THE 2015 MLB PLAYOFFS

A guide to local advertising opportunities

AVERTISING OPPORTUNITIES DURING THE MLB PLAYOFFS

THE ROAD TO OCTOBER

The build-up to the Fall Classic engages baseball fans.

Special Event:The winner of the All-Star Game determines home field advantage in the World Series.

Regular Season:

The MLB teams each play 162 games in the regular season.

PLAYOFFS - First Round: Three division champions along with a wild card team play a best-of-five series

PLAYOFFS - Second Round: The two winners square off in a best-of-seven League Championship Series.

Championship: League champions advance to compete in the World Series, which is also best-of-seven.

WHAT YOU NEED TO KNOW

THE 2014 MLB PLAYOFFS MADE HISTORYClassic teams and shutout innings meant big buzz.

• The San Francisco Giants defeated the Kansas City Royals 3-2 in Game 7 of the 2014 World Series, thus winning the championship 4 games to 3. It was San Francisco’s 3rd title in the past 5 seasons, all under the helm of manager Bruce Bochy.

• The Royals advanced to their first World Series since winning it in 1985. Even more amazing, 2014 was also the first playoffs Kansas City qualified for since that same ‘85 championship—a playoffs drought of 29 seasons.

• Giants pitcher Madison Bumgarner was named World Series MVP after pitching his club to victories in Games 1 and 5, then throwing 5 shutout innings of relief to clinch the championship in Game 7 on just two days’ rest.

Maximize your brand awareness by joining the conversation.

THE UPSCALE ADVANTAGE

11%

17%

17%

19%

18%

18%

AGE

18-24 25-34 35-54 45-5455-64 65+

39%

34%

14%

12%

HOUSEHOLD INCOME

Under 50K 50 - 100K 100-150K 150K +

71% 25%

4%

HOME OWNERSHIP

Own Rent Other

Source: Scarborough USA Plus Research, Au13-Se14, Total Survey Area, Adults 18+ Target: Sports View Cable TV Networks PsYr: Major League Baseball PlayoffsUniverse Population: 242,977,984; Target Population: 32,598,547 (13.4% of universe)

Nearly 67% male62% have a

college education58% are married

The MLB Playoffs engage an affluent and well educated audience.

DEMOGRAPHIC SNAPSHOT

SportsCenter

UEFA Champions League Soccer

The Walking Dead American Horror Story: freak Show

College Football First Take

• 2.8M tweets were recorded during the 2014 MLB Playoffs .

• The greatest activity was during the Baltimore Orioles vs Kansas City Royals game on Oct. 15th with over 449k tweets.

• TBS stole home plate with 2.5M tweets in the 2014 MLB Playoffs.

• Those who talked about the MLB Playoffs also talked about other TV programs 46% of the time, of which 89% were on Cable such as:

• FS1’s Fox Sports Live,

• USA’s WWE Monday Night Raw

• ESPN’s 30 for 30

• Savvy marketing plans leverage the engagement of the social audience by extending their message into complementary programming.

1. Source: Millward Brown Digital + Twitter, December 2013Source: SocialGuide Inc. Affinity Report: October 2014 - October 2014. MLB Baseball Pulled 4/24/15

NETWORKS & PROGRAMS

SOCIAL TV ENGAGEMENTPeople who tweeted about MLB Playoffs also tweeted about these:

GENRES CATEGORIES

News

Sports talk

Drama

Reality

Comedy

Horror

LEVERAGE THE “SOCIAL” BUZZ IN YOUR AD SCHEDULE

Programming with a strong social presence increases ad recall by up to 33%.1

MLB PLAYOFFS HIT A HOME RUN WITH TWITTER USERS LAST YEAR.

YOUR MLB PLAYOFFS ON-AIR OPPORTUNITY

PREMIERESOctober 2015

Target Demo: M 35+, M 55+

Demographic HH A18-34 A18-49 A25-54 A35-64

National Ratings 2.8 1.1 1.2 1.4 1.7

Source: Nielsen National People Meter (NPower); CVG AA%; Live+SD; estimates are based on national program averages from previous 2 seasons and are subject to change; actual performance may vary by market, episode, etc.

The MLB Playoffs offer the largest audience of the baseball season, made up of active and upscale consumers

with spending power. The Kansas City Royals took the 2014 Playoffs by storm, earning their first World Series

appearance since 1985. The Royals’ journey became a true Cinderella story throughout the MLB Playoffs

grabbing national attention. The eventual World Series champion Giants fought their way through the MLB

Playoffs, which included a dramatic 18 inning 2 to 1 victory over the Nationals in the NLDS. The two teams

battled for over 6 hours in what turned out to be the longest MLB playoff game in history. Out of the 32 MLB

postseason games played, exactly half of those games were decided by just 1 run creating drama that can

turn cheers into tears all from a swing of the bat.

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