Affluent Hispanic Entertainment and Brands 2014

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1 Affluent Hispanic Entertainment and Brands 2014

2 U.S. Hispanic consumers continue to grow in numbers and flex their spending power. This growth is having repercussions across all levels of the socio-economic spectrum. Affluent, those earning $100K+ per year, are an interesting group in particular because while they currently represent approximately 12.2% of Hispanic earners they punch above their weight as compared to non-hispanic affluents when it comes to contributing to overall spending. To better understand these differences we conducted a nationwide survey to look at key Affluent Hispanic interests and spending patterns.

3 Outline Methodology Detailed Findings Appendix

4 Methodology

5 Methodology Method Sample Size Screening Criteria Quotas/ Weighting Test Area Online survey via ThinkNow Research s Omnibus Study : n=2,021 Non-: n=1,224 : self identify as Hispanic origin Non-: self identify as Non-Hispanic origin years of age Quotas: Age bracket Gender balance Region Primary language spoken at home ( only) Some light weighting applied to balance samples to U.S. Census data with respect to age, gender and region. Nationwide Fieldwork Timing Omnibus surveys in 2014 (Feb-May 14)

6 Detailed Findings

7 Going to the movies, shopping, and having cable or satellite TV are the top 3 mentioned items when we asked respondents what they do as far as entertainment. Affluent are more likely to take part in the majority of entertainment activities compared to affluent Non- or non-affluent.

8 Activity Spending Top 10 Activities Among affluent groups ($100k+) Affluent Affluent Non- 60% 59% 55% 55% 56% 56% 46% 42% 49% 49% 54% 49% 49% 40% 47% 47% 45% 42% 38% 29% Go to the movies Shopping Have cable/ satellite TV Watch YouTube videos Cooking Play video games Read books Entertaining friends/ family at home Visit theme parks Have streaming video subscription Next, let's talk about entertainment. Which of the following do you do? Base: Affluent (n=226), Affluent Non- (n=139) and letters indicate statistically significant difference (95% confidence)

9 Activity Spending Top 10 Activities Among <$50K (A) $50K-$99K (B) $100K+ (C) 60%A 57%A 51% 54% 55% 51% 59%A 53% 50% 50% 48% 46% 48%B 42% 49% 45% 44% 51% 41% 41% 49%AB 47% 47%AB 38% 39%A 36% 32% 32% 29% 38%A Go to the movies Shopping Have cable/ satellite TV Watch YouTube videos Cooking Play video games Read books Entertaining friends/ family at home Visit theme parks Have streaming video subscription Next, let's talk about entertainment. Which of the following do you do? Base: All Respondents ; <$50k (n=967), $50k-$99k (n=743), $100k+ (n=226) and letters indicate statistically significant difference (95% confidence)

10 Affluent are more likely to watch different TV networks compared to non-affluent. This is true except with Telemundo and Univision. These two networks are more likely to be viewed among the less affluent.

11 Broadcast Networks Watched in Past Week Among affluent groups ($100k+) ABC 56% 60% FOX 38% 43% CBS 45% 50% NBC 39% 51% Telemundo 1% 23% Affluent Univision 2% 22% Affluent Non- Which of the following channels have you watched this past week? Please select all that apply. Base: Affluent (n=226), Affluent Non- (n=139) and letters indicate statistically significant difference (95% confidence)

12 Broadcast Networks Watched in Past Week Among ABC 40% 53%A 56%A FOX 34% 41%A 43%A CBS 33% 42%A 45%A NBC 27% 35%A 39%A Telemundo Univision 28% 22%A 23%AB 28% 23%A 22%A <$50K (A) $50K-$99K (B) $100K+ (C) Which of the following channels have you watched this past week? Please select all that apply. Base: All Respondents ; <$50k (n=967), $50k-$99k (n=743), $100k+ (n=226) and letters indicate statistically significant difference (95% confidence)

13 Cable TV Watched in Past Week Among affluent groups ($100k+) HBO 28% 46% A&E 35% 40% History Channel 26% 36% TNT 23% 29% Discovery Channel 29% 25% USA 30% 36% AMC 25% 30% ESPN SyFy 12% 29% 36% 32% Affluent Affluent Non- Which of the following channels have you watched this past week? Please select all that apply. Base: Affluent (n=226), Affluent Non- (n=139) and letters indicate statistically significant difference (95% confidence)

