Mediakit univision

Univision Radio Miami Media Kit
Winter 2011

Miami/Ft. Lauderdale
Confidential and Proprietary

Univision Radio is part of the Premier Spanish Language
Media Company in The US

Univision Network Univision Television Group
the most-watched Spanish-language owns and operates 63 television stations in
broadcast television network in the major U.S. Hispanic Markets and Puerto
U.S. reaching 95% of U.S. Hispanic Rico.
Households.

TeleFutura Network Univision Radio
a general-interest Spanish-language the leading Spanish-language radio group
broadcast television network which owns and/or operates 70 radio stations
reaching 85% of U.S. Hispanic in 17 of the top 25 U.S. Hispanic markets
Households. Puerto Rico.

Univision Movil
the industry’s most comprehensive
Spanish-language suite of mobile
offerings.

Univision Online
Galavision Univision Studios the premier Spanish-language Internet
the country's leading Spanish-language
produces and co-produces telenovelas, reality destination in the U.S.- www.univision.com.
cable network.
shows, dramatic series and other programming
formats for all of the company’s platforms.


Univision Radio Nationwide
68 radio stations in 16 of the top 25 U.S.
Hispanic markets and 5 stations in Puerto Rico

New York

Chicago
San Francisco
Las Vegas

Albuquerque
Fresno Los Angeles
Dallas
Phoenix
San Diego Austin
El Paso
San Antonio Houston
Miami
McAllen/Brownsville
Puerto Rico

Univision Radio Miami

Market Leading Radio Station for over 10 years A New Radio Station to the Miami market, Mix 9-8
Internationally recognized talent in key day parts plays a mix of Spanish and English Language hits.
Spanish Adult Contemporary format the station has skyrocketed in popularity since it’s
Targets upscale Miami Hispanics 25-54 launch on June 24th, 2010 and targets
Hispanic Adults 18-49

Reflects The International Melting Pot of Today’s
Heritage Miami Radio Station
Miami. News/Talk/Lifestyle format targets Miami’s
News/Talk/Sports format
International Business Community.
Home of The Florida Marlins in Spanish
Home of the Miami Heat and Miami Dolphins in
Targets Miami’s Political “Movers and Shakers”
Spanish


Miami Market Facts


Miami Market Facts
Radio Market Rank Consumer Spending Major Market Events/Festivals
Hispanic Market 3 Total $102.5 Bil. Three Kings Day Parade January
Total Market 12 Hispanic $41.1 Bil. South Beach Food and Wine Festival February
Source: Global Insight – 2009 Hispanic Market Monitor
Source: Arbitron Spring 2010 Blue Book MSA Population Estimates P12+
Calle Ocho Festival March
Hispanic Consumer Spending Florida Marlins Season Opener April
Population of the Miami Metro (Persons 12+)
Familia y Hogar Expo May
Total 3,580,000 Food at Home $4.2Bil
Premios Juventud July
Hispanic 1,715,700 Food Away from Home $2.4 Bil
Alcoholic Beverages $710 M. Miami Dolphins First Game September
Hispanic % 48%
Source: Arbitron Spring 2010 Blue Book MSA Population Estimates P12+ Clothing/Apparel $1.7 Bil Latin Grammy Street Parties October
Footwear $440 M. Miami Heat First Game October
Hispanic Population by County Vehicle Purchases $1.54 Bil Junta Hispana November
Miami Dade 61% 1,539,409 Personal Care $660 M. Los Reyecitos December
Broward 21% 461,908
Source: Global Insight – 2009 Hispanic Market Monitor
Source: Geoscape. American Marketscape DataStream™. 2010 Series. 0+ Pop

Median Age
Total 42 Language Preference What Makes Miami Different?
Hispanic 43 Only Spanish 35.5% Cuban & S. American vs. Mexican Ethnic Background
Mostly Spanish 40.5% •Baseball more than Soccer
Market Population Growth Spanish/English Equally 2.5% •Tropical more than Tejano music
Hispanic + 22% Mostly English 15.6% Political rather than Economic Immigration
Non-Hispanic -3% Only English 6.0% •Came to the US with economic stability
Source: Geoscape. American Marketscape DataStream™. 2010 Series. 0+ Pop Source: Miami Scarborough Release 1 2010 (Feb 09-Jan 10) HA18+ seeking political freedom from countries
Hispanic Ancestry like Cuba and Venezuela
Cuban 37.1% Older Market
Puerto Rican 10.1% •Average age of US Hispanic is 28, Miami is 43
Colombian 9.0% Undoubtedly Hispanic
Mexican 8.7% •Hispanics are the majority
Nicaraguan 6.0% High Income, Education and levels of Home Ownership
Dominican 5.0% Higher levels of Business Ownership
Peruvian 3.6%
Venezuelan 3.4%


Miami’s Affluent Hispanic Market

Household Income Financially Stable
% Hispanics HH Income over 75K % Hispanics with checking accounts
Miami/Ft. Lauderdale 35% Miami/Ft. Lauderdale 79%
Top 10 Hispanic Markets 28% Top 10 Hispanic Markets 59%

