Radio & The Hispanic Voter

March, 2011

Hispanic Market GrowthGrowing Faster Than the Total U.S. Population

0.0%

20.0%

40.0%

60.0%

80.0%

100.0%

120.0%

140.0%

160.0%

180.0%

Caucasian African Hispanic American

Source: U.S. Census Bureau

Estimated Population Growth Rates: 2010 - 2050

+32.1%

+57.2%

+174.0%

Hispanics Are Best Reached with Radio

Source: Spring Arbitron National Format Trends Report - AQH Share/Adults 18-34 Total Week Spanish Radio Versus English Radio

Hispanic Radio Audience is GrowingTotal Radio Share – Mon-Sun 6a-12m –Adults 18-34

English-Language Radio Share

Spanish-Language Radio Share

83.0%

17.0%

Hispanic Radio Usage Levels

Source: Scarborough Release 2 2010 Top 10 Hispanic Markets, A18+ Radio Quintiles

Non-Hispanic Radio Usage Levels

Hispanics Are Best Reached with RadioNearly Half are Heavy or Very Heavy Radio Listeners

English Radio Format % Missed

Source: Scarborough Release 2 2010 FY, Hispanic A18+ Unduplicated Cume M-Su 6a-12mid, Top 10 Hispanic Markets plus SD and LV (Spanish Radio Formats incl. Sp. Adult Hits, Sp Rel, Sp N/T, Mex Regional, Sp. Tropical, Tejano, & Sp. Oldies)

66%

Spanish Radio Format Listeners - - -% NOT Reached by English RadioSpanish Radio Format Listeners - - -% NOT Reached by English Radio

66%

66%

66%

Rhythmic CHR

Adult Contemporary

Classic Hits

Urban Contemporary

Hot AC

English Radio Format % Missed

Classic Rock

News/Talk

Adult Hits

Country

Rhythmic Oldies

68%

67%

91%

66%88%

90%

66%66%

66%

66%

91%

94%

98%

66%92%

99%

Hispanic Radio Listeners Can’t be Reached on English Formats

Markets Heavy Radio Heavy TV Heavy Print Radio/TV Index

Radio/Print Index

Los Angeles 51% 36% 31% 141 167

New York 39% 38% 23% 101 163

Miami 49% 27% 31% 179 158

Chicago 47% 38% 28% 124 169

Houston 51% 39% 24% 132 218

San Francisco 52% 42% 19% 123 279

Dallas 55% 35% 28% 156 194

San Antonio 55% 33% 37% 166 149

Phoenix 48% 34% 32% 141 149

San Diego 47% 37% 30% 127 157

Heavy Media Usage – A18+

Source: 2010 Scarborough DMA/Release 2 (Rel. 1 for NY, HOU) / Media Quintiles-Heavy=Quintiles 1+2

Hispanics are Much Heavier Users of Radio Than Other Media

Latinos drive record surge in U.S. naturalizations

They made up almost half of the 1 million new Americans in 2008

40% of New Voters

Hispanics accounted for 40% of NEW voters in the 2008 presidential election!

5,219

Today 5,129 Latinos hold elective or appointive public office

Hispanics Continue to Grow in Influence

9.7 million Hispanic Americans were reported to have voted in the 2008 Presidential election

o An increase of 26% in the number of Hispanic Americans voting in 2008 as compared to the 2004 Presidential election

o That compares to a 4.3% increase among all registered voterso 49.9% of all registered Hispanic voters turned out to vote in 2008, up from 47.2% in

2004

According to the United States Hispanic Leadership Institute…o Hispanics are registering to vote at a rate six times greater than the general populationo Hispanics are turning out to vote at a rate five times greater than the general

population

The Hispanic Voter

Source: U.S. Census Bureau

Source: Scarborough USA+ 2009, Release 2

Among Hispanics, every week, radio reaches:• 88% of Adults who are registered to vote in their district of

residence• 85% of Adults who ALWAYS vote in local elections• 89% of Adults who SOMETIMES vote in local elections• 86% of Adults who ALWAYS vote in statewide elections• 89% of Adults who SOMETIMES vote in statewide elections

Radio is a Great Way to Reach Hispanic Voters!

Radio Reaches 75.1% of all registered voters each week

The Hispanic Voter A Vital Sector of the Voting Population in Key Markets

Source: ARBITRON, Fall 2010

Hispanic 18+ PopulationMarket (as % of Total 18+ Population)Los Angeles 42%New York 22%Miami 48%San Francisco 21%Chicago 19%Houston 32%San Antonio 51%McAllen 87%Dallas 26%San Diego 29%Phoenix 29%Las Vegas 81%El Paso 27%

Hispanic Voter Impact on the 2010 Election

The impact of the Hispanic vote in the 2010 midterm elections made a major difference in the outcome of several Gubernatorial and Senatorial races, according to Voto Latino, a 501(C) non-profit, non-partisan organization that does not support/endorse any political party or candidate…

California Governor: Hispanic vote for Jerry Brown: 86%Hispanic share of all voters: 18%Hispanic contribution to Brown: +13.1

California Senator: Hispanic vote for Barbara Boxer: 86%Hispanic share of all voters: 18%Hispanic contribution to Boxer: +10.1

Nevada: 25% of Nevadans are Hispanic12% of all registered voters in Nevada are Hispanic16% of all voters in 2010 were Hispanic

The Hispanic Voter An Important Voting Bloc in Crucial States

State # of Electoral VotesCalifornia 55Texas 38New York 29Florida 29

Illinois 20New Jersey 14Arizona 11Nevada 6

202 Electoral votes are clustered in key states with significant Hispanic populations

Your message is Relevant to the Hispanic voter when it is delivered via targeted Hispanic radio

This personalized invitation to participate with your candidate or issue will gain heightened Recognition within the community

Use of Hispanic radio as a vehicle to deliver your advertising message will gain Respect from this important constituency

Bottom Line? Results !

Marketing to Hispanic Voters