The benefits of advertising in the NHL.

1. THE NHL SEASON
A guide to local advertising opportunities

2. GET YOUR BUSINESS IN THE FAN ZONE
PACIFIC
Anaheim Ducks
Arizona Coyotes
Calgary Flames
Edmonton Oilers
Los Angeles Kings
San Jose Sharks
Vancouver Canucks
CENTRAL
Chicago Blackhawks
Colorado Avalanche
Dallas Stars
Minnesota Wild
Nashville Predators
St. Louis Blues
Winnipeg Jets
ATLANTIC
Boston Bruins
Buffalo Sabres
Detroit Red Wings
Florida Panthers
Montreal Canadiens
Ottawa Senators
Tampa Bay Lightning
Toronto Maple Leafs
METROPOLITAN
Carolina Hurricanes
Columbus Blue Jackets
New Jersey Devils
New York Islanders
New York Rangers
Philadelphia Flyers
Pittsburgh Penguins
Washington Capitals
• The National Hockey League (NHL) includes two conferences –
the Western Conference and the Eastern Conference.
• The Western Conference is comprised of the Pacific and Central
divisions, and the Eastern Conference is made up of the Atlantic
and Metropolitan divisions
Hometown favorites connect with consumers.

3. • Advertisers seeking highly-engaged audiences and frequency for their media
buy score big with the lengthy NHL season and coverage across TVs best-
known sports networks.
• The NHL teams each play 82 games in the regular season, which runs from
early October through April.
• Post-Season games bring excitement as the anticipation builds:
• The Stanley Cup playoffs consist of four rounds of best-of-seven series:
• Eight teams in each conference qualify for the playoffs
• In the quarterfinals, the eight teams are split into two separate brackets by
division. The division leader in each conference with the most points plays the
wild card team with the fewest points, the division leader with the second-
highest amount of points plays the wild card team with the most points, and
the second and third seeds in each division face one another
• The winners of both conference quarterfinals advance to the semifinals
• The winners of the semifinals advance to the Stanley Cup Finals
GAMES & POST-SEASON
IT’S GAME TIME
Own the season and build your brand with the NHL

4. THIS HAT TRICK SCORES BIG WITH VIEWERS
ALL-STAR GAME (JANUARY)
WINTER CLASSIC (FEBRUARY)
STADIUM SERIES (FEBRUARY)
Different from the NHL Winter Classic, the Stadium Series is also an event in which a
regular-season hockey game is played outdoors. In 2016, two games will be played – one
between the Chicago Blackhawks and Minnesota Wild and the other between the Detroit
Red Wings and Colorado Avalanche.
Hosted on or around New Year’s Day, this event is an annual tradition for the NHL in
which a game is played outdoors. The matchups generally showcase the league’s most
popular teams and players, gathering high attendance and television ratings.
The NHL All-Star Game features a new format that divides players into three 20-minute
games, with star players from each Division making up the four All-Star teams: Pacific,
Central, Atlantic, and Metropolitan. This highly-anticipated event typically takes place in
the middle of the NHL regular season.

5. WHAT YOU NEED TO KNOW
HOCKEY HEADLINES
Big names, big moments set pace for a record breaking season ahead.
• The Chicago Blackhawks defeated the Tampa Bay Lightning 4 games to 2 to
win the 2015 Stanley Cup. It was Chicago’s 3rd championship in the past 6
seasons, and its 6th in the team’s 89-year history.
• Blackhawks defenseman Duncan Keith was the unanimous selection for the
Conn Smythe Trophy as playoff MVP, only the 9th defenseman to ever
receive the award. Keith recorded 3 goals and 18 assists in Chicago’s 23
playoff games, and each goal was a game-winner.
• The 6-game championship series between Chicago and Tampa Bay was the
second-most watched Stanley Cup Final in the past 20 years, including the
4th-largest NHL audience since 1995 (8.0 million for Game 6).
• 43-year old Jaromir Jagr became the oldest player in league history to
record a hat trick, scoring three goals in a game for the 15th time in his
storied career. Jagr is 4th all-time in NHL goals and has won 5 scoring titles
since his league debut in 1990.
• In June, Montreal Canadiens goalie Carey Price was awarded the Hart
Trophy, only the 7th goalie in NHL history to be named league Most Valuable
Player.
Keep your brand top-of-mind and part of the conversation.

