nielsen 2012-year-in-sports

Welcome to Nielsen’s State of the Media: 2012 Year in Sports, a compilation of media highlights, advertiser trends and consumer insights across leading sports properties. Led by the phenomenal success of the London 2012 Olympic Games, which across its 17 days of coverage became the most-watched event in U.S. television history, the past 12 months have added up to one of the most exciting years in the sports media world. Fans consumed sports content and tracked their favorite teams and athletes in record numbers across a multitude of devices and screens. While fans were watching the live games and events on their TV screens many were also simultaneously engaging with their social networks on other screens by blogging and tweeting about the action as it unfolded, with Twitter quickly becoming the de facto, real-time “chat-at-the-watercooler” platform. In fact, during last year’s Super Bowl between the New York Giants and New England Patriots, there were 13.7 million Super Bowl-related Tweets, with one million Tweets occurring in the last five minutes, according to Twitter. In 2013, Nielsen and Twitter will be exclusively collaborating to create the first ever “Nielsen Twitter TV Rating” which will provide media companies and advertisers with one common benchmark from which to measure the engagement of their programming.

Nielsen’s “FANALYTICS” platform provides our industry with the tools and insights to stay on top of the constantly evolving sports media landscape, while gaining a deeper understanding of the FAN—how they watch sports content and what they buy. Nielsen is committed to meticulously tracking fan sentiment, engagement, purchases and media consumption, ensuring that brands understand the value and impact of their investment in sports media and sponsorships, and drive more effective decision-making.

As you’ll see inside these pages, fans’ passion for sports around the globe continues to grow and Nielsen was there every step of the way as these highlights transpired on and off the field in 2012:

•Over 111.3 million viewers watched history repeat itself as Eli Manning and the New York Giants got another spectacular catch in the game’s closing minute, upsetting Tom Brady and the New England Patriots to become Super Bowl Champions for the second time in five years. Although the Giants were the champs on the field, it was the Jets who generated most of the buzz off-the-field with their high profile acquisition of a back-up quarterback.

•In Los Angeles, the Kings wrote their own “Hollywood Ending” as almost 5 million viewers watched the underdog eighth seed hoist Lord Stanley in June, winning the franchise’s first ever Stanley Cup. Unfortunately, the 2012-13 NHL season has not exactly gotten off to a storybook start.

•After “taking his talents to South Beach” a couple of seasons ago and seeing his N-Score plummet, LeBron James gained redemption in 2012. His marketability has come roaring back with his N-Score up over 400 percent from its 2010 low as he led the Miami Heat to the NBA Championship and Team USA to Olympic Gold.

•Michael Phelps cemented his legacy in London as he became the most decorated Olympian of all time, and Gabby Douglas (N-Score of 362) and Missy Franklin (N-Score of 111) became America’s sweethearts with their gold medal performances. As new Olympics heroes were celebrated, another former Olympic medalist and biking legend, Lance Armstrong, became a pariah, as his N-Score ”Appeal” score dropped significantly in 2012.

•In October, San Francisco ensured that 2012 became the year of the “GIANT” as they joined the New York football Giants by also winning their second World Series title in the last few years with a sweep of the Detroit Tigers.

•Traditional college football rivalries were being decimated as conference realignment continued to be the biggest off-field story in the college arena, but tradition and history won out on the field as storied programs Kentucky basketball and Alabama football won another title in their respective sports.

We hope you enjoy these highlights from across Nielsen’s wealth of consumer and media insights. 2012 continued to prove that sports content, across all media platforms, is among the most popular and engaging genres and well positioned to thrive in an increasingly fragmented media marketplace and rapidly evolving multi-screen world. Sincerely,

Stephen Master Senior Vice President - Sports Nielsen [email protected]

ii

WELCOME

iii

CONTENTS

NFL 4

NBA 5

MLB 6

NHL 7

Motor Sports 8

Golf 9

Soccer 10

NCAA Sports 11

UFC 12

Other Marquee Events 12

Summer Olympics 13

International 14

Source Page

Year In Sports: Summary 1-3

11

Sports On The GoTop 10 Sports Apps

Top TV Advertisers in SportsSports’ Share of National TV Ad Dollars

Brand Q4 2011 - Q3 2012

AT&T Wireless $342.8M

Bud Light $213.3M

Verizon Wireless $195.5M

Geico $166.1M

DIRECTV $157.8M

Sprint Wireless $146.4M

McDonalds $134.5M

Chevrolet Silverado $126.1M

Subway $114.3M

Visa $99.1M

SUMMARY There were nearly 60,000 programming hours of sporting events on national broadcast and cable television in 2012, a 45 percent increase in sports programming hours from 2011. This significant increase was heavily assisted by the 2012 Summer Olympics.

