MLB vertical

9%
OTHE
R
43%
30%
7% 7% 4%
SOURCE: 2013 FSMG CONSUMER RESEARCH: THE STATE OF BASEBALL FANDOM, Q2_1 WHICH OF THE FOLLOWING PRO SPORTS IS BEST DESCRIBED BY EACH OF THE FOLLOWING WORDS AND PHRASES? (I.E. THE MOST ALL-AMERICAN)

28 US MLB teams
Over 4,000 live games
Pre, In-game, Post

MLB saw an incredible resurgence in the heartland last year. Home towns like Detroit, Cleveland and Kansas City had history
breaking ratings. It proves it’s anyone’s game to win, just ask the Pirates. In 2014, every team in the nation will put their gloves down
to applaud fellow immortal Derek Jeter, even after he has beat‘em all. Whether this is the year of pitching vs. hitting, the year teams
make their mark by shutting out a series or winning it in a ‘rubber match’, to players redeeming themselves and
to rookies hitting it out of the park, nothing fits like a hand in a glove like baseball & America.

A50+ FEMA
LE
64%
MEN
49%
A18-49
*
SOURCE: SCARBOROUGH, MULTI-MARKET 2013, RELEASE 2 TOTAL, AUG 2012-SEP 2013. HTS = WATCHED AN HTS RSN PAST 7 DAYS AND HOME TEAM MLB ON CABLE TV IN THE PAST 12 MONTHS. GENERIC = SPORTS WATCHED ON
CABLE TV NETWORKS IN THE PAST 12 MONTHS WAS REGULAR SEASON MLB. | *SOURCE: NIELSEN NSI, LIVE+SD, DATA THROUGH 2013 MLB SEASON. DATA FOR HOME DMA (26 TEAMS), 21 LPM MARKETS.

The information on the following slide is from Scarborough only and leans
more toward the pro male demographic.
While the other demographic slide has both Scarborough and Nielsen
information mixed together to create more of a male/female balance.
Please use this slide if you have a client who has male centric brands.

A50+ FEMA
SOURCE: SCARBOROUGH, MULTI-MARKET 2013, RELEASE 2 TOTAL, AUG 2012-SEP 2013. HTS = WATCHED AN HTS RSN PAST 7 DAYS AND HOME TEAM MLB ON CABLE TV
IN THE PAST 12 MONTHS. GENERIC = SPORTS WATCHED ON CABLE TV NETWORKS IN THE PAST 12 MONTHS WAS REGULAR SEASON MLB.
29%
SINGLE MEN
AVG HHI 71.8K
76%
MEN
49%
A18-49
LE

SOURCE: 22% MORE ATTENTION (2013 FOX SPORTS FAN SEGMENTATION)
SOURCE: 2.7X MORE TRUST THAN PRIME TIME (2013 MLB HOME TEAM FAN SMITHGEIGER ENGAGEMENT STUDY)
SOURCE: +2x MORE LIKELY TO PURCHASE (2013 MLB HOME TEAM FAN SMITHGEIGER ENGAGEMENT STUDY)
SOURCE: 61% SPEND MORE FOR HIGH QUALITY PRODUCTS (2013 FOX SPORTS FAN SEGMENTATION)
SOURCE: 2.7X MORE LIKELY TO RECOMMEND & 2.7X FEEL MORE LOYAL
(2013 MLB HOME TEAM FAN SMITHGEIGER ENGAGEMENT STUDY)
2.7x
More trust in home team ads
than primetime
+2X
More likely to
purchase a product
2.7x
More likely to
recommend a product
22%
Pay more attention to all or
most ads in live local games
vs. generic games
61%
Are willing to spend more
for high quality products
2.7x
Feel more loyal
to a brand

35%
FAMILY
56%
CO-VIEWING
SOURCE: 2012 SMITHGEIGER MLB ENAGEMENT STUDY, Q7, 13, 18 – PREFERENCE OF WATCHING HOME MLB GAMES WITH
21%
FRIEND
S

SOURCE: MLB HAS AN AVERAGE OF 150 GAMES OUT OF REGULAR SEASON 162
92%

4.7M
SOURCE: FOR ESPN, ESPN2, TBS, MLBN, AND ALL OTHER CABLE NETS: PUBLISHED INDUSTRY SOURCES
SOURCE: FOR HTS: NIELSEN NSI PROJECTED TO A COVERAGE UNIVERSE
890K
490K 290K 190K

For the following two slides, please use one or the other
(not both) to speak to the unbalanced nature of the number
of games OR the number of time these teams appeared.
There are notes below each slide to aid in your explanation
of the content.

