1. Take Full Advantage

2. Part 1:
Latino
USA

3. 49M U.S. Latinos
16%
New York
Chicago 4.4M/21%
San Francisco
2.0M/20% Philadelphia
1.6M/23%
684K/9%
LA
7.9M/45%
Dallas Atlanta
Phoenix
1.5M/29% 1.9M/27% 701K/11%
Houston
2.1M/34% Miami
2.0M/47%
Source: 2009 Geoscape Intelligence, US, Local Markets

4. Latinos
51%
All U.S. Growth
New York
Chicago 102%
San Francisco
89% Philadelphia
108%
64%
LA
98%
Dallas Atlanta
Phoenix
48% 56% 25%
Houston
61% Miami
139%
Source: 2009 & 2000 Geoscape Intelligence, US, Local; Latino growth as % of total growth

5. years younger
Avg. Age Latino Non
US 28 40
LA 28 41
NY 31 41
Miami 39 40
Houston 28 39
Chicago 27 39
Dallas 27 38
San Fran 29 42
Phoenix 26 41
Atlanta 26 38
Source: Nielsen 2009 UE, U.S. Philadelphia 27 40

6. +42%
Larger HH
3.4Latino
2.4
Non
HH Size Latino Non
LA 3.9 2.5
NY 3.2 2.6
Miami 2.8 2.5
Houston 3.4 2.5
Chicago 3.7 2.5
Dallas 3.5 2.5
San Fran 3.8 2.5
Phoenix 3.5 2.4
Atlanta 3.8 2.6
Source: Nielsen 2009 UE, U.S. Philadelphia 3.2 2.5

7. Consumer
Spending
LA $126B
NY $77B
Miami $40B
Houston $41B
Chicago $35B
Dallas $32B
San Fran $31B
Phoenix $20B
Atlanta $10B
Source: 2009 Global Insights, U.S. Philadelphia $10B

8. Household
Income
LA $65K
NY $63K
Miami $63K
Houston $70K
Chicago $69K
Dallas $61K
San Fran $79K
Phoenix $47K
Atlanta $57K
Source: 2009 Global Insights, U.S. Philadelphia $56K

9. 88%
speak Spanish
Sp/Eng
Equal
24%
Eng Dom
22%
Sp Dom
27% Sp Only
15%
LA 87%
NY 92%
Miami 97%
Houston 90%
Chicago 92%
Dallas 89%
San Fran 84%
Phoenix 84%
Atlanta 84%
Source: Nielsen 2009 UE’s Philadelphia 77%

10. Part 2:
Fan
Potential

11. Top Sports
Latino Non Index
Boxing 22% 13% 169
Soccer 21% 8% 263
NFL 20% 44% 46
NBA 16% 22% 73
MLB 15% 28% 54
Source: 2009 Simmons, Winter 2009 Release, U.S., Index to Non-Latino
Based on Adults 18+ who watched, listened to, or attended any of the above sports last 12 months

12. Fan Potential
17% of Latinos
play Baseball
(170 index)
Source: 2009 Simmons, Winter 2009 Release, U.S., Index to Non-Latino (10% play)
Based on Adults 18+ who played any Baseball in the past 12 months

13. 29%
Players
Source: 2008 Major League Baseball Rosters

14. 29%
All-stars
Source: 2008 American League/National League rosters

15. Up to
+50%
Attendance
Source: 2008 Major League Baseball Attendance figures

16. Top Sellers
#1 #3 #8
#13 #16 #20
Source: Majestic Sports, 2009

17. Part 3:
Media
Preference

18. TV #1 Choice for Latinos
Info Ent.
Television 45% 44%
Radio 27% 22%
Internet 27% 15%
Newspaper 25% -
Source: 2009 Simmons, Winter 2008 Release, U.S.,
Base: Latinos 18+ who agreed on main source for information/entertainment

19. TV US
Prime News
#5 -
LA #1 #1
Market NY #3 #1
Leader Miami #1 #1
Houston #1 #1
Chicago #3 #1
Dallas #1 #1
San Fran #5 #2
Phoenix #1 #1
Source: NTI, NSI, Adults 18-34 Rank, M-Su Prime, M-F Early/Late News, May09, U.S., Local Markets

20. 7x’s
65%
10%
Unduplicated 9%
Audience 9%
7%
7%
7%
6%
Source: NTI May 2008, M-Sa 8p-11p & Su 7p-11p, Live+SD
Base: % of each network’s prime audience that didn’t watch any of the other listed networks

21. Part 4:
Success
Stories

22. Case Study:
Barack Obama

23. Re-Assess the Landscape
Connect With A
Relevant Message
Allocate Media Spending

24. 10M Latinos voted in ‘08
+28% vs ‘04
of registered
92% Latinos voted
67% voted for Obama
$20M SL media investment
Sources: CNN.com Exit Polls; "Big Turnout of Latino Voters Boosted Obama,"
WSJ, 11/6/08; "92% of Registered Latinos Voted," LatinoLA, 12/5/08

25. Hilda Solis
Secretary of Labor
Piolín Interview &
White House Visit
Sonia Sotomayor
Supreme Court
Obama Addresses
Univision Audience

26. Case Study: Fast & Furious

27. Latinos comprised
46%
$72.5M opening Box Office

28. Take Full Advantage