NHL Vertical

23 US NHL teams
Over 1,600 live games
Pre, In-game, Post

The NHL on HTS is stronger than ever! HTS has seen amazing viewership growth
of 75% over the last 9 years. These affluent NHL fans prove time and time again
that they are always there to support their team.

SOCIAL
HOPEFUL TECH-SAVY
MORE AFFLUENT THAN ALL OTHER LEAGUE PROPERTIES
YOUTHFUL
EDUCATED
SOURCE: NHL GENERAL CAPABILITIES, JUNE 2013

A50+ FEMA
LE
66%
MEN
56%
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 NHL ON CABLE TV IN THE PAST 12 MONTHS. GENERIC = SPORTS WATCHED ON
CABLE TV NETWORKS IN THE PAST 12 MONTHS WAS REGULAR SEASON NHL. | *SOURCE: NIELSEN NSI, LIVE+SD, DATA THROUGH 13-14 NHL SEASON. DATA FOR HOME DMA (19 TEAMS), 16 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.

31%
SINGLE MEN
AVG HHI 70.5K
A50+ FEMA
LE
79%
MEN
56%
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 NHL ON CABLE TV IN THE PAST 12 MONTHS. GENERIC = SPORTS WATCHED ON
CABLE TV NETWORKS IN THE PAST 12 MONTHS WAS REGULAR SEASON NHL.

2x
More trust in home team ads
than prime time
60%
More likely to
purchase a product
1.7x
More likely to
recommend a product
SOURCE: 2.5 MORE EFFECTIVE PODS (2013 FSN NBA FAN ENGAGEMENT NIELSEN STUDY)
SOURCE: 22% MORE ATTENTION (2013 FOX SPORTS FAN SEGMENTATION)
SOURCE: 2X MORE TRUST THAN PRIME TIME (2013 FSN NBA FAN ENGAGEMENT NIELSEN STUDY)
SOURCE: 60% MORE LIKELY TO PURCHASE (2013 FSN NBA FAN ENGAGEMENT NIELSEN STUDY)
SOURCE: 61% SPEND MORE FOR HIGH QUALITY PRODUCTS (2013 FOX SPORTS FAN SEGMENTATION)
SOURCE: 1.7X MORE LIKELY TO RECOMMEND (2013 FSN NBA FAN ENGAGEMENT NIELSEN STUDY)
2.5x
More effective pods
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

SOURCE: NHL HAS AN AVERAGE OF 72 GAMES OUT OF REGULAR SEASON 82
87%

SOURCE: 2014 SMITHGEIGER NBA/NHL AUDIENCE STUDY
• Game time
• Strategy & teamwork
• Rules are not to be broken
• Laser viewing
• Make everything about the game

50% 18% 12% 11%
Best at covering
local teams
Has announcers who
know my team best
Shows games I am
most interested in
*Our scores are
even more
dominant when
combined with
NHL Network
49% 17% 12% 12%
44% 22% 13% 13%
REMAINING PERCENT IS A MIX BETWEEN OTHER AND NONE
SOURCE: Q24 WHICH NETWORK’S LIVE COVERAGE OF NHL GAMES IS BEST DESCRIBED BY EACH OF THE FOLLOWING WORDS AND PHRASES? (NHL FANS ONLY)

SOURCE: FOR NBC SPORTS AND ALL OTHER CABLE NETS: PUBLISHED INDUSTRY SOURCES
SOURCE: FOR HTS: NIELSEN NSI PROJECTED TO A COVERAGE UNIVERSE
2.1M
260K

SOURCE: NIELSEN, HTS ALL GAMES, NBCS ALL GAMES, 2013-2014 SEASON. LIVE + SD RATINGS. 10/1/13-2/8/14. TV HOUSEHOLD RATINGS

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!
1% 2% 3% 4% 5% 7% 10% 11% 13% 14% 16% 18%
SOURCE: NIELSEN, OVERNIGHT DATA, NBCS 2013-2014 SEASON

SOURCE: NIELSEN, OVERNIGHT DATA, NBCS 2013-14 SEASON

2004/05 2005/06 2006/07 2007/08 2008/09 2009/10 2010/11 2011/12 2012/13 2013/14
1.2 HH RTG
(9 YEAR AVG)
SOURCE: NIELSEN NSI, MULTI DMA AVERAGE TV HH RATINGS
+75%
(OVER THE PAST 9
YEARS)
NHL
LOCKOU
T

4.0
2.6
3.4
DMA AVERAGE, TVHH RTGS.
1.1 0.6 0.6 0.5
1.9
7.6
5.0
4.3 4.0
PITTSBURGH BOSTON CHICAGO ST. LOUIS
SOURCE: NIELSEN NSI, LIVE+SD, TV HOUSEHOLD RATINGS, HTS ALL GAMES, NBCS ALL GAMES, NBC ALL GAMES, 2013-2014 FULL SEASON 10/01/13-04/13/14. .

