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Premio Digital Marketing and Audience Snapshot

Premio Digital Marketing and Audience Snapshot. Key Takeaways. Drove good incremental audience to Premio coverage compared to 2012, but with lower overall engagement Heavily promoted areas – Premio videos, red carpet voting and mobile apps – generated wins. AUDIENCE.

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Premio Digital Marketing and Audience Snapshot

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  1. Premio Digital Marketing and Audience Snapshot Key Takeaways • Drove good incremental audience to Premio coverage compared to 2012, but with lower overall engagement • Heavily promoted areas – Premio videos, red carpet voting and mobile apps – generated wins AUDIENCE CONSUMER MARKETING CAMPAIGN • Promoted Content • Post-show “Best of” red carpet voting generated nearly 3 million votes in five days, more than ever before. 260,000 votes logged last year • Live streaming with an average of 28 minutes per unique online viewer and 22 minutes per unique mobile viewer • Generated 33,000 unique live streams. The PJ live stream last year generated 5,000 unique streams • 2,700 users engaged on UVideos 2nd screen, generating 13,700 impressions for an avg.of 7 min • Radio App avg. downloads per day grew to 4,100 during promotion from 2,600 before promotion • Incremental audience, lightly engaged • TRAFFIC • Unique visitors to the Premio section the week of the show grew 37% this year, up from 352K to 556K. Yet, same pageview count as 2012: 13.2M • AvgPremio visit duration down from 9:25 to 7:27 • Overall site traffic up +400K to 2.1M for the week, yet pageviewswere down -11M • VIDEO • Premio accounted for 592K video views in the week, 17% of Univision video views.  Last year, 418K streams accounted for 23% of the week’s video • Year over year the Premio video views were up 42% while non-Premio views were up 99% AWARENESS SEARCH CAMPAIGN • Natural search yielded 29% increase in searches and 34% in video views vs. last year. No paid campaign last year Sourcing: Omniture (traffic and search); Conviva (video); Intranet and Univision logs

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