year in sports media report - worldwide | nielsen in sports media report 2015. ... advertiser trends...

Y E A R I N S P O R T S M E D I A R E P O R T2015

2 NIELSEN YEAR IN SPORTS REPORT

Welcome to Nielsen’s State of the Media: 2015 Year in Sports Media Report, a compilation of media highlights, advertiser trends and consumer insights across leading sports properties.

The growing in�uence of Net�ix, Amazon Prime, on demand/time shifting, streaming, and social media are all having a dramatic impact on the way people are consuming content and changing the landscape of linear TV. However, despite all of the new devices and media fragmentation, sports programming remains an outlier from other genres of content. As live TV viewership and engagement numbers across all screens continues to get stronger, sports content continues to thrive.

While it’s great to see that TV is as strong as ever for engaging sports fans, we’ve made it a priority in 2015 to deliver a complete view of our clients’ audience – their Total Audience – on all platforms, including mobile, on-demand or through over-the-top devices. Most importantly, we’re working to make sure our media and sports clients have this complete view with metrics that are apple-to-apples, so when fans livestream games and events online, they can stack their digital and TV audience side by-side in a truly comparable way.

From the introduction of Total Audience Ratings to Talent Analytics, Nielsen’s “FANALYTICS” platform—what we refer to as the collective intelligence and insights around sports consumers—continues to evolve, helping our clients gain a deeper understanding of the sports fan.

As you’ll see inside these pages, sports fans’ passion for their favorite athletes and teams continues to strengthen and below are some of the highlights that transpired on and o� the �eld in 2015:

• Despite the “De�ategate” controversy surrounding the AFC Championship Game, Tom Brady and the Pats were able to hang on for their fourth Super Bowl win. The thrilling �nish and the debate regarding the air pressure in the footballs prior to kicko� resulted in yet another TV record for the Super Bowl, as 114.4 million viewers tuned in.

• LeBron’s return to his hometown Cavaliers was the biggest story throughout the 2014-15 NBA season and it didn’t take long for him to turn Cleveland around. He brought the Cavaliers back to the NBA Finals after their four-year playo� drought, which began with his “decision” to take his talents to South Beach. However, the running and gunning style of play of the Golden State Warriors, led by Steph Curry, prolonged Cleveland’s championship drought for at least one more year. The LeBron vs. Steph matchup was thrilling for fans, as the back-and-forth series, which the Warriors ended up winning in six games, averaged 19.9 million viewers. It was the most watched NBA Finals since the Michael Jordan led Bulls era in the late ‘90s.

We’ve made it a priority in 2015 to deliver a complete view of our clients’ audience – their Total Audience

– on all platforms

STEPHEN MASTER, SVPSPORTS, NIELSEN

3NIELSEN YEAR IN SPORTS REPORT Copyright © 2016 The Nielsen Company

• With their win over the Mets, the Royals brought Kansas City its �rst professional sports championship in 30 years. Despite the 2015 World Series only going 5 games, compared to the 7 played in 2014, average viewership for the series was still up 6%. The Royals recent success on the diamond, with back-to-back World Series appearances, de�nitely has fans embracing the team like never before. Over 77% of Kansas City adults are currently fans of the team, an astounding 41% increase since 2013, a time when they struggled to get people into the ballpark, or to tune in to their games.

• The Chicago Blackhawks raising Lord Stanley’s Cup in 2015 for the third time over the past six seasons has made them “America’s Team” among U.S. hockey fans. Viewership of the Hawks’ Game 6 Cup clinchers in 2010, 2013 and 2015 are 3 out of the top 4 most viewed NHL telecasts since the early 1970s. The Chicago – Tampa Cup in 2015 averaged 5.6 million viewers, which was up 11% from the 2014 Cup that featured the NY Rangers and LA Kings, residents of the two largest U.S. television markets.

• FIFA certainly endured its share of o�-the-�eld controversy in 2015, but the scandal surrounding FIFA’s leadership in Europe did nothing to dampen the excitement in the U.S. The amazing performance of the U.S. Women’s National team at the World Cup this summer, including Carli Lloyd’s hat trick in the Final, Hope Solo’s solid goaltending and Abby Wambach’s leadership had Americans embracing this World Cup team like none other. The U.S. – Japan Final game drew 23.6 million viewers, which is up 67% over the same exact match-up in the 2011 World Cup Final.

• NASCAR started its new Chase format last season and 2015 saw a change in TV broadcast partners, as coverage for the Chase switched back to NBC & NBC Sports Network. Kyle Busch completed his emotional comeback from a season-opening injury to capture his �rst career NASCAR Sprint Cup Series title. Over 7.6M viewers tuned in to the championship to watch Busch battle long-time fan favorite Je� Gordon, who was retiring after the race, a 46% increase from last year and the highest rating for NASCAR’s season �nale since 2005.

• The Kentucky Wildcats garnered the majority of the headlines during the 2014-15 college hoops season and headed into the Final Four with a perfect 38 – 0 record, but an upset by the Wisconsin Badgers denied them a perfect season and busted a lot of brackets. Even without the Wildcats, the NCAA Finals matchup between Duke and Wisconsin generated a huge audience, as 28.3 million viewers watched the Blue Devils give Coach K his �fth championship. The Finals audience was up 33% over 2014 and the most watched NCAA Final in 18 years; social media engagement for the Final game was up 45% over 2014.

• The Crimson Tide won their fourth College Football title under Nick Saban, but unfortunately, not as many fans tuned in to see the Tide roll to another championship. In their in�nite wisdom to move the semi�nal games to December 31st instead of January 1st, the College Football Playo� Committee lost plenty of casual college football fans to New Year’s Eve festivities. While the Orange and Cotton Bowls still drew strong viewership numbers when compared to the major bowl games of the BCS era, viewership was down 45% and 34% from their respective semi�nal games last season.

I hope you enjoy these highlights from across Nielsen’s wealth of consumer and media insights. 2015 continued to prove that sports content, across all media platforms, continues to �ourish and prosper!

Sincerely,

Stephen Master


SPORTS CONSUMPTION STRONG DESPITE MEDIA FRAGMENTATIONOver the last 10 years, the media market has undergone a drastic transformation,

which has positively affected sports on TV. There is an enormous amount of sports

content to choose from and a shocking amount of hours viewed. In 2015, there were

over 127,000 hours of sports programming available on broadcast and cable TV

and 31+ billion hours spent viewing sports, which is up 160% and 41% respectively

from 2005.

