Hispanics Reaching Central Florida

potential

ORLANDO MARKET Hispanics make up 30% of the

population in the Orlando Metro

compared to 18% of the U.S.

This segment of the market is

projected to grow by 19% over the next

five years and will make up 34% of the

Orlando population by 2023.

Hispanics have considerable buying

power. Hispanics’ aggregated income in

Orlando Metro will jump 38% from $14.5

billion in 2018 to $20 billion in 2023 –

a rate 54% faster than the national

average for this audience.

Orlando Hispanics are younger and

more educated than the average

Florida Hispanic.

Most local Hispanics are of

Puerto Rican descent, which differs

from the majority of Hispanics in the U.S.

(Mexican) and the dominant Hispanic

group in Florida (Cuban).

HISPANICS US FLORIDA ORLANDO

METRO

Total Hispanic Pop 58.7M 5.2M 727K

% Total Pop 18% 25% 30%

Average Age 31 36 34

<18 years old 33% 26% 30%

18 to 54 54% 55% 55%

55+ 12% 19% 15%

College Educated 38% 48% 53%

Cuban 4% 27% 7%

Mexican 62% 15% 12%

Puerto Rican 10% 21% 50%

Other 25% 37% 32%

Average HHI $44K $46K $43K

HHI $50,000+ 46% 44% 42%

Source: Claritas – Consumer Concentration/Pop Facts, 2017 Note: Totals may not equal 100% due to rounding.

Sources: Google/Ipsos MediaCT, July 2014 & June 2015; Forbes, ‘Is Marketing in Spanish Still Relevant to Hispanics, 2017.

marketing to hispanics

88% pay attention & 41% feel more favorable

about a brand that aims to be culturally relevant

ORIGINAL SPANISH-LANGUAGE ADS

Create original Spanish-language ads instead of just

translating an English-Speaking ad.

SPANISH DIALOGUES

Use Spanish-language dialogues in video instead of

voice-overs.

NARRATIVE

Create a narrative with storytelling.

RELEVANT HUMOR

When using humor make sure it’s culturally relevant.

RELATABLE CONTENT

Ads should include familiar talent and real-world

relatable settings.

Increase ROI up to 4X HIGHER THAN Non Spanish-

language and culturally relevant ads by using:

4

technology

Hispanics embracing

U.S. Hispanics say they use

the Internet more than TV (54% vs.

34%) when gathering information

about a purchase.

Among Hispanics who recall seeing

online ads, 93% took action –

performed a search, visited a brand

website, or made a purchase.

66% of online Hispanics pay attention

to the online ads, compared to 47%

of the general online population.

Hispanic consumers are online &

on mobile - 68% of Hispanics

that use search engines, do so

on their mobile device.

79% of Hispanics use search engines

on a daily basis – It’s their #1 online

source for gathering information

about a purchase and they rely on

it heavily during their research.

Hispanics are mobile and social super

users, 77% of U.S. Hispanic Internet

users will access social networks at

least monthly, compared to 69% of

all U.S. Internet users.

Sources: Google/Ipsos MediaCT, June 2015

5

Hispanics &

Technology

103,700 - the approximate

number of Hispanics who read a

newspaper on a mobile device

in the past 30 days

$514,07 - the

average amount spent

by Hispanics on Internet

purchases in a year

92% - the percent of

Hispanics who live in a

household with

a Smartphone

95% - of

Central Florida

Hispanics access

the Internet

2 Hours – the

average time

spent on social

media sites

Scarborough R1, 2017 – Orlando DMA.

usage media

CENTRAL FLORIDA HISPANIC ADULTS

ARE MORE LIKELY THAN THE AVERAGE

US HISPANIC ADULT TO:

Read a Spanish language

newspaper (past six months)

Use a mobile device to read a

newspaper (past 30 days)

Listen to Internet radio (past 30 days)

Own a DVR

Source: Scarborough R1, 2016 & 2017 Multi Market. Base Compared to the Orlando DMA – Hispanic Base.

7

EL SENTINEL Weekly - Saturdays

148,498 Distribution

92% Home Delivered

ELSENTINEL.COM Average Monthly Traffic

Unique Visitors: 45,551

Page Views: 115,069

Source: Internal Distribution 2018; Site Catalyst 1/2017 – 12/2017 12 month avg.; Facebook.

FACEBOOK Followers: 19,971

el sentinel

Reaching Local Hispanics

8

El Sentinel keeps you in touch with young, active, upscale Hispanic customers.

profile

reader

65% women

62% ages 25-54

years old

56% have

children at home

65% married

48% household

incomes $40,000+

EL SENTINEL READERS ARE MORE LIKELY TO:

Attend a local theme park or attraction

Take a vacation outside of the continental U.S.

Spend more money on groceries in a typical week

Buy a new vehicle in the next year

Shop at a book store, toy store, clothing store or

office supply store

Scarborough 2017, R1. Base: Orlando DMA.

9 DEPORTES (SPORTS)

From local little league

baseball and soccer, to the

Orlando Magic, everything is

covered. Business content and

a weekly auto column are also

featured within this section.

print Get results with El Sentinel, your solution for

reaching Central Florida Hispanics.

El Sentinel, the largest Hispanic newspaper in

Central Florida, is an established, weekly

Spanish language broadsheet newspaper in

its 16th year of publication.

DIVERSION (ENTERTAINMENT)

This is where readers can find

the latest on concerts, music,

travel, movies, fashion and food.

It also includes celebrity

profiles and movie and

restaurant reviews.

NOTICIAS (NEWS)

This section covers

community and local news

stories, consumer articles,

immigration questions,

health, national and

international news.

