1. NFL FOOTBALL
A guide to local advertising opportunities

2. YOUR CUSTOMER’S HOME TEAM
WEST
Seattle Seahawks
Los Angeles Rams
Arizona Cardinals
San Francisco 49ers
EAST
Philadelphia Eagles
New York Giants
Dallas Cowboys
Washington Redskins
NORTH
Green Bay Packers
Minnesota Vikings
Detroit Lions
Chicago Bears
SOUTH
Atlanta Falcons
New Orleans Saints
Carolina Panthers
Tampa Bay Buccaneers
WEST
San Diego Chargers
Denver Broncos
Kansas City Chiefs
Oakland Raiders
EAST
New England Patriots
New York Jets
Buffalo Bills
Miami Dolphins
NORTH
Pittsburgh Steelers
Baltimore Ravens
Cincinnati Bengals
Cleveland Browns
SOUTH
Indianapolis Colts
Jacksonville Jaguars
Houston Texans
Tennessee Titans
Hometown favorites connect with consumers.
• National Football League includes two conferences – the National
Football Conference and American Football Conference
• Each conference divides teams among four divisions –
East, North, West and South

3. • Advertisers that seek high reach with a diverse audience turn to advertising in the
NFL to maximize their media buy.
• The NFL teams each play 16 games in the regular season, bringing exclusivity to
your campaign schedule.
• The post season intensifies rivalries as The Big Game looms ahead:
• Wildcard Round: The two divisional winners with the best records get a
“bye” into the second round. The third and fourth divisional winners square
off against two wildcard teams to make it into the second round.
• Divisional Round: First round winners compete against the two divisional
winners to advance to the Conference Championship.
• Conference Championship: Divisional Round winners
compete in each conference in hopes of advancing to
the Super Bowl
• Championship: The AFC and NFC champions compete
in the Super Bowl, one of the most popular and
most-watched sporting events in the world.
GAMES & POST-SEASON
FROM KICKOFF TO TOUCHDOWN
Advertising in the NFL brings prestige to your brand all season long.

4. SPECIAL EVENTS BRING DEPTH TO YOUR BUY
PRO BOWL (JANUARY)
NFL SCOUTING COMBINE (FEBRUARY)
NFL DRAFT (APRIL)
The NFL draft is held in late April, for franchises to select newly eligible football players.
The franchise with the worst record in the previous season hold the right to select first.
Every February, the NFL hosts a week-long showcase in which college football players
perform physical and mental test in front of NFL coaches, managers and scouts.
The Pro Bowl is the NFL’s annual all-star game. Teams are selected by captains in a
fantasy draft, on the basis of fan, player and coach voting without regard for conference
Associate your brand with the pigskin year-round.

5. WHAT YOU NEED TO KNOW
NFL HEADLINES
A super season across the league.
• The Denver Broncos defeated the Carolina Panthers 24-10 in Super Bowl 50.
Denver linebacker Von Miller was named Super Bowl MVP after forcing two
fumbles and 2½ sacks. Through 50 Super Bowls, Miller is just the 4th
linebacker to earn MVP honors.
• At 39 years old, Denver’s Peyton Manning became the oldest quarterback to
start a Super Bowl. Interestingly, he passed the same man who brought him
to the Broncos, Denver GM John Elway, who started and won Super Bowl 33
for the Broncos at 38.
• Super Bowl 50 was the 2nd Super Bowl in franchise history for Carolina, which
lost its other Super Bowl appearance in 2003, falling 32-29 to the New
England Patriots on a last-second field goal that give Tom Brady his 2nd of 4
Super Bowl titles.
• Carolina Panthers quarterback Cam Newton was voted MVP of the 2015 NFL
regular season, his 1st MVP award in 5 pro seasons. Newton was previously
the NFL Rookie of the Year (2011) and winner of the NCAA’s Heisman Trophy
(2010).
Don’t miss out on the season-long conversation.