While the rise in time-shifted viewing largely altered viewership trends for most

program genres, live viewing remains the standard for sports. According to TV data

from Q4 2015, 95% of total sports program viewing happened live. In comparison,

only 66% of “General Drama” viewers watched live, likely as a result of the increased

number of outlets that are now available to catch up on a missed episode.

THEN AND NOW: TOP 100 LIVE TV PROGRAMS

2015

% sports programs

93%

2005

14%

Sports accounted for 93 of the top 100 live viewed TV programs

in 2015, compared to 14 in 2005

Based on P2+ Average Audience Projections


COMPARABLE METRICS

THE NEED FOR TOTAL AUDIENCE COMPARISONNielsen is striving to ensure that digital audiences will be compared to TV audiences on an apple to apples comparison. A recent

example proves the current disconnect in the way numbers are measured and reported. The NFL streaming example below demon-

strates the need for this true comparison, as streaming reach was initially compared to an average minute audience on TV.

According to Nielsen Social, in 2015 Sports Events only make up 1.4% of TV programming and close to 50% of all Twitter TV conversation. In 2016, Nielsen Social will expand its Twitter TV measurement to include Facebook topic data for the �rst time. Nielsen Social Content Ratings will be the �rst solution to measure total aggregate-level program activity on Facebook and Twitter, while respecting and in full compliance with consumer privacy.

44.1M

Reach Average Minutes Audience

15.2M

25.0M

18.2M

1.6M

8.4MLOWEST-RATED NFL TELECAST

AVERAGE NFL TELECAST

NFL STREAMING AUDIENCE

ENGAGEMENT ON OTHER PLATFORMSWhile live sports are viewed on TV, sports news and updates are consumed across platforms. This trend results in sports

dominating conversation via other platforms such as Social and Digital. Despite what some may think content consumption via

various channels actually complements TV viewing rather than cannibalizes it.

TV PROGRAMMING VS. SOCIAL TV ACTIVITY

2014 57B

2015 70B

TIME SPENT ON SMARTPHONES INCREASES

In 2015, there was over 69 billion minutes, or 1.2 billion hours,

spent on sports sites via smartphones. This is up an impressive

22% from 2014.

TOTAL MINUTES SPENT ON SPORTS SITES VIA SMARTPHONE

Brands for English Language (by Total $ Spend)TOP 5 MOBILE SITES

12345

ESPN DIGITAL NETWORKNFL INTERNET NETWORKCBS SPORTS MLB.COMFOX SPORTS DIGITAL

*Sum of UA across 2015

1.4% 49.7%of Twitter TV

activity

of TVprograms

SPORTS PROGRAMS OTHER PROGRAMS


FANTASY SPORTS: Enhancing Live TV Viewing Experience

SPORTS RADIO AUDIENCE

Although obvious when looking at the tremendous growth it has seen, Fantasy sports participation is a key way fans have used

digital platforms and technology to enhance their live TV viewing experience.

Daily fantasy usage drastically increased in 2014 as it broke into the mainstream market. The ubiquity of daily fantasy ads have

paid off for the two major players in the game. In 2015, there was a 72% increase in Unique Audience for PC and a 163% increase

in Unique Audience for smartphones across top daily fantasy sites. It will be interesting to see how 2016 unfolds given the current

regulatory discussions.

Not only is sports consumption increasing on TV and digital outlets, but sports radio listenership is on the rise as well. From

2011 to 2015, the Average Quarter-Hour (AQH) share increased 12% (4.1% to 4.6%), and showed steady increases year over year.

October of 2015 experienced the highest AQH shares of the year at 5.5% as the MLB Playoffs, NFL and college football seasons

were in full swing. According to a Nielsen Audio cumulative reach study, over 30.2 million people listened to an NFL game on the

radio over the course of the 2014-15 season.

+72% +163%20158.8M

5.1M

7.9M

3M2014

PC Smartphone

Data from the two top daily fantasy websites

2011

4.1% 4.2% 4.3% 4.4% 4.6%

2012 2013 2014 2015

AQH SHARE (P6+) FOR SPORTS RADIO


CAPTURING OUT OF HOME VIEWINGIn addition to in-home viewing and social media and digital activity, sports content consumption also occurs out of home (OOH). Viewership in bars, restaurants, hotels, gyms and friends’ houses contribute to large increases in TV audiences. In 2015, substantial lifts were seen for the MLB World Series and NFL regular season on FOX.

Out of home viewing accounted for a 15.2% overall lift in average TV audience (P6+) across the 5 games of the 2015 MLB World Series. This lift was even larger (26.9%) for persons 18-34, whose social lives revolve around the local bar. The largest OOH lifts can be attributed to the two games played on weekend nights, when the bars and restaurants are packed with fans cheering on their favorite teams. Impressively, it seems that trick-or-treating took a back seat to the World Series this year, as the largest spike in OOH came on Halloween Night.

The NFL regular season on FOX saw a 19.1% lift in P6+ viewership when including out-of-home tuning. The notable lifts came from both the beginning and end of the season, when excitement is at an all-time high. Like the MLB, the largest OOH lifts can be attributed to the millennial audience. For the NFL regular season on FOX, lift for persons 18-34 was 30.7%.

TUESDAYoct 27

13%22%

12%22% 18%

32%23%

42%

12%

26% 26%

33%

46%

22%

21%

WEDNESDAYoct 28

FRIDAYoct 30

SATURDAYoct 31

SUNDAYnov 1

P6+ P18–34 M18–34

WORLD SERIES ON FOX

OO

H %

Lift

week 1 week 2 week 9 week 10 week 15 week 16

19.7% 20.6% 18.9% 17.3% 19.0%23.6%

19.1%total season

NFL ON FOX

Average Audience OOH Lift by Game

Average Audience OOH lift by Week

P6+

World Series on FOX and NFL on FOX out of home data from Nielsen Audio PPM Panel


THE U.S. WOMEN’S NATIONAL SOCCER TEAM HAS BROUGHT SOCCER FEVER BACK TO THE UNITED STATES. It seems that

we all have the bug, as their World Cup Final match versus Japan averaged 23.6

million viewers, a striking 67% increase from this exact same finals matchup in 2011.