1.6
2.2
1.0
0.5 0.4 0.2 0.3
1.3
3.0
2.1
1.5 1.3
MINNEAPOLIS PHILADELPHIA DENVER WASHINGTON DC

0.8
0.4
0.2 0.1 0.1
0.6
1.2
0.9
0.7
TAMPA SAN FRANCISCO DALLAS

4% 5% 6%
2013-14 vs. 2011-12
13% 15%
29% 30%
38% 38%
62%
88%
SOURCE: NIELSEN NSI, LIVE+SD, TV HOUSEHOLD RATINGS, NHL ON RSNS, 2013-2014 FULL SEASON 10/01/13-04/13/14 VS. FULL SEASON 2011-12

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.

#2
PITTSBURGH
CBS-KDKA 8.03
PENGUINS-RTPT 7.78
NBC-WPXI 6.85
ABC-WTAE 5.13
FOX-WPGH 3.59
RTPT 2.12
TBSC 1.94
USA 1.78
HIST 1.53
FXNC 1.49
FULL SEASON AVG: 7.55
DMA Average TV Household Ratings
#2
BOSTON
CBS-WBZ 5.78
BRUINS-NESN 5.39
NBC-WHDH 4.95
ABC-WCVB 4.31
FOX-WFXT 4.01
TBSC 1.78
USA 1.53
NESN 1.41
IND-WSBK 1.23
FXNC 1.11
#4
CHICAGO
NBC-WMAQ 6.10
ABC-WLS 5.47
CBS-WBBM 4.92
B’HAWKS-CSNC 4.30
CW-WGN 2.61
FOX-WFLD 2.46
UNI-WGBO 1.54
ESPN 1.54
CSNC 1.30
DSNY 1.27
#4
ST. LOUIS
CBS-KMOV 6.59
NBC-KSDK 6.33
FOX-KTVI 5.49
BLUES-FSMW 4.13
TBSC 2.36
ABC-KDNL 2.10
CTZD 1.56
ESPN 1.51
CW-KPLR 1.45
DSNY 1.41
SOURCE: NIELSEN NSI, LIVE+SD, TV HOUSEHOLD RATINGS, FULL SEASON 10/01/13-04/13/14. CONTAINS HTS GAMES IN PRIMETIME. PRIMETIME IS DEFINED AS M-SU/7-11P

#5
MINNEAPOLIS
CBS-WCCO 7.39
NBC-KARE 7.07
ABC-KSTP 4.34
FOX-KMSP 3.47
WILD-FSNO 3.06
ESPN 1.46
FSNO 1.26
HIST 1.26
PBS-KTCA 1.20
TBSC 1.17
#5
PHILADELPHI
A
CBS-KYW 5.74
ABC-WPVI 5.60
NBC-WCAU 5.23
FOX-WTXF 3.05
FLYERS-ZCSN 2.14
IND-WPHL 1.99
USA 1.84
TBSC 1.40
DSNY 1.27
FXNC 1.17
#5
DETROIT
FOX-WJBK 6.30
NBC-WDIV 6.16
ABC-WXYZ 5.16
CBS-WWJ 4.92
RED WINGS-FSD 3.82
ESPN 1.65
TBSC 1.62
USA 1.54
FXNC 1.47
CW-WKBD 1.40
#5
DENVER
NBC-KUSA 7.26
CBS-KCNC 5.69
ABC-KMGH 3.35
FOX-KDVR 2.35
AVS-ALT 1.57
ESPN 1.33
CW-KWGN 1.06
UNI-KCEC 1.01
IND-KTVD 0.99
PBS-KRMA 0.92

#7
WASHINGTON
DC
NBC-WRC 5.24
CBS-WUSA 4.22
ABC-WJLA 3.77
FOX-WTTG 3.76
USA 1.55
ESPN 1.48
CAPITALS-CSNM 1.42
IND-WDCA 1.36
ETZD 1.34
FXNC 1.28
#8
SAN
FRANCISCO
CBS-KPIX 4.14
ABC-KGO 3.64
FOX-KTVU 3.60
NBC-KNTV 3.47
UNI-KDTV 1.37
ESPN 1.06
IND-KRON 0.99
SHARKS-CSCA 0.96
PBS-KQED 0.90
USA 0.89
#9
NEW YORK
ABC-WABC 4.84
CBS-WCBS 4.79
NBC-WNBC 4.20
FOX-WNYW 3.21
UNI-WXTV 2.47
USA 1.70
TEL-WNJU 1.51
TBSC 1.37
RANGERS-MSG 1.31
TNT 1.20
#13
TAMPA
CBS-WTSP 6.64
NBC-WFLA 4.43
FOX-WTVT 3.87
ABC-WFTS 3.23
FXNC 1.91
IND-WMOR 1.79
ESPN 1.73
TBSC 1.64
USA 1.58
HIST 1.41
LIGHTNING-SUN 1.22

#10
DALLAS
ESPN 1.61
DSNY 1.22
TBSC 1.16
USA 1.15
AEN 1.07
TNT 1.05
HIST 0.91
DISC 0.79
FX 0.77
STARS-FSS 0.74
FSS 0.73
#12
PHOENIX
ESPN 1.57
DSNY 1.39
HGTV 1.09
HIST 1.09
USA 1.04
TBSC 0.95
FXNC 0.94
TNT 0.90
FX 0.88
AEN 0.84
COYOTES-FSA 0.78