Your brand does not have the ability to connect with and establish
relationships with all teams and their home team fans throughout the
season with a national game buy!
0% 1% 2% 6% 7% 8% 9% 11% 14% 16% 18% 23% 27%
SOURCE: NIELSEN, OVERNIGHT DATA, ESPN, TBS 2013 SEASON

SOURCE: NIELSEN, OVERNIGHT DATA, ESPN, TBS 2013 SEASON

+378%
ADVANTAGE IN REACH
36.06M
7.54
M
SOURCE: NIELSEN NSI. 19 DMA’S. 22 HTS TEAMS. GROSS REACH BASED ON EQUALLY BALANCED 50 UNIT SCHEDULES MEASURED ON HTS
(VARIOUS HOME TEAMS) AND ESPN (MLB MON., WED., & SUN.) JULY 16TH THROUGH AUGUST 12TH 2012. ADULTS 25-54
4.7 88%
ADVANTAGE IN
FREQUENCY
2.5

1.05
DMA AVERAGE TV HOUSEHOLD RATINGS
1.83
0.59
0.19 0.19 0.19 0.37 0.14 0.22 0.14 0.20
1.19
9.59
8.83
8.15 7.64
DETROIT ST. LOUIS PITTSBURGH CINCINNATI
SOURCE: NIELSEN NSI, LIVE+SD, TV HOUSEHOLD RATINGS, HTS ALL GAMES, ESPN ALL GAMES, TBS ALL GAMES, MLB NETWORK ALL GAMES, 2013 REGULAR SEASON 4/1/13-9/29/13.

7.26
6.39 6.34
1.43 1.14 0.91 0.84
0.23 0.24 0.20 0.46 0.10 0.25 0.24 0.19
5.55
BOSTON KANSAS CITY BALTIMORE CLEVELAND

1.00 0.75 0.64
0.27 0.08 0.16 0.46 0.21 0.17 0.24 0.21
1.20
4.93
4.62
4.23 4.12
TAMPA DALLAS MINNEAPOLIS ATLANTA

1.20
4.07 3.95 3.87 3.81
0.68 0.64 0.81
0.24 0.21 0.14 0.22 0.18 0.25 0.28 0.39
ATLANTA SAN FRANCISCO SEATTLE PHOENIX

0.62
1.10
0.32 0.32
0.09 0.26 0.28 0.10 0.20 0.25 0.25
0.75
3.79
3.28
2.70 2.70
MILWAUKEE PHILADELPHIA DENVER LOS ANGELES

0.17 0.19
0.36
0.49
0.23 0.16 0.14
0.17
0.75
1.03
0.81 0.72
2.69 2.62
2.42
1.57
WASHINGTON DC NEW YORK SAN DIEGO CHICAGO

0.19 0.19 0.14
0.25
0.16
0.30 0.22 0.25
1.03
0.62 0.68 0.75
1.54
1.29 1.24
1.11
NEW YORK MIAMI SAN FRANCISCO LOS ANGELES

0.72
0.17 0.18
0.14 0.08
0.37
1.11
0.39
CHICAGO HOUSTON

4% 5% 8% 8%
2013 vs. 2012
15% 18% 20% 24% 28% 30% 31%
41% 43%
70%
SOURCE: NIELSEN NSI, LIVE+SD, TV HOUSEHOLD RATINGS, MLB ON RSNS, 2013 REGULAR SEASON VS. REGULAR SEASON 2012

The following slides for baseball are the final, full regular season
ratings for the 2012-2013 season. Please use these slides as they
are formatted to match this year’s upfront design.
The research team releases 3 editions of the ratings per season
per league. These generally fall within this timeframe:
• Quarter season
• Half season/All-Star week
• Full regular season
Please see the research folder on the SharePoint for all
Home Team Dominance presentation releases that match your
client’s needs.

