The Austin Hispanic
Opportunity
Call Mack Paternostro for opportunities
512-924-7031
Univision Austin
• Univision has the 2 top rated Spanish Radio Stations in Austin
• KLJA 107.7 La Jefa
• KLBQ 104.3 La Que Buena
• Univision has the 2 top rated Spanish TV Stations in Austin
• Univision 62
• Telefutura
The Austin Hispanic Market Is Your Target Audience
Hispanic Statistics Hispanic Income and Buying Power
Persons per Household Average Hispanic Hispanic
3.2 Household Income Buying Power
Median Age 28 $63,076 $9.3 Billion
Hispanic TV Households 50% * 58% of Austin Hispanics own their own home
with Children
Hispanic Population Growth
Demo Composition 1
2004 2009 Five Yr Growth
Persons 2-17 30%
Persons 18-34 33% Persons 2+ 386,000 484,000 + 25%
Persons 18-49 54%
Persons 18-34 129,000 161,000 + 25%
Persons 25-54 46%
Persons 18-49 215,000 263,000 + 22%
AISD Enrollment 2
Persons 25-54 180,000 221,000 + 23%
Hispanic Enrollment 58%
Source: 1) 2009 Nielsen Universe Estimates
2) AISD, 2008-2009 Enrollment
3) Global Insight
* People’s Fund Economic Conference Presentation
Austin Hispanic Population: 2009
% of Hispanics in Austin DMA
30.1%
N
Geoscape. American Marketscape DataStream 2009 Series. Produced by the Geoscape ® Intelligence
System (GIS) “The data herein contained will be used exclusively for advertising/media decisions related to
Univision. Any other use must be explicitly licensed from Geoscape.”
The Majority of KAKW/ KTFO Viewers Do Not Watch the
Major English Language Networks!
Adults 18-34 77% 23%
Adults 18-49 67% 33%
Adults 25-54 59% 41%
0% 20% 40% 60% 80% 100%
Profile of Exclusive Viewership
on KAKW/ KTFO
Women 18-34 69% 31%
Watch only KAKW and/or KTFO
Also watch English-language stations:
Women 18-49 64% 36% (KVUE, KXAN, KTBC, KEYE, and/or KNVA)
0% 20% 40% 60% 80% 100%
Source: Nov09 NSI (excluding Election Day), M-Su 6am to 2am, Average Weekly Cume, Live Plus 7 data. *English-
language affiliates included are ABC, CBS, NBC, FOX and CW. Austin demos are based on diary-only ratings.
KAKW Is The Current Leader In The Austin Market
… Regardless of Language
Univision 10PM News is #1
#1 #1 #1
3.5
3
2.5 KAKW
2 KEYE
1.5 KTBC
1 KVUE
Univision 5PM News is #1 0.5
KXAN
#1 0
#1 A18-49 A25-49
2.5
2
KAKW According to
1.5 KEYE Nielsen NOV 09 – Univision has the
KTBC
1 highest rated news in the market
KVUE
0.5 KXAN for A18-49 and A25-49!
0
A18-49 A25-49
Source: Nielsen NSI NOV 2009, Austin.
Average Time Period Ratings, Mon-Friday 5-530p/5-6pFOX and 10-1030p/9-10pFOX
Univision & Telefutura Capture More Than 75% of the
Spanish TV Viewership…Why Go Anywhere Else?
Spanish Language TV Stations In Austin
Sign-on to Sign-off % Share of Viewing
(Mon-Sun/6am – 2am)
Adults 18-49 Adults 25-54
KAKW - (7,100 viewers)
82% 76%
Univision KAKW - (5,300 viewers)
Univision KTFO -
KTFO - TeleFutura
63% 19%
TeleFutura
(2,100 viewers)
57% 19% (1,800 viewers)
10% 12%
4% 4% 4% 8%
Telemundo
Telemundo (1,100 viewers)
KADF - KADF -
(1,100 viewers)
Azteca Galavision Azteca Galavision
(500 viewers) (400 viewers)
(500 viewers) (700 viewers)
Source: Nielsen NHSI July 2009, Adults 18-49, 25-54 Austin DMA.
Typical Time Period: M-Su/6a-2a
Note: Galavision is a cable property only.