TV viewers who recalled the ads were 10 percent more likely to remember the advertiser’s brand during sports programs when compared to non-sports programs in 2012.

FAST FACTS:

Nearly 60% of tablet and smartphone owners who access sports on their device check this content at least once a day.

By Average Monthly Time Spent Per Person

$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$

National TV Broadcast and Cable only

10%

10%

40%

29%

09%

10%

10%

40%

29%

9%

More than 3 times a day

2-3 times a day

Daily

Weekly

Monthly

12%

12%

34%

33%

11%

More than 3 times a day

2-3 times a day

Daily

Weekly

Monthly

TABLET OWNERS Frequency of Access-Sports Content

SMARTPHONE OWNERS Frequency of Access-Sports Content

23%$13.3 billion was spent on advertising within Sports Events programming, accounting for 23 percent of national TV ad spend.

1

5

9

2

6

10

3

7

4

8

Rank App Name Hours : Min

1. ESPN Streak for the Cash 2 hrs 0 min

2. Yahoo! Fantasy Football '12 1 hr 35 min

3. ESPN Fantasy Football 2012 1 hr 30 min

4. Yahoo! Sportacular 1 hr 26 min

5. MLB.com At Bat 1 hr 23 min

6. Team Stream 1 hr 16 min

7. ScoreMobile 50 min

8. ESPN ScoreCenter 45 min

9. NBA Game Time 2011-2012 30 min

10. ESPN College Football 30 min

2

Top Selling National Sports Biographies

Most Marketable Athletes

Using the combined research expertise of Nielsen and E-Poll Market Research, N-Score is an in-depth look at thousands of sports figures’ overall endorsement potential, factoring in the attributes and demographic measures that align brands with endorsers.

Range for N-ScoreCategory Range % In RangeHall of Fame (Score of 200+) 2%Superstar (100 to 199) 4%MVP (50 to 99) 5%All Star (30 to 49) 9%Starter (Less than 30) 80%

Source: Nielsen / E-Poll N-Score

Data does not include sales from Wal-Mart

Preferred Device for Checking Sports Scores41% of all TV-related Tweets are about sports programming, although

sports accounts for only 1.3% of all TV

programming.

Top Selling Blu-Ray/DVD in Sports Genre

Based on disc unit sales

Among connected device owners

3

Sports: Live Viewing Dominance

Avid Sports Fans Are Tech Savvy

Nielsen Fan Trender

Broadcast Prime, Persons 18-49

Nielsen Fan Trender is an on-going online poll used to gain a better understanding of today’s sports fan. People are asked about their interest in more than 30 sports, technology preferences, sports consumption habits, sentiment towards sponsors and much more.

Read as: Avid sports fans are 52 percent more likely to own a tablet than non-avid sports fans.

Which of the following do you think has the greatest positive impact on your community?

Which, if any, of the technology devices and/or services do you or someone in your household own or subscribe to?

9 percent of the U.S. population believes their sports team, over local government, businesses and schools, is the local entity with the greatest positive impact on the community.

Don’t’ Know

Local Business

Local School System

Local Pro Sports Teams

Other (Religious Orgs, Volunteers)

Local Government

Don’t’ Know

Local Business

Local School System

Local Pro Sports Teams

Other (Religious Orgs, Volunteers)

Local Government

99% of Sports Events were consumed within the same day

of airing among 18-49 year olds.

While the majority of televised sports are consumed on the TV in the home,

nearly two-thirds of avid sports fans say they also catch games

at bars or restaurants.

It’s no surprise that sports is the least time-shifted genre of television programming. During 2012, people aged 18-49 watched nearly all of their sports TV programming live or within the same day of airing.

% difference in ownership, Avid vs. Non-Avid sports fans

4

NFL Average TV Viewership

NFL

2012

Fans’ appetite for NFL content continues to grow with 15 percent more viewers tuning into the first round of the 2012 NFL Draft and 19 percent more viewers watching the NFL combine versus 2011. NFL.com visitors are 36 percent more likely to own a portable game console than the general population.

