Since 1998, AHAA has been helping its members serve its clients through breakthrough independent studies that increase understanding of what it takes to win the market, share new concepts, and identify best practices of marketing to Latinos. While overall ad spend among the top 500 advertisers increased by 5% from $79.0 Bn to $83.1Bn from 2010 to 2014, marketers made a steep increase in Hispanic Ad Spend, jumping 61% from $4.4Bn to $7.1Bn.

1. AHAA INSIGHTS SERIES
Financial-Insurance Services & Auto
Hispanic Media Allocation Trends 2010-14
& Impact on Total Market Revenue Growth Study
November 17, 2015 (Revised on 02/12/16)
Presenters:
Carlos Santiago, Chair, AHAA Research Committee and Chief Strategist, Santiago Solutions Group
Nancy Tellet, Co-Chair AHAA Research Committee & Brand/Consumer Navigator Research Consultancy
Moderator: Gaby Alcantara-Diaz, AHAA Education Chair and President, Semilla AD, Inc.

2. 2015 AHAA Hispanic Media Allocation & Impact on Total Market Revenue
Growth Study Series -Financial-Insurance Services & Auto Sector
Context, Author & Sources
2
Since 1998, AHAA has been helping its
members serve its clients through
breakthrough independent studies. The
Hispanic Media Allocation & Impact on
TM Revenue Growth series aims to:
• Track above-the-line Hispanic spending &
allocation trends among top US marketers by
category
• increase understanding of what level of
allocation is needed to win the market
• Identify relationships between Hispanic
dedicated efforts and Total Market topline
growth.
Authors
• Study commissioned by AHAA
• Analytics and interpretation performed
by Santiago Solutions Group (SSG), a
growth strategy consultancy.
Sources
• Parent company ad spend data collected
from Nielsen Monitor Plus.
• Financial revenue growth for US
operations extracted from companies
10Ks & annual reports.

3. Methodology
3
English Media Included Hispanic Media Included
Cable TV Cable TV
FSI Coupon FSI Coupon
Local Mag Local Magazine
Local Newspaper Local Newspaper
Local Sunday Supplement Local Sunday Supplement
National Magazine National Magazine
National Newspaper National Newspaper
National Sunday National Sunday Supplement
Network Radio Network Radio
Network TV Network TV
Span/Hisp Language Cable TV
Span/Hisp Language Network TV
Spot Radio Spot Radio
Spot TV Spot TV
Syndicated TV Syndicated TV
Excluded English Media Excluded Hispanic Media
B2B B2B
Display Display
Outdoor Outdoor
National Cinema
Regional Cinema
Began with 340K parent companies advertising
spend data from Nielsen Monitor Plus for 2010-
2014.
Classified Top 500 Total Market advertisers by
year into 5 Hispanic Dedicated Media (Spanish,
Bilingual, English) allocation tiers according to
their share of overall ad spend targeted to
Hispanic Media.
Identified US operational revenue for
publicly reported companies
Applied advanced analytics to uncover
statistical relationships between Hispanic
Media Allocation and overall (Total Market)
topline revenue CAGR

4. $77.5
$74.6 $74.6 $76.0
$4.3
$4.0 $4.4
$7.1
$20.0
$30.0
$40.0
$50.0
$60.0
$70.0
$80.0
$90.0
2006 2008 2010 2014
US Top 500 Advertisers Ad Spend
in $Billions
Eng Media AdSpend Hisp Media AdSpend
+0%
-4%
Top 500 Advertisers Increased Hispanic Media Spend by $3Bn or 61% vs. only 2%
in English Ad Spend, Shifting 3% of their Ad Resources to Hispanic Media
• While overall ad spend among the
top 500 advertisers increased by 5%
from $79.0 Bn to $83.1Bn from 2010
to 2014, marketers made a steep
increase in Hispanic Ad Spend,
jumping 61% from $4.4Bn to $7.1Bn.
• Hispanic allocation jumped to 8.5%
of all US top 500 marketers ad spend
from 5.6% in 2010.
• English Media Ad Spend increased
by 2% from $74.6 Bn in 2010 to
$76.0 Bn in 2014.
AHAA 2015 Hispanic Media Allocation Impact on TM Revenue Growth Study Series 4
5.5%
8.5%
$79.0 Bn $83.1 Bn
+2%
+61%
5.1%
5.3%
$81.8 Bn $78.6 Bn
+10%-7%
Total

