Nielsen 2012-year-in-sports

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Nielsen 2012-year-in-sports

  1. 1. WELCOMEWelcome to Nielsen’s State of the Media: 2012 Year in Sports, a compilation of media highlights, advertiser trends andconsumer insights across leading sports properties. Led by the phenomenal success of the London 2012 Olympic Games, whichacross its 17 days of coverage became the most-watched event in U.S. television history, the past 12 months have added up toone of the most exciting years in the sports media world. Fans consumed sports content and tracked their favorite teams andathletes in record numbers across a multitude of devices and screens. While fans were watching the live games and events ontheir TV screens many were also simultaneously engaging with their social networks on other screens by blogging and tweetingabout 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 SuperBowl-related Tweets, with one million Tweets occurring in the last five minutes, according to Twitter. In 2013, Nielsen andTwitter will be exclusively collaborating to create the first ever “Nielsen Twitter TV Rating” which will provide media companiesand 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 evolvingsports media landscape, while gaining a deeper understanding of the FAN—how they watch sports content and what theybuy. Nielsen is committed to meticulously tracking fan sentiment, engagement, purchases and media consumption, ensuringthat brands understand the value and impact of their investment in sports media and sponsorships, and drive more effectivedecision-making.As you’ll see inside these pages, fans’ passion for sports around the globe continues to grow and Nielsen was there every stepof 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 provethat sports content, across all media platforms, is among the most popular and engaging genres and well positioned to thrivein an increasingly fragmented media marketplace and rapidly evolving multi-screen world.Sincerely,Stephen MasterSenior Vice President - SportsNielsenStephen.Master@Nielsen.com ii
  2. 2. CONTENTS Year In Sports: Summary 1-3 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 iii
  3. 3. SUMMARY FAST FACTS: 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.Sports’ Share of National TV Ad Dollars Top TV Advertisers in Sports 23 National TV Broadcast and Cable only$$$$$$$$$$$$$$$$$$$$ % Brand Q4 2011 - Q3 2012$$$$$$$$$$$$$$$$$$$$ AT&T Wireless $342.8M Bud Light $213.3M Verizon Wireless $195.5M$$$$$$$$$$$$$$$$$$$$ $13.3 billion was spent on advertising within Sports Events programming, accounting Geico DIRECTV $166.1M $157.8M$$$$$$$$$$$$$$$$$$$$ for 23 percent of national TV ad spend. Sprint Wireless McDonalds $146.4M $134.5M$$$$$$$$$$$$$$$$$$$$ Chevrolet Silverado Subway Visa $126.1M $114.3M $99.1MTop 10 Sports Apps Sports On The GoBy Average Monthly Time Spent Per Person Nearly 60% of tablet and smartphone owners who access sports on their device check this content at least once a day. TABLET OWNERS SMARTPHONE OWNERS Frequency of Access-Sports Content Frequency of Access-Sports Content 1 2 3 4 Rank App Name Hours : Min 5 6 1. ESPN Streak for the Cash 2 hrs 0 min 10% More than 3 times a day 12% More than 3 times a day 7 8 2. Yahoo! Fantasy Football 12 1 hr 35 min 10% 2-3 times a day 12% 2-3 times a day 3. ESPN Fantasy Football 2012 1 hr 30 min 9 10 40% Daily 34% Daily 4. Yahoo! Sportacular 1 hr 26 min 5. MLB.com At Bat 1 hr 23 min 29% Weekly 33% Weekly 6. Team Stream 1 hr 16 min 7. ScoreMobile 50 min 9% Monthly 11% Monthly 8. ESPN ScoreCenter 45 min 9. NBA Game Time 2011-2012 30 min 10. ESPN College Football 30 min 1