Own Their Home Education
% Hispanics that Own their Home % Hispanics with some college or more
Miami/Ft. Lauderdale 54% Miami/Ft. Lauderdale 50%
Top 10 Hispanic Markets 45% Top 10 Hispanic Markets 21%

Source: Ad 25-54 Scarborough Aggregate of Top 10 Hispanic Markets includes: Chicago, Dallas, Houston, LA, New York, Phoenix, San Fran, Phoenix, San Antonio

100% Of South Florida’s Population Growth will come
from Hispanics from 2000-2015
Non-Hispanic Population will decrease by 8% from
2000-2015
2500000 36%
8%
2000
2000000 2015
Non 2015
Hispanic
Hispanic Non
Population
1500000 Population Hispanic
2000 Population
Hispanic
1000000
Population

500000

0
Hispanic Pop Non Hispanic Pop
Source: Geoscape AMD 2010 Series Census 2000, 2010 Estimates, 2015 Projections

Language
and
Media
Usage
in
Miami


Miami Hispanics are Spanish Dominant

English 24%
Dominant

Spanish Dominant 76%

0 10 20 30 40 50 60 70 80 90 100

According to the Census 2000 updated in 2006, 58.5 percent of Miami
Dade County’s 2.4 million residents speak Spanish — and half of those
say they don't speak English well. English-only speakers make up only
27.2 percent of the county's residents (Source: ASSOCIATED PRESS May 29, 2008 at 6:05 a.m.)

Source: Scarborough / Miami/ Release 1 2010 Feb 09-Jan 10 Hispanic Adults 18+

Miami Hispanics are Much Heavier Users of Radio

50%
45% Radio
40%
35%
30% TV
Newspaper
Newspaper
25% Radio
20% TV
15%
10%
5%
0%
Media Quintiles
Percent of Adults 18+ in the top 2 quintiles per medium

Source: Scarborough / Miami – Ft Lauderdale / Release 1 2010 Feb 09-Jan 10 Hispanic Adults 18+

Hispanics who listen to Spanish Radio are twice as likely to listen to
the entire commercial than non-Hispanics who listen to English
radio.

When Listening to Radio and a
Commercial comes on, I usually
listenrto the entire commercial

52%

26%

LISTEN TO ENTIRE COMMERCIAL

NON-HISPANIC: LISTEN TO ENGLISH RADIO HISPANIC: LISTEN TO SPANISH RADIO

Source: 2010 Simmons Hispanic Media Engagement Study 12
Copyright © Univision Communications Inc. All rights reserved. Confidential and Proprietary

Spanish Radio Has A Stronger Impact on Purchasing Decisions
Than English Language Radio
Hispanics who listen to Spanish radio are more than five times more likely to make purchasing
decisions based on radio ads than non-Hispanic listeners of English radio, and nearly three times as
likely compared to Hispanic listeners of English radio.

Make Purchasing Decision Based on Radio Ads

5 x More Likely

Hispanics
that listen to
Hispanics
Spanish that listen to Non
Language English Hispanics
English
Radio Language Language
Radio Radio

Source: 2010 Simmons Hispanic Media Engagement Study 13

WAMR-FM
STATION PROFILE & COVERAGE MAP
WAMR-FM / AMOR 107.5 has been South Florida’s Market Leader in Spanish
Language Adult Contemporary Radio station since its launch over 10 years ago. AMOR
107.5’s carefully programmed Spanish contemporary music and charismatic hosts
continue to capture the hearts of South Florida listeners year after year. The station
ranks #1 in the Hispanic Adults 25-54 demographic in all prime day parts.*

Station Format: Spanish / Adult Contemporary

Station ID: WAMR-FM 107.5

Signal Coverage: Dade, Broward, and Palm Beach

Power: 100,000 Watts

Years On Air: Eighteen (18)

Language: Spanish

Hours per Day: 24 Hours

*Source: Miami – Ft Lauderdale –Hollywood PPM Nov 2010

WAMR-FM PROGRAM SCHEDULE

Show Title Host Time
Period
“Pre-Desayuno Musical” Julio Cesar Machado 5a-6a

“Desayuno Musical” Javier Romero, Osvaldo Vega y Paula Arcila 6a-10a

“Betty Musciales” Betty Pino 10a-3p

“Tardes Calientes” Jose Antonio Alvarez y Roxana Garcia 3p-7p

“Music Programming” 7p-8p

“Intimo” Alberto Sardinas (Monday-Thursday) 8p-12m

Music Programming Fri Nights from 8p-12m

Saturday Sunday
Vanessa Delgado 6a-10a Efrain Garcia 6a-8a
Rodrigo Duran 10a-3p “Amor Celestial” con Hector Serpas 8a-10a
Sarimar Hernandez 3p-7p Rodrigo Duran 10a-2p
“Hit Parade de America” con 7p-9p Francisco Javier 2p-7p
Javier Romero
“Hit Parade de America” con 7p-9p
Silvana Troccoli 9p-12m Javier Romero
“Intimo” con Alberto Sardinas 9p-12m


Endorsement Spanish Adult Contemporary
Opportunities

Daypart Personality Javier is one of the most recognized
members of the Univision family. He has
Mon-Fri Javier Romero been one of the top on air personalities in
Miami radio for over 20 years and he is
6am-10am
international ally known as the co-presenter
of the popular television show Sábado
Gigante. Javier is a true professional, clean
cut, and trustworthy.