Nearly 100 million viewers were reached across all 3 games airing on Thanksgiving Day. The NFL network averaged over 6.3 million total viewers during Thursday night football games in 2012, which is up 2.7 percent over last year. It was also up 26.7 percent among Males 18-34.

FAST FACTS:

Tebow vs. Manning Ratings ShowdownSuper Bowl Rematch: N.Y. Giants vs. N.E. Patriots

12.4 M average monthly unique visitors to NFL.com during the season.

% Change from 2008 Super Bowl

During 2011 when Tim Tebow was the Denver Broncos’ starting quarterback, 829,000 viewers in the Denver area tuned in, on average. Viewership increased by nearly 11 percent during the 2012 season with Peyton Manning calling the plays.

2012 is the clear winner with a larger, more diverse and attentive audience.

The Seattle Seahawks had the largest season-to-season increase in

local household ratings among all NFL media markets

(+30%). On average, over a half million Seattle homes

tuned into a Seahawks regular season game in 2012.

5

NBA NBA is alive in Oklahoma City; The Thunder’s local TV ratings increased 479 percent over the last four seasons.

NBA.com visitors are 46 percent more likely to own a tablet than the general population.

Hispanics made up 12 percent of the NBA TV audience during the 2011-2012 regular season, up from 10 percent in 2010-2011. Almost 45 million people tuned into at least a portion of 5 NBA games on Christmas Day.

FAST FACTS:

Feb 26NBA All-Star Game7,070,000 viewers

2012

NBA Average TV Viewership

LeBron James Earns Respect In 2012

Linsanity - Tracking TV and Buzz in 2012

New Yorkers Embrace Their New and Old NBA Team


6.1 M average monthly unique visitors to NBA.com during the season.

% Change in New York Local Household Rating

1st 20 games, 2012 vs. 2011

6

MLB Average TV Viewership

MLBMLB.com visitors are 31 percent more likely to purchase environmentally friendly products.

On average, 4.7 million viewers tuned into the ALDS match-up between the Baltimore Orioles and New York Yankees. This series drew 69 percent more viewers than the other three division series, which averaged 2.8 million viewers. MLB fans remain loyal throughout the season, five of the top ten teams ranked by regular season local TV ratings did not make the playoffs.

Viewership to the 2012 World Series was up 78 percent among Asian viewers compared to the 2011 World Series. Over 100 million people watched at least a portion of the 2012 MLB post season.

FAST FACTS:

Most Liked Active Baseball Players in 2012 Most Recognizable Active Baseball Players in 2012

Detroit Tigers and Miguel’s Magical Season


14.5 M average monthly unique visitors to MLB.com during the season.

(Minimum Criteria – Recognized by at least 5% of US respondents)

Highest Average Among The Big 5 League Sites

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NHL 4.4 million people in the New York TV market and 3.8 million people in the Los Angeles market tuned into a portion of the 2012 NHL playoffs

NHL.com visitors are 54 percent more likely to own a blu-ray DVD player than the general population. The Discover Credit Card brand spent the most National TV ad dollars during the 2011-2012 NHL regular season games at nearly $1.5 million.

FAST FACTS:

NHL Average TV Viewership

Stanley Cup Final Game Ad Effectiveness Trend

The Sidney Crosby Effect On and Off the Ice

3.7 M average monthly unique visitors to NHL.com during the season.

Ads during Game 6 in 2012 were 44 percent

more-liked compared to the

final game in 2011.

8

Fan engagement is at its highest in 3 years with viewers tuning in for 46 percent of all minutes, on average, across all Sprint

Cup races in 2012.

MOTOR SPORTS

Motor Sports Average TV Viewership

The local TV markets with the largest year-over-year ratings increase in NASCAR include Salt Lake City (+30%), Kansas City (+21%), Los Angeles (+15%), Tampa (+11%) and New Orleans (+9%).

Nascar.com visitors are 63 percent more likely to have a sports luxury vehicle than the general population.

27.2 million people tuned into a portion of the Chase for the NASCAR Sprint Cup in 2012. People who watched the American LeMans series in 2012 are 10 percent more likely to own at least 2 cars.