The U.S. Women climbed the ranks to become the top women’s national soccer team,

hoisting their third Cup in the tournament’s 7th edition, sparking the interest of young

girls both on and off of the pitch. The 2015 Women’s World Cup Final was not only

the most-watched English language soccer match in U.S. history, but it was also the

3rd most viewed non-football sporting event of 2015. This was largely propelled by the

female viewer, who accounted for over 43% of the viewership.

TIMELINE OF TV VIEWERSHIP HIGHLIGHTS

WOMEN’S WORLD CUP

*For multicast events, metrics ref lect the highest Tweets across all airing networks, denoted with an asterisk

ENGLISH-LANGUAGE AUDIENCE Total Tweets

3.5 4.6 5.2 5.0 8.65.9 2.6 23.6

june 12

USA vs. SwedenFOX*/NBC Universo153,000

4.5M | 0.1M

june 16

USA vs. NigeriaFOX*/NBC Universo207,000

5.0M | 0.1M

june 30

USA vs. GermanyFOX*/NBC Universo940,000

8.4M | 0.1M

july 05

USA vs. JapanFOX/Telemundo*3,453,000

22.3M | 1.3M

june 08

USA vs. AustraliaFS1*/NBC Universo412,000

3.3M | 0.2M

june 22

USA vs. ColombiaFS1*/NBC Universo342,000

4.7M | 0.3M

june 26

USA vs. ChinaFOX*/NBC Universo279,000

5.7M | 0.1M

july 04

Germany vs. EnglandFOX*/NBC Universo33,000

2.5M | 0.1M

SPANISH LANGUAGE AUDIENCE

Average Audience Projections in Millions


HISPANIC FEMALE

Men’s World Cup2014

Women’s World Cup2015

NON-HISPANIC FEMALE

146173

814320

FEMALE AVERAGE MINUTES WATCHED

INCREASED INTEREST FROM YOUNG FEMALE FANSUnique reach has grown substantially (+37%; P2+) from the 2011 to 2015 Women’s World Cup, both of which had the Japan

and US National teams in the final – a true apple to apples comparison. Even more impressive is the increase in the reach

of females, which saw an astonishing 57% (F2+) growth from the 2011 Women’s World Cup.

Young women really took to the U.S. National team, as the growth of female reach far surpassed that of men the same age.

REACH OF YOUNG FANS

20112015

GROWTH

14421558+8%

9821450+48%

53094884-8%

30164310+43%

A DEEPER LOOK AT THE FANSThe Women’s World Cup saw impressive growth in Non-Hispanic White, Black, and Asian reach. This is a very different story than

what was seen for the 2014 Men’s World Cup, which saw a 13% increase from the already large Hispanic viewership base, compared

to the 2010 tournament.

MULTICULTURAL REACH

2011 38,525 17,456 4227 24992015 60,061 16,543 7358 3768

GROWTH +56% -5% +74% +51%

NON-HISPANICWHITE

HISPANIC NON-HISPANICBLACK

NON-HISPANICASIAN

Brands for English Language (by Total $ Spend)

Brands for Spanish Language(by Total $ Spend)

12345

NATIONWIDE INSURANCE

FIAT 500 AUTOS

BUD LIGHT

AUDI

FORD TRANSIT VANS

ANHEUSER-BUSCH INBEV

FORD MOTOR COMPANY

AT&T

DISH NETWORK

ITT EDUCATIONAL SERVICES


WHETHER OR NOT YOU MARKED THE PATRIOTS AFC CHAMPIONSHIP WITH AN ASTERISK, fans certainly did not shy away from

viewing Super Bowl XLIX. Over 114M viewers tuned in, a 2% increase from the year before,

making it the most-watched television program in U.S. history. Despite his late game

heroics, Tom Brady’s reputation ‘de�ated’. According to Nielsen Talent Analytics, Brady’s

Awareness Score among the general population remained predictably high coming

o� his Super Bowl win. However, his Likeability and Dependability scores among those

aware of him decreased by 10% and 14% respectively, and his O�ensive score increased

by 45%.

The momentum for the NFL continued into the 2015 season as NBC’s Sunday Night

Football �nished the regular season as the No. 1 show in fall TV primetime for the �fth

consecutive time.


NFL

Total Tweets

jan 04, 2015

NFC WildcardDetroit Lions vs. Dallas Cowboys FOX 2,456,000

jan 18, 2015

NFC Championship Green Bay Packers vs. Seattle SeahawksFOX 3,332,000

jan 10, 2015

AFC Divisional PlayoBaltimore Ravens vs. New England Patriots NBC 1,779,000

jan 18, 2015

AFC ChampionshipIndianapolis Colts vs. New England Patriots CBS 1,848,000

feb 01, 2015

Super BowlNew England Patriotsvs. Seattle SeahawksNBC25,068,000

nov 26, 2015

Thanksgiving ClassicPanthers vs. Cowboys CBS1,006,000

jan 11, 2015

NFC Divisional PlayoDallas Cowboys vs. Green Bay PackersFOX3,007,000

sep 10, 2015

Thursday Night Kicko Pittsburgh Steelers vs. New England Patriots NBC1,388,000

44.434.0 114.4 32.527.442.3 42.1 49.8



THE CHAMPIONS OF ADVERTISINGThe Super Bowl is not only the biggest sporting event of the year but it is also the biggest advertising event of the year . Viewers who don’t like football often tune in just to watch the ads and over half of the audience looks forward to watching the commercials more than the game itself. While the $4.5 million charged for a 30 second spot is certainly a lot of money, it is not just the enormous “Reach” brands get from their investment but the ads also perform significantly better.

When we look across Super Bowls from 2010 to 2015, Brand Memorability of ads within the Super Bowl is about 55% more effective than the average sports programming ad outside of the Super Bowl. This number grows to 60% when we compare Super Bowl ads to the average non-sports programming ad.

It is interesting to see how this impacts brands. Anheuser-Busch InBev has been a top Super Bowl advertiser in terms of ad expenditures over the past 5 years. Brand Memorability for Budweiser and Bud Light commercials within Super Bowl XLIX was 112% more effective than their brand norm across broadcast and cable.