Osvaldo has also been an on air personality
Daypart Personality in Miami for over 20 years. He and Javier
have been working together for over 10
Mon-Fri Osvaldo Vega years as a morning show team. Osvaldo is
the “jokester” of the duo. He is witty and
6am-10am sharp, and is a perfect balance to Javier.

Paula is the “voice of reason” as the morning
show ‘s female influence. She is Columbian
Daypart Personality
and brings an international point of view to
the show as well. During the morning show,
Mon-Fri Paula Arcila Paula focuses on entertainment and traffic.
6am-10am She can also be seen on television as a
contributor to Escándalo TV on Telefutura.


Endorsement Spanish Adult Contemporary
Opportunities

Daypart Personality Betty Pino is known as Miami’s “hit maker”
because she has a reputation of launching
Mon-Fri Betty Pino the careers of many of Latin musics’s
10am-3p brightest stars. She is also known as the
most recognized female voice in Miami radio
throughout Latin America and Spain. Betty’s
show is music intensive with a twist of
gossip and entertainment news.

Daypart Personality Jose and Roxana’s afternoon show is called
“Tardes Calientes” which literally means,
Mon-Fri Jose Antonio “Hot Afternoon”. Their unique chemistry
3p-7p Alvarez and makes their music intensive show energetic,
Roxana Garcia vibrant and really entertaining. The show
has been Miami’s favorite, regardless of
language , for years. They are available for
endorsements together or separately.

Daypart Personality Alberto Sardiñas is host of “Intimo”, a show
that explores the positive side of everyday
life with a motivational twist.
Mon-Fri Alberto Sardinas Alberto is a veteran of Miami radio, having
8p-12n worked in the market since 2001.
He frequently appears on Univision
Network’s “Tu Desayuno Alegre” and is also
the radio and television voice of several of
the most recognized advertisers of the
Hispanic media in the United States.

Listener Profile
Winter 2010
Finances:
Powerhouse Radio Station - Market Leader for over 10 years 80% Have checking account
#1 All Dayparts HA 25-54 64% Have/use a debit card
Cume Audience (P12+): 627,700 60% Have savings account
37% Have investments
----------------------------------------------------------------------- 29% Have a home mortgage
Gender Split: 43% Male / 57% Female
Average Age: 46 ( Market Average Age is 45)
----------------------------------------------------------------------- High Tech:
55% Currently use DSL for their internet connection
47% Use their cell phone to take pictures
Marital Status: 65% are Married / 24% are Single 44% Currently use Text Messaging
11% are Divorced 27% Have purchased airline tickets online in the last year
18% Have made travel arrangements online in the last year
Language 87% Spanish Dominant
Preference: 54% Spanish Only Food: 58% spend $125 or more on groceries per week

Home Owners: 56% Own Items HH plans to buy (this year):
36% Rent 21% Furniture
18% Mattress
Market Value 13% High Definition Television
of Owned Home: 47% $125,000+
Lifestyles:
80% Have visited any sit down restaurant in the last month
Education: 86% Are high school graduates or more 68% Purchased an item at a department store in the last year
49% Have some college or more 39% Have been to Disney World in the last year
29% Have attended a professional sporting event in the last year
Employment: 59% Full-time
Travel:
Media Habits : 30% Have South or Central America in the last year
65% Are Above Average Radio listeners 19% Have visited Mexico in the last year
33% Are Above Average TV Watchers 19% Have visited the Bahamas in the last year
32% Are Above Average Newspaper reader
88% Did not read The Miami Herald yesterday Demographics:
86% Did not the read The Miami Herald last Sunday 80% Have lived in South Florida for 10 or more years
84% Did not read “El Nuevo Herald” yesterday 43% White Collar
42% Have a dog
24% Have 2 or more children in the house
*Source: Miami – Ft Lauderdale –Hollywood PPM Nov 2010 Qualitative: Scarborough / Miami – Ft Lauderdale / Release 1 2010 Feb 09-Jan 10

The WAMR Audience Spends Money!
Every Product And Service!
How much does each listener/household spend on average each year?

$7,332 $27,000
Grocery (HH annually) Plan to pay for New (next year)

Expenditures Vehicle

$2,062
Furniture (HH annually)

$1,440 $984
Women’s (annually) Cellular Phone (annually)

Clothing and Expenditures
Shoes

Source: Scarborough / Miami – Ft Lauderdale / Release 1 2010 Feb 09-Jan 10

WAMR is #1 Household Income of $75,000+

Hispanic Adults 25-54
WAMR is the top Spanish
station for reaching
1
Hispanic Adults 25-54 with
2 a Household Income of
$75,000+
3 WCMQ-FM

4 WMGE-FM

6 WXDJ-FM

7 WRMA-FM

Source: Scarborough / Miami – Ft Lauderdale / Release 1 2010 Aug 09-Jan 10 HA 25-54 Mon- Fri 6a-12m. *Ranked by Avg. Persons