  4. 4. Range for N-Score Most Marketable Athletes Category Range % In Range Hall of Fame (Score of 200+) 2% Using the combined research expertise of Nielsen and E-Poll Market Superstar (100 to 199) 4% Research, N-Score is an in-depth look at thousands of sports figures’ MVP (50 to 99) 5% overall endorsement potential, factoring in the attributes and All Star (30 to 49) 9% demographic measures that align brands with endorsers. Starter (Less than 30) 80%Source: Nielsen / E-Poll N-ScoreTop Selling National Sports BiographiesData does not include sales from Wal-MartTop Selling Blu-Ray/DVD in Sports GenreBased on disc unit salesPreferred Device for Checking Sports ScoresAmong connected device owners 41% of all TV-related Tweets are about sports programming, although sports accounts for only 1.3% of all TV programming.2
  5. 5. Sports: Live Viewing DominanceBroadcast Prime, Persons 18-49It’s no surprise that sports is the least time-shiftedgenre of television programming. During 2012, peopleaged 18-49 watched nearly all of their sports TVprogramming live or within the same day of airing. 99% of Sports Events were consumed within the same day of airing among 18-49 year olds.Nielsen Fan TrenderNielsen Fan Trender is an on-going online poll used to gain a better Which of the following do you think has the greatest positiveunderstanding of today’s sports fan. People are asked about their impact on your community?interest in more than 30 sports, technology preferences, sportsconsumption habits, sentiment towards sponsors and much more. 9 percent of the U.S. population believes their sports team, over local government, businesses and schools, LAvid Sports Fans Are Tech Savvy is the local entity with the greatest positive impact on the community. LWhich, if any, of the technology devices and/or services do you L Local Businessor someone in your household own or subscribe to? Local Pro Sports Teams L% difference in ownership, Avid vs. Non-Avid sports fans Local Government D Local School System O Don’t’ Know Other (Religious Orgs, Volunteers) Read as: Avid sports fans are 52 percent more likely to own a tablet While the majority of televised sports than non-avid sports fans. are consumed on the TV in the home, nearly two-thirds of avid sports fans say they also catch games at bars or restaurants. 3
  6. 6. FAST FACTS: 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 NFL 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.NFL Average TV Viewership2012Super Bowl Rematch: N.Y. Giants vs. N.E. Patriots Tebow vs. Manning Ratings Showdown2012 is the clear winner with a larger, more diverse and During 2011 when Tim Tebow was the Denver Broncos’ startingattentive audience. 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. % Change from 2008 Super Bowl The Seattle Seahawks had the largest season- to-season increase in local household ratings among all NFL media markets 12.4 M average monthly unique visitors to NFL.com  (+30%). On average, over a during the season. half million Seattle homes tuned into a Seahawks regular season game in 2012. 4
  7. 7. NBA FAST FACTS: 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.NBA Average TV Viewership 2012 Feb 26 NBA All-Star Game 7,070,000 viewersNew Yorkers Embrace Their New and Old NBA Team LeBron James Earns Respect In 2012% Change in New York Local Household Rating1st 20 games, 2012 vs. 2011 Source: Nielsen / E-Poll N-ScoreLinsanity - Tracking TV and Buzz in 2012 6.1 M average monthly unique visitors to NBA.com during the season. 5