FAST FACTS:

Top 5 National TV Advertisers - Formula One Series

Top 5 National TV Advertisers - IndyCar Series Most Exciting Active NASCAR Drivers in 2012

3.1 M average monthly unique visitors to NASCAR.com during the season.

Brand Q4 2011-Q3 2012

GoPro HERO Cameras $253.2 KGolden Corral Restaurant $203.8 KMercedes-Benz E-Class $184.7 KMercedes-Benz C-Class $177.7 KMazda CX-5 $153.2 K

Brand Q4 2011-Q3 2012

Firestone Tires $954.5 KGoDaddy.com $875.4 KNovolog FlexPen $743.4 KHonda Civic $707.9 KVerizon Wireless $668.6 K

(Minimum Criteria – Recognized by at least 5% of US respondents)

More than 100 million people tuned in to NASCAR programming on U.S. television in 2012.

9

Golf Average TV Viewership

GOLF PGA.com visitors are 90 percent more likely to own a hybrid vehicle than the general population.

Rydercup.com had over 1.1 million unique visitors on the site in September 2012. Golf Channel saw success in 2012 with a 5.6 percent average increase in TV audience across all telecasts compared to 2011. Despite Tiger Woods hitting an N-Score all-time low in 2011 (36), his marketability picked back up by over 110 percent in 2012 with an N-Score of 76.

FAST FACTS:

Top 5 National TV Advertisers - Men’s PGA Events

Ryder Cup Tournament Ratings Soar in 2012 Top 5 National TV Advertisers - Women’s PGA Events

1.5 M average monthly unique visitors to PGA.com during the season.

Brand Q4 2011-Q3 2012

Cialis Rx $18.0 MAT&T Wireless $17.6 MExxonMobil $14.3 MScottrade Financial $13.7 MIBM Business Services $12.8 M

Brand Q4 2011-Q3 2012

Prudential Financial $481 KRolex Watches $295 KMichelob Ultra Beer $293 KMarathon Gas $252 KChase Credit Card $246 K

2010 Ryder Cup telecasts includes rain delay.

10

SOCCER

Soccer Average TV Viewership

FAST FACTS:

MLS Cup Gaining More Asian and African-American TV Viewers

Ad Spend During MLS Regular Season More Than DoublesTV Gold: Sounder/Timber Showdown

1.3 million unique visitors went to MLSsoccer.com in August 2012.

MATCH UP NETWORK DATE AVG. VIEWERS

PORTLAND TIMBERS / SEATTLE SOUNDERS

ESPN June 24 888,000

NEW YORK RED BULLS / PHILADELPHIA UNION

ESPN July 21 611,000

SEATTLE SOUNDERS / PORTLAND TIMBER

NBC September 15 576,000

Excludes: MLS All-Stars and International

The June 24th match between the Portland Timbers and Seattle Sounders on ESPN had the highest viewership among all 2012 regular season telecasts.

Hope Solo had the highest N-Score among female soccer players in 2012 (37). Abby Wambach was second with an N-Score of 23.

A friendly match-up between Mexico and Colombia drew the largest Hispanic TV audience on a Spanish-language network in 2012, with over 4.1 million Hispanic viewers tuning in on Univision. David Beckham had a banner year with high London Olympic exposure and an MLS Cup under his belt; it’s no surprise that his N-Score increased by 158 percent from 2011 to 2012.

Top 3 MLS Reg Season Games in 2012

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NCAA Average TV Viewership

Mar 15-16Round of 641,992,000 viewers

Mar 17-18Round of 32 4,530,000 viewers

Nov 24Regular SeasonNotre Dame vs. USC 16,059,000 viewers

Mar 22-23Sweet 165,224,000 viewerss

Mar 31Final 415,256,000 viewers

Mar 24-25Elite 89,361,000 viewers

Apr 2Championship Game Kansas vs. Kentucky20,869,000 viewers

2012 2013

Dec 1SEC ChampionshipAlabama vs. Georgia16,228,000 viewers

Jan 7BCS ChampionshipNotre Dame vs. Alabama26,380,000 viewers

Jan 1Rose BowlWisconsin vs. Stanford17,024,000 viewers

Jan 3Fiesta BowlOregon vs. Kansas State12,306,000 viewers

NCAA Alabama beat Notre Dame on the field and in average TV viewership by 27 percent over the 2012 season. Alabama had 7.2 million viewers on average during nationally televised games, while Notre Dame had 5.7 million viewers. Apple spent nearly $20 million on national TV advertising during the 2012 NCAA basketball season promoting the iPad. The storied ACC conference match-up of North Carolina versus Duke on March 3rd took the top spot for most watched regular season basketball game with 4.1 million average viewers.