22

WRTO Mix 9-8
Miami’s Mix


WRTO-FM
WRTO-FM/ MIX 98.3 reflects Miami’s diversity by playing a wide range of Spanish and
English hits. Mix 9-8 targets the upwardly mobile, technologically savvy 18-49 year old
that actively participates in Miami’s unique and exciting lifestyle. The station has
skyrocketed in popularity since it’s debut, ranking #1 with Hispanics 18-49 in morning
drive. *

Station Format: Spanish CHR

Station ID: WRTO-FM 98.3

Signal Coverage: Dade, Broward, PB and Monroe

Power: 100,000 Watts

Language: Spanish


*Source: Miami – Ft Lauderdale –Hollywood PPM Nov 2010

Listener Profile
Winter 2010
Miami’s Mix of Spanish and English Hits DAILY Retail Spending Power
#1 in AM drive HA18-49 For WRTO-FM
Cume Audience (P12+): 719,700

-----------------------------------------------------------------------
Gender Split: 49% Male / 51% Female
Average Age: 40 ( Market Average Age is 45)
Category Daily
----------------------------------------------------------------------- Spending
Power
Reach: WRTO Reaches 45% of all Hispanic Adults 18-54 New Car Dealers $4,267,000
each week.

Employment: 62% Work Full-time
Lawyers $2,046,000

Pet Supplies $37,000
Language: 85% Spanish Dominant
40% Spanish Only
Department Stores $1,284,000
Rank:

#1 HA 18-49 AM Drive Gas Stations $1,642,000
#1 HA 18-49 Evenings
#1 HA 18-49 Weekends
Restaurants 1,459,000
#1 HW 18-49 Am Drive
#1 HW 18-49 Evenings
#1 HW 18-49 Weekends Supermarkets $3,389,000
#1 HM 18-49 PM Drive
Clothing Stores $1,826,000
#1 HM 18-34 PM Drive
#1 HM 18-34 in Prime M-F6a-7p
Bars/Nightclubs $165,000

*Source: Miami – Ft Lauderdale –Hollywood PPM Nov 2010 Qualitative data/Scarborough data for this station not available until April 2011

WRTO - Mix 9-8 Talent Line Up

Enrique Santos
Mon-Fri 6a-10a
Giselle Andres
Mon-Fri 10a-2p

Danny Rivera
Mon-Fri 2p-6p
Tony Banana
Mon-Fri 6p-10p

Lazaro Lorenzo
Mon-Fri 10p-2a


27

28

Endorsement Spanish and English Hits
Opportunities

Daypart Personality A high profile and outlandish radio personality,
Mr. Santos has repeatedly broken audience
Mon-Fri Enrique Santos records and maintained his position as one of the
6a-10am most popular Hispanic hosts in America.
Mr. Santos’ accomplishments have been featured
in Newsweek, Ocean Drive, The New York Times,
The Miami Herald, Radio & Records and Billboard
Magazine.
Enrique gained international notoriety for his
successful prank calls to President Hugo Chavez
of Venezuela, Argentina’s President Nestor
Kirchner and Cuban Dictator Fidel Castro.
He is “in touch” with the latest news and world
events and can always be counted on for a great
parody of local or current events.

Daypart Personality Giselle is a veteran of Miami radio. She started
out at Metro traffic and then served as a bilingual
Mon-Fri Giselle Andres airborne traffic reporter for six radio stations in
10am-2pm South Florida. In the evenings, she also worked as
an on-air host for one of the top rated hip hop
stations in Miami.
Andres transitioned to Spanish-language radio in
1995 and became an on-camera host for a
popular Hispanic television show named
“Caliente” on the Univision Network.
A former model and graduate of Bauder College,
Giselle is upbeat, fun and a true radio
professional.


Opportunities
Daypart Personality Danny Rivera’s extensive career includes 15 years
of experience working in the Miami market at
Mon-Fri 2p-6p Danny Rivera
various stations: Y100, Mega, Zeta, The Coast, and
93 Rock. He began his career with his own
business in downtown, Miami.
Rivera, who completely bilingual in Spanish and
English, has provided voiceovers for several
companies including Subway, The Florida Marlins,
McDonald's and Ford.
He is amiable, outgoing and a true veteran of the
Miami radio scene.

Daypart Personality
Banana started his radio career in 1996 working
Mon-Fri 6p-10pm Tony Banana on air and hosting various TV dance shows in
Puerto Rico.
In 1999 he became the #1 afternoon drive DJ in
Puerto Rico. Due to his explosive success, his
show was moved to mornings where he has
worked for the past 12 years.
Banana has been one of the island’s most known
radio personalities and spokesperson for
important brands like Acuvue and T-Mobile.
Banana is highly visible in the world of social
networking, he is client focused and a pleasure to
work with.


Opportunities

Daypart Personality Lázaro started his career in radio when he was 13
years old, in a local radio station here in Miami.
Mon-Fri 10pm-2am Lazaro Lorenzo
In 1987, at age 15, he became the youngest radio
DJ in the world.
He has been a member of the Univision Radio
family for over 15 years, having worked for WRTO
in various dayparts and is now very happy to be a
part of the new WRTO, Mix 9-8.
He’s worked in numerous television shows as
well, including MTV’s Dance Party USA and has
been a guest on “El Show de Cristina”.
“Laz”, as he is known, is young charismatic and
Well regarded by clients for working hard and
getting the job done.