  8. 8. FAST FACTS: MLB.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 MLB 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. MLB Average TV ViewershipDetroit Tigers and Miguel’s Magical Season Source: Nielsen / E-Poll N-ScoreMost Liked Active Baseball Players in 2012 Most Recognizable Active Baseball Players in 2012(Minimum Criteria – Recognized by at least 5% of US respondents) 14.5 M average monthly unique visitors to MLB.com Highest Average Among The Big 5 League Sites during the season. 6
  9. 9. NHL FAST FACTS: 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.NHL Average TV Viewership The Sidney Crosby Effect On and Off the Ice 3.7 M average monthly unique visitors to NHL.com during the season.Stanley Cup Final Game Ad Effectiveness Trend Ads during Game 6 in 2012 were 44 percent more-liked compared to the final game in 2011. 7
  10. 10. FAST FACTS: MOTOR SPORTS 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. More than 100 million people tuned in to NASCAR programming on U.S. television in 2012.Motor Sports Average TV ViewershipTop 5 National TV Advertisers - IndyCar Series Most Exciting Active NASCAR Drivers in 2012Brand Q4 2011-Q3 2012Firestone 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)Top 5 National TV Advertisers - Formula One Series Fan engagement is at its highest in 3 yearsBrand Q4 2011-Q3 2012 with viewers tuning in for 46 percent of all minutes, on average, across all SprintGoPro HERO Cameras $253.2 KGolden Corral Restaurant $203.8 K Cup races in 2012.Mercedes-Benz E-Class $184.7 KMercedes-Benz C-Class $177.7 KMazda CX-5 $153.2 K 3.1 M average monthly unique visitors to NASCAR.com during the season.8
  11. 11. GOLF FAST FACTS: 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.Golf Average TV Viewership Top 5 National TV Advertisers - Men’s PGA Events Brand Q4 2011-Q3 2012 1.5 M average monthly unique visitors to PGA.com during the season. Cialis Rx $18.0 M AT&T Wireless $17.6 M ExxonMobil $14.3 M Scottrade Financial $13.7 M IBM Business Services $12.8 MRyder Cup Tournament Ratings Soar in 2012 Top 5 National TV Advertisers - Women’s PGA Events Brand Q4 2011-Q3 2012 Prudential Financial $481 K Rolex Watches $295 K Michelob Ultra Beer $293 K Marathon Gas $252 K Chase Credit Card $246 K 2010 Ryder Cup telecasts includes rain delay. 9
  12. 12. FAST FACTS: 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 SOCCER 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.Soccer Average TV ViewershipMLS Cup Gaining More Asian and African-American TV Viewers 1.3 million unique visitors went to MLSsoccer.com in August 2012.TV Gold: Sounder/Timber Showdown Ad Spend During MLS Regular Season More Than DoublesThe June 24th match between the Portland Timbers andSeattle Sounders on ESPN had the highest viewershipamong all 2012 regular season telecasts. Top 3 MLS Reg Season Games in 2012 MATCH UP NETWORK DATE AVG. VIEWERS PORTLAND TIMBERS / ESPN June 24 888,000 SEATTLE SOUNDERS NEW YORK RED BULLS / ESPN July 21 611,000 PHILADELPHIA UNION SEATTLE SOUNDERS / NBC September 15 576,000 PORTLAND TIMBER Excludes: MLS All-Stars and International10