FAST FACTS:

Top 5 Advertisers NCAA Basketball NCAA Football Ad Spend Trend

NCAA Football in Broadcast Prime (ABC, CBS, FOX, NBC)SEC Conference Realignment Impact

Top 5 Advertisers NCAA Football Brand Q4 2011-Q3 2012

AT&T Wireless $62.0 M

Buick Verano $44.3 M

Bud Light $41.0 M

Capital One Credit Card $29.4 M

Lowe’s $27.0 M

Brand Q4 2011-Q3 2012

AT&T Wireless $43.7 M

Ford F-150 Trucks $18.9 M

Home Depot $17.4 M

Verizon Wireless $16.6 M

Capital One $15.1 M

Over 110 million

people watched a portion of the

29 Saturday Night Football games airing on broadcast

network in 2012.

TV ratings remained strong even with the new match-ups.

Broadcast networks are increasingly filling their fall primetime schedules on Saturday nights with college football.

National TV

12

Select Major Sporting Events Average TV Viewership

UFCViewers were 9 percent more likely to remember

ads during UFC on FOX

when compared to the norm for

all sports programming in 2012.

Top 5 Product Categories Advertising on UFC on FOX

UFC on FOX Average TV Viewership

700,000 average monthly unique visitors to UFC.com during the season.

Product Category Q1 2012 -Q3 2013

Motion Picture $3.6 million

Telephone Wireless $2.5 million

Beer $2.0 million

Motorcycles $1.4 million

Cable Networks $1.3 million

OTHER MARQUEE EVENTS

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Olympics Average TV Viewership

Buzz About The Fab 5 Females During The London 2012 Games

London 2012 Primetime TV Reach by Age

SUMMER OLYMPICS Nearly 179 million unique viewers watched a portion of NBC’s

primetime coverage of the 2012 London Games, an increase of 6 percent from 2004.

Salt Lake City was the highest-rated market for 14 out of 17 primetime Olympic telecasts. Oscar Pistorius, the South African paralympian, ranked as the most interesting and intriguing Olympic athlete and Rebecca Soni, the US Swimmer ranked as the funniest athlete when compared to all other Olympians measured in N-Score in 2012.

FAST FACTS:

Approximately 4.6 M average monthly unique users to NBC Olympics Mobile App and Mobile Web during the months of the Olympics.

Approximately 14 M average monthly unique visitors to NBCOlympics.com during the months of the Olympics.

% of Viewers Reached

Twitter

Traditional

Media

Other

Sources

84% 9%

6%Source of Buzz for U.S. Female Gymnastics Team

Share of Buzz Volume for U.S. Female Gymnastics Team

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Soccer Rules Sports TV Time in EuropeSentiment Towards Olympic Sponsors

Volume of Sports Programming on TV by Country

INTERNATIONALAustralian Rules Football accounts for almost one-fourth of TV time in Australia among viewers tuned to sports.

Basketball represents 21 percent of the sports programming consumed on China’s CCTV-5 Beijing. Gaelic Football accounts for 23 percent of the sports programming aired in Ireland.

FAST FACTS:

France 26%

UK 34%

Spain 59%

Italy 49%

Germany 44%

Russia 22%

% of sports time spent watching soccer

% of Positive Sentiment toward Olympic Sponsors

0

20

40

60

80

100

U.S.BrazilSouth AfricaRussiaU.K.GermanySouth KoreaJapanIndiaChinaTotal

France +17% 2,360 hours in 2012

Germany +20% 1,514 hours in 2012

Italy +10% 1,724 hours in 2012

Spain +25% 1,472 hours in 2012

United Kingdom +6% 2,888 hours in 2012

Russia +22% 2,472 hours in 2012

% Change from 2011 to 2012

+17%

+20%

+22%

+6%

+25%+10%

Consumers in the BRIC countries appear more positive towards brands associated with the Olympics, with Brazilians showing the highest level of positive appeal towards sponsors (87%).

