NEW YORK, NY.–(HISPANIC PR WIRE)–May 13, 2003–Univision Online, Inc., a subsidiary of Univision Communications Inc. (NYSE: UVN), today announced that a recent study of Spanish-dominant and bilingual Hispanic Internet users conducted by Nielsen Media Research shows that advertising on Univision.com positively impacts brand awareness and purchase behavior of the website’s users and that the greatest gains are experienced by advertisers appearing on both Univision.com and the Univision Network. Results also show that, for the third year running, Univision.com is the most visited Spanish-language website among Spanish-dominant and bilingual Internet users. Univision.com remains the favorite destination of these users as visits to Spanish-language websites continue to increase dramatically and the importance of the Internet to US Hispanics continues to grow.
The 2003 study is the first research conducted to understand the impact of cross platform advertising on Univision. This year’s study builds on work conducted by Nielsen Media Research in 2001 and 2002 to examine Internet usage, brand recall and consumer behavior of Spanish-dominant and bilingual Hispanics.
According to the 2003 study, Univision.com users are on average 12% more aware of and 30% more likely to purchase brands advertised on the website than Spanish-dominant and bilingual Internet users overall. However, the most significant results from the 2003 study are found when examining advertisers who have appeared on both Univision.com and the Univision Network. According to the 2003 Nielsen Media Research study, Univision.com users are on average 17% more aware of and 54% more likely to purchase brands advertised on both Univision.com and the Univision Network than Spanish-dominant and bilingual Internet users overall.* These results show that the impact of Internet advertising on sales and branding grows more powerful when used in combination with television advertising.
The 2003 Nielsen Media Research study also demonstrates the increasing importance of the Internet as a medium among Spanish-dominant and bilingual Hispanics. In looking at individuals accessing the Internet from home, the 2003 study shows that visits to Spanish-language websites increased 21% since 2002. The Nielsen study also shows that Spanish-dominant and bilingual Internet users accessing the Internet from home go online with high frequency. In fact, 96% of these users go online weekly, 85% go online several times per week, and 67% go online daily.
With the increasing amount of time Hispanics are spending online, Javier Saralegui, President of Univision Online, sees the 2003 Internet study as invaluable to Hispanic marketers. “In working with Nielsen Media Research and with the Interactive Advertising Bureau (IAB) on historic research to understand the impact of cross platform advertising among Spanish-speakers in the US, Univision is providing marketers with previously unavailable insight into the importance and the effect of reaching Hispanics via multiple media. Through this research, we are providing undeniable proof that advertising on the most visited Spanish-language website and the most watched television Network dramatically impacts both branding and sales.”
The 2003 Hispanic Internet Users Study was conducted by Nielsen Media Research New Media Services in 16 markets and was commissioned by Univision Online. All participants were Hispanics 16 years of age or older who were Spanish-dominant or bilingual (speak Spanish and English equally), and were surveyed by telephone between March 12 and March 27, 2003.
*Purchase and branding results reported are for brands in the computer, soft drink, cosmetic, financial, telecommunications, and beer categories with data for more than 2% of respondents.
About Nielsen Media Research
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 http://www.nielsenmedia.com.
About Univision Online
Univision Online (http://www.univision.com) is the most popular Spanish-language Internet destination in the United States. It caters to Hispanic Americans by offering culturally relevant entertainment, news, sports and services. Univision Online is a wholly owned subsidiary of Univision Communications Inc. (NYSE: UVN).