HISTORICAL SUPER BOWL AD EFFECTIVENESS

Historical Super Bowl Performance

feb 07, 2010 – feb 01, 2015

Non-Sports ProgrammingBroadcast /Cable

Sports Programming NormBroadcast/Cable*

AD MEMORABILITYBRAND MEMORABILITY

29%

45%

28%

46%

45%

57%

*Based on P13+ survey responses from January 24, 2010 - February 15, 2015

BUDWEISER/BUD LIGHT AD EFFECTIVENESS

23%

39%

26%

41%

55%

60%Budweiser/Bud LightSuper Bowl XLIX on NBC

feb 01, 2015

Brand NormBroadcast/Cable

Category NormBroadcast/Cable


*Based on P21+ survey responses from February 16, 2014 – February 15, 2015

LOCAL FAN INSIGHTSWhile both Patriots and Seahawks fans enjoy throwing back a few “coldies” on a Sunday afternoon, the di�erence lies in their beer of choice. These di�erences also carry over to Monday morning, when both fans take to their hometownco�ee chains to jump start their week.

Brands by Total $ SpendTOP NATIONAL ADVERTISERS

12345

VERIZON WIRELESSMCDONALD’SBUD LIGHT DIRECTVMICROSOFT SURFACE PRO 3

Boston-based Sam Adams is most popular among Pats fans, as they are 22% more likely to drink Sam Adams than the typical Boston adult

Pats fans represent 72% of all Boston Dunkin’ Donutscustomers

Coors Light is the favorite among Seahawks fans, as they are 21% more likely to enjoy a Coors Light than the typical Seattle adult

Seahawks fans represent 77% of all Seattle Starbucks customers

PATRIOTS FANS SEAHAWKS FANS

*P21+ *P21+


DESPITE LEBRON JAMES’ HIGHLY ANTICIPATED RETURN TO CLEVELAND, Stephen Curry and the Golden State Warriors stole the show in

2015. Although the 2015 NBA Finals marked LeBron’s 5th straight Finals appearance,

it was the Curry effect that helped to propel viewership to 19.9 million, roughly a 115%

increase from LeBron’s first final appearance with the Cavaliers, back in 2007.

After a fitting end to a record breaking season, the 2015 NBA Finals Champion,

Golden State Warriors started the ‘15-‘16 season right where they left off. With a record

of 24-0, Golden State had the best start in U.S. professional sports history. The play

of Steph Curry and his Warriors continues to attract impressive attention, as local

viewership for Warriors games on CSN-BA averaged 298,000 through December 2015,

a 120% increase from the previous year.


NBA

* Total Tweets across all events in the Western Conference Finals, Eastern Conference Finals, and NBA Finals.

7.2 7.4 6.8 19.9 3.7 11.2

feb 15

NBA All-StarTBS/TNT*1,076,000

may 19-may 27(5 telecasts)

Western Conference FinalsHouston Rockets vs. Golden State Warriors ESPN 3,658,000

jun 4-jun16(6 telecasts)

NBA FinalsGolden State Warriors vs. Cleveland Cavaliers ABC18,316,000


Eastern Conference Finals Atlanta Hawks vs. Cleveland Cavaliers TNT2,494,000

jun 25

NBA Draft ESPN2,454,000

dec 25

NBA Christmas Day Cavaliers vs. Warriors ABC506,000

Total Tweets

TNT: 6.0MTBS: 1.2M



These two superstars also drove earned media on Twitter for their respective endorsement brands. With Stephen Curry extending his endorsement deal with Under Armour through 2024, and LeBron James signing a lifetime deal with Nike, these all-stars have already proved to be a worthwhile investment.

According to Nielsen Social, which measured the effect of the 2015 NBA Finals on Twitter activity for Nike and Under Armour, 2015 NBA Finals authors sent almost 2.5X more Under Armour Tweets during the NBA Finals than they did during the playoffs. Stephen Curry and his remarkable performance have boosted Under Armour into one of the leading positions in the basketball industry.

It should come as no surprise that Nike, a trailblazer in the market for over 40 years, signed one of the most dominant NBA players to the company’s first lifetime contract.

According to Nielsen Social, during the 2015 NBA Finals, Nike Twitter activity increased by 13.3% for 2015 NBA Finals Authors, while it decreased by 5.7% for non 2015 NBA Finals authors. It is clear that with each soaring dunk and step back 3 pointer, these two superstars continue to elevate their respective brands to new heights.

* pre-campaign period was 2 weeks prior to NBA Finals

STEPH CURRY AND LEBRON JAMES DRIVE SOCIAL BUZZ FOR UNDER ARMOUR AND NIKE

148%

29.7%

PROGRAM AUTHORS

NON-PROGRAM AUTHORS

CHANGE IN AVERAGE DAILY UNDER ARMOUR TWEETS 2015 NBA FINALS VS. PRE-CAMPAIGN PERIOD

13.3%

-5.7%

PROGRAM AUTHORS

NON-PROGRAM AUTHORS

CHANGE IN AVERAGE DAILY NIKE TWEETS 2015 NBA FINALS VS. PRE-CAMPAIGN PERIOD

LOCAL FAN INSIGHTSThe San Francisco Bay Area is home to Silicon Valley, the tech capital of the world, and countless technology companies, perhaps most famously Apple. Not surprisingly, a higher percentage of Warriors fans (82%) own smartphones than Cavs fans (69%), with a strong preference for the iPhone. The Warriors recent success also seems to be getting the aµuent Bay area digerati onto their bandwagon, as their fan base is one of the most aµuent in the NBA, particularly when compared to Cavaliers fans.


12345

STATE FARM INSURANCETACO BELLSAMSUNG GALAXYSPRINTKIA OPTIMA

49% own an iPhone

$108,000 average household income

33% own an iPhone

$72,000 average household income

WARRIORS FANS CAVALIERS FANS


ALTHOUGH BACK TO THE FUTURE PREDICTED THE CUBS WOULD WIN THE WORLD SERIES, they came up short. However, their

exciting playo� run certainly generated interest from fans, as viewership for the League

Championship Series on TBS grew. The Cubs presence in the NLCS helped lift TBS

viewership by 55% compared to the prior year’s ALCS Royals and Orioles matchup.

The World Series showdown between the Kansas City Royals and the New York Mets saw

average viewership of almost 15 million across the 5 games, representing a 6.3% increase

from the prior year. In terms of individual contests, HH ratings for Games 1, 3, and 5 were

all the highest �gures, respectively, over the past six seasons.