Contact Info: Yassine-Guillaume Berhoun Sport Manager MediaMetrie/Eurodata TV Worldwide Email: [email protected]

Sources:Year in Sports SummaryFast Facts

• Nielsen National TV Toolbox, Jan – Dec 2012• Nielsen TV Brand Effect, Jan – Dec 2012, Based on 18+ and

brand linkage metricSports’ Share of National TV Ad Dollars

• Nielsen Ad*Views, Oct 2011 – Sept 2012, National Broad-cast and Cable only

Top TV Advertisers in Sports• Nielsen Ad*Views, Oct 2011 – Sept 2012, National Broad-

cast and Cable onlySports On The Go

• Nielsen Mobile Connected Device Report(s), Jan – Sept 2012, Combined quarterly results

Top 10 Sports Apps• Nielsen Mobile NetView, Jan – Nov 2012, Ranker includes

results with sufficient sample size for at least 3 months, Panel based on iOS and Android operating systems

Most Marketable Athletes• Nielsen / E-Poll N-Score, Jan – Dec 2012

Top Selling National Sports Biographies• Nielsen BookScan, Jan 8 – Dec 16, 2012, Data does not

include sales from Wal-Mart sales dataTop Selling Blu-Ray/DVD in Sports Genre

• Nielsen VideoScan, Jan – Dec 9, 2012, Based on disc unit sales, Does not include data from Wal-Mart

Preferred Device for Checking Sports Scores• Nielsen Mobile Connected Device Report(s), Jan – Sept

2012, Combined quarterly resultsTV Tweet Call-Out

• NM Incite’s SocialGuide, Oct - Dec 2012Sports: Live Viewing Dominance

• Nielsen National TV Toolbox, Jan – Dec 2012, Based on P18-49 and Live+Same Day and Live+7 for broadcast networks in primetime

Nielsen Fan Trender• Nielsen Fan Trender, October/November 2012, Sample

size: 2,175 P12+

NFLFast Facts

• Nielsen National TV Toolbox, Apr 26, 2012 and Apr 28, 2011, Based on P2+ and Live+Same Day

• Nielsen @Plan, Jan-Mar 2012, Based on P18+• Nielsen National TV Toolbox, Feb 25-28, 2012 and Feb 26

– Mar 1, Based on P2+/P25-54 and Live+Same Day• Nielsen National TV Toolbox, Nov 22, 2012 and Nov, 24,

2011, Based on P2+ and 6 minute reach qualifier• Nielsen National TV Toolbox, Jan – Dec 2012, Based on

P2+/M18-34 and Live+Same DayNFL Average TV Viewership

• Nielsen National TV Toolbox, Jan – Dec 2012, Based on P2+ and Live+Same Day

Super Bowl Rematch• Nielsen National TV Toolbox and TV Brand Effect, Feb 5,

2012 and Feb 3, 2008, Ratings based on Live+Same DayTebow vs. Manning

• Nielsen Arianna, Oct 23, 2011 – Dec 30, 2012, Based on P2+ in Denver DMA and Live+Same Day

Seattle Seahawks Call-Out• Nielsen Arianna, Sept – Dec 2012, Based on all households

in each NFL teams primary DMA and Live+Same Day, Note: ESPN telecasts include the ESPN national rating plus the “over-the-air” rating

Computer Call-Out• Nielsen NetView, Aug 2011 – Feb 2012, Unique audience

averaged over months during NFL season

NBAFast Facts

• Nielsen Arianna, Nov 2008 – June 2012, Based on all households in Oklahoma City DMA and Live+Same Day, Regular season games only

• Nielsen @Plan, Apr-Jun 2012, Based on P18+• Nielsen National TV Toolbox, Nov 2010 – Apr 2012, Based

on Hispanics 2+ and Live+Same Day, • Nielsen National TV Toolbox, Dec 25, 2012, Based on P2+

and 6 minute reach qualifierNBA Average TV Viewership


New Yorkers Embrace• Nielsen Arianna, Nets: Dec 26, 2011 – Jan 27, 2012 and Nov

3 – Dec 14, 2012 Knicks: Dec 28, 2011 – Feb 4, 2012 and Nov 2 – Dec 15, 2012, Based on all households in New York DMA and Live+Same Day

LeBron James Earns• Nielsen / E-Poll N-Score, Jan – Dec 2012, Appeal metric

referencedLinsanity

• Nielsen National TV Toolbox, Jan – Dec 2012, Based on P2+ and Live+Same Day; NM Incite, Jan – Dec 2012, Total buzz volume

Computer Call-Out• Nielsen NetView, Oct 2011 – Jun 2012, Unique audience

averaged over months during NBA season

MLBFast Facts

• Nielsen @Plan, July-Sept 2012, Based on P18+• Nielsen National TV Toolbox, Oct 2012, Based on P2+ and