14 Cable TV Watched in Past Week Among HBO 26% 36%A 46%A A&E 25% 33%A 40%A History Channel 25% 31%A 36%A TNT 24% 30%A 29%A Discovery Channel 24% 28%A 29%AB USA 24% 25%A 36%A AMC 20% 30%A 30%A ESPN 19% 29%A 36% <$50K (A) $50K-$99K (B) $100K+ (C) SyFy 23% 22%A 29% Which of the following channels have you watched this past week? Please select all that apply. Base: All Respondents ; <$50k (n=967), $50k-$99k (n=743), $100k+ (n=226) and letters indicate statistically significant difference (95% confidence)

15 Affluent are the most likely to follow, watch, or attend a sporting even in the past 2 years. This is true for every sport that we researched in this study.

16 Sports Follow Sport Sports Among affluent groups ($100k+) Watch on TV Attend in Past 2 Yrs NFL (National Football League) 85% 81% 53% 60% 23% 20% Olympic Games NBA (National Basketball Association) 86% 75% 77% 70% 43% 39% 55% 49% 14% 5% 27% 16% MLB (Major League Baseball) 76% 72% 45% 43% 30% 27% FIFA (Soccer) NCAA Football 65% 35% 68% 62% 33% 17% 43% 38% 20% 6% 22% 15% NCAA Basketball 66% 62% 38% 37% 21% 11% MLS (Major League Soccer) NHL (National Hockey League) NASCAR Tennis Golf Do not follow any of the above 6% 4% 59% 38% 60% 51% 51% 46% 60% 39% 55% 46% 32% 17% 29% 27% 24% 22% 31% 15% 17% 16% 27% 24% Affluent Affluent Non- 19% 7% 19% 15% 15% 12% 15% 5% 13% 3% 40% 50% Please help us understand your level of interest in the following sports. Select all that apply. Base: Affluent (n=226), Affluent Non- (n=139) and letters indicate statistically significant difference (95% confidence)

17 Sports Sports Among Follow Sport Watch on TV Attend in Past 2 Yrs NFL (National Football League) Olympic Games NBA (National Basketball Association) MLB (Major League Baseball) FIFA (Soccer) NCAA Football NCAA Basketball MLS (Major League Soccer) NHL (National Hockey League) NASCAR Tennis Golf Do not follow any of the above 9% 6% 59% 78%A 85%AB 56% 74%A 86%AB 50% 69%A 77%AB 47% 65%A 76%AB 42% 56%A 65%AB 39% 56%A 68%AB 36% 54%A 66%AB 34% 54%A 59%AB 27% 49%A 60%AB 30% 46%A 51%AB 24% 44%A 60%A 19% 39%A 55%AB 19%BC 39% 48%A 53%A 38% 49%A 55%A 29% 38%A 43%A 26% 36%A 45%AB 25% 33%A 33%A 22% 33%A 43%AB 20% 30%A 38%AB 19% 29%A 32%A 13% 25%A 29%A 17% 23%A 24%A 13% 23%A 31%AB 8% 18%A 27%AB 33%BC 21% 17% <$50K (A) $50K-$99K (B) $100K+ (C) 8% 16%A 23%AB 5% 10%A 14%A 11% 22%A 27%A 11% 18%A 30%AB 6% 13%A 20%AB 7% 13%A 22%AB 8% 12%A 21%AB 6% 12%A 19%AB 6% 12%A 19%AB 5% 9%A 15%AB 3% 9%A 15%AB 5% 8%A 14%AB 48%C 40% 72%BC Please help us understand your level of interest in the following sports. Select all that apply. Base: All Respondents ; <$50k (n=967), $50k-$99k (n=743), $100k+ (n=226) and letters indicate statistically significant difference (95% confidence)

18 Similar to other categories researched in this study, affluent are more likely to own and plan to purchase many high end brands.