SECTIONS

10

distribution

print

Lake Distribution = 4,418

Orange Distribution = 73,300

Osceola Distribution = 48,798

Seminole Distribution = 17,053

Volusia Distribution = 4,929

Total Distribution: 148,498

Serving the interests, needs and lifestyle of

the local community like no other newspaper

in the area, El Sentinel distributes in Orange,

Seminole, Osceola, Lake & Volusia counties.

Localized insert

capabilities

Only local Hispanic

print publication

with this targeting

capability

148,500 copies

delivered

every Saturday

Free via home

delivery (92%)

and racks (8%)

largest

84%

16%

LAKE COUNTY

Hispanic Pop: 53,995

Projected 5 Yr. Growth: 24%

46%

54%

OSCEOLA COUNTY Hispanic Pop: 188,697

Projected 5 Yr. Growth: 21%

79%

21%

SEMINOLE COUNTY

Hispanic Pop: 98,683

Projected 5 Yr. Growth: 19%

69%

31%

Hispanic Pop: 423,863

Projected 5 Yr. Growth: 18%

ORANGE COUNTY

86%

14%

VOLUSIA COUNTY

Hispanic Pop: 73,120

Projected 5 Yr. Growth: 18%

HISPANIC POPULATION BY COUNTY

Hispanic Other

# %

Source: Claritas, 2017 – Consumer Concentration: 2018 & 2023 Pop, Hispanic/Latino.

OrlandoSentinel.com has a long tradition of

providing the news Central Floridians want,

when it happens.

TARGETED SOLUTIONS

Behavioral targeting to Hispanics

Geo-targeting zip codes to areas with a high

concentration of Hispanic residents/subscribers.

Retarget readers of the ElSentinel.com

channel through our TribX partners.

ElSentinel.com expands the print coverage by

delivering breaking news, video, photo galleries and

blogs for Central Florida’s online Hispanic community.

TARGETED SOLUTIONS

Geographic targeting lets you target zips with a

strong Hispanic population and present custom

messages exclusive to your intended audience.

Behavioral targeting segments readers by what

they read and search for on ElSentinel.com.

online solutions

AVG. MONTHLY TOTAL Page Views: 29.2M

Unique Visitors: 5.5M

#1 local

news site in Central Florida

Source: SiteCatalyst, January–April 2017 Monthly Average

13

EMAIL BLASTS

Using established partnerships, we segment and

send targeted emails to a list of recipients who fit

your exact demographic and behavioral profile.

Targeting

Unique Open Rate: 7% – 11%

Targeted to Central Florida Hispanics

Projected Hispanic Email Count: 256,366

EXTENDED REACH

Extend your reach to target your ideal audience

across the 14,000+ websites that make up one of

the largest digital networks in the nation.

Targeting

Contextual Targeting and Keyword Search

Retargeting – Target by browser settings (English

vs. Spanish), utilizing Spanish keywords

Category Targeting or Topic Targeting – Hispanics

Demographically target Hispanics with display

and video

Spanish language targeting on Facebook –

Orlando DMA

Mobile & Tablet Network Targeting the Hispanic

channel – Orlando DMA

More Solutions

Connect with a growing, coveted audience

Hispanics now make up 30% of Metro Orlando adults, and this audience is projected to grow 19% over

the next five years. If you are not marketing to this demographic, you are missing out on a vital and

growing segment of the local population. El Sentinel, the largest Hispanic newspaper in Central Florida,

is an established, weekly Spanish-language broadsheet newspaper in its 16th year of publication.

ElSentinel.com, the companion website, expands the print coverage and offers dynamic, interactive

ads to get your message across anytime, anywhere.

El Sentinel celebrates its readers each year with an exciting event. Spend time with this coveted

audience at a fun and engaging jazz and art festival. The Latin Jazz & Art Festival is an annual

heritage celebration bringing together the Hispanic and local communities for a day of dancing,

good tunes and opportunities for your brand to interact.

LIVE MUSIC • LOCAL ART EXHIBITS • FOOD • FLAMENCO DANCERS • ACTIVITIES

exhibit booth

FREE EVENT sampling

opp

♫ live

music stage opp

LATIN ART

Sept.

Saturday, September

LOCATION

Lake Concord Park,

Casselberry, FL

ATTENDANCE

5,000+ Hispanics

& Families

TIME

5PM-9PM

& jazz festival

advertisers

EL SENTINEL YEAR ROUND

Major Retailers Extending Their

Reach Through El Sentinel

THE EL SENTINEL DIFFERENCE

The only Spanish language newspaper

in Central Florida with crosswords,

comics and movie listings

Features a more comprehensive

calendar of upcoming Hispanic

community and entertainment events

Stronger national advertiser presence

Readers El Sentinel La Prensa

Frequency Weekly - Saturday Weekly - Thursday

Coverage Orange, Osceola, Lake, Volusia &

Seminole counties

Orange, Osceola, Lake, Volusia &

Seminole counties

Format Broadsheet Tabloid

Delivery Home Delivery (92%) & Rack (8%) Rack only

Distribution 148,500 Weekly 35,000 Weekly

competitive analysis

Reader

Demographics El Sentinel La Prensa

Male 35% 44%

Female 65% 56%

Median Age 46.1 48.4

Median HH Size 4.0 3.0

Work Full Time 42% 40%

White Collar 25% 24%

Working Women 35% 32%

Spanish Language

Dominant 81% 65%

readers EL SENTINEL READERS ARE

MORE LIKELY TO BE:

Female • Younger • Professional

Employed • Spanish Language Dominant

Source: Scarborough 2016, R1. Note: 2017 Release Did Not Include Applicable Data.