5. Financial & Insurance
Services
5
AHAA Hispanic Media Allocation Trends 2010-14
& Impact on Total Market Revenue Growth Study

6. 6
• While overall Financial-Insurance ad spend among the top 500
advertisers increased by 20% from $5.3Bn to $6.4Bn from
2010 to 2014, marketers increased Hispanic Media AdSpend
at twice the rate, jumping 39% from $253M to $352M.
• Hispanic Media allocation increased to 5.5% of all US top 500
marketers ad spend from 4.7% in 2010.
• English Media Ad Spend increased by 20% from $5.1Bn in
2010 to $6.1Bn in 2014
4.7%
5.5%
$5.3Bn $6.4Bn
+39%
+20%
+20%
AHAA 2015 Hispanic Media Allocation Impact on TM Revenue Growth Study Series
*Financial-Insurance Services category includes Banks, Mortgage, Credit
Cards, Investment, Life/Auto Insurance Firms Among Top 500 US Advertisers
Financial-Insurance Services* Among Top 500 US Advertisers Shifted Only about
1%, well below average, of their English Media AdSpend to Hispanic Media
Eng Media AdSpend Hisp Media AdSpend
Millions
Financial-Insurance Sector AdSpend &
Allocation by Media Type

7. $352M
7
Financial-Insurance
Services Aggregate
Hispanic AdSpend*
$$ Millions
Hispanic Media % of Overall
Financial Services
AdSpend*
5.5%
4.7%
*Among Top 500 in 2014
$253M
$7.5M
$10.1M
Average Financial-
Insurance Services
Hispanic AdSpend*
$$ Millions
2014201020142010
AHAA 2015 Hispanic Media Allocation Impact on TM Revenue Growth Study Series
2010 2014
+0.8
points
Aggregate Hispanic Media AdSpend By Financial–Insurance Services Increased 1.4 times
since 2010 while the Average Company augmented its Hispanic Media AdSpend by 35%
to $10M and Hispanic Media Allocation surpassed 5% for the first time
Financial-Insurance Services Category Among Top 500 US Advertisers
+1.4x
+35%

8. INVESTMENT
TIER
% Allocation
Hisp Media
# of Companies
Hispanic Media (Span+Bilingual)
Dedicated AdSpend $
Hisp Media % Allocation
2010 2014 2010 2014 2010 2014
BIC > 14.2% 2 4 $ 156,938 $ 258,034 20.8% 17.7%
Leader 6.4% - 14.2% 3 3 $ 52,386 $ 50,574 9.2% 8.6%
Follower 3.6% - 6.3% 1 1 $ 5,586 $ 5,971 5.5% 5.7%
Laggard 1.0% - 3.5% 7 5 $ 34,475 $ 35,509 2.0% 1.8%
On-The-Sidelines < 1% 21 22 $ 3,964 $ 1,925 0.2% 0.1%
TOTAL 34 35 $ 253,348 $ 352,013 4.7% 5.5%
Financial-Insurance Services Remains As Follower
But Edging Closer to Leader Allocation Tier
AHAA 2015 Hispanic Media Allocation Impact on TM Revenue Growth Study Series
8
• There are only 2 more companies in BIC allocation tier.
• Serious Hispanic marketers are very concentrated, only 7 Best-In-Class tier firms invested
83% of the Financial-Insurance sector aggregate Hispanic AdSpend.
• 2 in 3 competitors are still ‘On-the-Sidelines’.
Distribution of Financial Services Companies By Investment Tier
in 2010 & 2014 (Among Top 500 Advertisers)
+$98.7M

9. State Farm & Wells Fargo lead in Hispanic Dedicated Allocation
State Farm, Allstate, Nationwide, Chase, Wells Fargo, Progressive & Geico follow in AdSpend.
State Farm, Wells Fargo, Nationwide, Allstate rank in Hispanic Best-In-Class allocation tier.
9
Hispanic Media % of Overall AllocationHispanic Media Ad Spend $ ( Millions)
AHAA 2015 Hispanic Media Allocation Impact on TM Revenue Growth Study Series
B-I-C
Leader
Avg. Hisp
Media
Allocation
Follower
Laggard
On-the-Sidelines
Above Avg.
AdSpend
Below Avg.
AdSpend