MLB

*For multicast events, metrics ref lect the highest Tweets across all airing networks, denoted with an asterisk

3.4 7.1 10.9 7.6 8.3 7.9 3.9 14.7

april 05

MLB Opening Day Chicago Cubs vs. St. Louis CardinalsESPN2 222,000

july 13

MLB Home Run DerbyESPN605,000

july 14

MLB All-Star Game FOX606,000

oct 06

AL Wildcard Game New York Yankees vs. Houston AstrosESPN577,000

oct 07

NL Wildcard Game Pittsburgh Pirates vs. Chicago CubsTBS899,000

oct 17-oct 21 (4 telecasts)

NLCS Playos Chicago Cubs vs. New York MetsTBS1,865,000

oct 16-oct 23(6 telecasts)

ALCS Playos Kansas City Royals vs. Toronto Blue Jays FOX*/FS1*917,000*U.S. only viewership

oct 27-nov 01(5 telecasts)

World Series Kansas City Royals vs. New York MetsFOX3,506,000

Total Tweets



4%8%

33%

14%

41%

4% 5%

55%

9%

27%

2015

2014

CUBAN

DOMINICAN

MEXICAN

PUERTO RICAN

OTHER*

*Includes other Hispanic ethnicities such as Argentinean, Colombian, Ecuadorian, Salvadorean, etc. as well as respondents identifying with more than one ethnicity.

GROWTH IN HISPANIC VIEWERS The 2015 World Series gave MLB fans a matchup of powerhouses

on both sides of the plate. While average viewership saw

a 6% increase from the 2014 World Series, what is more notable

is the 30% increase from Hispanic viewers of English-language

World Series telecasts. The MLB made a concerted e�ort to reach

Hispanic fans and it paid o�. More Hispanic viewers are tuning

in to English-language telecasts, and they’re also watching

for longer, as they averaged 205 minutes of tune in over the

course of the 5-game series, an impressive 11% increase from

2014’s 7-game series.

In looking at the percent composition of Hispanic viewers

for the two World Series we see a dramatic shift in percentage

of Mexican viewers. San Francisco’s participation in the 2014

World Series may have in�uenced Mexican viewership as they

represented 55% of that Fall Classic’s Hispanic audience. The

substitution of New York on the National League side in 2015

may have led to this �gure dropping to 33% and upticks for

Puerto Ricans (14%) and Dominicans (8%). The strong Puerto

Rican and Dominican communities of New York City could have

played a role, but player nationality may have factored in as

well. Three of the Royals ace pitchers hail from the Dominican

Republic, as do key Mets players.

HISPANIC VIEWERSHIP BY ETHNICITY COMPOSITION: 2014 WORLD SERIES VS.

2015 WORLD SERIES

LOCAL FAN INSIGHTSBoth teams’ fans like their Quick Service (fast food) restaurants and love their Big Macs as 43% of Royals and 40% of Mets fans visited

McDonald’s at least once a month. Royals fans also have a strong a¶nity for Sonic, as 29% ate there in the past month. These tech savvy

fans love their smartphones equally, as 74% of both Mets & Royals fans have one, but they remain loyal to their hometown cell phone

service providers.


12345

T-MOBILEGEICOTACO BELLBUDWEISERDIRECTV

Visit QSR 5.5 times in an average month

21% of fans use Kansas City-based Sprint as their wireless carrier and 20% of fans use Verizon

Visit QSR 4.6 times in an average month

8% of fans use Sprint, but 41% of fans use New York-based Verizon as their wireless carrier

ROYALS FANS METS FANS


NHLTHE WINTER CLASSIC MAY BE LOSING ITS NOVELTY WITH FANS as the 2016 match-up between the Canadiens and Bruins had an average audience

that was down -21% from 2015 and -38% from 2014. Montreal’s win ranks as the lowest

rated and least-watched Winter Classic ever (dates back to 2008).

Although the NHL Winter Classic ratings and viewership hit lows for the second straight

year, the 2015 Playo�s gave NHL fans barn burners. Fans watched as the Chicago

Blackhawks took home their third Stanley Cup since 2010. The Finals between the

Blackhawks and the Tampa Bay Lightning saw an 11% increase in viewership from the year

prior. The excitement around the Stanley Cup was expectedly high in Chicago, re�ected in

the 41.0 HH local rating, marking the highest to date for any Blackhawks game.


* Total Tweets across all events in the Western Conference Finals, Eastern Conference Finals, and Stanley Cup Finals.

1.2 2.4 5.62.03.5

jan 01, 2015

Winter Classic Chicago Blackhawks vs. Washington CapitalsNBC159,000

jan 25

All Star GameNBCSN128,000


Eastern Conference FinalsNY Rangers vs. Tampa Bay LightningNBC/NBCSN837,000


Western Conference FinalsChicago Blackhawks vs. Anaheim DucksNBC/NBCSN1,016,000

june 03-june 15(6 telecasts)

Stanley Cup Finals Chicago Blackhawks vs. Tampa Bay LightningNBC/NBCSN1,797,000

jan 01, 2016

Winter ClassicMontreal Canadiens vs. Boston BruinsNBC56,000

Total Tweets

2.8



*other hockey games were on only during the last intermission. % STAYED TUNED TO CURRENT GAME % SWITCHING TO OTHER HOCKEY CONTENT

71%% Total Tuning to Hockey During

Intermission

CHI vs. NSH april 17


Intermission

TB vs. DET april 21


Intermission

NYR vs. PIT april 22


Intermission

NYI vs. WSH april 27

65%6%

65%9%

69%1%*

63%16%

ROUND 1 P2+ 35,367 N/A N/A

ROUND 2 P2+ 41,622 6,255 18%

CONFERENCEFINALS

P2+ 52,936 11,314 27%

STANLEY CUPFINALS

P2+ 69,923 16,987 32%

ROUND DEMO

PROGRESSIVE REACH

PROJ. (000)REACH

PROJ. LIFT % LIFT

HOCKEY FANS JUST WANT MORE HOCKEYNHL playo� viewers were committed for all 2 months of 2015 post-season on ice action, with a 1st round viewership reach �gure of just over 35 million. This accounted for more than half of the entire playo�’s nearly 70 million unique viewers.

While the NHL is known for its rabid and diehard local fanbases, a custom playo� intermission analysis that Nielsen conducted further shows how devoted fans were to the 2015 post-season. Across the four 1st round playo� games analyzed, an average of 66% of viewers stayed tuned for the Intermission Report and an average of 8% tuned in to other playo� hockey games. Additionally, an average of 76% of viewers stayed tuned for the Intermission Reports during the 6 Stanley Cup Finals games.

