Page 19 - Synchrony US Hispanic Market Playbook

TELEVISION/BROADCAST

Traditional TV viewing by Hispanics accounted for only 12% of the linear TV audience in
June 2021. Programs that attract notable Hispanic audiences are those that present
Hispanic stars, behavior that is in sync with the sentiment from nearly 60% of Hispanics
who say they are more likely to watch programming featuring their identity group.

Univision Leads As Spanish Language Network

 Univision is the leading Spanish-language network, having topped the ratings for
29 seasons in a row, delivered ~63% of the total viewing on Spanish-language
television in primetime, and averaging 17.5 million viewers per month on its
digital platforms.

 The network earned its #1 spot through music award shows such as the Latin
Grammy Awards, as well as drama shows, reality series and news shows such
as “Despierta America" and “Noticiero Univision”.

 With a median age of 49 years old, Univision is attracting an audience that is a
decade younger than ABC, CBS, NBC, FOX and The CW combined in primetime
and is delivering an exclusive audience with 88% of Univision’s primetime adult
18-49 viewers not reached on any of the top 10 English-language networks.

19