10. 10
Financial-Insurance Services: 2010-2014 Hispanic Media AdSpend & Hispanic Media Allocation Change
Increase in
Hispanic AdSpend &
Increase in
% Hispanic Allocation
Increase in
Hispanic AdSpend
& Decrease in %
Hispanic Allocation
Change in % Hisp Allocation
Decrease in Hispanic AdSpend &
Increase in % Hispanic Allocation
AHAA 2015 Hispanic Media Allocation Impact on TM Revenue Growth Study Series
American FamMut
(7.2%,$14,271)
Seven marketers led the sector increases: AFLAC, American Family, JPMorgan Chase, Wells Fargo, Nationwide
& Progressive Increased Hispanic Media Allocation by > 3 points and Hispanic AdSpend > $5M since 2010
BofA
(-6.4%, -$17,506)
Nationwide
(3.3%, $25,176)
Progressive
(3%, $14,451)
Decrease in Hispanic AdSpend & decrease
in % Hispanic Allocation
ChangeinHispAdSpend
Allstate
(-1.4%, $29,312)

11. 11
Why Should Financial-Insurance Services
Companies Care About
Hispanic Dedicated Allocation?

12. There Is A Direct & Positive Relationship Between Hispanic Allocation Among Financial-
Insurance Services And Total Market Revenue Growth
Hispanic Allocation and Revenue Growth
Hispanic Media Ad allocation (2014)
TMRevenueGrowth(2010-2014)
12Linear regression: y=0.3475x + 0.01036; R2=0.1331
All findings discussed in the presentation are statistically significant at a 99.9% confidence level or better.
Financial Services and
Insurance companies investing
0% of their AdSpend in
Hispanic-dedicated Media grow
overall revenues on average at
1.4% annually.
At 5% allocation, companies
grow overall revenues at 3.1%.
Companies allocating 10% of
their AdSpend to Hispanic-
dedicated media grow their
revenues at a 4.8% pace.
And those at 15% allocation
grow at 6.5%.

13. There Is A Direct & Positive Relationship Between Hispanic Allocation Shift Among Financial-
Insurance Services And Total Market Revenue Growth
Change in Hispanic Media Allocation and TM Revenue Growth
Change in Hispanic Media Ad allocation (2010-2014)
TMRevenueGrowth(2010-2014)
13
R2=0.2242
Y=0.9097X + 0.0182
Increasing Hispanic Media Allocation
by 5% points boosts Total Market
Revenue Growth by 4.5% annually.
Conversely, decreasing Hispanic-
dedicated media by 5% would reduce
overall revenue growth by -4.5%.
Increasing allocation 10 percentage
points would increase annual revenue
growth by 9.1%.
Linear regression: y=0.9097x + 0.0182, R2=0.2242
All findings discussed in the presentation are statistically significant at a 99.9% confidence level or better.

14. A 5 Point Allocation Shift from English to Hispanic-dedicated Media Has
Significant Impact on Overall Growth for Financial/Insurance Marketers
14
-5% pts Hisp
Media Allocation
Fin/Ins Services
Baseline Revenue
Growth
1.8% /yr
No
change in
Allocation
+4.5%
-4.5% deceleration
+5% pts Hisp
Media Allocation
6.4%
incremental
acceleration in
revenue growth
Annual Revenue
Growth Rate
-2.7%Annual Revenue
Growth Rate