  13. 13. NCAA FAST FACTS: 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.NCAA Average TV Viewership Nov 24 Jan 1 Jan 7 Mar 15-16 Mar 17-18 Mar 31 Regular Season Rose Bowl BCS Championship Round of 64 Round of 32 Final 4 Notre Dame vs. USC Wisconsin vs. Stanford Notre Dame vs. Alabama 1,992,000 viewers 4,530,000 viewers 15,256,000 viewers 16,059,000 viewers 17,024,000 viewers 26,380,000 viewers2012 2013 Mar 22-23 Mar 24-25 Apr 2 Dec 1 Jan 3 Sweet 16 Elite 8 Championship Game SEC Championship Fiesta Bowl 5,224,000 viewerss 9,361,000 viewers Kansas vs. Kentucky Alabama vs. Georgia Oregon vs. Kansas State 20,869,000 viewers 16,228,000 viewers 12,306,000 viewersTop 5 Advertisers NCAA Basketball Top 5 Advertisers NCAA Football NCAA Football Ad Spend TrendBrand Q4 2011-Q3 2012 Brand Q4 2011-Q3 2012 National TVAT&T Wireless $62.0 M AT&T Wireless $43.7 MBuick Verano $44.3 M Ford F-150 Trucks $18.9 MBud Light $41.0 M Home Depot $17.4 MCapital One Credit Card $29.4 M Verizon Wireless $16.6 MLowe’s $27.0 M Capital One $15.1 MSEC Conference Realignment Impact NCAA Football in Broadcast Prime (ABC, CBS, FOX, NBC)TV ratings remained strong even with the Broadcast networks are increasingly filling their fall primetimenew match-ups. schedules on Saturday nights with college football. Over 110 million people watched a portion of the 29 Saturday Night Football games airing on broadcast network in 2012. 11
  14. 14. Viewers were 9 percent more likely to remember ads during UFC on FOX UFC when compared to the norm for all sports programming in 2012.UFC on FOX Average TV ViewershipTop 5 Product Categories Advertising on UFC on FOXProduct Category Q1 2012 -Q3 2013Motion Picture $3.6 million 700,000 average monthly unique visitorsTelephone Wireless $2.5 million to UFC.com during theBeer $2.0 million season.Motorcycles $1.4 millionCable Networks $1.3 millionOTHER MARQUEE EVENTSSelect Major Sporting Events Average TV Viewership12
  15. 15. SUMMER FAST FACTS: 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.Olympics Average TV ViewershipLondon 2012 Primetime TV Reach by Age% of Viewers Reached Approximately 14 M average monthly unique visitors to NBCOlympics.com during the months of the Olympics.Buzz About The Fab 5 Females During The London 2012 GamesShare of Buzz Volume for U.S. Female Gymnastics Team 84 9 Approximately % % 4.6 M average monthly unique Twitter Traditional users to NBC Olympics Mobile Media App and Mobile 6% Web during the months of the Olympics. Source of Buzz for U.S. Female Other Gymnastics Team Sources 13
  16. 16. FAST FACTS: INTERNATIONAL Australian 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.Volume of Sports Programming on TV by Country% Change from 2011 to 2012France +17% +22%2,360 hours in 2012Germany +20%1,514 hours in 2012Italy +10%1,724 hours in 2012 +6%Spain +25% +20%1,472 hours in 2012United Kingdom +6%2,888 hours in 2012 +17%Russia +22%2,472 hours in 2012 +10% +25%Contact Info:Yassine-Guillaume BerhounSport ManagerMediaMetrie/Eurodata TV WorldwideEmail: ygberhoun@eurodatatv.comSentiment Towards Olympic Sponsors Soccer Rules Sports TV Time in EuropeConsumers in the BRIC countries appear more positive towards brands % of sports time spent watching soccerassociated with the Olympics, with Brazilians showing the highest levelof positive appeal towards sponsors (87%). France 26% % of Positive Sentiment toward Olympic Sponsors UK 34%100 Spain 59% 80 Italy 49% 60 Germany 44% 40 20 Russia 22% 0 Total China India Japan South Korea Germany U.K. Russia South Africa Brazil U.S.14
