2. WELCOME
Welcome to Nielsen’s State of the Media: 2012 Year in Sports, a compilation of media highlights, advertiser trends and
consumer insights across leading sports properties. Led by the phenomenal success of the London 2012 Olympic Games, which
across its 17 days of coverage became the most-watched event in U.S. television history, the past 12 months have added up to
one of the most exciting years in the sports media world. Fans consumed sports content and tracked their favorite teams and
athletes in record numbers across a multitude of devices and screens. While fans were watching the live games and events on
their TV screens many were also simultaneously engaging with their social networks on other screens by blogging and tweeting
about 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 Super
Bowl-related Tweets, with one million Tweets occurring in the last five minutes, according to Twitter. In 2013, Nielsen and
Twitter will be exclusively collaborating to create the first ever “Nielsen Twitter TV Rating” which will provide media companies
and 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 evolving
sports media landscape, while gaining a deeper understanding of the FAN—how they watch sports content and what they
buy. Nielsen is committed to meticulously tracking fan sentiment, engagement, purchases and media consumption, ensuring
that brands understand the value and impact of their investment in sports media and sponsorships, and drive more effective
decision-making.
As you’ll see inside these pages, fans’ passion for sports around the globe continues to grow and Nielsen was there every step
of 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 prove
that sports content, across all media platforms, is among the most popular and engaging genres and well positioned to thrive
in an increasingly fragmented media marketplace and rapidly evolving multi-screen world.
Sincerely,
Stephen Master
Senior Vice President - Sports
Nielsen
Stephen.Master@Nielsen.com
ii
3. 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
4. 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
$99.1M
Top 10 Sports Apps Sports On The Go
By 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
5. 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-Score
Top Selling National Sports Biographies
Data does not include sales from Wal-Mart
Top Selling Blu-Ray/DVD in Sports Genre
Based on disc unit sales
Preferred Device for Checking Sports Scores
Among 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
6. Sports: Live Viewing Dominance
Broadcast Prime, Persons 18-49
It’s no surprise that sports is the least time-shifted
genre of television programming. During 2012, people
aged 18-49 watched nearly all of their sports TV
programming 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 Trender
Nielsen Fan Trender is an on-going online poll used to gain a better Which of the following do you think has the greatest positive
understanding of today’s sports fan. People are asked about their impact on your community?
interest in more than 30 sports, technology preferences, sports
consumption habits, sentiment towards sponsors and much more.
9 percent of the U.S. population
believes their sports team, over local
government, businesses and schools, L
Avid Sports Fans Are Tech Savvy is the local entity with the greatest
positive impact on the community. L
Which, if any, of the technology devices and/or services do you L
Local Business
or 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
7. 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 Viewership
2012
Super Bowl Rematch: N.Y. Giants vs. N.E. Patriots Tebow vs. Manning Ratings Showdown
2012 is the clear winner with a larger, more diverse and During 2011 when Tim Tebow was the Denver Broncos’ starting
attentive 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
8. 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 viewers
New Yorkers Embrace Their New and Old NBA Team LeBron James Earns Respect In 2012
% Change in New York Local Household Rating
1st 20 games, 2012 vs. 2011 Source: Nielsen / E-Poll N-Score
Linsanity - Tracking TV and Buzz in 2012
6.1 M average monthly
unique visitors to NBA.com
during the season.
5
9. 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 Viewership
Detroit Tigers and Miguel’s Magical Season
Source: Nielsen / E-Poll N-Score
Most 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
10. 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
11. 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 Viewership
Top 5 National TV Advertisers - IndyCar Series Most Exciting Active NASCAR Drivers in 2012
Brand Q4 2011-Q3 2012
Firestone Tires $954.5 K
GoDaddy.com $875.4 K
Novolog FlexPen $743.4 K
Honda Civic $707.9 K
Verizon 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 years
Brand Q4 2011-Q3 2012 with viewers tuning in for 46 percent
of all minutes, on average, across all Sprint
GoPro HERO Cameras $253.2 K
Golden Corral Restaurant $203.8 K
Cup races in 2012.
Mercedes-Benz E-Class $184.7 K
Mercedes-Benz C-Class $177.7 K
Mazda CX-5 $153.2 K 3.1 M average monthly
unique visitors to
NASCAR.com during
the season.
8
12. 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 M
Ryder 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
13. 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 Viewership
MLS 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 Doubles
The June 24th match between the Portland Timbers and
Seattle Sounders on ESPN had the highest viewership
among 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 International
10
14. 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 viewers
2012 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 viewers
Top 5 Advertisers NCAA Basketball Top 5 Advertisers NCAA Football NCAA Football Ad Spend Trend
Brand Q4 2011-Q3 2012 Brand Q4 2011-Q3 2012 National TV
AT&T Wireless $62.0 M AT&T Wireless $43.7 M
Buick Verano $44.3 M Ford F-150 Trucks $18.9 M
Bud Light $41.0 M Home Depot $17.4 M
Capital One Credit Card $29.4 M Verizon Wireless $16.6 M
Lowe’s $27.0 M Capital One $15.1 M
SEC 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 primetime
new 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
15. 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 Viewership
Top 5 Product Categories Advertising on UFC on FOX
Product Category Q1 2012 -Q3 2013
Motion Picture $3.6 million 700,000 average
monthly unique visitors
Telephone Wireless $2.5 million
to UFC.com during the
Beer $2.0 million season.
Motorcycles $1.4 million
Cable Networks $1.3 million
OTHER MARQUEE EVENTS
Select Major Sporting Events Average TV Viewership
12
16. 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 Viewership
London 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 Games
Share 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
17. 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 2012
France +17% +22%
2,360 hours in 2012
Germany +20%
1,514 hours in 2012
Italy +10%
1,724 hours in 2012 +6%
Spain +25% +20%
1,472 hours in 2012
United Kingdom +6%
2,888 hours in 2012 +17%
Russia +22%
2,472 hours in 2012
+10%
+25%
Contact Info:
Yassine-Guillaume Berhoun
Sport Manager
MediaMetrie/Eurodata TV Worldwide
Email: ygberhoun@eurodatatv.com
Sentiment Towards Olympic Sponsors Soccer Rules Sports TV Time in Europe
Consumers in the BRIC countries appear more positive towards brands % of sports time spent watching soccer
associated with the Olympics, with Brazilians showing the highest level
of 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
18. Sources: • Nielsen Arianna, Apr – Sept, Based on all households and Soccer Average TV Viewership
Year 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, 2011
Sports’ 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-Out
Top 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, Based
Sports 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 2011
Top 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 NCAA
Most 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, Based
Top 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 only
Top 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 Viewership
Preferred 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 Football
TV 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 only
Sports: 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 Realignment
Nielsen 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 6
Fast 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 Categories
NFL 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-Out
Super 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 Day
Tebow 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, Based
Computer 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 attributes
Fast 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 audience
NBA 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 Source
New 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 International
LeBron 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 Programming
Linsanity • 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 respondents
Computer 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 Facts
MLB • Nielsen / E-Poll N-Score, Jan – Dec 2012
Fast 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
