viewers informed as well as
entertained: Market leading 30.5 hours
of news each week.
Less clutter means shorter commercial
breaks.
Most trusted team of certified
meteorologists in Puerto Rico.
Locally produced shows are designed
from the ground up as marketing vehicles
for marketers.
41
Women prefer Univision
#1 TV STATION WOMEN 18- 49
SHARES
Telemundo
WAPA
Univision
21
21
19
18
17
13
Sign on to Sign Off
Mon to Sun
9am- 3pm
Mon to Sun
42
Source: Nielsen PRPM March 15- April 14, 2013 Shares by Daypart
Radio Listener Profile
Employment Status
43%
Home Ownership
80%
42%
15%
6%
Full-Time
Part-Time
Not
Employed
Education
Other
33%
18%
12%
High
School
Grad
Own
50%
28%
Less than
12th
Grade
Rent
Household Income
52%
8%
14%
Some
College
College Degree or
More
<$25K
$25-$50K
>$50K
43
Source: Arbitron Qualitative Diary – Spring 2012 Women 25-54
The Power of Univision Radio
 Heritage station
 Number two station in radio
survey universe
 2nd Radio station to operate in
the Americas; 1st in the Island
 Political analysis format
 Influences public opinion
 High on the agenda of PR’s
Decision makers
 Caters to the Island National
Sport: politics
 High energy Station
 Number one station in Radio
survey universe
 Plays only the current and
recent Top 40Hits
 Showcases Spanish and English
artist
 99% music: DJ’s only talk 7
seconds per intervention
 Only weekly talk show “Top 20
Countdown” spotlights most
popular hits
44
Top Radio Station in Puerto Rico
13.5
MONDAY – SUNDAY
6:00AM – 12:00PM
WOMEN 25-54
4.3
3.4
DIMENSION
4.4
LA X
5.1
LA ZETA
5.4
SALSOUL
5.5
ESTEREOTEMPO
5.8
FIDELITY
LA MEGA
7.0
45
Source: Arbitron – Spring 2012 Daypart: M-Su 6am-12pm / Demo: W25-54
KQ105 Is A Hit Among W25-54
18.4
5.0
4.8
4.2
4.2
4.2
4.1
SALSOUL
FIDELITY
LA X
LA MEGA
DIMENSION
ESTEREOTEMPO
6.0
LA ZETA
MONDAY – FRIDAY
10:00AM – 3:00PM
WOMEN 25-54
Source: Arbitron – Spring 2012 Daypart: M-F 10am-3pm / Demo: W25- 54
3.7
46
We can do things that you just can’t
do anywhere else.
Extending the power of your message.
47
47
Local Relevance
Geo-Targeted Reach
Univision.com
Local Radio Websites
Univision Branded
+
Radio Sites
Co-Branded
Partner
www.kq105.com
www.wkaq580.com
48
48
Univision.com Puerto Rico
Geo-Targeted Traffic
Because…
1
2
3
4
636,166 million monthly visits
8.9 million monthly page views
260,632 million unique cookies
28:16 minutes spent per session
Source: Univision.com U.S. and PR Only Traffic Analytics MRC Accredited January - October 2011. Source: Loyal audience Simmons
NCS/NHCS Spring 2010 Full Year, Population A18+ (Apr09-June10)
49
49
Our numbers keep rising!
Puerto Rico Delivers
Period: December 2012
573,529 Page Views
235,845 Unique Visitors
4:46 Min:Sec Avg. time spent at website
Source: Univision.com Puerto Rico Only Traffic Analytics, MRC
Accredited.
Why UnivisionPR.com
Reach users in a friendly and dynamic website
Our TV viewers trust Univision Network as a credible source
Local and up-to-date content: news, sports, weather, entertainment, photos, videos
Great experience with our pre-roll next to a 300x250 standard banner
Always Cite Your Sources
51
Univision Puerto Rico
Digital Variety
Mobile Media
Elements
Online Media
Elements
- Ad banners
- In banner video
- Video banners
- Video pre-roll
- Email blasts
- Fan Page posts
- Ad banners
- Video pre-roll
Non-Standard Units
- Page Skin – Take Over
- Pushdown Unit
- Kiosks
- Expandable Kiosk
- Rich media banners
- Video expandable banners
Production
Capabilities
- Splash pages
- Mini-Sites
- Sweepstakes
- Voting pages
- Banners
UCAM
- Interactive Advertising
Kiosk
- Located in high traffic
places
52
Univision Puerto Rico:
Local Programming
El Menu del Chef Piñeiro
El Menú del Chef Piñeiro” (“The Menu of Chef Piñeiro”) is a one of a kind cooking
show, aimed to teach tasty tricks to all food lovers. The charismatic Chef Piñeiro will
show you how to make everyday recipes into gourmet food.
Noche Ilegal
The sketch comedy show where no one is safe. Produced from the headlines in Puerto
Rico each day, Noche Ilegal offers great ratings, big laughs and product integration
opportunities.
Rubén & Co.
Rubén & Co. is a half-hour talk show - mixing public opinion and entertainment.
The most talked about events of the day will be analyzed in the unique style of Rubén
Sánchez and his two companions: Millie Cangiano, well-known celebrity journalist,
and Luisito Vigoreaux, well-known entertainer. Certainly an explosive combination.
Incredible Specials Year-Round!
Univision, widely regarded as Spanish-language television’s “Mega-Event” network, is proud to present
the Latin music industry’s most coveted award: The Latin GRAMMY®. The Latin Recording Academy®
and its members honor Latin music from all over the world in a glitter-filled, star-studded evening
celebrating musical excellence.
Premios Juventud is Spanish-language TV’s first and only awards show honoring idols of Hispanic youth
in the areas of Film, Music, Sports, Fashion and Pop Culture. Past spectacular performances included
Akwid, Thalía, RBD, Enrique Iglesias, Luis Fonsi and many other top selling artists. With these cutting-edge
performances by today’s biggest stars and the hottest fashions ever seen on a Red Carpet, this show is
the most highly anticipated awards party on Spanish-language television.
The longest-running, most prestigious and highest-rated Latin music award ceremony on TV, Premio Lo
Nuestro, has been recognizing the best in Hispanic pop, tropical, urban and regional Mexican music for
over 18 years. Additionally, Premio Lo Nuestro has gained a worldwide reputation as the preeminent
people’s choice Latin music awards program. The stars shine brightly even before the show, as Univision
presents the most glamorous and star-studded Red Carpet arrivals on our Noche de Estrellas
broadcast, beginning at 7:00pm EST.
International entertainment magazine TV y Novelas honors Latin American television’s most popular
actors, comedians, anchors and TV hosts on this lavish, annual event broadcast on Univision. The
nominees are selected by the magazine’s own readers and then a special jury selects the winners.
Viewers are treated to the glamorous celebrity arrivals on the Univision produced Red Carpet pre-show
that features the nominated actors and their fashionable attire.
Univision Offers Unique
Opportunities for Advertisers
Integrated Sales – TV, Radio & Internet
Univision Puerto Rico has the power of
combining TV, Radio & Internet in the same
roof, unique to the Island. Customizing media
plans with specific needs of expanding
audiences among the three mediums for
clients.
Product Integration
Univision Puerto Rico produces local
morning and prime time shows giving
clients the opportunity of integrating
their products with a local flavor while
targeting a specific local audience.
Key Principles for Success
Univision Puerto Rico entered the market in 2002
with a fresh approach to Television
WLII’s Unique Value Propositions:
1) Clutter Free Commercial Space
2) Highest Quality Programming.
3) Unique Marketing Opportunities for advertisers
within programs.