Nielsen Media Research Study Finds Univision.com The
Most-Visited Spanish-Language Website for Fourth Year in a Row
Study Demonstrates Impact on Branding, Purchase and Importance
of Cross Platform Advertising
Laptop Battery NEW YORK--(BUSINESS WIRE)--July 7, 2004-- Univision Online Inc.,
the Internet division of Univision Communications Inc. (NYSE:UVN),
today announced that a recent Nielsen Media Research study found
that Univision.com is the most visited Spanish-language website
among Spanish-dominant and bilingual Hispanic Internet users 16
years and older, that advertising on Univision.com influences
purchase behavior, and that the combination of Univision.com and
the Univision Network powerfully impacts brand awareness and
purchase behavior.
The 2004 Hispanic Internet Users Study examined Internet usage,
brand recall and consumer behavior of Spanish-dominant and
bilingual Hispanics and builds on similar work conducted by Nielsen
Media Research in 2001, 2002, and 2003. Univision.com has been
named the most visited Spanish-language website in each Nielsen
study since 2001.
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Thinkpad This year's Nielsen study found that Hispanic Internet users
report visiting Univision.com 3 times more often than Yahoo en
Espanol, 7 times more often than Terra and 10 times more often than
MSN Latino.
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Microsoft As the most visited Spanish-language website, Univision.com has
a greater impact on shopping and purchase behavior than other
Spanish-language websites. The 2004 Nielsen study found that
Univision.com households are on average 13% more likely to use or
purchase brands advertised on the site than Internet users who do
not visit Univision.com*. Advertisers in the automotive and retail
categories saw even greater gains. Univision.com households are 21%
more likely to purchase automotive brands and 31% more likely to
visit major retailers advertising on the site than Internet
households who visit other Spanish-language websites.
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Laptop Computers The 2004 Nielsen results show that the combination of
Univision.com and the Univision Network delivers undeniable
benefits to cross-platform advertisers. Households that use
Univision.com and watch the Univision Network are 38% more aware
and 17% more likely to use or purchase selected brands that have
advertised on both properties in the past 6 months than Univision
Network households who are not online**.
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Laptop Computer In addition to demonstrating the impact of television and online
advertising, the study suggests that online is fast becoming a more
influential medium than print in the lives of Hispanic Internet
users. The Nielsen results show that in a given week, Hispanic
Internet users from home spend twice as many hours visiting
websites as they do reading Spanish-language newspapers and
magazines.
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Desktop Computer The 2004 Nielsen results offer several valuable insights about
Spanish-language media. Clearly, the Internet is an essential,
effective channel for influencing Hispanic consumer behavior.
Univison.com outperforms other Spanish-language websites in terms
of reach and impact on purchase behavior, and the combination of
the most visited Spanish-language website with the most watched
Spanish-language network has a powerful effect on branding and
sales.
Notebooks Javier Saralegui, President of Univision Online, sees the 2004
Internet study as offering invaluable insight to Hispanic
marketers. "Univision.com's growing influence on purchase behavior,
in combination with the rest of the company's assets, exemplifies
our desire to provide Hispanic marketers with a one-stop shop for
reaching this increasingly important segment."
Lenovo Beth Corbett, Vice President of Nielsen Media Research, notes
that Nielsen has conducted the Hispanic Internet Users Study for
Univision Online since 2001 and states, "These studies add
significantly to current learning on Hispanic Internet users and
provide a critical resource to the media community. By investing in
these annual studies, Univision Online has shown its commitment to
providing quality information on the Hispanic market."
Hard Drive The 2004 Hispanic Internet Users Study was conducted by Nielsen
Media Research New Media Services in 19 markets and was
commissioned by Univision Online. All participants were Hispanics
16 years of age or older who were Spanish-dominant or speak Spanish
and English equally, and were surveyed by telephone between April
12-25th, 2004.
Travelstar *Shopping and purchase behavior results reported are for 18
brands in the automotive (6), wireless (2), retail (4), financial
(2), hair color (1) computer (2) and Internet provider (1)
categories that advertised on Univision Online in the past 6
months. The six automotive brands reported are Chevrolet, Ford,
Honda, Jeep, Nissan and Toyota. The four major retailers are
Circuit City, Kmart, Lowes, and Sears.
Gateway **Purchase behavior and brand awareness results reported are for
the 8 brands in the automotive (5), hair color (1) and financial
categories (2) that advertised on Univision Online and the
Univision Network in the past 6 months.
Laptop Parts About Univision Communications
Software Univision Communications Inc. is the premier Spanish-language
media company in the United States. Its operations include
Univision Network, the most-watched Spanish-language broadcast
television network in the U.S. reaching 98% of U.S. Hispanic
Households; TeleFutura Network, a general-interest Spanish-language
broadcast television network, which was launched in 2002 and now
reaches 79% of U.S. Hispanic Households; Univision Television
Group, which owns and operates 24 Univision Network television
stations and 1 non-Univision television station; TeleFutura
Television Group, which owns and operates 31 TeleFutura Network
television stations; Galavision, the country's leading
Spanish-language cable network; Univision Radio, the leading
Spanish-language radio group which owns and/or operates 68 radio
stations in 17 of the top 25 U.S. Hispanic markets and 4 stations
in Puerto Rico; Univision Music Group, which includes Univision
Records, Fonovisa Records, and a 50% interest in Mexico-based Disa
Records labels as well as Fonomusic and America Musical Publishing
companies; and Univision Online, the premier Spanish-language
Internet destination in the U.S. located at www.univision.com.
Univision Communications also has a 50% interest in TuTv, a joint
venture formed to broadcast Televisa's pay television channels in
the U.S., and a non-voting 27% interest in Entravision
Communications Corporation, a public Spanish-language media
company. Univision Communications is headquartered in Los Angeles
with television network operations in Miami and television and
radio stations and sales offices in major cities throughout the
United States.
Hard Drives For more information, please visit www.univision.net
Electronics About Nielsen Media Research
Canon Nielsen Media Research is the leading provider of television
audience measurement and related services in the United States. Its
National People Meter Service provides audience estimates for all
national program sources, including broadcast networks, cable
networks, Spanish-language television, and national syndicators.
Local rating services estimate audiences for each of 210 television
markets in the U.S., including electronic metered service in 51
markets. Nielsen Media Research also provides competitive
advertising intelligence information through Nielsen Monitor-Plus,
and Internet usage and advertising information through
Nielsen//NetRatings. Nielsen Media Research is a subsidiary of
Netherlands-based VNU, one of the world's leading publishing and
information companies. Additional information can be found at
www.nielsenmedia.com.
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