Minnesota Wild

Sponsor Summit 2010

Tom Reutter

Scarborough Sports Marketing

May 19, 2010

AGENDA

Introduction to Scarborough Research

MN Wild and NHL in Minneapolis/St. Paul

Social Media in Minneapolis/St. Paul

Social Media and the MN Wild

Q&A

Introduction to Scarborough

Local market syndicated study

Measures retail behavior, media usage, demographics

and lifestyle

80 markets measured

Two phase methodology

Telephone interview, mailed product booklet and TV diary

Diverse client base

Sports teams/leagues, newspapers, radio, television,

cable, advertisers and agencies

SCARBOROGH RESEARCH

Phase I Telephone interview

(newspapers, radio, internet & demographics)

Phase II Mailed, self-administered

consumer survey and TV diary

(retail behavior, product/service

usage, lifestyle) with cover letter

and cash incentive

TWO-PHASED METHODOLOGY

SCARBOROUGH METHODOLOGY

Scarborough data released twice per year

We will look at the first release of 2010 data

Data from February 2009 – January 2010

questions are “…past 12 months”

Unique adults 18+

MN Wild and NHL in MSP

MINNESOTA WILD AND NHL IN

THE TWIN CITIES

42%

34%

32%

9%

9%

8%

5%

3%

3%

0

Wild.com past 30 days

Play hockey

Purchase NHL apparel

Wild Radio Listener

Very Interested in NHL

Wild Attendee

Wild TV Viewer

Wild Fan (w,a,l)

Any Interest in NHL

Any Interest – 1.4 million

Wild Fan (w,a,l) – 1.2 million

Wild Attendee – 290,000

Scarborough Minneapolis/St. Paul 2010 Release 1

676,000

806,000

1,079,000

1,199,000 1,151,000

0

200,000

400,000

600,000

800,000

1,000,000

1,200,000

2006 2007 2008 2009 2010

WILD FAN 5 YEAR TREND

34% of

DMA

21% of

DMA

Scarborough Minneapolis/St. Paul 2006-2010

+70%

+7%

-4%

Scarborough Multi-Market R2 2009

57%

57%

56%

39%

37%

35%

35%

33%

31%

30%

0

St. Louis

Philadelphia

Denver

Minn/St. Paul

Boston

Grand Rapids

Flint/Saginaw

Buffalo

Detroit

Pittsburgh

NATIONAL MARKET RANKERNHL FAN (WATCH,ATTEND,OR LISTEN)

Of the top 10 NHL markets,

Minn/St. Paul produces the 5th

largest projected NHL Fan base.

107

110

132

48

78

208

110

107

66

51

0 50 100 150 200 250

NBA

Nascar

H.S. Sports

PGA

NHL

College Basketball

College Football

MLB

Olympics

NFL

MSP VS. U.S.

VERY INTERESTED IN SPORT

Scarborough USA+ 2009 Release 2

Index =100

DEMOGRAPHIC MSP FANS ATTENDEES

Median age 45 41 41

Median HHI $61,000 $70,200 $77,700

Median home value $219,500 $236,800 $245,000

College grad+ 29% 32% 49%

1+ kids in HH 42% 49% 62%

Children < age 5 19% 21% 29%

Men 25-49 24% 33% 39%

Employed FT 48% 56% 65%

White collar occup. 43% 52% 69%

Minority 13% 15% 12%

DEMOGRAPHIC ANALYSIS

Scarborough Minneapolis/St. Paul 2010 Release 1

0.0 to 0.9

1.0 to 17.9

18.0 to 29.6

29.7 to 37.9

38.0 to 50.3

50.4 to 60.9

61.0 to 92.9

93.0 to 100.0

WILD FAN MAPFAN BY ZIP CODE OF RESIDENCE

MN WILD DELIVER THE LOCAL SPORTS FANS

34% of MSP adults

83% of Gopher Hockey Fans

69% of Gopher Basketball Fans

65% of Gopher Football Fans

58% of Timberwolves Fans

47% of Twins Fans

44% of Vikings Fans

Scarborough Minneapolis/St. Paul 2010 Release 1

Social Media in MSP

Scarborough Multi-Market R2 2009

21.1%

20.8%

20.3%

20.1%

19.8%

19.8%

19.6%

19.4%

19.4%

19.3%

19.1%

19.1%

18.9%

21.3%

21.7%

0

Portland

Boston

Tulsa

Seattle

Minn/St. Paul

Norfolk/Portsmouth

Columbus

Atlanta

Dallas

Colorado Springs

Salt Lake City

Baltimore

Austin

Washington DC

San Francisco

NATIONAL MARKET RANKERSOCIAL NETWORKING ONLINE PAST 30 DAYS

MSP is #11

market for

online social

networking.

1,300,000

519,000

0

200,000

400,000

600,000

800,000

1,000,000

1,200,000

1,400,000

2009 2010

2009-2010 SOCIAL NETWORKING GROWTHMSP ADULTS/SOCIAL NETWORKING PAST 30 DAYS

15% of DMA 38% of DMA

Scarborough Minneapolis/St. Paul 2009-2010 Release 1 (Current)

Major demographic shifts…

- Adults 35-50 (11% to 47%)

- HHI $75K-$150K (15% to 44%)

- 6-11 year old in HHLD (15% to 51%)

Social Media and MN Wild

48%

42%

63%

21%

13%

57%

30%

51%

49%

49%

69%

26%

15%

61%

37%

35%

59%

59%

77%

25%

16%

71%

48%

41%

59%65%

56%Employed FT

Children in HHLD

College Educated

HHI $100K+

Minority

Age 25-54

Age 18-34

Female

Male

Wild Fans

MSP Adult

DEMOGRAPHIC ANALYSIS

Scarborough Minneapolis/St. Paul 2010 Release 1

Social Networking

Wild Fans

DEMOGRAPHIC ANALYSIS

Scarborough Minneapolis/St. Paul 2010 Release 1

Wild Fans (w,a,l)

Median Age – 41

Median HHLD Income - $70,000

69% College Educated

MSP Social Media Networkers

Median Age - 37

Median HHLD Income - $67,000

72% College Educated

Wild Fan Social Networkers

Median Age – 36

Median HHLD Income - $68,000

77% College Educated

Activity

# of MSP

Adults# that are Wild Fans % that are Wild Fans

Own a smartphone/handheld pc/etc 616,400 341,200 55%

Facebook in past 30 days 1.27M 530,500 42%

LinkedIn past 30 days 244,800 140,800 58%

MySpace past 30 days 102,300 24,100 24%

Twitter past 30 days 162,000 78,800 49%

Read a blog in past 30 days 440,900 115,100 26%

Use wireless for social networking 185,200 112,900 61%

Any Social networking past 30 days 1.3M 546,000 42%

Spend 20+ hours/week online 351,000 191,800 55%

WILD FANS REPRESENT MUCH OF MSP

SOCIAL NETWORKING ACTIVITY

Scarborough Minneapolis/St. Paul 2010 Release 1

113

223

169

194

133

208

243

152

120

189

0 50 100 150 200 250

Obtain coupons online

Plans to buy a new car

Took 3+ trips outside US (past 3 yr.)

Addition to home

Spend $200+/week on groceries

Drank liquor past month

Plan to buy energy saving appliance

Plan to switch wireless carrier

Plan to buy furniture

Drank a pop in past week

SOCIAL NETWORKING WILD FANS ARE

ACTIVE CONSUMERS

Scarborough Minneapolis/St. Paul 2010 Release 1

Index =100

QUESTIONS?

Tom Reutter

treutter@scarborough.com