EXPAND YOUR REACH
Into the Hispanic Community and Grow Your Business
A GROWING MARKET
A Sizable Market That Offers Potential
THE MARKET
With more than 56 million people,
Hispanics or Latinos account for 18% of the
total U.S. population. Here in Florida, the
percentage is considerably higher.
Demographic Profile of Hispanics
Hispanics
USA
FL
Orlando
CBSA
% Total Pop
18%
24%
28%
Median Age
28
34
32
<18 years old
33%
25%
28%
18 to 54
54%
54%
55%
55+
13%
21%
17%
College
Educated
37%
47%
49%
Cuban
3%
27%
7%
Mexican
63%
15%
11%
Puerto Rican
9%
21%
50%
Other
25%
37%
32%
Average HHI
$57,700
$55,800
$49,400
HHI $50,000+
43%
40%
36%
Source: Nielsen 2015.
Hispanics make up 28% of the population in
the Orlando Metro. This segment of the
market is projected to grow nearly twice as
fast as the national average over the next
five years and will make up 32% of the
Orlando population by 2020.
Metro Orlando adults are 69% more likely
to speak Spanish at home than the national
average (22% vs. 13%).
Hispanics are not just a large, growing
ethnic group, but they also have
considerable buying power. Hispanics’
aggregated income in Metro Orlando will
jump from $10.2 million in 2015 to $12.4
million in 2020.
When it comes to key demographics,
Orlando Hispanics are younger and more
educated than the average Florida Hispanic.
Most local Hispanics are of Puerto Rican
descent, which differs from the majority of
Hispanics in the U.S. (Mexican) and the
dominant Hispanic group in Florida (Cuban).
VALUABLE CUSTOMERS
Facts About Hispanics Nationwide
 Hispanics are the fastest growing ethnic
segment in the country.
 Hispanics report $96 per day in
discretionary spending, well above the
$90 adult average.
 Hispanic households will outspend nonHispanic households over the remainder
of their lifetimes.
 Hispanics reported being influenced by
family when making purchase decisions
to a greater degree than non-Hispanics.
82%
Spanish
82% of
U.S.
Hispanics
speak
Spanish
speak
95%
continue to do so
advertising in Spanish
advertising effectiveness
customer loyalty
Source: Media Post, 2014; Marketing Charts, 2014 and 2015; Pew Hispanic
Center as published in Harvard Business Review, February 2014.
WE OFFER
SOLUTIONS
TO REACH
THIS
VALUABLE
MARKET
OUR HISPANIC PRODUCTS WORK
TOGETHER FOR YOUR BUSINESS
El Sentinel:
El Sentinel.com:
135,000 Distribution
Every Saturday
Unique Visitors: 28,300
Page Views: 108,400
Source: Orlando Sentinel ZPS Distribution;
SiteCatalyst September 2014 – August 2015 (monthly average).
EL SENTINEL
Get results with El Sentinel, your solution for reaching
Central Florida Hispanics. El Sentinel, the largest Hispanic
newspaper in Central Florida, is an established, weekly
Spanish-language broadsheet newspaper in its 13th year of
publication. It is produced in collaboration with South
Florida’s El Sentinel, Orlando Sentinel, and
Tribune Publishing.
Each week El Sentinel keeps its readers informed with
three sections:
 NOTICIAS (NEWS): This section includes community
and local news stories, consumer articles, immigration
questions, health, and national and international news.
The section also devotes space to news from Latin
America and the Caribbean and an editorial page with
local and international columnists.
 DIVERSION (ENTERTAINMENT): This entertainment
section is where readers can find the latest on concerts,
music, travel, movies, fashion and food. It also includes
celebrity profiles and movie and restaurant reviews.
 DEPORTES (SPORTS): From local little league baseball
and soccer teams, to the Orlando Magic, to the World
Boxing Association, everything is covered. This section
also includes business content and a weekly auto column.
For daily updates, readers turn to ElSentinel.com.
READERS
El Sentinel keeps you in touch with young, active, upscale Hispanic customers.