Live+Same Day

• Nielsen Arianna, Apr – Sept, Based on all households and Live+Same Day

• Nielsen National TV Toolbox, Oct 24-28, 2012 and Oct 19-28, Based on Asians 2+ and Live+Same Day

• Nielsen National TV Toolbox, Oct 5-28, 2012 and Nov, 24, 2011, Based on P2+ and 6 minute reach qualifier

MLB Average TV Viewership• Nielsen National TV Toolbox, Jan – Dec 2012, Based on

P2+ and Live+Same DayDetroit Tigers and Miguel’s Magical Season

• Nielsen Arianna, Apr-Sept 2011 and 2012, Based on all households and Live+Same Day; Nielsen / E-Poll N-Score, Oct 2011 – Oct 2012

Most Liked Active Baseball Players• Nielsen / E-Poll N-Score, Jan – Dec 2012, Appeal metric

used with 5% minimum awareness criteriaMost Recognizable Active Baseball Players

• Nielsen / E-Poll N-Score, Jan – Dec 2012, Awareness metric used

Computer Call-Out• Nielsen NetView, Apr - Oct 2012, Unique audience aver-

aged over months during MLB season

NHLFast Facts

• Nielsen National TV Toolbox LPM+, Apr 11 – May 11, 2012, Based on P2+ and Live+Same Day

• Nielsen @Plan, Apr-Jun 2012, Based on P18+• Nielsen Ad*Views, October 2011 - April 2012, National

Broadcast and Cable onlyNHL Average TV Viewership


Computer Call-Out• Nielsen NetView, Oct 2011 – Jun 2012, Unique audience

averaged over months during NHL seasonThe Sidney Crosby On and Off

• Nielsen Arianna, Oct 6, 2011 – Apr 7, 2012, Based on P2+ and Live+Same Day

Stanley Cup Final Game• Nielsen TV Brand Effect, Jun 15, 2011 – June 11, 2012, Based

on 18+ and ad recall and brand linkage metricAds Curing Game 6 Call-Out

• Nielsen TV Brand Effect, Jun 15, 2011 – June 11, 2012, Based on 18+ and Likeability metric

Motor SportsFast Facts

• Nielsen Arianna, Jan-Dec 2012, Based on all households and Live+Same Day

• Nielsen @Plan, Jan-Mar 2012, Based on P18+• Nielsen National TV Toolbox, Sept 16 – Nov 18, 2012,

Based on P2+ and 6 minute reach qualifier• Nielsen National TV Toolbox, Mar 18 – Oct 21, 2012, Based

on P2+ and Live+Same DayMotor Sports Average TV Viewership


Top 5 National TV Advertisers – Formula One• Nielsen Ad*Views, Oct 2011 – Sept 2012, National Broad-

cast and Cable onlyTop 5 National TV Advertisers – IndyCar


Most Exciting Active NASCAR Drivers• Nielsen / E-Poll N-Score, Jan – Dec 2012, Exciting attribute

used with 5% minimum awareness criteriaFan Engagement Call-Out

• Nielsen National TV Toolbox, Feb 18 – Nov 16, 2012, Based on P2+ and Live+Same Day

Computer Call-Out• Nielsen NetView, Feb 2012 – Nov 2012, Unique audience

averaged over months during NASCAR season

GolfFast Facts

• Nielsen @Plan, July-Sept 2012, Based on P18+• Nielsen NetView, Sept 2012, Based on P2+• Nielsen National TV Toolbox, Jan – Dec 2011 and 2012,

Based on P2+ and Live+Same Day• Nielsen / E-Poll N-Score, Jan – Dec 2011 and 2012

Golf Average TV Viewership• Nielsen National TV Toolbox, Jan – Dec 2012, Based on

P2+ and Live+Same DayComputer Call-Out

• Nielsen NetView, Jan 2012 – Nov 2012, Unique audience averaged over months during PGA season

Top 5 National TV Advertisers – Men’s PGA• Nielsen Ad*Views, Oct 2011 – Sept 2012, National Broad-

cast and Cable onlyRyder Cup Ratings Soar

• Nielsen National TV Toolbox, Sept/Oct 2008, 2010 and 2012, Based on P2+ and Live+Same Day

Top 5 National TV Advertisers – Women’s PGA• Nielsen Ad*Views, Oct 2011 – Sept 2012, National Broad-

cast and Cable only

SoccerFast Facts

• Nielsen / E-Poll N-Score, Jan – Dec 2012• Nielsen National TV Toolbox, Feb 29, 2012, Based on