#1
DETROIT
TIGERS-FSD 10.57
FSD 5.10
NBS-WDIV 5.04
FOX-WJBK 4.78
ABC-WXYZ 4.60
CBS-WWJ 3.40
USA 1.90
TNT 1.59
DSNY 1.36
TBSC 1.31
FULL SEASON AVG: 9.59
DMA Average TV Household Ratings
#1
ST. LOUIS
CARDS-FSMW 9.18
CBS-KMOV 5.88
NBC-KSDK 4.80
FSMW 4.53
FOX-KTVI 4.07
USA 1.99
ABC-KDNL 1.89
DSNY 1.76
CW-KPLR 1.51
TNT 1.41
#1
CINCINNATI
RED-FSOH 7.64
CBS-WKRC 6.69
ABC-WCPO 3.71
FSOH 3.68
FOX-WXIX 3.65
WLWT-NBC 3.62
IND-WSTR 2.35
DSNY 1.52
HIST 1.47
USA 1.47
#1
PITTSBURGH
PIRATES-RTPT 9.20
CBS-KDKA 6.12
RTPT 5.08
NBC-WPXI 4.98
ABC-WTAE 4.44
FOX-WPGH 2.68
USA 1.90
HIST 1.44
TBSC 1.38
FXNC 1.39
SOURCE: NIELSEN NSI, LIVE+SD, TV HOUSEHOLD RATINGS, TABLES CONTAIN HTS REGULAR SEASON 2013 GAMES THAT AIRED IN PRIMETIME (M-SUN 7-11P). PRIMETIME DEFINED AS M-SUN 7-11P

#1
BOSTON
RED SOX-NESN 7.65
CBS-WBZ 4.56
NESN 4.34
ABC-WCVB 3.92
NBC-WHDH 3.78
FOX-WFXT 2.33
USA 1.80
TBSC 1.24
TNT 1.20
DSNY 1.08
#1
BALTIMORE
ORIOLES-MASN 6.88
CBS-WJZ 5.40
NBC-WBAL 4.77
FOX-WBFF 2.99
ABC-WMAR 2.26
MASN 2.09
USA 1.71
IND-WUTB 1.46
TBSC 1.44
DSNY 1.39
#1
KANSAS CITY
ROYALS-FSKC 6.82
CBS-KCTV 6.15
ABC-KMBC 4.93
FOX-WDAF 4.31
NBC-KSHB 3.81
FSKC 3.16
USA 1.75
HIST 1.40
ESPN 1.38
FXNC 1.38
#1
CLEVELAND
INDIANS-STO 6.07
FOX-WJW 4.15
CBS-WOIO 4.14
ABC-WEWS 4.01
NBC-WKYC 3.95
STO 2.89
USA 2.03
TNT 1.62
TBSC 1.45
HIST 1.30

#1
TAMPA
RAYS-SUN 5.38
CBS-WTSP 5.17
NBC-WFLA 3.17
FOX-WTVT 3.08
ABC-WFTS 3.04
SUN 2.67
USA 2.02
TNT 1.94
FXNC 1.77
IND-WMOR 1.49
#1
DALLAS
RANGER-FSS 4.87
CBS-KTVT 4.27
ABC-WFAA 3.65
NBC-KXAS 3.48
UNI-KUVN 3.21
FOX-KDFW 2.98
FSS 1.90
DSNY 1.62
TNT 1.37
USA 1.20
#1
SEATTLE
MARINERS-RTNW 4.62
ABC-KOMO 3.98
CBS-KIRO 3.86
NBC-KING 3.68
FOX-KCPQ 2.59
RTNW 1.95
TNT 1.26
HIST 1.23
IND-KONG 1.13
IND-KZJO 1.11
#1
PHOENIX
D’BACKS-FSA 4.06
CBS-KPHO 3.70
NBC-KPNX 3.50
ABC-KNXV 3.12
FOX-KSAZ 2.91
UNI-KTVW 2.23
FSA 1.72
IND-KTVK 1.67
DSNY 1.46
USA 1.24

#2
ATLANTA
ABC-WSB 5.60
BRAVES-SPSO 4.63
BRAVES-FSSO 4.37
FOX-WAGA 3.20
NBC-WXIA 3.04
CBS-WGCL 2.74
TNT 1.80
DSNY 1.77
USA 1.62
ESPN 1.50
4.12(FSSO) & 4.07(SPSO)
#3
MINNESOTA
CBS-WCCO 6.16
NBC-KARE 4.91
TWINS-FSNO 4.47
ABC-KSTP 3.85
FOX-KMSP 3.00
FSNO 2.35
HIST 1.32
HGTV 1.19
IND-WFTC 1.10
USA 1.04
#1
#8
SAN
FRANCISCO
GIANTS-CSBA 4.67
ABC-KGO 3.14
CBS-KPIX 3.03
FOX-KTVU 2.95
NBC-KNTV 2.50
CSBA 1.67
KDTV-UNI 1.58
ATHLETICS-CSCA 1.37
TNT 1.10
KSTS-TEL 0.98
3.95(GIANTS) &
1.24(ATHLETICS)
#3
#12
LOS ANGELES
UNI-KMEX 3.99
ABC-KABC 3.56
DODGERS-FSPT 2.93
CBS-KCBS 2.89
NBC-KNBC 2.73
FOX-KTTV 2.02
DSNY 1.79
KCAL 1.75
PTZD 1.68
TNT 1.41
ANGELS-FSW 1.24
2.70(DODGERS) &
1.11(ANGELS)