EL SENTINEL READERS ARE:
 60% women
 55% between 25 and 54 years old
 48% are married
 41% have children at home
 41% have a household income of $40,000 or more
COMPARED TO THE GENERAL MARKET ADULT, EL SENTINEL READERS ARE MORE LIKELY TO:
 Attend a local theme park or attraction
 Take a vacation outside of the continental U.S.
 Spend more money on groceries in a typical week
 Send more text messages on a typical day
 Shop at a book store, toy store, clothing store or office supply store
COMPARED TO THE AVERAGE U.S. HISPANIC ADULT, CENTRAL
FLORIDA HISPANIC ADULTS ARE:
 69% more likely to have read a Spanish-language
newspaper in the past six months
 18% more likely to have used a mobile device to read a
newspaper in the past 30 days
 53% more likely to listen to Internet radio
 28% more likely to own a DVR
Based on Orlando DMA adults; Average six-month readers of El Sentinel.
Source: Scarborough Research 2014 & 2015, Release 1 (combined study) and
Scarborough Research 2014 Multimarket Study, Release 2.
DISTRIBUTION
We deliver Hispanics like no one else can – reach a mass audience or a
targeted geography.
Serving the interests, needs and lifestyle of
the local community like no other newspaper
in the area, El Sentinel distributes in Orange,
Seminole, Osceola, Lake & Volusia counties.
 Each Saturday, more than
135,000 copies delivered
 Free via home delivery (92%) and
racks (8%)
 Localized insert capabilities
 Only local Hispanic print publication
with this targeting capability
Total Distribution = 135,393
Lake Distribution = 4,418
Orange Distribution = 70,033
Osceola Distribution = 36,598
Seminole Distribution = 17,320
West Volusia Distribution = 7,024
County Boundary
El Sentinel Zip Zone Boundaries
El Sentinel Distribution Area
Source: Orlando Sentinel ZPS Distribution.
HISPANIC POPULATION BY COUNTY
Orange County
Osceola County
Hispanic Population: 375,000
Hispanic Population: 156,300
30%
70%
Other
50%
50%
Hispanic
Orange County Hispanics:
 Will grow 19% in the next 5 years (by 2020)
 Largest number of Hispanic adults in Central Florida
Other
Hispanic
Osceola County Hispanics:
 Will grow 22% in the next 5 years (by 2020)
 Highest percentage of Hispanic adults in Central Florida
Lake County
Seminole County
Hispanic Population: 43,900
Hispanic Population: 86,600
20%
14%
86%
Other
Hispanic
Lake County Hispanics:
 Will grow 21% in the next 5 years (by 2020)
80%
Other
Hispanic
Seminole County Hispanics:
 Will grow 19% in the next 5 years (by 2020)
Volusia County
Hispanic Population: 64,200
13%
Other
87%
Hispanic
Source: Nielsen 2015.
Volusia County Hispanics:
 Will grow 17% in the next 5 years (by 2020)
HISPANICS AND TECHNOLOGY
Reach Hispanics online on the devices that
are important to them. Research proves that
Hispanics are early adopters of technology.
BY THE NUMBERS IN METRO ORLANDO
93% – the percentage of Hispanics with
Internet access
$666.19 – the average amount spent by
Hispanics on Internet purchases in a year
88% – the percentage of Hispanics who live
in a household with a smartphone
8.33 – the median number of text
messages sent by Hispanics yesterday
EMBRACING TECHNOLOGY
66% of digital Hispanics
pay attention saw
to a
ElSentinel.com
online ads, compared
to
47%
of
the
300% increase in page
general population.
views in 2012.
Nearly 70% of digital Hispanics use mobile for
search, while consuming five times more
video than the general audience.
112,600 – the approximate number of
Hispanics who read a newspaper on a mobile
device in the past 30 days
Hispanics are five times more likely to use
mobile apps than non-Hispanics.
Source: Scarborough Research 2015, Release 1.
Hispanics are the most active demographic on
social media. They are 25% more likely to
follow a brand than the general population.
Source: Google Hispanic Marketing Forum, 2015.
ELSENTINEL.COM
Speak to Central Florida Hispanics as they are entertained and informed on our site.