19 Luxury Brands Top 10 Brands Among affluent groups ($100k+) 75% 75% 77% 71% 69% 65% 55% 52% Owned 62% 59% 58% 58% 49% 49% 35% 26% 46% 44% 40% 39% Sony Nike Hanes Panasonic Adidas Whirlpool Wrangler Dickies Coach Hoover Affluent Affluent Non- Plan to Purchase in Next 3 Months 24% 24% 23% 23% 26% 28% 23% 21% 20% 21% 16% 16% 12% 11% 14% 15% 16% 12% 14% 11% Nike Adidas Hanes Dolce & Gabbana Panasonic Wrangler Sony Chanel Dickies Cartier Which of the following brands do you own or plan to purchase for yourself or your household? Base: Affluent (n=226), Affluent Non- (n=139) and letters indicate statistically significant difference (95% confidence)

20 Luxury Brands Top 10 Brands Among Owned 75%A 75%AB 70%A 65%A 60% 64%A 65%A 59% 57% 62%AB 55%A 58%AB 51%A 51%A 50%A 44% 40% 40% 49%A 44%A 35% 46%AB 40%AB 34% 35% 36%A 32%A 30% 19% 20% Sony Nike Hanes Panasonic Adidas Whirlpool Wrangler Dickies Coach Hoover <$50K (A) $50K-$99K (B) $100K+ (C) Plan to Purchase in Next 3 Months 21% 24% 24% 22% 23% 24% 23%A 23%A 23% 26%AB 28%AB 21%A 23% 17% 17% 17% 19% 17% 19% 17% 18% 21% 19% 20% 16% 16% 19% 21% 18% 15% Nike Adidas Hanes Dolce & Gabbana Panasonic Wrangler Sony Chanel Dickies Cartier Which of the following brands do you own or plan to purchase for yourself or your household? Base: All Respondents ; <$50k (n=967), $50k-$99k (n=743), $100k+ (n=226) and letters indicate statistically significant difference (95% confidence)

21 Appendix 35

22 Activity Spending 1-20 Affluent Hispanic Affluent Non- Hispanic <$50k $50k-$99k $100k+ Go to the movies 60% 55% 51% 57% 60% Shopping 55% 56% 54% 51% 55% Have cable/satellite TV 59% 56% 50% 53% 59% Watch YouTube videos 46% 42% 50% 48% 46% Cooking 49% 49% 48% 42% 49% Play video games 51% 40% 45% 44% 51% Read books 49% 49% 41% 41% 49% Entertaining friends/family at home 47% 45% 36% 38% 47% Visit theme parks 47% 42% 32% 39% 47% Have streaming video subscription 38% 29% 29% 32% 38% Have a paid store membership 42% 41% 20% 29% 42% Attend live music concerts 45% 35% 19% 28% 45% Visit museums/art galleries 32% 36% 20% 28% 32% Go to church/participate in church activities 26% 27% 22% 23% 26% Gardening/Lawn care 40% 39% 18% 25% 40% Gamble at casinos 33% 30% 17% 28% 33% Go to bars/night clubs 27% 19% 19% 28% 27% Couponing 21% 31% 22% 22% 21% Camping 27% 19% 18% 25% 27% Hiking 24% 28% 19% 24% 24% Affluent Hispanic Affluent Non- Hispanic <$50k $50k-$99k $100k+ Attend live sporting events 36% 32% 16% 25% 36% Read daily newspaper 38% 33% 15% 22% 38% Fishing 23% 21% 19% 22% 23% Have a gym membership 40% 22% 12% 22% 40% Go to the theater (play/musical) 31% 30% 13% 18% 31% Play team sports 23% 15% 12% 17% 23% Wine tasting 21% 21% 11% 18% 21% Charity/volunteer 17% 20% 8% 17% 17% Learn a new language 11% 10% 11% 11% 11% Have satellite radio 25% 21% 7% 14% 25% Adult education/continuing education/online courses 10% 5% 9% 11% 10% Interior design/decorating 14% 17% 7% 9% 14% Boating/sailing 13% 19% 6% 12% 13% Tennis 15% 8% 5% 11% 15% Hunting 10% 11% 6% 10% 10% Golfing 17% 17% 4% 10% 17% Attend a symphony/orchestra 16% 11% 4% 8% 16% Snorkeling/diving 12% 15% 5% 9% 12% Snow sports (skiing, snowboarding, etc.) 18% 7% 4% 9% 18% Next, let's talk about entertainment. Which of the following do you do? Base: Affluent (n=226), Affluent Non- (n=139) ; <$50k (n=967), $50k-$99k (n=743), $100k+ (n=226)

TV Networks 1-25 Affluent Hispanic Affluent Non- Hispanic <$50k $50k-$99k $100k+ ABC 56% 60% 40% 53% 56% FOX 43% 38% 34% 41% 43% CBS 45% 50% 33% 42% 45% NBC 39% 51% 27% 35% 39% HBO 46% 28% 26% 36%