15. CONSTELLATION BRANDS
POST HOLDINGS
CHURCH & DWIGHT
DR PEPPER SNAPPLE
P&G
DIAGEO
PEPSICO
BIG LOTS
SABMILLER
CLOROX
HERSHEY
KRAFT
KAO
TARGET
KROGER
SCOTTS MIRACLE
CAMPBELL SOUP
ESTEE LAUDER
CONAGRA
NESTLE
LVMH
KELLOGG FAGE
LINDT & SPRUNGLI
NUTRI/SYSTEM
RECKITT BENCKISER
BOSTON BEER
HJ HEINZ
GNC
CVS
STAPLES
SHISEIDO
ENERGIZER
GENERAL MILLS
JM SMUCKER
WALGREENS
UNILEVER
DANONE
ACE HARDWARE
y = 0.3323x + 0.0168
R² = 0.2814
-10.0%
-5.0%
0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
-15.0% -5.0% 5.0% 15.0% 25.0% 35.0% 45.0%
As comparison, CPG Companies Growth Rates Are Also Related To
Changes In Hispanic Allocation but the impact of 5 points of
allocation is lesser than in Financial/Insurance category
Change in Hispanic Allocation and Revenue Growth
Change in Hispanic Ad allocation (2010-2014)
Revenuegrowth(2010-2014)
15
All findings discussed in the presentation are statistically significant at a 99.9% confidence level or better.
Findings:
• 5% points increase in Hispanic-dedicated Media
Allocation yields 1.7% boost in Total Market revenue
growth. A 10% increase would accelerate overall
growth 3.3% annually and a 15% increase total
market revenue CAGR by 5%.
• Slashing Hispanic Media Allocation by 5% points
would decrease revenue growth by -1.7%, a 10% cut
of AdSpend allocation would decelerate overall
growth by -3.3% and bringing down Hispanic media
allocation 15 points would reduce the pace of overall
growth -5% annually.

16. Financial-Insurance Services Conclusions
The Financial-Insurance sector made modest progress
towards Hispanic dedicated marketing efforts.
• Financial-Insurance companies shifted almost $100 million in four
years to Hispanic Media, 2x English media increase.
• Hispanic Media allocation reached 5.5% --less than 1 point away
from Leader allocation tier.
• The sector is expanding from the top with only 2 additional
marketers at the Best-In-Class & Leader allocation level and
these top tiers represented 8 in 10 new Hispanic AdSpend $.
– State Farm, Wells Fargo, Nationwide, Allstate, JPMorgan Chase,
American Family, AFLAC & MasterCard are setting the pace.
– 2 in 3 companies remain On-the-Sidelines investing less than 1% in
Hispanic media.
• For Financial-Insurance marketers, a 5 point allocation shift from
English to Hispanic media results in 4.5 points boost to Total
Market annual revenue growth –one of the highest Allocation-
Growth impacts found in any category studied thus far pointing to
the vast untapped opportunity still available.
– As comparison, every 5 points shift from English to Hispanic media by
CPG/Retail companies yields on average a 1.7% acceleration to the
overall annual revenue growth rate.
16AHAA 2015 Hispanic Media Allocation Impact on TM Revenue Growth Study Series

17. 17
Auto Sector
AHAA Hispanic Media Allocation Trends
2010-14 & Impact on Total Market Revenue
Growth Study

18. Automotive* Companies Among Top 500 US Advertisers Shifted over
4% of their English Media Ad Spend to Hispanic Media
2010-2014 Nielsen Monitor Plus data; Santiago Solutions Group analysis & interpretation for AHAA: The Voice Of Hispanic Marketing
18
4.4%
8.4%
*Automotive Category includes Dealers, Dealer Assn, Manufacturers, Parts and Repairs Among Top 500 US Advertisers
$9.4B $12.8B
+30%
+163%
• While overall ad spend among the top 500 advertisers
increased by 36% from $9.4B to $12.8B from 2010 to
2014, marketers made a steep increase in Hispanic Ad
Spend, jumping 163% from $0.4B to $1.1B.
• Hispanic allocation jumped to 8.4% of all US top 500
marketers ad spend from 4.4% in 2010.
• English Media Ad Spend increased by 30% from $9.0B in
2010 to $11.7B in 2014
• The English share of ad spend among the top 500 US marketers
is down to 91.6% in 2014 from 95.6% in 2010.
+36%
Eng Media AdSpend Hisp Media AdSpend
Billions
Auto AdSpend by Media

19. $1,079M
Aggregate Hispanic AdSpend in Auto Sector Increased 2.6 times since 2010 with
the Average Auto Company augmenting its Hispanic Media AdSpend by 156% to
$26M and Hispanic Allocation doubling to 8.4% of overall AdSpend.
19
Auto Sector
Total Hispanic Media AdSpend*
$$ Millions
Hispanic % of Overall Auto
Media AdSpend*
8.4%
4.4%
*Among Top 500 in 2014
$10.3M
$26.3M
Average Auto Company
Hispanic Media AdSpend*
$$ Millions
2014201020142010
Auto Sector (Auto Manufactures, Auto Dealers, Auto Repairs) Among Top 500 US Advertisers
AHAA 2015 Hispanic Media Allocation Impact on TM Revenue Growth Study Series
+156%
2014
$411M
+2.6x
2010
+4
points