#3
PHILADELPHI
A
ABC-WPVI 5.37
CBS-KYW 4.49
PHILLIES-CSN 3.43
NBC-WCAU 3.33
FOX-WTXF 2.46
WPHL 2.15
USA 1.88
TNT 1.55
ZCSN 1.44
DSNY 1.38
#3
SAN DIEGO
CBS-KFMB 3.78
NBC-KNSD 3.66
PADRES-FSSD 2.87
ABC-KGTV 2.79
FOX-KSWB 2.25
KUSI 2.08
DSNY 1.79
XHAS-TEL 1.62
TNT 1.39
PBS-KPBS 1.30
#4
DENVER
NBC-KUSA 4.72
CBS-KCNC 4.50
ABC-KMGH 3.18
ROCKIES-RTRM 2.90
FOX-KDVR 1.97
UNI-KCEC 1.32
IND-KTVD 1.29
RTRM 1.25
CW-KWGN 1.05
TNT 0.98
#4
WASHINGTON
DC
NBC-WRC 3.75
ABC-WJLA 3.26
CBS-WUSA 3.18
NAT’LS-MASN 2.84
FOX-WTTG 2.80
USA 1.65
DSNY 1.57
TNT 1.53
IND-WDCA 1.31
ESPN 1.19

#4
#9
NEW YORK
ABC-WABC 4.35
CBS-WCBS 3.90
NBC-WNBC 3.13
YANKEES-YES 2.80
FOX-WNYN 2.54
UNI-WXTV 2.47
USA 1.80
TEL-WNJU 1.74
METS-SNY 1.71
USA 1.87
2.62(YANKEES) &
1.54(METS)
#8
#13
CHICAGO
ABC-WLS 5.16
NBC-WMAQ 4.84
CBS-WBBM 3.93
FOX-WFLD 2.28
CW-WGN 2.00
UNI-WGBO 1.72
TNT 1.72
CUBS-CSNC 1.64
DSNY 1.29
USA 1.29
WHITE SOX-CSNC 1.18
1.57(CUBS) & 1.11(SOX)
#5
MILWAUKIE
ABC-WISN 5.95
FOX-WITI 4.71
CBS-WDJT 4.70
NBC-WTMJI 4.17
BREWERS-FSWI 4.06
FSWI 1.99
USA 1.55
TNT 1.52
HIST 1.47
WMVS-PBS 1.30
#10
MIAMI
UNI-WLTV 5.68
TEL-WSCV 4.93
ABC-WPLG 3.78
CBS-WFOR 2.98
FOX-WSVN 2.71
TNT 2.52
NBC-WTVJ 2.17
IND-WFUN 2.03
DSNY 1.96
MARLINS-FSFL 1.41

Please see the video library on SharePoint for these MLB case
study video files:
• Chevron
• Subway
• Head & Shoulders

Reach fans in their seats and suites and in high traffic areas like the
concourse, bars and lounges, and at concessions stands
• The seamless in-stadium complement to
your television presence
• Available in 21 MLB venues
• Almost 10,000 screens
• Reaches 36MM+ engaged, upscale
MLB fans annually
• Nielsen measured fan engagement
• Provides video advertising, sponsored
partnerships, in-venue experiences,
social media activations

Citi Field
Yankee Stadium
Angels Stadium
Wrigley Field
US Cellular Field
Rangers Stadium
AT&T Park
Oakland Alameda Stadium
Fenway Park
Turner Field
Comerica Park
Safeco Field
Chase Field
Tropicana Field
Target Field
Marlins Ballpark
Progressive Field
PNC Park
Kaufman Stadium
Miller Park
Great American Ballpark

SCOREBOARD
Client
Logo
• Video content ideas:
• Idea One
• Idea Two

• Featured on 450+ OF THE MOST PROMINENT NEWS SITES
across the country including: NY Times, NY Daily News, LA Times,
Chicago Tribune, Philadelphia Inquirer, Dallas Morning News &
Boston Globe
• Delivers PASSIONATE LOCAL fans, aggregated into the largest
national audience in digital video
• 21MM sports video uniques monthly and over
200MM video streams per month (comScore April 2014)
• ESPN 15MM
• Yahoo! Sports 12MM
• MLB.com 12MM