23 TV Networks 1-25 Affluent Hispanic Affluent Non- Hispanic <$50k $50k-$99k $100k+ ABC 56% 60% 40% 53% 56% FOX 43% 38% 34% 41% 43% CBS 45% 50% 33% 42% 45% NBC 39% 51% 27% 35% 39% HBO 46% 28% 26% 36% 46% A&E 40% 35% 25% 33% 40% History Channel 36% 26% 25% 31% 36% TNT 29% 23% 24% 30% 29% Discovery Channel 29% 25% 24% 28% 29% Telemundo 23% 1% 28% 22% 23% Univision 22% 2% 28% 23% 22% USA 36% 30% 24% 25% 36% AMC 30% 25% 20% 30% 30% ESPN 36% 32% 19% 29% 36% SyFy 29% 12% 23% 22% 29% ABC Family 26% 19% 20% 26% 26% TBS 27% 23% 20% 22% 27% Food Network 23% 27% 19% 22% 23% Cartoon Network 21% 9% 20% 20% 21% Comedy Central 21% 19% 19% 21% 21% Animal Planet 20% 12% 19% 22% 20% FX 22% 19% 18% 22% 22% CNN 28% 23% 14% 25% 28% Lifetime 24% 14% 17% 18% 24% MTV 21% 12% 17% 20% 21% Affluent Hispanic Affluent Non- Hispanic <$50k $50k-$99k $100k+ Nickelodeon 17% 12% 18% 18% 17% National Geographic 19% 11% 15% 21% 19% PBS 22% 15% 15% 17% 22% TLC 15% 17% 15% 19% 15% Disney Channel 15% 5% 15% 17% 15% CW 13% 11% 16% 16% 13% SPIKE 19% 11% 14% 16% 19% E! 15% 9% 13% 16% 15% HGTV 24% 25% 10% 18% 24% Cinemax 16% 6% 12% 15% 16% Fox News 21% 18% 11% 15% 21% mun2 11% 1% 14% 13% 11% Bravo 16% 16% 10% 16% 16% Showtime 18% 14% 10% 16% 18% CNN en Espanol 17% 1% 9% 15% 17% Discovery en Espanol 11% 1% 11% 13% 11% Travel Channel 18% 16% 9% 12% 18% MundoFOX 15% 1% 9% 12% 15% Hallmark 13% 14% 8% 11% 13% ESPN Deportes 15% 1% 8% 10% 15% Galavision 5% 1% 10% 7% 5% Stars 11% 4% 5% 7% 11% Other 4% 9% 6% 3% 4% Do not watch television - 4% 5% 2% - Fusion 4% 1% 2% 3% 4% Which of the following channels have you watched this past week? Please select all that apply. Base: Affluent (n=226), Affluent Non- (n=139) ; <$50k (n=967), $50k-$99k (n=743), $100k+ (n=226)

24 Luxury Brands Owned Affluent Hispanic Affluent Non- Hispanic <$50k $50k-$99k $100k+ Sony 75% 71% 60% 70% 75% Nike 75% 77% 59% 65% 75% Hanes 65% 69% 57% 64% 65% Panasonic 55% 52% 44% 51% 55% Adidas 62% 59% 40% 51% 62% Whirlpool 58% 58% 40% 50% 58% Wrangler 49% 49% 35% 44% 49% Dickies 35% 26% 30% 34% 35% Coach 46% 44% 19% 36% 46% Hoover 40% 39% 20% 32% 40% Fossil 42% 36% 20% 30% 42% Chanel 38% 28% 16% 26% 38% Gucci 38% 29% 16% 25% 38% Citizen 33% 27% 16% 23% 33% Dolce & Gabbana 32% 21% 16% 22% 32% Dior 37% 23% 13% 18% 37% Tiffany & Co. 30% 28% 11% 21% 30% Louis Vuitton 30% 19% 10% 19% 30% Versace 24% 16% 10% 17% 24% Prada 26% 19% 9% 17% 26% Bulova 22% 16% 10% 16% 22% Cartier 21% 12% 9% 15% 21% Bulgari 14% 11% 6% 13% 14% Paul Frank 14% 9% 6% 11% 14% None of these 2% 5% 12% 6% 2% Buy in Next 3 Months Affluent Hispanic Which of the following brands do you own or plan to purchase for yourself or your household? BaseAffluent (n=226), Affluent Non- (n=139) ; <$50k (n=967), $50k-$99k (n=743), $100k+ (n=226) Affluent Non- Hispanic <$50k $50k-$99k $100k+ Nike 24% 12% 21% 24% 24% Adidas 24% 11% 22% 23% 24% Hanes 23% 16% 17% 23% 23% Dolce & Gabbana 23% 16% 17% 21% 23% Panasonic 26% 14% 17% 19% 26% Wrangler 23% 15% 17% 19% 23% Sony 21% 12% 17% 18% 21% Chanel 20% 16% 16% 19% 20% Dickies 21% 14% 16% 19% 21% Cartier 28% 11% 15% 18% 28% Hoover 24% 13% 15% 18% 24% Versace 24% 13% 14% 20% 24% Dior 19% 12% 14% 22% 19% Tiffany & Co. 25% 12% 13% 22% 25% Gucci 21% 11% 14% 22% 21% Louis Vuitton 25% 14% 13% 20% 25% Fossil 26% 11% 13% 20% 26% Prada 23% 14% 13% 20% 23% Whirlpool 28% 13% 14% 18% 18% Coach 20% 14% 14% 18% 20% Bulgari 29% 12% 12% 17% 29% Citizen 22% 14% 12% 19% 22% Bulova 26% 15% 12% 16% 26% Paul Frank 25% 15% 11% 18% 25% None of these 23% 47% 39% 31% 23%

