2015 NFL FOOTBALL

A guide to local advertising opportunities

YOUR CUSTOMER’S HOME TEAM

WESTSeattle SeahawksSt. Louis RamsArizona CardinalsSan Francisco 49ers

EASTPhiladelphia EaglesNew York GiantsDallas CowboysWashington Redskins

NORTHGreen Bay PackersMinnesota VikingsDetroit LionsChicago Bears

SOUTHAtlanta FalconsNew Orleans SaintsCarolina PanthersTampa Bay Buccaneers

WESTSan Diego ChargersDenver BroncosKansas City ChiefsOakland Raiders

EASTNew England PatriotsNew York JetsBuffalo BillsMiami Dolphins

NORTHPittsburgh SteelersBaltimore RavensCincinnati BengalsCleveland Browns

SOUTHIndianapolis ColtsJacksonville JaguarsHouston TexansTennessee Titans

Hometown favorites connect with consumers.

• National Football League includes two conferences – the National Football Conference and American Football Conference

• Each conference divides teams among four divisions – East, North, West and South

• Advertisers that seek high reach with a diverse audience turn to advertising in the NFL to maximize their media buy.

• The NFL teams each play 16 games in the regular season, bringing exclusivity to your campaign schedule.

• The post season intensifies rivalries as The Big Game looms ahead:• Wildcard Round: The two divisional winners with the best records get a

“bye” into the second round. The third and fourth divisional winners square off against two wildcard teams to make it into the second round.

• Divisional Round: First round winners compete against the two divisional winners to advance to the Conference Championship.

• Conference Championship: Divisional Round winners compete in each conference in hopes of advancing to the Super Bowl

• Championship: The AFC and NFC champions compete in the Super Bowl, one of the most popular and most-watched sporting events in the world.

GAMES & POST-SEASON

FROM KICKOFF TO TOUCHDOWN

Advertising in the NFL brings prestige to your brand all season long.

SPECIAL EVENTS BRING DEPTH TO YOUR BUY

PRO BOWL (JANUARY)

NFL SCOUTING COMBINE (FEBRUARY)

NFL DRAFT (APRIL)

The NFL draft is held in late April, for franchises to select newly eligible football players. The franchise with the worst record in the previous season hold the right to select first .

Every February, the NFL hosts a week-long showcase in which college football players perform physical and mental test in front of NFL coaches, managers and scouts.

The Pro Bowl is the NFL’s annual all-star game. Teams are selected by captains in a fantasy draft, on the basis of fan, player and coach voting without regard for conference

Associate your brand with the pigskin year-round.

WHAT YOU NEED TO KNOW

NFL HEADLINESA super season across the league.

• The New England Patriots came from 10 points down in the 4th quarter to defeat the defending champion Seattle Seahawks 28-24 in Super Bowl XLIX (49). It was the 4th championship in New England for coach Bill Belichick and MVP quarterback Tom Brady, and their 4th title in the past 14 seasons.

• 114.4 million viewers watched NBC’s live telecast of Super Bowl XLIX, making it the most-watched TV show in U.S. history.

• According to Nielsen, NFL games accounted for the top 20, and 45 of the 50 most-watched TV shows among all programming in Fall 2014. The NFL regular season reached 202.3 million unique viewers, representing 80% of all television homes in the U.S.

• Green Bay Packers quarterback Aaron Rodgers was voted 2014 NFL MVP, his second MVP award in 4 years. He’s one of just 9 players in NFL history to win multiple MVPs.

Don’t miss out on the season-long conversation.

THE UPSCALE ADVANTAGE

11%

17%

17%

19%

18%

18%

AGE

18-24 25-34 35-54 45-5455-64 65+

39%

34%

14%

12%

HOUSEHOLD INCOME

Under 50K 50 - 100K 100-150K 150K +

71% 25%

4%

HOME OWNERSHIP

Own Rent Other

Source: Scarborough USA Plus Research, Au13-Se14, Total Survey Area, Adults 18+ Target: Sports View Cable TV Networks PsYr: Major League Baseball PlayoffsUniverse Population: 242,977,984; Target Population: 32,598,547 (13.4% of universe)

Nearly 67% male62% have a

college education58% are married

The NFL attracts an affluent and well-educated audience.