6. THE UPSCALE ADVANTAGE
12%
19%
18%
19%
16%
16%
AGE
18-24 25-34 35-54
45-54 55-64 65+
39%
34%
15%
12%
HOUSEHOLD INCOME
Under 50K 50 - 100K 100-150K 150K +
69%
27%
4%
HOME OWNERSHIP
Own Rent Other
Source: Scarborough USA Plus Research, Au14-Oct15, Total Survey Area, Adults 18+ Target: Sports View Cable TV
Networks PsYr: NFL
Universe Population: 242,977,984; Target Population: 32,598,547 (13.4% of universe)
Nearly 65% male
62% have a
college education56% are married
The NFL attracts an affluent and well-educated audience.
DEMOGRAPHIC SNAPSHOT

7. College Football
2015 MTV
Video Music
Awards
Mike & Mike WWE Smackdown
First Take At Midnight
• NFL fans engaged with ESPN with 7.6M tweets and over
1 Billion impressions throughout their 18 game coverage
of the 2015 season.
• With 84% male authors, this activity put ESPN in
the #1 spot for Network tweets during the NFL
football season.
• NFL Network garnered social activity throughout their 16
game 2015 season as well with users posting 5.6M
tweets and over 710M impressions about the network.
• 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: 2015 Yearly. NFL Football Pulled 2/9/16.
NETWORKS & PROGRAMS
SOCIAL TV ENGAGEMENT
GENRES CATEGORIES
 Special - 39%
 Drama- 37%
 Comedy - 34%
 Reality – 33%
 Sports talk – 28%
People who tweeted about NFL on ESPN also
tweeted about these:
LEVERAGE THE “SOCIAL” BUZZ IN YOUR AD SCHEDULE
Programming with a strong social presence increases ad recall by up to 33%.1
NFL DOMINATED THE CONVERSATION
ON TWITTER LAST SEASON

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, Delivered
NFL
SEASON
Monday, September 12th
to
Monday, December 26th
Target Demo: M25-54, M35-64, M55+
Demographic HH A18-34 A18-49 A25-54 A35-64
National Ratings 10.2 5.5 6.2 6.8 6.7
Source: Nielsen National People Meter (NPower); CVG AA%; Live+SD; estimates are based on
national program averages from previous 2 ESPN seasons and are subject to change; actual
performance may vary by market, episode, etc.
The 2016 NFL season, the 97th season in the history of the National Football League, is
scheduled to begin on cable Monday, September 12th on ESPN. For the first time since
the Houston Oilers left for Nashville, Tennessee in 1997, a team relocated from one city
to another, as the former St. Louis Rams moved out of St. Louis, Missouri and returned
to Los Angeles, California, its home from 1946 to 1994. This year, the NFL will simulcast
the first 10 games of its’ season – 5 by CBS and 5 by NBC. Also returning are the
popular Monday Night Countdown and NFL Primetime airing Mondays on ESPN. NFL
increased its’ social presence on ESPN with 7 million tweets in 2015 and 5.6 million for
NFL Network’s game day coverage.
• Pre-Season Football: Thursday, August 11 to Monday, August 29, ESPN, NFL Network
• Monday Night Football: Monday, September 12 - December 26, ESPN
• Thursday Night Football: Thursday, September 15 - December 22, NFL Network
• Saturday Night Football: Saturday, December 17 – December 24, NFL Network

10. YOUR NFL ON-AIR OPPORTUNITY: THE DRAFT
EVENT
Thursday, April 28th
to
Saturday, April 30th
Target Demo: M18-34, M18-49, M25-54
Demographic HH A18-34 A18-49 A25-54 A35-64
National Ratings 2.1 2.4 2.3 2.2 1.9
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 2016 NFL Draft is the 81st annual meeting of National Football League (NFL) franchises to
select newly eligible football players and will be held at Auditorium Theatre in Chicago. The
season is underway and scouts are filling up the press box at weekly games. One of the major
storylines approaching the 2015 NFL Draft was the competition between the previous two
Heisman Trophy winners, Jameis Winston the award winner in 2013 and Marcus Mariota in
2015. Both were considered excellent prospects and had the potential to become the first
overall draft selection. Jameis was the first overall pick by the Buccaneers in the 2015 NFL Draft
which saw huge numbers for social with 2.7 million tweets for NFL Network first round coverage
and 2.8 million for ESPN’s first round coverage.

11. LEARN MORE
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