IN THE 1ST ROUND OF THE PLAYOFFS
HTS delivered 6x the audience on our RSNs than NBC Sports.
4.0M 625K
HH IMPRESSIONS HH IMPRESSIONS
3.3M
DURING THE STANLEY CUP FINAL
NBC Sports was unable to match the total number of
impressions HTS had in the first round.
HH IMPRESSIONS
NBCSN SOURCE: SPORTS BUSINESS JOURNAL MAY/JUNE 2014.
HTS SOURCE: NIELSEN NSI + TCE. TCE: ONE-HALF (50%) OF THE ACTUAL NIELSEN NSI CABLE RATING (for each individual team) IS APPLIED TO THEIR ESTIMATED SUBSCRIBERS OUTSIDE OF THE TEAM’S HOME MARKET. RESULTING
IMPRESSIONS ARE ADDED BACK INTO THE ACTUAL NIELSEN NSI HOME MARKET IMPRESSIONS TO ARRIVE AT THE TOTAL COVERAGE ESTIMATE (TCE). EACH TEAM/RSN PROVIDES HTS THEIR SUBSCRIBER COUNTS.

Please see the video library on SharePoint for these NHL case
study video files:
• Dairy Queen
• Intel

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-arena complement to
your television presence
• Available in 15 NHL venues
• 4,800+ screens
• Reaches 12MM+ engaged, upscale
NHL fans annually
• Nielsen measured fan engagement
• Provides video advertising, sponsored
partnerships, in-venue experiences,
social media activations

MSG
Nassau Coliseum
The Prudential Center
The Honda Center
United Center
Wells Fargo Center
American Airlines Center
SAP Center
TD Bank Garden
Verizon Center
Tampa Times Forum
BB&T Center
Scottrade Center
Consol Energy Center
Pepsi Center

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

OPENING
WEEK
2014
Opening Week sets the stage and brings your
brand closer to the game and the fans right
from the start. From the first face-offs of the
season, to the new players, it’s a cultural
movement and it makes history. Your brand
will want to kick-it-off every year.
On & off the ice the term Top Shelf means a
‘cut above the rest’. In hockey, the upper 1/3 of
the net. For your brand, a premium product.
Be part of a game-changing sponsorship
position in the NHL.
Bullying is not a fair fight. It’s emotional abuse
using fear, shame and guilt to intimidate others.
Teamwork is taught on the ice at a young age
and translates to good behavior off the ice; the
classroom; at home; the playground. Be part of
STICKUP TO BULLYING and empower NHL pros
and fans to take action.
Before Paul Rudd and Jason Segel said ‘I Love
You, Man’ bros were forming untethered bonds
through sports. Celebrate these connections by
sending the ultimate Team Bromance on an all-expenses
paid getaway to a big game.
The perfect time in a game when a pro’s ability to
perform under high pressure overcomes all odds,
even the clock. Sound familiar when reviewing sales
goals? Own the moment with a sales promotion of a
CLUTCH deal with a discount code and get our fans
to put your brand in their shopping carts on Cyber
Monday or any limited time.
What’s the prediction? Beginning on Opening Day,
it’s all fans talk about. What will it take from the
teams and players to become playoff bound?
Ownership of this season-long preparation for the
playoffs makes your brand top of mind among fans
that always want to know.

#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

• 2.5x more effective pods
Source: 2013 FSN NBA Fan Engagement Nielsen Study, 9,812 TV viewers in 8
markets Atlanta, Chicago, Cleveland, Dallas, Detroit, Los Angeles, Miami and Tampa.
Field date April 2013. Average income $80k “three commercial pods are 2.5x more
effective than traditional pods” (92% of HTS pod breaks are two minutes or less).
• 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).
• 2x more trust in home team ads than prime time
Field date April 2013. Average income $80k “local sports viewers trust home team ads
at 2 times the rate of prime time viewers watching their favorite shows.”
< PREVIOUS SLIDE
• 60% more likely to purchase a product
Field date April 2013. Average income $80k “home team NBA viewers are 71% more
likely than generic NBA viewers to buy a product they see advertised.”
• 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.
• 1.7x more likely to recommend a product
Field date April 2013. Average income $80k. “home team NBA viewers are 71% more
likely than generic NBA viewers to recommend a product they see advertised.”

IN THE 1ST ROUND OF THE PLAYOFFS
HTS delivered 6x the audience on our RSNs than NBC Sports.
5.8M 854K
TOTAL VIEWERS TOTAL VIEWERS
4.7M
DURING THE STANLEY CUP FINAL
NBC Sports was unable to match the total number of
impressions HTS had in the first round.
TOTAL VIEWERS
NBCSN SOURCE: SPORTS BUSINESS JOURNAL MAY/JUNE 2014.

DELIVERED
(AVG/GAME)
1.7M HH
2.4M P2+
DELIVERED
(AVG/GAME)
1.1M HH
1.6M P2+
DELIVERED
(AVG/GAME)
253K HH
349K P2+
NBC & NBCSN SOURCE: SPORTS BUSINESS JOURNAL APRIL 2014.

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!

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Editor's Notes