mlb take full advantage
Post on 19-May-2015
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Take Full Advantage
Part 1: Latino USA
49M U.S. Latinos 16%
Phoenix
1.5M/29%
Dallas
1.9M/27%
Houston
2.1M/34% Miami
2.0M/47%
Chicago
2.0M/20%
New York
4.4M/21%
Source: 2009 Geoscape Intelligence, US, Local Markets
LA
7.9M/45% Atlanta
701K/11%
San Francisco
1.6M/23% Philadelphia
684K/9%
51% Latinos
San Francisco
108% Philadelphia
64%
Source: 2009 & 2000 Geoscape Intelligence, US, Local; Latino growth as % of total growth
All U.S. Growth
LA
98%
Phoenix
48%
Dallas
56%
Houston
61%
Atlanta
25%
Chicago
89%
New York
102%
Miami
139%
Source: Nielsen 2009 UE, U.S.
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
Philadelphia 27 40
years younger
Latino Non Avg. Age
3.4 2.4
Source: Nielsen 2009 UE, U.S.
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
Philadelphia 3.2 2.5
+42%
Latino Non
Larger HH
Latino Non
HH Size
Consumer Spending
Source: 2009 Global Insights, U.S.
LA $126B
NY $77B
Miami $40B
Houston $41B
Chicago $35B
Dallas $32B
San Fran $31B
Phoenix $20B
Atlanta $10B
Philadelphia $10B
Household Income
Source: 2009 Global Insights, U.S.
LA $65K
NY $63K
Miami $63K
Houston $70K
Chicago $69K
Dallas $61K
San Fran $79K
Phoenix $47K
Atlanta $57K
Philadelphia $56K
88%
Source: Nielsen 2009 UE’s
speak Spanish
LA 87%
NY 92%
Miami 97%
Houston 90%
Chicago 92%
Dallas 89%
San Fran 84%
Phoenix 84%
Atlanta 84%
Philadelphia 77%
Sp/Eng Equal 24%
Eng Dom 22%
Sp Dom 27% Sp Only
15%
Part 2:
Fan Potential
Boxing
Soccer
NFL
NBA
MLB
Latino
22%
21%
20%
16%
15%
Non
13%
8%
44%
22%
28%
Index
169
263
46
73
54
Top Sports
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
17%
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
of Latinos play Baseball
(170 index)
Fan Potential
29% Players
Source: 2008 Major League Baseball Rosters
29% All-stars
Source: 2008 American League/National League rosters
Up to +50% Attendance
Source: 2008 Major League Baseball Attendance figures
Top Sellers
#1 #3 #8
#13 #16
Source: Majestic Sports, 2009
#20
Part 3:
Media Preference
Source: 2009 Simmons, Winter 2008 Release, U.S., Base: Latinos 18+ who agreed on main source for information/entertainment
Info
Television
Radio
Internet
Newspaper
Ent.
#1 44%
22%
15%
45%
27%
27%
25% -
Choice for Latinos TV
US
LA
NY
Miami
Houston
Chicago
Dallas
San Fran
Phoenix
#5
#1
#3
#1
#1
#3
#1
#5
#1
-
#1
#1
#1
#1
#1
#1
#2
#1
Prime News TV
Source: NTI, NSI, Adults 18-34 Rank, M-Su Prime, M-F Early/Late News, May09, U.S., Local Markets
Market Leader
65%
10%
9%
9%
7%
7%
7%
6%
Unduplicated Audience
7x’s
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
Part 4:
Success Stories
Case Study:
Barack Obama
Re-Assess the Landscape
Connect With A Relevant Message
Allocate Media Spending
10M
+28%
92%
$20M
67%
Latinos voted in ‘08
vs ‘04
of registered Latinos voted
SL media investment
voted for Obama
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
Piolín Interview & White House Visit
Hilda Solis Secretary of Labor
Obama Addresses Univision Audience
Sonia Sotomayor Supreme Court
Case Study: Fast & Furious
46% $72.5M opening Box Office
Latinos comprised
Take Full Advantage
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