  17. 17. Sources: • Nielsen Arianna, Apr – Sept, Based on all households and Soccer Average TV ViewershipYear in Sports Summary Live+Same Day • Nielsen National TV Toolbox, Jan – Dec 2012, Based on P2+Fast Facts • Nielsen National TV Toolbox, Oct 24-28, 2012 and Oct and Live+Same Day, Note: U.S. Men’s Soccer Mexico vs. • Nielsen National TV Toolbox, Jan – Dec 2012 19-28, Based on Asians 2+ and Live+Same Day USA reflects Univision telecast only • Nielsen TV Brand Effect, Jan – Dec 2012, Based on 18+ and • Nielsen National TV Toolbox, Oct 5-28, 2012 and Nov, 24, MLS Cup Gaining More brand linkage metric 2011, Based on P2+ and 6 minute reach qualifier • Nielsen National TV Toolbox, Dec 1, 2012, Nov 20, 2011Sports’ Share of National TV Ad Dollars MLB Average TV Viewership and Nov 21, 2010, Based on Asians 2+ and African-Ameri- • Nielsen Ad*Views, Oct 2011 – Sept 2012, National Broad- • Nielsen National TV Toolbox, Jan – Dec 2012, Based on cans 2+ and Live+Same Day cast and Cable only P2+ and Live+Same Day Computer Call-OutTop TV Advertisers in Sports Detroit Tigers and Miguel’s Magical Season • Nielsen NetView, Aug 2012, Unique audience • Nielsen Ad*Views, Oct 2011 – Sept 2012, National Broad- • Nielsen Arianna, Apr-Sept 2011 and 2012, Based on all TV Gold: Sounder/Timber Showdown cast and Cable only households and Live+Same Day; Nielsen / E-Poll N-Score, • Nielsen National TV Toolbox, Mar 10 – Oct 28, 2012, BasedSports On The Go Oct 2011 – Oct 2012 on 2+ and Live+Same Day • Nielsen Mobile Connected Device Report(s), Jan – Sept Most Liked Active Baseball Players Ad Spend During MLS Regular Season 2012, Combined quarterly results • Nielsen / E-Poll N-Score, Jan – Dec 2012, Appeal metric • Nielsen Ad*Views, Mar 11 2012 - Oct 28 2012, Mar 15 2011Top 10 Sports Apps used with 5% minimum awareness criteria - Oct 23 2011 and Mar 25 2010 - Oct 24 2010, National • Nielsen Mobile NetView, Jan – Nov 2012, Ranker includes Most Recognizable Active Baseball Players Broadcast, Spanish-Language Network and Cable only results with sufficient sample size for at least 3 months, • Nielsen / E-Poll N-Score, Jan – Dec 2012, Awareness Panel based on iOS and Android operating systems metric used NCAAMost Marketable Athletes Computer Call-Out Fast Facts • Nielsen / E-Poll N-Score, Jan – Dec 2012 • Nielsen NetView, Apr - Oct 2012, Unique audience aver- • Nielsen National TV Toolbox, Sept 1 – Dec 1, 2012, BasedTop Selling National Sports Biographies aged over months during MLB season on P2+ and Live+Same Day • Nielsen BookScan, Jan 8 – Dec 16, 2012, Data does not • Nielsen Ad*Views, October 2011 - Sept 2012, National include sales from Wal-Mart sales data NHL Broadcast and Cable onlyTop Selling Blu-Ray/DVD in Sports Genre Fast Facts • Nielsen National TV Toolbox, Nov 9 – Mar 11, 2012, Based • Nielsen VideoScan, Jan – Dec 9, 2012, Based on disc unit • Nielsen National TV Toolbox LPM+, Apr 11 – May 11, 2012, on P2+ and Live+Same Day sales, Does not include data from Wal-Mart Based on P2+ and Live+Same Day NCAA Average TV ViewershipPreferred Device for Checking Sports Scores • Nielsen @Plan, Apr-Jun 2012, Based on P18+ • Nielsen National TV Toolbox, Feb 2012 – Jan 7, 2013, Based • Nielsen Mobile Connected Device Report(s), Jan – Sept • Nielsen Ad*Views, October 2011 - April 2012, National on P2+ and Live+Same Day 2012, Combined quarterly results Broadcast and Cable only Top 5 Spenders NCAA Basketball and FootballTV Tweet Call-Out NHL Average TV Viewership • Nielsen Ad*Views, Oct 2011 – Sept 2012, National Broad- • NM Incite’s SocialGuide, Oct - Dec 2012 • Nielsen National TV Toolbox, Jan – Dec 2012, Based on cast and Cable onlySports: Live Viewing Dominance P2+ and Live+Same Day Ad Spend Growth NCAA Football Computer Call-Out • Nielsen Ad*Views, Oct 2011 – Sept 2012, Oct 2010 – Sept • Nielsen National TV Toolbox, Jan – Dec 2012, Based on • Nielsen NetView, Oct 2011 – Jun 2012, Unique audience 2011 and Oct 2009 – Sept 2010, National Broadcast and P18-49 and Live+Same Day and Live+7 for broadcast averaged over months during NHL season Cable only networks in primetime The Sidney Crosby On and