1. COLLEGE FOOTBALL
A guide to local advertising opportunities

2. CONFERENCE CALL
NCAA BOWL SUBDIVISION FOOTBALL INCLUDES 123 TEAMS
FROM 11 MARQUEE CONFERENCES:
From coast to coast, NCAA Football draws in passionate and loyal
fans to the time-honored competition.

3. WHAT YOU NEED TO KNOW
NCAA FOOTBALL HEADLINES
A landmark season drives fan engagement and ratings success.
• The Alabama Crimson Tide defeated the Clemson Tigers by a score of 45-40
to win the 2016 College Football Playoff National Championship. It was
Alabama and head coach Nick Saban’s 4th title in the last 7 years.
• In only the 2nd ever College Football Playoff, top seed Clemson advanced to
the title game after beating the 4th-seeded Oklahoma Sooners in the Orange
Bowl 37-17, and 2nd seed Alabama made it to the championship after
shutting out 3rd seed Michigan State in the Cotton Bowl 38-0.
• 26.18 million viewers watched the National Championship game on ESPN,
giving the telecast a 15.8 rating.
• Alabama running back Derrick Henry won the 2015 Heisman Trophy, beating
fellow finalist Christian McCaffrey of Stanford by just a few hundreds points
(1,832 points to 1,539). The other two finalists were Clemson’s Deshaun
Watson and Oklahoma’s Baker Mayfield.
The conversation around College Football reaches new heights.

4. IT’S GAME TIME
GAMES AND POST-SEASON
THE BOWL CHAMPIONSHIP SERIES (BCS)
Top teams play in different bowl games throughout the country, depending on their
records, giving advertisers additional opportunities to connect with this audience in
the important fourth-quarter shopping season.
The NCAA teams will play between 10 and 13 games in a season, each match-up
becoming appointment-viewing television for NCAA fans.
THE NATIONAL CHAMPIONSHIP
The College Football Playoff National Championship is the bowl game that
determines the national champion of NCAA Division I FBS college football.
Fans will connect with the excitement online as much as they do on-air during
this exciting time.
Advertisers have game-winning opportunities to connect with the
history and pageantry of College Football.

5. WHO’S WATCHING
A LOOK AT NCAA FOOTBALL FANS
College Football attracts affluent and well-educated viewers who are more likely to…
• Have a post graduate degree (123 index)
• Have household income of $250,000+ (118 index)
• Buy a house, condo, or co-op (115 index)
• Have an occupation in management/business/financial ops (125 index)
THOSE VERY INTERESTED IN COLLEGE FOOTBALL ARE:
Women
30%
Men
70%
11%
18%
17%
19%
17%
20%
0%
10%
20%
30%
18-24 25-34 35-44 45-54 55-64 65+
Gender Base: Adults 18+
Source: Scarborough USA Plus Au14- Oct15, Total Survey Area, Adults 18+. Target Definition: Level of interest in college football: Very
Population Estimates: Universe = 245;403,097, Target = 44,006,925 (17.9% of Universe).

6. 2015 NFL
Scouting
Combine
Catfish: The TV
Show
SportsNation
First Take
South Park
CNN Republican
Debate
• Twitter users logged 7.3 million tweets around ESPN during
the regular season and a respectable 2 million tweets with a
unique audience of 9.7 million during the 2016 National
Championship game.
• ESPN2 programming garnered 1.9 million tweets from
twitter users to add to the tally. SEC Network launched in
the fall of 2014 and College Football was the networks #1
sport with 1.4M tweets.
• Fox Sports 1 scored a touchdown with twitter users logging
901k tweets during the regular season.
• Savvy marketing plans leverage the engagement of the
social audience by extending their message into
complementary programming.
1. Source: Millward Brown Digital + Twitter, December 2013
Source: SocialGuide Inc. Affinity Report: August 2015 - January 2016. College Football Pulled 2/16/16
NETWORKS & PROGRAMS
SOCIAL TV ENGAGEMENT
People who tweeted about NCAA Football also
tweeted about these:
GENRES CATEGORIES
 Special
 Drama
 Football
 Comedy
 Reality
 Sports talk
NCAA FOOTBALL PASSES THE
COMPETITION ON TWITTER LAST
SEASON.
LEVERAGE THE “SOCIAL” BUZZ IN YOUR AD SCHEDULE
Programming with a strong social presence increases ad recall by up to 33%.1

7. 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

8. YOUR NCAA FOOTBALL ON-AIR OPPORTUNITY
SEASON
Saturday, August 27th
to
Monday, January 9th
Target Demo: M35+, M55+
Regular Season Bowl Games Championship
Game
National
Household Rating
2.1 3.8 18.7
Source: Nielsen National People Meter (NPower); CVG AA%; Live+SD; estimates are based on
national program averages from 2015 ESPN season and are subject to change; actual performance
may vary by market, episode, etc.
The 2016 NCAA Football season is scheduled to begin on cable Saturday, August 27th on
ESPN. As one of the most popular sports in the United States, a host of cable networks will air
the games from some of today’s marquee conferences. To complement the live games, support
programming returns with College Game Day, airing Saturday mornings on ESPN. NCAA
Football continues its’ rise on social media with huge twitter ratings. The 2016 National
Championship game logged 2 million tweets and over 249 million impressions for ESPN with
over 31% of the authors in the M18-24 demographic.
• Regular Season: Saturday, August 27 - Friday, December 16, ESPN Networks, FS1&2, NBCSN, CBSSN
• Bowl Games: Saturday, December 17 - Saturday, December 31, 2016, CBSSN, ESPN
• National Championship: Monday, January 9, 2017, ESPN Networks

9. LEARN MORE
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