WQBA-AM
WQBA is a “Lifestyle” talk, entertainment, news and sports station focusing on Miami’s unique market
composition. WQBA’s fore-ground format targets the market’s “melting-pot” of Adult 25-54 year olds
interested in relevant topics and issues that affect our daily lives. All day-parts feature listener
participation on community, social, news and sports topics. Our personalities are all vibrant, lively
and in touch with the target audience. WQBA is also the official “Spanish” voice of The Miami Heat
and The Miami Dolphins.

Station Format: Lifestyle-talk, Entertainment and Sports

Station ID: 1140 AM

Signal Coverage: Dade, Broward, Monroe, and Palm Beach

Power: 50,000 Watts/daytime and 10,000 Watts/night

Years On Air: Forty two (42)

Language: Spanish



WQBA-AM STATION PROGRAM SCHEDULE
Monday-Friday
Show Title Host Time Period
“Al Amanacer” Channel 23 Simulcast News 5a-6a

“Noticias 1140” Jose Alfonso Almora y 6a-7a
Armando Fernandez-Lima

“Ahora con Oscar Haza” Oscar Haza 7a-9a

“Pedaleando Con Bernie” Bernadette Pardo 9a-10:30a

“Todo Para La Vida” Dra Maribel 11a-11:30a

“Tu Dinero con Julie Stav” Julie Stav 12p-1p

“Dra. Isabel” Dra. Isabel Bassols 1p-3p

“Vita Source” Jose Fernandez 3p-4p

“Prohibido Callarse” Roberto Rodriguez Tejera 4p-6p

“El Atico De Pepe” Jose “Pepe” Forte 6p-7p

Miami Heat Jose Pañeda y Joe Pujala 7p-10p

“Locura Deportiva” (airs when there is no Heat Game) El Vikingo/E. Martel 7p-8p

“Al Ritmo de Miami” (airs when there is no Heat Game) Humberto Cortina y 8p-9p
Armando Fernandez Lima

“Simplemente Alina” (airs when there is no Heat Game) Alina Fernandez Revuelta 9p-10p

“El Comillio” (airs when there is no Heat Game) L Fernanda y C. Calderon 10p-11p

“Noticias 23” Mario Andres y Alina Mayo 11:00p-11:30p

“Hacia La Medianoche” L. Guillermes y J.L Garcia 11:30p-12m

“Best of WQBA” Various 12m-5a

PROHIBIDO
CALLARSE


WQBA-AM STATION PROGRAM SCHEDULE
Saturday Sunday
Show Title Host Time Show Title Host Time
Period Period
Community Programs 6a-9A Community Programs 5a-9A
“Garage de AutoZone” Joe Motor y Rafael 9a-10a “Handyman en Su Casa” Ino Gomez y M. Reyes 9a-9:30a
Hernandez Brito y Max
“Que Sabor” Maggie Jimenez 9:30a-10a
“Cuentas Claras” Fernando Almanazer 10a-11a “El Mundo De Las Plantas” Bertila Ramos 11a-12n
“El Consultario de La Dra.” Dra. Aliza Lifshitz 11a-12n “Automania” Jose Forte 12n-1:30p
“Yo Cuenta” F. Pizarro, M. Delta y 12n-1p “Agenda Cuba” Tomas Rodriguez 1:30p-3p
H. Aguirre
“Hit Parade De America” Javier Romero 3p-5p
“Clickeando” S. Papatolios y M. Cassola 12p-1p
“Locura Deportiva” Rafael Hernandez Brito 5p-7p
“Auto Club” 2p-3p

“El Arte de Triunfo” Ana Maria Haar 3p-4p “Mama Lila y Su Tesoro Magico” Mama Lila 7p-7:30p

“Aprendiendo A Vivir Mejor” Alberto Benavides 4p-5p “Mitos y Leyendas” G. De Bernardo 7:30p-8p

“Roberto Analiza”” R.R Tejera 8p-9p
“Todo Deportes” Broderick Zerpa 5p-7p
“A Solas Contigo” L. Guillermes y J.L Garcia 9p-10p
Miami Heat Jose Paneda y Joe Pujala 7p-10p

“Solo Para Mayores” Aleida Leal 11p-12m “Linea Al Alma” Richard Gonzales” 10p-12m

“Al Calor de La Noche” Professor R. Morales 12m-6a
“Pegaditos” Carlos Del Castillo 12m-5a


Endorsement
Opportunities Spanish News/Talk

Commented Morning News done by
Daypart Personality
Oscar Haza. Born in the Dominican
Mon-Fri
Republic, Oscar is the most “well-
Oscar Haza
rounded” Hispanic journalist with years
7a-9a
of experience as a war correspondent in
Europe, Latin America and the Middle
East as well as TV Anchor and Radio Talk
Show Host. Oscar garners incredible
ratings in morning drive

A daily magazine show with renown
Daypart Personality journalist and political expert Bernadette
Pardo that delves
Mon-Fri Bernadette Pardo
into news with listeners and lets them
“sound-off”. Bernadette also explores
9a—10:30a
health, lifestyle and education
of particular in interest to female
listeners. She is a well known TV and
Radio personality in this community for
over 25 years and still rides her bike to
work every day.
Daypart Personality
Respected and well known journalist
Roberto Rodriguez Tejera kicks-off the
afternoons analyzing news and issues
Mon-Fri Roberto Rodriguez Tejera that affect South Florida. The program
4p-6p
offers listeners different points of view
and the opportunity to speak their
mind on the topics.