Off SEC Conference RealignmentNielsen Fan Trender • Nielsen Arianna, Oct 6, 2011 – Apr 7, 2012, Based on P2+ • Nielsen National TV Toolbox, Sept – Nov 2012, Based on • Nielsen Fan Trender, October/November 2012, Sample and Live+Same Day P2+ and Live+Same Day size: 2,175 P12+ Stanley Cup Final Game NCAA Football in Broadcast Prime • Nielsen TV Brand Effect, Jun 15, 2011 – June 11, 2012, Based • Nielsen National TV Toolbox, 2004-2012 Broadcast Net-NFL on 18+ and ad recall and brand linkage metric works only; Over 110 call-out based on Persons 2+ and 6Fast Facts Ads Curing Game 6 Call-Out minute reach qualifier • Nielsen National TV Toolbox, Apr 26, 2012 and Apr 28, • Nielsen TV Brand Effect, Jun 15, 2011 – June 11, 2012, Based 2011, Based on P2+ and Live+Same Day on 18+ and Likeability metric UFC • Nielsen @Plan, Jan-Mar 2012, Based on P18+ Viewers were 9 percent Call-Out • Nielsen National TV Toolbox, Feb 25-28, 2012 and Feb 26 Motor Sports • Nielsen TV Brand Effect, Jan – Dec 2012, Based on 18+ and – Mar 1, Based on P2+/P25-54 and Live+Same Day Fast Facts ad recall metric • Nielsen National TV Toolbox, Nov 22, 2012 and Nov, 24, • Nielsen Arianna, Jan-Dec 2012, Based on all households UFC on FOX Average TV Viewership 2011, Based on P2+ and 6 minute reach qualifier and Live+Same Day • Nielsen National TV Toolbox, Jan – Dec 2012, Based on P2+ • Nielsen National TV Toolbox, Jan – Dec 2012, Based on • Nielsen @Plan, Jan-Mar 2012, Based on P18+ and Live+Same Day P2+/M18-34 and Live+Same Day • Nielsen National TV Toolbox, Sept 16 – Nov 18, 2012, Top 5 Product CategoriesNFL Average TV Viewership Based on P2+ and 6 minute reach qualifier • Nielsen Ad*Views, Jan – Sept 2012, National Broadcast • Nielsen National TV Toolbox, Jan – Dec 2012, Based on • Nielsen National TV Toolbox, Mar 18 – Oct 21, 2012, Based and Cable only P2+ and Live+Same Day on P2+ and Live+Same Day Computer Call-OutSuper Bowl Rematch Motor Sports Average TV Viewership • Nielsen NetView, Nov 2011 – Nov 2012, Unique audience • Nielsen National TV Toolbox and TV Brand Effect, Feb 5, • Nielsen National TV Toolbox, Jan – Dec 2012, Based on averaged over months during UFC season 2012 and Feb 3, 2008, Ratings based on Live+Same Day P2+ and Live+Same DayTebow vs. Manning Top 5 National TV Advertisers – Formula One Other Marquis Events • Nielsen Arianna, Oct 23, 2011 – Dec 30, 2012, Based on • Nielsen Ad*Views, Oct 2011 – Sept 2012, National Broad- Select Major Sports Events Average TV Viewership P2+ in Denver DMA and Live+Same Day cast and Cable only • Nielsen National TV Toolbox, Jan – Dec 2012, Based on P2+Seattle Seahawks Call-Out Top 5 National TV Advertisers – IndyCar and Live+Same Day • Nielsen Arianna, Sept – Dec 2012, Based on all households • Nielsen Ad*Views, Oct 2011 – Sept 2012, National Broad- in each NFL teams primary DMA and Live+Same Day, cast and Cable only Summer Olympics Note: ESPN telecasts include the ESPN national rating plus Most Exciting Active NASCAR Drivers Fast Facts the “over-the-air” rating • Nielsen / E-Poll N-Score, Jan – Dec 2012, Exciting attribute • Nielsen National TV Toolbox, July 27 – Aug 12, 2012, BasedComputer Call-Out used with 5% minimum awareness criteria on Persons 2+ and 6 minute reach qualifier • Nielsen NetView, Aug 2011 – Feb 2012, Unique audience Fan Engagement Call-Out • Nielsen Arianna, July 27 – Aug 12, 2012, Based on all house- averaged over months during NFL season • Nielsen National TV Toolbox, Feb 18 – Nov 16, 2012, Based holds and Live+Same Day on P2+ and Live+Same Day • Nielsen / E-Poll N-Score, Jan – Dec 2012, Interesting,NBA Computer