Nielsen Media Research Study Finds Univision.com The Most-Visited Spanish-Language Website for Fourth Year in a Row

Business Wire, July 7, 2004

NEW YORK -- Study Demonstrates Impact on Branding, Purchase and Importance of Cross Platform Advertising

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.

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.

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.

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**.

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.

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.

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."

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."

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.

*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.

**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.

About Univision Communications

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.