ElSentinel.com offers dynamic, interactive ads designed to create the visibility you require.
STRONG ONLINE PRESENCE: ElSentinel.com expands the print coverage by delivering
breaking news, video, photo galleries and blogs for Central Florida’s online Hispanic community.
ONLINE TARGETED SOLUTIONS:
 Geographic targeting lets you target zip codes with a strong Hispanic population and present a
custom message exclusive to those residents.
 Behavioral Targeting segments readers by what they read and search for on ElSentinel.com.
Avg Monthly PVs: 108,400
Avg Monthly UVs: 28,300
Source: SiteCatalyst September 2014 – August 2015 (monthly average).
ADDITIONAL DIGITAL OPTIONS
OrlandoSentinel.com
OrlandoSentinel.com has a long tradition of
providing the news Central Floridians want, when
it happens. In fact, our site is the #1 local news
site in Metro Orlando, making us the first stop for
residents looking for news, information and more.
Targeting Options
 Behavioral Targeting to Hispanics
 Geo-Targeting Zip Codes to Areas with a High
Concentration of Hispanic Residents/Subscribers
 Re-Targeting to Readers of ElSentinel.com Channel
Through our TribX Partners
Avg Monthly PVs: 23.8M
Avg Monthly UVs: 4.8 M
More Solutions to Extend Your Reach
Extend your reach to target your ideal audience across the
14,000+ websites that make up one of the largest digital
networks in the nation.
Targeting Options
 Contextual Targeting and Keyword Search Re-Targeting – Target by
browser settings (English vs. Spanish), utilizing Spanish Keywords
 Category Targeting or Topic Targeting – Hispanics
 Demographically Target Hispanics with Display and Video
 Spanish Language Targeting on Facebook – Orlando DMA
 Mobile & Tablet Network Targeting the Hispanic Channel – Orlando DMA
Email Blasts
Deliver your message directly into the inbox of Central
Florida adults who have asked to receive information
from the Orlando Sentinel and our partners.
Target
 504,000 email addresses
 Targeted to Central Florida Hispanics
Source: SiteCatalyst September 2014 – August 2015 (monthly average).
SPECIAL OPPORTUNITIES - EVENTS
http://www.orlandosentinelevents.com/
7th Annual El Sentinel
Latin Jazz & Art Festival
Celebrating Hispanic Heritage Month
Event Details:




Date: September 2016
Location: Lake Concord Park/Casselberry
Attendance: Estimated 8,000 (free to public)
Click on link above to see video gallery
COMPETITIVE ANALYSIS
Only in El Sentinel:
 Only Spanish-language newspaper in
Central Florida with crosswords, comics
and movie listings
 Most complete calendar of Hispanic
community and entertainment events
 Stronger national advertiser presence
Publication
Frequency
Weekly - Saturday
Weekly - Thursday
Coverage
Orange, Osceola, Lake, Volusia
and Seminole counties
Orange, Osceola, Lake, Volusia
and Seminole counties
Format
Broadsheet
Tabloid
Delivery
Home Delivery (92%) & Rack
(8%)
Rack only
Distribution
135,000 Weekly
35,000 Weekly
Source: Orlando Sentinel ZPS Distribution; Pew Research Center, 2014.
COMPETITIVE ANALYSIS
Compared to La Prensa,
El Sentinel readers tend to be:
 Female
 Younger
 Employed
 Professional
 Spanish Language Dominant
Demographic Profile Comparison
Readers
El Sentinel
La Prensa
Male
40%
45%
Female
60%
55%
Median Age
44.1
46.1
Median HH Size
3.0
3.0
Employed Full Time
44%
41%
White Collar Occupation
26%
23%
Working Women
33%
31%
$156,300
$153,700
72%
65%
Median Value of Owned
Home
Spanish Language
Dominant
Base: Orlando DMA; Read publication in the past 6 months.
Source: Scarborough Research 2014 & 2015, Release 1 (combined study).
EL SENTINEL YEAR ROUND ADVERTISERS
Major Retailers Extending Their Reach Through El Sentinel Preprints