20. INVESTMENT
TIER
% Allocation
Hisp Media
# of Companies
Hispanic Media (Span+Bilingual)
Dedicated AdSpend $000
Hisp Media % Allocation
2010 2014 2010 2014 2010 2014
BIC > 14.2% 2 4 $ 16,479 $ 297,230 18.3% 16.7%
Leader 6.4% - 14.2% 4 13 $ 135,442 $ 668,379 7.8% 9.4%
Follower 3.6% - 6.3% 6 5 $ 206,621 $ 96,113 5.5% 6.0%
Laggard 1.0% - 3.5% 9 6 $ 46,975 $ 13,908 2.3% 2.0%
On-The-Sidelines < 1% 19 13 $ 5,204 $ 3,724 0.3% 0.2%
TOTAL 40 41 $ 410,720 $ 1,079,354 4.4% 8.4%
The Auto Sector Stepped Up Their Hispanic
Media Commitment from Follower
Allocation Tier to Leader Allocation Tier
2010-2014 Nielsen Monitor Plus data; Santiago Solutions Group analysis & interpretation for AHAA: The Voice Of Hispanic Marketing
20
+$668.6M
• 17 Automotive companies allocated >6.4% (BIC and Leader level) to Hispanic dedicated efforts in 2014 from 6 in 2010
• In 2010, 70% of Auto companies allocation to Hispanic Media ranked as Laggards and On-the-Sidelines vs. 46% of the
companies in 2014.
Distribution of Automotive Companies By Investment Tier in 2010 & 2014 (Among Top 500 Advertisers)
000’s

21. Toyota, Nissan and GM lead in Hispanic AdSpend followed by Ford, Honda & Fiat-Chrysler.
AutoZone, Hyundai, Nissan & Kia rank as Best-In-Class in Hispanic Media Allocation.
21
Hispanic Media % of Overall AllocationHispanic Media AdSpend $
(Millions)
DA = Dealers Association
2010-2014 Nielsen Monitor Plus data; Santiago Solutions Group analysis & interpretation for AHAA: The Voice Of Hispanic Marketing
B-I-C
Leader
Follower
Laggard
On-the-Sidelines
Above Avg.
AdSpend
Below Avg.
AdSpend
Avg. Hisp
Media
Allocation

22. Nissan, Honda, Kia, Hyundai, Fiat-Chrysler, Ford Dealers Assn, & Honda Dealers Assn
have all increased Hispanic Media AdSpend more than $30M and have increased
Hispanic Allocation By >5 points since 2010
22
Automotive: 2010-2014 Hispanic Media AdSpend & Hispanic Media Allocation Change
ChangeinHispAdSpend
AHAA 2015 Hispanic Media Allocation Impact on TM Revenue Growth Study Series
Change in % Hisp Allocation
Increase in
Hispanic AdSpend &
Increase in
% Hispanic Allocation
Increase in
Hispanic AdSpend
& Decrease in %
Hispanic Allocation
Decrease in Hispanic AdSpend &
Increase in % Hispanic Allocation
Decrease in Hispanic AdSpend
& decrease in % Hispanic
Allocation

23. 23
Why Should Auto
Companies Care About
Hispanic Dedicated
Allocation?

24. A 5% points increase in Hispanic
Media Allocation yields 1.1%
boost in annual Total Market
Revenue Growth.
Conversely, decreasing
Hispanic-dedicated media
allocation 5% would reduce
overall revenue growth by -1.1%.
Increasing Hispanic allocation
by 10 percentage points would
increase annual revenue growth
by 2.2%.
Automotive Category
There Is A Direct & Positive Relationship Between Allocation Shifts from
English Media to Hispanic Media & Total Market Revenue Growth
Change in Hispanic Media Allocation and Revenue Growth
24
Linear Regression: Y=0.2205X + 0.0778; R2=0.0973
Statistically significant at a 90% confidence level.

