Hispanics in AustinAn overview of the emerging Hispanic population

presented by Brisa Communications, LLC

2010 Data

• The Hispanic population in the DMA jumped by 62 percent between 2000 and 2009

• Much of the increase is attributed to children and young adults up to 34 years old. Over the same period, the total population in the Austin DMA grew by 35 percent.

• Austin is home to more than 112,000 Latino children under age 10 – and they represent 43 percent of all children in that age demographic in the market.

• Hispanics account for 35 percent of all kids and teenagers up to age 17; 33 percent of young adults 18 to 24; and nearly 40 percent of those age 25 to 34 – prime years for having families.

Source: 2009 Geoscape International, American Marketscape DataStream

Facts About Hispanics in the Greater Austin Area

Area Name   Total     Anglo     Black    Hispanic     Other  

 Texas 25,373,947 11,441,595 2,925,751 9,847,852 1,158,749

Projected Texas Population by Area, 2010

 Austin-Round Rock MSA

1,712,647 926,629 134,013 566,135 85,870

Facts About Hispanics in the Greater Austin Area

• NEW NUMBERS – During the past 5 years the Greater Austin area Hispanic purchasing power has grown by 54% to $9.4 Billion (Austin Ad Fed, Hispanic Marketing Council, November 2009)

• Nearly 30,000 Hispanic-owned businesses in the area (State of Texas Comptroller, May 2010)

• Most Hispanics in Austin earn between $35,000 and $75,000 per year

Facts About Hispanics in the Greater Austin Area

• Austin's Hispanic population has been influenced by "secondary migration" - Latinos moving to the market seeking a city that is safer and less expensive compared to many other major metro areas.

• Hispanic students represent over 60 percent of the Austin ISD student population

• Nearly 30 percent of AISD students are Limited English Proficiency students

23 48 Austin, TX 154,210 1.191 73.33% 22.72%

Rank* DMA Rank Market

Hispanic TV HH

DMAs % of Total US Hispanic TV HH

Cumulative % Total US

Hispanic TV HH

Hispanic TV HH % of

DMA HH 1 2 Los Angeles,

CA 1,868,200 14.426 14.43% 33.01%

2 1 New York, NY 1,251,460 9.663 24.09% 16.70% 3 17 Miami-Fort

Lauderdale, FL 666,230 5.144 29.23% 43.32%

4 10 Houston, TX 561,390 4.335 33.57% 26.44% 5 5 Dallas-Ft.

Worth, TX 506,020 3.907 37.48% 19.89%

6 3 Chicago, IL 492,170 3.800 41.28% 14.06% 7 12 Phoenix, AZ 391,770 3.025 44.30% 20.91% 8 37 San Antonio,

TX 388,800 3.002 47.30% 46.84%

9 6 San Francisco-Oakland-San Jose, CA

382,460 2.953 50.26% 15.28%

10 87 Harlingen-Weslaco-Brownsville-McAllen, TX

294,640 2.275 52.53% 83.20%

***A DMA (Designated Market Area) is a geographical region set up by the A.C. Nielsen Company

Source: Nielsen Media Research - NSI, Jan, 2010 *Ranked by Hispanic TV Households