25 Sample Profile Non- Lower Income (HHI <$50k) Upscale ($50k-$99k) Affluent ($100k+) Base (n=) Gender: Male 51% 49% 47% 58% 54% Female 49% 51% 53% 42% 46% Age: 18 to 24 20% 15% 26% 15% 9% 25 to 34 27% 20% 22% 34% 25% 35 to 44 24% 20% 22% 25% 30% 45 to 54 18% 23% 18% 16% 26% 55 to 64 11% 21% 12% 10% 10% Mean age Census Region: Northeast 14% 19% 14% 15% 15% Midwest 9% 24% 6% 12% 11% South 36% 37% 42% 34% 24% West 40% 20% 38% 40% 50%

26 Sample Profile Non- Lower Income (HHI <$50k) Upscale ($50k-$99k) Affluent ($100k+) Base (n=) Education: Less than High School graduate 6% 3% 8% 2% 1% High School Graduate/GED 22% 23% 31% 13% 7% Some college/aa/technical 39% 36% 42% 39% 28% College graduate or more 32% 38% 19% 46% 64% Household Income: Less than $50,000 57% 45% 100% - - $50,000 to less than $100,000 26% 29% - 100% - $100,000 or more 12% 22% % Prefer not to state 4% 4% Mean ($000) $60 $79 $26 $69 $200 Marital Status: Married or living with partner 59% 57% 50% 71% 80% Single, never married 31% 31% 37% 23% 15% Separated/divorced/widowed 10% 12% 13% 6% 5% Prefer not to answer 1% 1% 1% - - Have Children <18 in HH 54% 41% 48% 61% 66%

27 Sample Profile Lower Income (HHI <$50k) Upscale ($50k-$99k) Affluent ($100k+) Base (n=) Language Spoken at Home: Spanish only 10% 11% 9% 10% Spanish mostly 23% 23% 28% 26% Spanish and English equally 29% 29% 29% 28% English mostly 20% 20% 19% 17% English only 18% 18% 14% 18% Acculturation Less acculturated 13% 15% 12% 9% Bicultural 60% 57% 63% 65% More acculturated 27% 28% 25% 26% Born in U.S. 73% 68% 78% 77% Born outside of U.S. 27% 32% 22% 23% Country of Origin Mexican/Mexican-American 57% 56% 65% 62% Puerto Rican 15% 18% 12% 9% South American 12% 11% 12% 16% Cuban 8% 9% 7% 10% Central American 8% 8% 7% 4% Dominican 3% 4% 3% 1%

28 Contact Info Quantitative Research Carlos Yanez x110 Qualitative Research Jairo Moncada x111 Panel Gus Peña x107 Corporate Mario X. Carrasco Partner x101 Roy Eduardo Kokoyachuk Partner x102

ThinkNow Money Report 2017

ThinkNow Money Report 2017 ThinkNow Money What is it? ThinkNow Money is a nationwide survey that investigates attitudes around their money and financial situation. The study looks at as a whole and by