LOCAL FAN INSIGHTSLike many hockey fans, Blackhawks and Lightning supporters frequently partake in having an adult beverage and not just beer, they enjoy hard liquor as well, particularly Hawks fans. Both markets’ hockey fans also enjoy taking in a baseball game during the o�season until the puck drops again in October.

% OF VIEWERS TUNING TO HOCKEY DURING INTERMISSION (1ST ROUND GAMES)

66% 1ST ROUND (4 GAMES)

76% STANLEY CUP (6 GAMES)

% OF VIEWERS WHO STAYED FOR INTERMISSION REPORT

Brands by Total $ SpendTop National Advertisers

12345

GEICODISCOVER CREDIT CARDMCDONALD’SSUBWAYCOORS BEER

27% more likely to drink spirits than the typical Chicago adult

*P21+ *P21+

38% attended either a Cubs or White Sox game in the past year

22% more likely to drink spirits than the typical Tampa adult

41% attended a Tampa Bay Rays game in the past year

BLACKHAWK FANS LIGHTNING FANS


WHILE THE USWNT’S WORLD CUP VICTORY WAS UNQUESTIONABLY THE SOCCER STORY TO DOMINATE THE U.S. SPORTS PRESS, 2015 saw tremendous excitement on pitches all over the globe. On the tournament front, a scrappy Jamaican team upset the USMNT to advance to the Gold Cup �nal, before losing to CONCACAF powerhouse, Mexico. El Tri’s Gold Cup victory was watched by 6.5 million Americans, a 46% increase from 2013’s �nal, with 5.7 million of those coming from Univision’s telecast.

MLS and EPL ratings continued their strong performances from 2014. MLS champion, Portland Timbers, made the most of their Knockout Round win by defeating Columbus Crew in the MLS Cup. FC Barcelona bested Juventus to take the UEFA Champion’s League title in a match that brought 3.7 million Americans in front of the TV, a 16% lift from Real Madrid’s 2014 win. Liga MX also maintained its dominance in 2015. Tigres UANL returned to its second Apertura �nal in a row, this time victorious, inspiring the second straight year of close to 3 million viewers tuning in.


SOCCER

*For multicast events, networks are listed alphabetically and metrics ref lect the highest Tweets across all airing networks, denoted with an asterisk

Total Tweets

apr 26

Liga MXGuadalajara vs. America Univision*/UDN44,000

jul 22

Gold Cup-SemiUSA vs. JamaicaFS1/UMA*133,00

jul 29

MLS All-Star Game FS1/UMA*61,000

dec 06

MLS Championship Columbus/Portland ESPN 123,000

jun 06

UEFA Champions League FinalJuventus vs. Barcelona FOX*/FOX Deportes832,000

jul 26

Gold Cup-FinalMexico vs. Jamaica FS1*/Univision 155,000

dec 13

Liga MXUNAM vs. Tigres UANLUniMas*/UDN42,000

sep 12

EPLLiverpool vs. Manchester UnitedNBC/Telemundo*128,000

3.03.7 2.86.5 0.8 1.5 1.22.9



AMERICA’S FUTURE SPORTAlthough soccer (fútbol) lacks the distinction of being called “America’s Game,” an honor bestowed to its U.S. gridiron cousin, evidence is mounting that it could be the U.S.’s future sport. According to Nielsen Scarborough, U.S. Adults 18-34 are almost twice as likely to have played soccer over the past 12 months as the average American. Ratings and viewership for the average soccer match may still have a ways to go, before causing the NFL to break a sweat, but the television landscape, buoyed by Spanish language telecasts and simulcasts, has begun to teem with live soccer content.

In 2015 American soccer fans, and those on the cusp of conversion, had a wide variety of soccer programming to choose from, including international friendlies, club matches from various leagues, the CONCACAF Gold Cup, and of course the 2015 Women’s World Cup. All told, 2015 saw over 9,000 hours (about 378 days) of live national soccer programming from more than 20 networks (Note: duration of simulcasts were counted as well). The Hispanic viewing community is clearly helping lead the soccer programming charge, with almost two thirds of live soccer content minutes coming from Spanish language networks.

2015 LIVE SOCCER PROGRAMMING: % BY DURATION

LOCAL FAN INSIGHTSUnlike fans of other major professional team sports, U.S. soccer fans have an abundance of TV content, from leagues all over the world, tochoose from. Although they all enjoy the sport, soccer fans often have a strong a¶nity to follow a distinct league. The di�erences amongst league fans are clearly illustrated through their brand preferences, ranging from what type of beer they drink to where they shop.

TOP NATIONAL MLS ADVERTISERSBrands by Total $ Spend

12345

WELLS FARGOAUDIADIDAS PREDATOR INSTINCT SPORTING FOOTWEAR CONTINENTAL TIRESAT&T

9%

2%

29%

12%15%

32%

ESPN NETWORKS

FOX NETWORKS

NBC UNIVERSAL NETWORKS

UNIVISION NETWORKS

BeIN MEDIA NETWORKS

OTHER NETWORKS

64%36%

SPANISH LANGUAGE

ENGLISH LANGUAGE

Mexican league fans’favorite beer is Modelo and they are 5 times more likely to drink it than the U.S. adult population

Mexican league fans are 71% more likely to shop at Walmart Neighborhood Markets than the U.S. adultpopulation

MLS fans’ favoritebeer is Sam Adamsand they are 2.5 times more likely to drink it than the U.S. adult population

MLS fans are 42%more likely to shop at Costco than the U.S. adult population

European league fans’favorite beer isGuinness and they are3 times more likely todrink it than the U.S.adult population

European fans are 93%more likely to shop atWhole Foods than theU.S. adult population

MLS FANSEUROPEAN

SOCCER FANS MEXICAN

LEAGUE FANS

*P21+ *P21+ *P21+


NASCAR

2015 TIMELINE OF HIGHLIGHTS:

13.4 7.0 6.3 6.4 6.0 4.6 7.6

feb 22

Daytona 500FOX297,000

mar 15

Phoenix International RacewayFOX64,000

may 24

Charlotte Motor SpeedwayFOX89,000

nov 08

Texas Motor SpeedwayNBC82,000

may 03

Talladega SuperspeedwayFOX112,000

sep 06

Darlington RacewayNBC91,000

nov 22

Homestead-Miami SpeedwayNBC199,000

Total Tweets


ALTHOUGH 2015 MARKED THE SECOND YEAR OF THE CHASE FOR THE NASCAR SPRINT CUP ELIMINATION FORMAT, which places more importance on winning throughout the season, it was a year

of firsts. NASCAR shifted to new broadcast partner, NBC, to televise the Chase

for the NASCAR Sprint Cup races. This proved beneficial, as the broadcast of the

NASCAR Sprint Cup Championship race was the most-watched finale in a decade.