6. AN UPSCALE CUSTOMER IS WATCHING
SCOUTING REPORT
Hockey attracts an affluent and well-educated audience:
• More likely to have a position in management, business or financial operations (151 index)
• More likely to have a post graduate degree (135 index)
• 71% own their own home
THOSE WATCHING HOCKEY ON CABLE TV ARE:
Women
30%
Men
70%
13%
19%
20% 20%
16%
12%
0%
10%
20%
30%
18-24 25-34 35-44 45-54 55-64 65+
Source: Scarborough USA Plus Research, Au14-Oct15, Total Survey Area, Adults 18+. Target
Definition: Sports watched on cab TV past yr: Regular season NHL Population Estimates: Universe =
245,403,097 Target = 22,332,089 (9.1% of Universe)
Gender Base: Adults 18+

7. 2015 NFL Draft
English Premier
League Soccer
The Walking Dead
WWE Monday
Night RAW
American Horror
Story: Freak
Show
South Park
• NBCSN went to overtime with social activity throughout their 2014-
2015 regular season coverage with over 6.6 million tweets sent
about the sport
• There were over 1.2 million individuals who tweeted during the
2014-2015 season
• Of these twitter users, 43% of them were also tweeting about other
TV shows, 89% of which were cable TV programs.
• Savvy marketing plans leverage the engagement of the social
audience by extending their message into complementary
programming.
NETWORKS & PROGRAMS
SOCIAL TV ENGAGEMENT
GENRES CATEGORIES
 Drama
 Comedy
 Reality
 News
 Sports talk
 Horror
 Paranormal
People who tweeted about NHL on NBCSN also
tweeted about these:
LEVERAGE THE “SOCIAL” BUZZ IN YOUR AD SCHEDULE
1. Source: Source: Millward Brown Digital + Twitter, December 2013
Source: SocialGuide Inc. Affinity Report: pulled on 7/9/15 for NHL on NBCSN.Regular season dates Oct 8 – April 11.
Programming with a strong social presence increases ad recall by up to 33%.1
THE NHL SCORED BIG ON TWITTER THIS
YEAR

8. SPORTS FANS ARE ONLINE
SPORTS FANS ARE WATCHING VIDEO ACROSS ALL SCREENS
40% have checked out sports content online.
Source: eMarketer. Most Sports Fans Have Yet to Gear Up for Games on Mobile. April 2015.
SIXTEEN PERCENT
of consumer sports content
is through a mobile device28%
22%
21%
WATCH HIGHLIGHT CLIPS
WATCH A GAME ON MOBILE
DOWNLOAD SPORTS APP
The most common online sports interactions:
ONE-FIFTH
of sports fans follow stats
via a “game tracker” online

9. Your Customers, DeliveredYour Customers, Delivered
NHL REGULAR SEASON
• Regular Season: Wednesday, October 7 – Saturday, April 9 NBCSN
• All Star Fantasy Draft: Friday, January 28 NBCSN
• All Star Skills Competition: Saturday, January 29 NBCSN
• All Star Game: Sunday, January 30 NBCSN
PREMIERES
Wednesday, October 7th
7:00pm – 10:00pm ET
Target Demo: M18-49, M25-54, M35-64
The 2015–2016 National Hockey League season will be the 99th year of operation. With a lot of
coaching changes, trades and signings in the off-season, the ink is dry and it’s time to play some
hockey. This will be the 3rd season under the new divisional realignment and rivalries are
stronger than ever. With new rookies Connor McDavid and Jack Eichel drafted into the league,
they are sure to light a fire on the ice. New rule changes for this season include coaches
challenge (similar to the system used by the NFL), new faceoff rules and reducing players from
4 on 4 to 3 on 3 in overtime, it should make for an exciting 82 game season.

10. LEARN MORE
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