Call-Out Intriguing and Funny attributesFast Facts • Nielsen NetView, Feb 2012 – Nov 2012, Unique audience Olympics Average TV Viewership • Nielsen Arianna, Nov 2008 – June 2012, Based on all averaged over months during NASCAR season • Nielsen National TV Toolbox, Jan – Dec 2012, Based on P2+ households in Oklahoma City DMA and Live+Same Day, and Live+Same Day Regular season games only Golf London 2012 Primetime TV Reach by Age • Nielsen @Plan, Apr-Jun 2012, Based on P18+ Fast Facts • Nielsen National TV Toolbox, July 28 – Aug 12, 2012, Based • Nielsen National TV Toolbox, Nov 2010 – Apr 2012, Based • Nielsen @Plan, July-Sept 2012, Based on P18+ on 2+ and 6 minute reach qualifier, Note: Does not include on Hispanics 2+ and Live+Same Day, • Nielsen NetView, Sept 2012, Based on P2+ Opening and Closing Ceremonies • Nielsen National TV Toolbox, Dec 25, 2012, Based on P2+ • Nielsen National TV Toolbox, Jan – Dec 2011 and 2012, Computer Call-Out and 6 minute reach qualifier Based on P2+ and Live+Same Day • Nielsen NetView, July and Aug 2012, Unique audienceNBA Average TV Viewership • Nielsen / E-Poll N-Score, Jan – Dec 2011 and 2012 averaged over months of Summer Olympics • Nielsen National TV Toolbox, Jan – Dec 2012, Based on Golf Average TV Viewership Buzz About The Fab 5 P2+ and Live+Same Day • Nielsen National TV Toolbox, Jan – Dec 2012, Based on • NM Incite, July 27 – Aug 12, Buzz Volume and SourceNew Yorkers Embrace P2+ and Live+Same Day Smartphone Call-Out • Nielsen Arianna, Nets: Dec 26, 2011 – Jan 27, 2012 and Nov Computer Call-Out • Nielsen Mobile NetView, July and Aug 2012, Unique visi- 3 – Dec 14, 2012 Knicks: Dec 28, 2011 – Feb 4, 2012 and • Nielsen NetView, Jan 2012 – Nov 2012, Unique audience tors averaged over months of Summer Olympics Nov 2 – Dec 15, 2012, Based on all households in New York averaged over months during PGA season DMA and Live+Same Day Top 5 National TV Advertisers – Men’s PGA InternationalLeBron James Earns • Nielsen Ad*Views, Oct 2011 – Sept 2012, National Broad- Fast Facts • Nielsen / E-Poll N-Score, Jan – Dec 2012, Appeal metric cast and Cable only • Eurodata TV Worldwide / Relevant Partners referenced Ryder Cup Ratings Soar Volume of Sports ProgrammingLinsanity • Nielsen National TV Toolbox, Sept/Oct 2008, 2010 and • Eurodata TV Worldwide / Relevant Partners • Nielsen National TV Toolbox, Jan – Dec 2012, Based on 2012, Based on P2+ and Live+Same Day Sentiment Towards Olympics Sponsors P2+ and Live+Same Day; NM Incite, Jan – Dec 2012, Total Top 5 National TV Advertisers – Women’s PGA • London 2012 Nielsen Global Online tracker Oct - Dec 2011, buzz volume • Nielsen Ad*Views, Oct 2011 – Sept 2012, National Broad- Weighted among 28,213 respondentsComputer Call-Out cast and Cable only Soccer Rules Sports TV Time In Europe • Nielsen NetView, Oct 2011 – Jun 2012, Unique audience • Eurodata TV Worldwide / Relevant Partners averaged over months during NBA season Soccer Fast FactsMLB • Nielsen / E-Poll N-Score, Jan – Dec 2012Fast Facts • Nielsen National TV Toolbox, Feb 29, 2012, Based on • Nielsen @Plan, July-Sept 2012, Based on P18+ Hispanics 2+ and Live+Same Day • Nielsen National TV Toolbox, Oct 2012, Based on P2+ and • Nielsen / E-Poll N-Score, Jan – Dec 2011 and 2012 Live+Same Day
  18. 18. Copyright © 2012-2013 The Nielsen Company. All rights reserved. Nielsen and the Nielsen logo are trademarks or registeredtrademarks of CZT/ACN Trademarks, L.L.C. Other product and service names are trademarks or registered trademarks of their respective companies. Reissued.

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