The November 22nd NBC broadcast from Homestead-Miami Speedway averaged

7.6 million viewers up 46% over 2014 (5.2 million).

The championship race was monumental both because NASCAR legend, Jeff Gordon,

was set to retire after the checkered flag, and first-time champion, Kyle Busch, took

home the title.




12345

NATIONWIDE INSURANCEKFCFORD F-150 TRUCKSSPRINTCHEVROLET SILVERADO

PERFORMANCE OF ADS IN TITLE RACES:Entitlement sponsorships may in�uence the e�ectiveness of a NASCAR sponsor’s ads within the race. Nielsen Brand E�ect performed an analysis to compare the e�ectiveness of brand ads within a title race, within other NASCAR Sprint Cup Series races and against a brand norm. Both the May 3rd Talladega race sponsored by Geico and the May 24th Charlotte race sponsored by Coca-Cola saw lift in e�ectiveness for brand ads in their respective races. This means that title sponsors of some of the most viewed races drove additional impact for their brands beyond just added eyeballs.

RETIREMENT OF A NASCAR LEGEND2015 marks the retirement year of NASCAR legend, Je� Gordon. This four-time Sprint Cup Champion has been wowing fans since the 90s, racking up a total of 93 career wins - the most in NASCAR’s modern era. It is no wonder that Gordon earned a Nielsen N-Score of 68 for Awareness, according to Nielsen Talent Analytics. This far eclipses the average scores of 59 and 58 for auto racing and sports personalities respectively. Of those who are aware of Gordon, 64% �nd him Successful, which is on par with the score of Super Bowl Champion, Tom Brady.

Gordon won his �rst championship in 1995, and continued to dominate the sport since then. As we take a look at Je� Gordon fans, it becomes clear that many of them have been a fan of Gordon since his prime years. According to Nielsen Talent Analytics, Je� Gordon’s fans are 18% more likely to be 65 or older.

Geico was top of mind for viewers of the Talladega/Geico 500 race, as their ads during this race performed signi�cantly better on brand memorability than both Geico ads within other 2015 NASCAR races and the 2015 Geico brand norm.

Coca-Cola also saw lift in ad e�ectiveness during their May 24th title race in Charlotte. Their ads during the Coca-Cola 600 performed better on Ad and Brand Memorability than those airing during other 2015 NASCAR races as well as the 2015 Coca-Cola brand norm.

AD EFFECTIVENESS: GEICO

Geico Ads in Geico 500 on Fox

May 03, 2015

Geico Norm in NASCAR 2015 Season

Broadcast/Cable Only

Geico 2015 NormBroadcast/Cable Only

35%

53%

44%

59%

51%

61%


Coca-Cola Ads in Coca-Cola 600 on Fox

May 24, 2015

Coca-Cola Norm in NASCAR 2015 Season

Broadcast/Cable Only

Coca-Cola 2015 Norm Broadcast/Cable Only

23%

38%

30%

38%

40%

49%


AD EFFECTIVENESS: COCA-COLA


THIS YEAR’S FIRST 3 MAJORS ALL SAW LIFTS IN VIEWERSHIP COMPARED TO THE YEAR PRIOR, with Jordan Spieth’s wins at The Masters and the U.S. Open in 28% and 44% increases respectively. Poor weather caused the British Open to conclude on a Monday for the first time since 1988, but winner Zach Johnson didn’t seem to be affected and neither did their audience, which actually increased by 100,000 viewers from last year. Jason Day finally secured his first major win with the lowest recorded score of -20 at the PGA Championship. However, viewership fell 19% compared to Rory McIlroy’s 2014 win.

The LPGA Tour saw impressive runs by two athletes as Lydia Ko and Inbee Park both won five tournaments in 2015. Park’s second consecutive LPGA Championship victory lifted viewership by 72% from 2014.


GOLF

*Average Audience numbers are based on the final round of each tournament.

14.2 0.7 6.7 1.0 3.4 6.7

apr 12

The MastersWinner: SpiethCBS429,000

jun 14

LPGA Championship Winner: Inbee ParkNBC 2,000

jul 12

U.S. Women's Open Winner: In Gee ChunFOX 5,000

aug 16

PGA Championship Winner: DayCBS137,000

jun 21

U.S. Open Winner: SpiethFOX 370,000

jul 20

British Open Winner: Z. JohnsonESPN 185,000

Total Tweets



YOUNG PLAYERS DRAWING YOUNG VIEWERSSpieth threw his hat into the ring in a big way to start the golf season, winning the �rst two majors, The Masters and the U.S. Open. Not only did Spieth win, but his Masters performance be�t the tournament’s name. His dominance had the whole sports world buzzing, and the fans followed. Some of the biggest increases came from the younger audiences, in particular young male viewers.

Spieth’s win at the Masters didn’t resonate with male fans alone. Young female viewers especially, took note of Spieth’s historic play, which led to U.S. Open audience increases of 75% among F2-17 and 38% among F18-34.

Naturally, the social media buzz around Spieth saw a similar eruption, with a 544% increase in total tweets around the U.S. Open from the year prior. In addition, M18-24 represented the largest presence on social media, accounting for 24% and 26% of total Tweets around The Masters and the U.S. Open respectively.

Spieth’s sponsor, Under Armour, reaped the bene�ts of the increased social conversation. During The Masters, fans who Tweeted about the tournament sent 885% more Tweets per day about Under Armour than they did before tee o�. The U.S. Open gave Spieth and Under Armour yet another opportunity to dominate the social sphere. Fans who Tweeted during the U.S. Open sent 275% more Tweets about Under Armour than they did before the tournament.