• Buy a specific sport,
region/market or day-part
• :15/:30 custom spots to appear
in video pre roll
• Post roll bumpers
• Companion banners
• Overlays
BRAND
PRE-ROLL
LOGO
INTEGRATION
CUSTOM
VIDEO
OVERLAY
COMPANION BANNER

Holidays are Happy. Happy New Year, Happy Father’s Day,
Happy Memorial Day, etc.. Opening day of baseball has always
been a happy celebration. A time of optimism, joy and the
“We’ll win it this year!” Happy opening Week is the perfect
intersection for a brand who wants to be part of one of
America’s biggest annual celebrations.
‘The Driver’ isn’t necessarily the MVP of the game, he’s
potentially more valuable. He’s measured by leadership &
the little things, not just day-to-day statistics &
performance. Associating the game’s top drivers is with
your brand puts you in the leadership position seat.

#1 We’re structured to deliver hyper-local content on
a national scale.
#2
#3
The tribes we tap into trust us, love us and
return to our product year after year.
We’re immune to the industry woes and hiccups
that plague other entertainment channels
because sports fans are addicts!
#4 Invest early.
HEART+BRAND=RESULTS

Baseball is All American
SOURCE: On-line survey of MLB fans in February 2013, Smith Geiger
• 2117 total respondents
• 74% Male/26% Female
• Age 18-49
< PREVIOUS SLIDE
OTHE
R

• 22% pay more attention to all or most ads in live local games vs. generic games
Source: 2013 Fox Sports Fan Segmentation, 3209 respondents; Q1/Q2/Q2_1 (row
772), Attention Paid to Advertisements: 22% pay attention to all or most of the
advertisements in live sporting event (local team) vs. 18% for live sporting event
(teams outside your area).
• 2.7x more trust in home team ads than prime time
Source: 2013 MLB Home Team Fan SmithGeiger Engagement Study, 11,467 TV
viewers in 12 markets Atlanta, Boston, Charlotte, Cincinnati, Columbus, Dallas,
Detroit, Los Angeles, Minneapolis/St. Paul, Phoenix, San Francisco, St. Louis. Field
date September 2013. Average income $79k; “Local sports viewers trust home team
ads at 2.7 times the rate of prime time viewers watching their favorite shows. RSN
MLB game 35% vs. favorite show in prime time 13%.”
< PREVIOUS SLIDE
• +2x more likely to purchase a product
Source: 2013 MLB Home Team Fan SmithGeiger Engagement Study, 11,467 TV
viewers in 12 markets Atlanta, Boston, Charlotte, Cincinnati, Columbus, Dallas,
Detroit, Los Angeles, Minneapolis/St. Paul, phoenix, San Francisco, St. Louis. Field
date September 2013. Average income $79k; “Home team fans are more than twice
as likely as prime time viewers to buy a product they see advertised. RSN MLB game
32% vs. favorite show in prime time 14%.”
• 61% are willing to spend more for high quality products
Source: 2013 Fox Sports Fan Segmentation, 3209 respondents; Q42 (row 1201),
Work & Money: I am willing to spend more for high quality products.
• 2.7x more likely to recommend a product
Source: 2013 MLB Home Team Fan SmithGeiger Engagement Study, 11,467 TV viewers in
12 markets Atlanta, Boston, Charlotte, Cincinnati, Columbus, Dallas, Detroit, Los Angeles,
Minneapolis/St. Paul, Phoenix, San Francisco, St. Louis. Field date September 2013.
Average income $79k; “Home team fans are 2.7 times more likely than prime time viewers to
feel loyalty to a brand. RSN MLB game 32% vs. favorite show in prime time 12%.”
• 2.7x feel more loyal to a brand
Source: (Same as above); “Home team fans are 2.7 times more likely than prime time
viewers to recommend a product. RSN MLB game 32% vs. favorite show in prime time 12%.”

You can find all of the videos from the upfront on the SharePoint.
They can be found in folder: Video library > HTS > 2014

2
Client
Logo
• Video content ideas:
• Idea One
• Idea Two
Place a PNG of your
client’s logo here
You can change the
color of the box to
more closely match
your client’s branding
If you have unique
content ideas, you can
type them.
You can change the
color of the box to
more closely match
your client’s branding
4
vs.
Create a more custom
scoreboard if you have
specific teams you
might want to
highlight.

SCOREBOARD
Client
Logo
If you have a video
mock-up of creative or
a client’s commercial
spot, you can place
that video in this area
to show how the
content will live.
This gameflow video
is for reference only!

MLB vertical

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