Endorsement

Julie Stav is recognized as the leading
consumer and financial expert for the
Hispanic community. Her show de-mystifies
Daypart Personality financial planning and helps Hispanics of all
ages and backgrounds live “The American
Mon-Fri Julie Stav Dream” with her advise on personal finance,
12n -1p “Tu Dinero” mortgages, home purchases and small
business matters. Julie provides wide-ranging,
consumer, personal finance and investing
educational content in her signature down-to-
earth and easy to understand style.

Daypart Personality Dra. Isabel offers her expert opinion on
subjects that the Hispanic community cares
about. With her finger always on the pulse of
Mon-Fri Dra. Isabel the LA audience, Dra. Isabel has an innate
1pm-3pm talent for listening and providing helpful
insight on family matters, marital relations
and other personal issues. Her endorsements
are some of the most effective on the radio
today, offering a persuasive call to action that
brings results for a variety of advertising
products.


Endorsement

Daypart Personality WQBA is the official home of the Miami
Dolphins in Spanish. Join us in our
Sundays TBD inaugural year…be s sponsor of the Miami
Dolphins!!!

Daypart Personality
Jose Paneda and Joe Pujola are the official
Mon-Fri Jose Paneda “Spanish Voice” of the Miami Heat. Their
7p-10p Joe Pujola colorful play by play commentary of the
Miami Heat basketball team is legendary in
the Miami Market

For more in depth information on WAQI and WQBA’s hourly programming, show descriptions and talent information, please see the AM programming description available in the share drive.

Listener
Winter 2010
Profile
Finances:
83% Have a checking account
News/Talk/Sports Lifestyle AM talk station 82% Have used a credit card in the last 3 months
Reflects the Miami Melting pot of cultures 59% Have a savings account
58% Have used a Visa Gold/Platinum or American Express Platinum
Cume / Persons A18+: 238,880 card in the last 3 months
----------------------------------------------------------------------- 37% Have any investment (stocks, bonds, mutual funds)
Gender Split: 53% Male / 47% Female 27% Have a home mortgage
-----------------------------------------------------------------------
SCARBOROUGH - Miami-Ft. Lauderdale-Hollywood Metro High Tech:
45% Purchased hardware/software at a computer store last year
34% Use their cell phones to take pictures
Marital Status: 65.7% are Married
Travel:
Language 81% Spanish-dominant
36% Have visited Central or South America in the last year
Preference: 25% Visited the Dominican Republic in the last year
18% Have visited the Bahamas in the last year
Home Owners 66% Own their own home
30% Are renters Food: 70% Spend $150 or more on groceries each week

Market Value Items HH plans to buy (this year)
17% Furniture
of Owned Home: 50% is $150,000+
17% High Definition TV
16% Major Appliance
Education: 82% Are high school grads or more
42% Have some college or more Lifestyles:
69% Visited a bookstore in the last year
Employment: 56% Full-time 63% Are registered to vote
55% Purchased an item in a department store in the last month
54% Are covered by life insurance
Media Habits: 80% Are above average Radio listeners 50% Used a dentist last year
15% Are above average TV viewers 40% Visited Disney in the last year
22% Are above average Newspaper readers 36% Participated in swimming in the last year
89% Did not read the Miami Herald yesterday 30% Spend $50-$74 on their cellular phone bill each month
86% Did not read the Miami Herald last Sunday
84% Did not read El Nuevo Herald yesterday Demographics:
90% Live in Miami Dade County
90% Have lived in South Florida for more than 10 years
44% Own a Dog


The WQBA Audience is Upscale!

127 Index
Occupation
Is
Management 211 Index
Took 10-14 Airline trips
from Miami International
185 Index Airport in the last year
Installed a
Pool, hot tub or spa
In the last year
130 Index
Education is
Post Graduate
work

120 Index 148 Index
Own/Lease Attended symphony
a Mercedes concert or opera in the last year

Source: Scarborough / Miami – Ft Lauderdale / Release 1 2010 Feb 09-Jan 10 Ad 25-54

The Miami Heat on WQBA is the Place to Be!
Opening Miami Heat Game vs. Boston Celtics
October 26, 2010

WQBA Hisp Adult 25-54 game rating 1.7

WSUA Hisp Adult 25-54 Morning Drive Rating 1.2
WMIB Hisp Adult 25-54 Morning Drive Rating .7
WCMQ Hisp Adult 25-54 Morning Drive Rating .4

Source: Oct 2010 PPM Miami-Ft Lauderdale Hisp Ad 25-54 Oct 26 2010 on WQBA AM vs Avg Daily Rating Mon-Fri 6a-10a for WSUA, WMIB, WCMQ

WAQI-AM
WAQI 710 AM reaches South Florida’s Hispanic adult listeners as far south as Key West and as
far north as Daytona Beach, with east/west coverage from Miami to Naples. Our upscale
programming appeals to affluent Hispanics. Top-rated news commentators promote a close and
loyal relationship with Miami’s Hispanic community.