Hispanics 2+ and Live+Same Day• Nielsen / E-Poll N-Score, Jan – Dec 2011 and 2012

Soccer Average TV Viewership• Nielsen National TV Toolbox, Jan – Dec 2012, Based on P2+

and Live+Same Day, Note: U.S. Men’s Soccer Mexico vs. USA reflects Univision telecast only

MLS Cup Gaining More• Nielsen National TV Toolbox, Dec 1, 2012, Nov 20, 2011

and Nov 21, 2010, Based on Asians 2+ and African-Ameri-cans 2+ and Live+Same Day

Computer Call-Out• Nielsen NetView, Aug 2012, Unique audience

TV Gold: Sounder/Timber Showdown• Nielsen National TV Toolbox, Mar 10 – Oct 28, 2012, Based

on 2+ and Live+Same DayAd Spend During MLS Regular Season

• Nielsen Ad*Views, Mar 11 2012 - Oct 28 2012, Mar 15 2011 - Oct 23 2011 and Mar 25 2010 - Oct 24 2010, National Broadcast, Spanish-Language Network and Cable only

NCAAFast Facts

• Nielsen National TV Toolbox, Sept 1 – Dec 1, 2012, Based on P2+ and Live+Same Day

• Nielsen Ad*Views, October 2011 - Sept 2012, National Broadcast and Cable only

• Nielsen National TV Toolbox, Nov 9 – Mar 11, 2012, Based on P2+ and Live+Same Day

NCAA Average TV Viewership• Nielsen National TV Toolbox, Feb 2012 – Jan 7, 2013, Based

on P2+ and Live+Same DayTop 5 Spenders NCAA Basketball and Football


Ad Spend Growth NCAA Football• Nielsen Ad*Views, Oct 2011 – Sept 2012, Oct 2010 – Sept

2011 and Oct 2009 – Sept 2010, National Broadcast and Cable only

SEC Conference Realignment• Nielsen National TV Toolbox, Sept – Nov 2012, Based on

P2+ and Live+Same DayNCAA Football in Broadcast Prime

• Nielsen National TV Toolbox, 2004-2012 Broadcast Net-works only; Over 110 call-out based on Persons 2+ and 6 minute reach qualifier

UFCViewers were 9 percent Call-Out

• Nielsen TV Brand Effect, Jan – Dec 2012, Based on 18+ and ad recall metric

UFC on FOX Average TV Viewership• Nielsen National TV Toolbox, Jan – Dec 2012, Based on P2+

and Live+Same DayTop 5 Product Categories

• Nielsen Ad*Views, Jan – Sept 2012, National Broadcast and Cable only

Computer Call-Out• Nielsen NetView, Nov 2011 – Nov 2012, Unique audience

averaged over months during UFC season

Other Marquis EventsSelect Major Sports Events Average TV Viewership


Summer OlympicsFast Facts

• Nielsen National TV Toolbox, July 27 – Aug 12, 2012, Based on Persons 2+ and 6 minute reach qualifier

• Nielsen Arianna, July 27 – Aug 12, 2012, Based on all house-holds and Live+Same Day

• Nielsen / E-Poll N-Score, Jan – Dec 2012, Interesting, Intriguing and Funny attributes

Olympics Average TV Viewership• Nielsen National TV Toolbox, Jan – Dec 2012, Based on P2+

and Live+Same DayLondon 2012 Primetime TV Reach by Age

• Nielsen National TV Toolbox, July 28 – Aug 12, 2012, Based on 2+ and 6 minute reach qualifier, Note: Does not include Opening and Closing Ceremonies

Computer Call-Out• Nielsen NetView, July and Aug 2012, Unique audience

averaged over months of Summer OlympicsBuzz About The Fab 5

• NM Incite, July 27 – Aug 12, Buzz Volume and SourceSmartphone Call-Out

• Nielsen Mobile NetView, July and Aug 2012, Unique visi-tors averaged over months of Summer Olympics

InternationalFast Facts

• Eurodata TV Worldwide / Relevant PartnersVolume of Sports Programming

• Eurodata TV Worldwide / Relevant PartnersSentiment Towards Olympics Sponsors

• London 2012 Nielsen Global Online tracker Oct - Dec 2011, Weighted among 28,213 respondents

Soccer Rules Sports TV Time In Europe• Eurodata TV Worldwide / Relevant Partners

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