25. A 5 Point Allocation Shift from English to Hispanic-dedicated Media
Has Significant Impact on Overall Growth for Auto Marketers
25
-5% pts Hisp
Media Allocation
Auto Sector
Baseline Revenue
Growth
7.8% /yr
No
change in
Allocation
+1.1%
-1.1% deceleration
+5% pts Hisp
Media Allocation
8.9%
incremental acceleration
in revenue growth
Annual Revenue
Growth Rate
6.7% Annual Revenue Growth
Rate

26. Auto Sector Conclusions
Auto marketers which greatly increased their allocation to
Hispanic dedicated media since the Great Recession benefited
directly from Hispanic’s car expenditures.
• Auto sector shifted nearly $700M in AdSpend to Hispanic Media.
• Hispanic Media allocation doubled to 8.4% since 2010.
• The breadth and depth of investment levels in Hispanic media
allocation is unprecedented.
• 6 companies took major leaps increasing investment >$30M and
shifting more than 5 allocation points to Hispanic media: Nissan,
Honda, Kia, Hyundai, Ford Dealers and Honda Dealers.
• In general, a 5 point allocation shift from English to Hispanic media
resulted in 1.1 points lift of accelerated growth in Total Market
annual revenue.
• As Auto marketers have succeeded at migrating Hispanic
consumers towards higher end models, luxury auto brands are
making their entry into the Hispanic segment.
26AHAA 2015 Hispanic Media Allocation Impact on TM Revenue Growth Study Series

27. Overall Takeaways
27

28. CPG Manufacturers
CPG Retailers
Top 500
2010-2014 Nielsen Monitor Plus data; Santiago Solutions Group analysis & interpretation for AHAA: The Voice of Hispanic Marketing
28
Categories by Hispanic Media Allocation Tiers
1.0%
Allocation
Tiers
2.5%
3.5%
8.8%
10.9%
11.4%
7.1%
Restaurant
Pharma
Appliance-Electronics
Home Repair-Furnishing
Apparel
Tech-Telecom-Entertainment
In Relation To Other Categories, Auto Allocation Falls Near The US Top 500
Marketers Average While Financial-insurance Is 35% Below The Average
Financial-Insurance5.5%
Automotive 8.4%
9.3%

29. The Hispanic Media Allocation-Revenue Growth Study Series
Proves That Resource Shifts Behind Hispanic Consumers Are a Critical
Component in Boosting Total Market Growth Rates
Change in Hispanic
Media Allocation
alone explains about
10-30% of the
change in topline
revenue growth… 28%
Hispanic Marketing
Other Drivers of Growth
72%
CPGs & Retailers*
29
All findings discussed in the presentation are statistically significant at a 90-99.9% confidence level.
Change in Hispanic Allocation
Other Drivers include critical factors
such as Brand Awareness & Equity,
Value:Price perception, Messaging
Relevance, new product
development, measurement tools,
distribution, sales force,
implementation performance,
customer experience, social
responsibility, organization
structure, talent, overall
segmentation expertise, etc.
78%
22%
Financial-Insurance Services*
90%
10%
Automotive Category*
Hispanic Marketing
Hispanic
Marketing
Other Drivers of Growth
Other Drivers of Growth
* 2010-2014
** 2006-2010
70%
30%
Tech-Telecom-Entertainment
Hispanic Marketing
Other Drivers of Growth

30. Implications
• For the most part, Marketers benefit as they shift ad resources from English to Hispanic
media simply because they generally have been underfunded and relevance of message
and context tends to lift results.
• Total Market Approaches that focus only on Integrating Hispanic segment efforts at the
expense of Hispanic dedicated strategies will compete at a disadvantage.
• The key for marketers is to attain a proper allocation and messaging strategy in Hispanic
media AND integrating Hispanics insights in everything they do in English media.
30

31. 31
Q A
AHAA Members enjoy full access to entire research studies; synopsis
available to non-members at www.AHAA.org/Market-Research
To share case studies, questions, comments, or new ideas, please contact:
Gaby Alcantara-Diaz, SemillaAd, Gaby.Alcantara@semillaad.com
Carlos Santiago, Chief Strategist SSG, Carlos@SantiagoSolutionsGroup.com
Nancy Tellet, Millennial Expert, ntellet@gmail.com