WAQI is the pulse of the Hispanic community from sign on to sign off. The station is full of
credible and well-respected personalities. Exclusive programs to WAQI include news,
commentaries, Armando Perez Roura, Martha Flores and “La Tremenda Corte”.

Station Format: News-Talk

Station ID: WAQI-AM 710

Signal Coverage: Dade, Broward, Monroe, and Palm Beach

Power: 50,000 Watts

Years On Air: Twenty (20)

Language: Spanish



WAQI-AM STATION PROGRAM SCHEDULE
Monday-Friday
Show Title Host Time Period
“El Grande De La Manana” Armando Perez-Roura 4a-8:30a
“En Caliente” Armando Perez-Roura, Ninoska 8:30a-10a
Perez-Castellon y Enrique Encinosa

“En Mi Opinion” Lourdes D’ Kendall 10a-11a
Community Programs Various 11a-12n
“El Grande del Mediodia” Armando Perez-Roura 12n-1:30p
“La Tremende Corte” Tres Patines 1:30-2p
“Mesa Revuelta” Orlando Gonzalez-Esteva 2p-3p
“Ninoska En Mambi” Ninoska Perez-Castellon 3p-4p
Community Programs Various 4p-5p
“El Grande de las Cinco” Martinez Sitxto 5p-6p
“La Meda Redonda” *** Armando Perez-Roura 6p-8p
“Ayer, Hoy u Manana” *** Profesor Santiago Aranegui 7p-8p
“La Noche y Usted” Marta Flores 9p-12m
“Lunes Para Solteros” Magaly Garcia (Mondays only) 12m-4a

“Martha y Sus Amigos” Martha Casanas (Tuesday-Saturday) 12m-4a

*** Schedule Changes during baseball season

WAQI-AM STATION PROGRAM SCHEDULE

Saturday Sunday
Show Title Host Time Show Title Host Time
Period Period
“El Grande de la Manana” Armando Perez-Roura 4a-8A Community Programs Various 7:30a-9:30a
“La Salud y Usted” Roberto Lopez 8a-12n “Punto Cubano” Jesus Lazo 9:30a-10a
“El Grande del Mediodia” Armando Perez-Roura 12n-1:30p “Todo Para La Vida” Maribel Santa Cruz 10a-11a
“La Tremende Corte” Tres Patines 1:30p-2p “Musica De Mi Tierra” Martha Casanas 12n-4p
“El Show de Lourdes Lourdes Montaner 2p-3p “Le Revista Argentina” Pedro Cacama 4p-5p
Montaner”
“Espana y su Musica” Raul Reyes Roque 5p-6p
“Educacion y Comunidad” Demetrio Perez 3p-4p
“La Comunidad al Dia” Maria Marquez 6p-6:30p
“Tribuna Demcratica” Carlos Perez 4p-5p
“Esperanza” Pedro Encinosa 6:30p-7p
“El Show de Olga y Tony” Olga Chorens y Tony 5p-6p
Alvarez “La Pena Mambisa” Armando Perez-Roura 7p-9p
“El Show de Pedrito Roman” Pedrito Roman 6p-7p “Con los Brazos Abiertos” Marianela Amador 9p-11p

“La Opinion de la Calle” Jorge Rodrigues Chomat 7p-8p “La Voz de La Libertad”” Alfa 66 11p-11:30p

“Puntos de Vista” Tito Rodriguez Oltmans 8p-10p “Surcos de Libertad” Presidio Politico 11:30-12m
Cubano
“Rumbo Sur” Pedro Encinosa 10p-11p
“Lo Mejor de Mesa Redonda” Armando Perez-Roura 12m-2a
“Cuba Primera” Masones de Cuba 11p-12m
“En Sintonia con Magaly” Magaly Garcia 2a-7:30a

Weekend Music


Endorsement

WAQI, the most powerful Hispanic
Daypart Personality
News/Talk station in South Florida ,
Mon-Fri Armando Perez Roura
owns morning drive with its
commented news. Program and
4am-8:30am Enrique Encinosa
News Director Armando Perez
Ninoska Perez – Castellon
Roura, Ninoska Perez-Castellon and
Ninoska also has her own show Enrique Encinosa, internationally
From 3pm-4pm known journalists, continue to be
Called “Ninoska on Mambi” the favorite among SF Hispanics.

Hall of Famer Felo Ramirez and Yiky
Quintana bring a distinctively Latin
flavor to Marlins Baseball all
Daypart Personality summer long.
They’re so good, Hispanics in
Mon-Fri 7p-10p Yiky Quintana Miami watch the game on TV but
Felo Ramirez turn the sound down and listen to
the radio instead of listening to the
TV play by play.