107.7-FM LA JEFA LISTENER PROFILE
GENDER COMPOSITION
MALE: 62%
FEMALE: 38%
AGE COMPOSITION LANGUAGE/ETHNICITY
HISPANIC: 1
SPANISH DOMINANT: 94%
ENGLISH DOMINANT: 6%
Source: Arbitron 2-book Average (Fall 2009-Winter 2010, ) AQH Comp P12+, M-SU 6A-12M.
107.7-FM LA JEFA CONSUMER PROFILE
LARGER, YOUNGER HOUSEHOLDS
HH Size 4+ INDEX: 184
KLJA listeners are
Kids In HH 3+ INDEX: 279
younger and have
Teens In HH INDEX: 15
larger households. We
provide more bang for
your buck!
AGE OF ACQUISITION
(HH PLANS TO PURCHASE NEXT YR)
Home INDEX: 187
Major Appliance INDEX: 158
Because our listeners Computer INDEX: 156
are younger, they are New Auto INDEX: 131
midst of acquiring goods HDTV INDEX: 124
and services that other Furniture INDEX: 123
groups might view as Mattress INDEX: 118
wants vs. needs…
Played Soccer INDEX: 277
ACTIVE LIFESTYLE Visited A Job Fair INDEX: 152
KLJA listeners lead active Visited A Nightclub INDEX: 139
lifestyles and are more Visited The Zoo INDEX: 119
likely to have indulged in a 3+ Sit-down Rest. (Mo.) INDEX: 11
variety of entertainment Jogging/Running INDEX: 110
and leisure options within Adult Continuing Education INDEX: 104
the past year…
10
Source: Scarborough Austin 2010 Rel. I (Apr.’09-Mar.‘10) Survey reflects both La Jefa and Hitz formats.
KLQB 104.3 FM
FORMATDESCRIPTION
Other La Que
Regional Mexican Format
La Que Buena 104.3 FM features a combination of Cumbia, Norteño,
Buena Music Styles
Mariachi and Ranchera music. La Que Buena features mega artists
Ballads - This genre of Latino featuring Montez de Durango, Intocable, Los Alegres de la Sierra,
music typically features smooth,
slow melodies with slow to medium Horoscopos de Durango, Alecranes Musical, Vicente Fernandez and many
beats and passionate lyrics. more!
Boleros - This style of music is NORTEÑO: Norteño music is very similar to Country music. Some of the
performed to the accompaniment of
castanets, guitar, and the voices of
featured artists are: Ramon Ayala, Poder del Norte, Pesado, Tigres Del
the dancers. Some of the bolero's Norte, Intocable, Limite, and many more!
most prominent composers have
come from Mexico, an example
being the great Mexican composer CUMBIA: Cumbia is a combination of rhythms from South America and the
Agustin Lara. Caribbean with a distinctive Mexican flavor. Cumbia means PARTY TIME!
Tejano – originated in Texas, this
music is performed by Tex-Mex/
You will enjoy the heavy drumbeat, congas and a lot of percussion. Cumbia
Chicano groups. It is a cross music is very popular in Mexico City and in the southern states of Mexico.
between contemporary
Rock/Ranchera/Country -The lyrics
can be both Spanish and English. MARIACHI & RANCHERA: Mariachi music is the pride of the Mexican
Culture. Everyone has listened to Mariachi music! This is the most popular
music in Mexico and it has become very popular in all of Latin America and
the world. Ranchera Music is considered romantic and is played on
Mexican regional format stations as well on romantic soft contemporary
stations.
Univision Radio Group
10801 N. Mopac Expwy. #2-250
Austin, TX 78759
KLQB 104.3 FM
LISTENERPROFILE
Gender Age
35.3% 37.5%
Male
Female 46.2% 21.6%
53.8.%
5.6%
Employment Status
45.1%
Adults 18-24 Adults 25-34 Adults 35-49 Adults 50+
23.8%
20.4%
Household Income Levels
28.8% 28.4%
25.5%
Full Time Part Time Homemaker 17.3%
Own or Rent Residence
36.0%
Own
Rent
58.8% Less Than $25,000- $35,000- $50,000+
$25,000 $34,999 $49,999
5.2%
Other
# Child(ren) Under 18 in Household
Highest Education Level Attained
No 26.3%
43.7%
One 20.0%
25.2%
21.9%
9.1% Two 25.8%
Le s s Than High School Som e Colle ge Colle ge Three or
27.9%
12th Gr ade Gr aduate or More
M or e
Univision Radio Group Source: Qualitap Release 2 Oct07-Sep08
10801 N. Mopac Expwy. #2-250
Austin, TX 78759
13
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