DEMOGRAPHIC SNAPSHOT

College FootballWWE Monday Night RAW

Mike & Mike Love & Hip Hop: Atlanta

First Take At Midnight

• NFL fans engaged with ESPN with 9.3M tweets and over 1.2 Billion impressions throughout their 19 game season in 2014.

• With 83% male authors, this activity put ESPN in the #1 spot for Network tweets during the NFL football season.

• NFL Network garnered social activity throughout their 17 game 2014 season as well with users posting 6.6M tweets and over 892M impressions about the network.

• Savvy marketing plans leverage the engagement of the social audience by extending their message into complementary programming.

1. Source: Millward Brown Digital + Twitter, December 2013Source: SocialGuide Inc. Affinity Report: August 2014 - December 2014. NFL Football Pulled 4/27/15.

NETWORKS & PROGRAMS

SOCIAL TV ENGAGEMENT

GENRES CATEGORIES

Drama - 20%

Comedy - 18%

Sports Talk - 16%

Reality – 16%

News – 14%

People who tweeted about NFL on ESPN also tweeted about these:

LEVERAGE THE “SOCIAL” BUZZ IN YOUR AD SCHEDULE

Programming with a strong social presence increases ad recall by up to 33%.1

NFL DOMINATED THE CONVERSATION ON TWITTER LAST SEASON

YOUR NFL ON-AIR OPPORTUNITY

SEASONMonday, September 14th

to

Saturday, December 26th

Target Demo: M25-54, M35-64, M55+

Demographic HH A18-34 A18-49 A25-54 A35-64

National Ratings 8.3 5.5 6.2 6.8 6.8

Source: Nielsen National People Meter (NPower); CVG AA%; Live+SD; estimates are based on national program averages from previous 2 seasons and are subject to change; actual performance may vary by market, episode, etc.

The 2015 NFL season, the 96th season in the history of the National Football League, is

scheduled to begin on cable Monday, September 14th on ESPN. After a successful inaugural

season under the arrangement in 2014, NFL Network will simulcast the first 7 games of its’

season, plus a late season game. Also returning are the popular Monday Night Countdown and

NFL Primetime airing Mondays on ESPN. NFL continues to increase its’ social presence with 8.5

million tweets for ESPN and 6.1million for NFL Network’s game coverage.

• Pre-Season Football: Thursday, August 20 and Monday, August 24, ESPN

• Monday Night Football: Monday, September 14 - December 28, ESPN

• Thursday Night Football: Thursday, September 17 - December 24, NFL Network

• Saturday Night Football: Saturday, December 26, NFL Network

YOUR NFL ON-AIR OPPORTUNITY: THE DRAFT

EVENTThursday, April 30th

to

Saturday, May 2nd

Target Demo: M18-34, M18-49, M25-54

Demographic HH A18-34 A18-49 A25-54 A35-64

National Ratings 2.1 2.4 2.3 2.2 1.9

Source: Nielsen National People Meter (NPower); CVG AA%; Live+SD; estimates are based on national program averages from previous 2 seasons and are subject to change; actual performance may vary by market, episode, etc.

The 2015 NFL Draft is the 80th annual meeting of National Football League (NFL) franchises to select newly

eligible football players and will be held at Auditorium Theatre in Chicago. This is the first time the NFL Draft

has been held outside of New York City in 50 years. One of the major storylines approaching the NFL Draft is

the competition between the previous two Heisman Trophy winners, Jameis Winston winning the award in

2013 and Marcus Mariota in 2014. Both are considered excellent prospects and have the potential to become

the first overall draft selection. The 2014 NFL Draft saw huge numbers for social with 7.1 million tweets for NFL

Network first round coverage and 7.2 million for ESPN’s first round coverage.

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