Martha Flores is known as “La
Reina de la Noche”; she garners
large audiences in her three hour
Daypart Personality late night show. Martha’s program
covers local, national and
international commented news
Mon-Fri Martha Flores while also adding “local flavor” and
9p-12m community services such as
immigration and help for seniors


Listener
Winter 2010
Profile
Number One AM Radio Station-Total Market, Total Week Finances:
Political Powerhouse* 70% Have used any credit card in the last 3 months
65% Have a checking account
Cume Audience (P12+) - 354,020 58% Have savings account
----------------------------------------------------------------------- 35% Have a home mortgage
Gender Split: 62% Male / 38% Female 30% Have any investment
----------------------------------------------------------------------- 13% Own a second home/real estate

SCARBOROUGH - Miami-Ft. Lauderdale Metro Travel
23% Visited the Bahamas in the last year
Marital Status: 55% Married
22% Visited Central/South America in the last year
Language 91% Spanish-dominant 18% Visited Puerto Rico in the last year
High Tech:
56% Use the internet for e mail
Home Owners 66% - Own Their Own Home 46% Pay bills online
29% - Are Renters 36% Use Text Messaging on their cell phone
Market Value Food: 76% Spend $100 or More on Groceries Per Week
Of Owned Home: 55% $150,000+
Items HH Plans to Buy:
18% Furniture
17% Energy Saving Appliance
Education: 85% Are High School Grads or More
61% Have Some College or More 10% High Definition TV

Employment: 63% Full time Lifestyles:
80% Have health insurance
70% Have purchased prescription drugs in the last month
Media Habits:
79% Are Above Average Radio Listeners 57% Are registered to vote
36% Are Above Average Newspaper Readers 43% Purchased hardware/software at a computer store in the last year
34% Are Above Average Television Viewers 65% Drink wine
90% Did not read The Miami Herald yesterday 50% Drink beer
31% Visited Disney last year
28% Have played slot machines at a casino in the last year

Demographics:
82% Live in Miami Dade County
80% Have lived in South Florida for 10 years or more
28% Have one or more children under 18 in the house

The WAQI Audience is Connected !

Source: Scarborough / Miami – Ft Lauderdale / Release 1 2010 Feb 09-Jan 10 Ad 18+

Univision Radio Helps You Connect With Listeners
Through the Use of “New Media”

Texting Streaming Online
Listeners can text in to Radio drives listeners to Social Nets
Listeners “stream” our Listeners join the radio
the station after they radio stations live so they connect via
Univision.com station’s “VIP club” log
hear a radio spot with a can listen at work or while
WAMR.com onto DJ’s “Facebook”
special offer. “First 20 they are online at home.
people to text in now will get WRTO.com pages or “Tweet” with
a coupon for half price on a WAQI.com them.
large pizza!” WQBA.com

Bring in this
Text message
To any Pizza City
for ½ price on
one large pizza


Our Signature Events & Sponsorship Opportunities
Three Kings Day Parade
Date: January 9, 2011
Attendance: Over 500,000
Event Info: An all day family parade that travels down 14 blocks of Calle 8 featuring floats, local
celebrities, Radio and TV personalities, marching bands and local cultural groups. The parade is
produced by Univision Radio Miami and is one of the top 5 Hispanic events in terms of attendance
in the country

Familia y Hogar Expo
Date: May 2011
Attendance: 40,000 over the two days
Event Info: A Two day expo event designed for the entire family that features “themed” pavilions
such as Health, Beauty, Auto, Sports, Fashion, Cooking, Finance and much more. A great
opportunity for sampling, experiential marketing and much more

Miami Heat, Miami Dolphins, Florida Marlins
Date: Miami Heat: October -March, Miami Dolphins: Sept- Jan, Florida Marlins: April-Oct
Event Info: WQBA is the official voice in Spanish of the Miami Heat and the Miami Dolphins. WAQI
is the official voice in Spanish of the Florida Marlins. We have pre-game, post-game and in game
opportunities for all of our sports properties. We can also bring a themed remote or live broadcast
to your retail location.


Univision Radio
Calendar of Events 2011

Three Kings Day Parade January 9th American Cancer Society April 28th
Marlins Luncheon February 7 Race for the Cure/Hialeah
St. Jude Radiothon February 8-9 Family & Home Expo May 5-6
Premio Lo Nuestro February 21 Cuba Nostalgia May 16-18
South Beach Food & Wine Festival Feb 22-25 Liga Contra Cancer Radiothon June 3
Miami International Film Festival Feb 28 – Mar 9 Amigos Celebrity Domino Night June 14
Carnaval on the Mile March 2-4 City of Hialeah Independence Day July 4th
Feria De Los Municipios Mar 3-27 Premios Juventud July 19th
Carnaval on the Mile March 8-9 Miami Dolphins Season Opener September
Carnaval Miami’s Cooking contest March 11th Discovery Day October 7
Kiawanis Domino Tournament March 12th Susan G Komen Race for the Cure October 20
Calle Ocho Festival March 13th Heat Season Opener October TBD
Celebrity 5k for the Homeless March 25th Latin Grammys Oct/Nov - TBD
Marlins Seasons Opener April 6th Hispanic Heritage Month October
American Cancer Society April 21st Miami International Book Fair Nov 9 -16
Race for the Cure/Tropical Park Sweetwater Festival November 11
March of Dimes WalkAmerica April 28th La Caravana de Amor December 1
Los Reyecitos December 9th


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