SOCIAL MEDIA ENGAGEMENT

M18-24 F18-24F2-17P2-17 M2-17 P18-24

+38%+57%

+12%

+52%

+11%+32%

+75%

+30%

+75%

+38%

THE MASTERS VIEWERS US OPEN VIEWERSMALE VIEWERS FEMALE VIEWERS

2015 VIEWERSHIP INCREASES COMPARED TO 2014


12345

MICROSOFT COMPUTER SOFTWAREQUICKEN LOANS MORTGAGE COMPANYTITLEIST PRO V1 GOLF BALLSCIALIS RXCENTURYLINK TELECOMM

NIELSEN SOCIAL EFFECT

+275%

+885%

THE MASTERS AUTHORS US OPEN AUTHORS

CHANGE IN AVERAGE DAILY UNDER ARMOUR TWEETS:TOURNAMENT VS. PRE-TOURNAMENT

*Pre-tournament period was the 2 weeks prior to each tournament


2015 WAS UFC’S 22ND YEAR, AND FAN ENGAGEMENT SURGED —

on linear TV, digital platforms, and through social media. This year saw 41 events, 473

bouts and four new countries – Philippines, Poland, Scotland and South Korea.

The four UFC on FOX events garnered an average audience of over 2.5 million viewers,

the highest of which was the Gustafsson vs. Johnson event on January 24, which brought

in 3 million viewers. Interestingly, the novelty of UFC Pay-Per-View �ghts translates to

excitement and tune-in for the preceding cable �ghts. Five PPV Prelim Fights on FS1 also

passed the million average audience mark, three of which preceded Ronda Rousey �ghts.


UFC

2.8 2.7 2.8

jan 18

UFC Fight Night McGregor vs. SiverFS1155,000

jan 24

UFC Fight NightGustafsson vs. JohnsonFOX76,000

feb 22

UFC Fight Night Bigfoot vs. MirFS135,000

apr 18

UFC Fight Night Machida vs. RockholdFOX58,000

jul 25

UFC Fight Night Dillashaw vs. BaraoFOX105,000

nov 14

UFC 193 Prelims Rousey vs. HolmFS142,000

dec 12

UFC 194 Prelims Aldo vs. McGregor FS117,000

dec 19

UFC Fight Night dos Anjos vs. CowboyFOX52,000

Total Tweets

3.0 1.61.21.2 2.5



RONDA ROUSEYAVERAGE HOLLY HOLM

INFLUENTIAL ROLE MODEL SUCCESSFUL

44% 40%27% 31% 23%18%

59%40%42%

AWARENESS SCORE

4424

9

N-SCORE

67 5752

How to read: Among women, Ronda Rouseyhas a weighted Awareness score of 44.

How to read: Among women, 44% of women who are aware of Ronda Rousey find her influential.

THE RAPID RISE OF UFC

UFC’s rapid rise in popularity is apparent through its increases in number of unique viewers from 2014 to 2015. The number of hours dedicated to UFC programming is a contributing factor. In 2015, UFC-related programming accounted for approximately 28% and 27% of all primetime programming on FS1 and FS2 respectively.

Another reason for the surge is the increased engagement among female fans. Ronda Rousey’s highly anticipated �ghts, massive endorsement deals, and cameo in the Entourage movie, motivated female viewers to tune in to UFC events. Female viewers accounted for 38% of UFC’s unique audience, and saw 11% growth from 2014 to 2015. Additionally, of the 12 main events on Pay-Per-View, Ronda Rousey’s three �ghts ranked the highest in terms of the number of unique authors who Tweeted about the events. These �ghts also had the highest percentage of female Twitter authors.

WOMEN RAVE ABOUT ROUSEY Nielsen Talent Analytics data reveals that among women, Rousey earns N-Score and Awareness Scores of 67 and 44, respectively, scores that soundly beat out both the average athlete and Holly Holm. Women also think more highly of Rousey; 31% of women aware of Rousey consider her a role model, compared to just 23% of those aware of Holm.

UFC LIVE EVENT UNIQUE AUDIENCE

TOP NATIONAL ADVERTISERSBrands by Total $ Spend

NOS DRINKSBUD LIGHT BEERMETRO PCSGEICOAPPLEBEE’S

12345

*Top �ve markets by percentage fan following in home market (change since 2010)

24%UFC 193 Rousey vs. Holmnov 14

28%UFC 190 Rousey vs. Correiaaug 1

21%UFC 184 Rousey vs. Zinganofeb 28

138,000unique authors



% female authors

28M

+7% +11%29M

10M

11M

P2+ F2+

2014 2015


2015 WAS A HISTORIC SEASON FOR DUKE COACH MIKE KRZYZEWSKI, who became the �rst Division I men’s coach to win 1,000 career

games. Coach K’s season only improved from there, as strong play through March

Madness helped the freshmen led Blue Devils reach the NCAA Championship Game,

where they were pitted against Wisconsin and Player of the Year Frank Kaminsky. The

exhilarating matchup of tournament #1 seeds had fans �ocking to their TVs, with an

average audience of 28.3 million viewers. This was a 33% increase from 2014’s �nal, making

it the most watched non-football sports event in 2015.

On the women’s front, 2015 ended with an epic rematch of the previous year’s �nal, with

the #1 Connecticut Huskies taking on the #1 Notre Dame Fighting Irish. An average of

3.1 million viewers watched as Connecticut’s victory gave coach Geno Auriemma his 10th

Division I national championship. Even though the rematch was highly anticipated, the

viewership dipped 28% from 2014.


NCAA BASKETBALL

5.12.2 6.1 12.1 28.313.9

mar 03-mar 20

Round of 64(32 games) CBS, TNT, TBS, TruTV

mar 21-mar 22

Round of 32(16 games) CBS, TNT, TBS, TruTV

mar 28-mar 29

Elite 8(4 games)TBS, CBS

mar 26-mar 27

Sweet 16(8 games)CBS, TBS

apr 04

Final 4Duke vs. Michigan StateWisconsin vs. Kentucky(2 games)TBS

Total Tweets

apr 06

Championship GameDuke vs. WisconsinCBS2,666,000



STRENGTH OF POWER CONFERENCES

LOCAL FAN INSIGHTSGiven Miller’s long history in Milwaukee, it is not surprising that Badgers’ fans favorite alcoholic beverage is beer. However, Duke supporters fancy themselves more as wine connoisseurs, as Blue Devils’ fans prefer wine as their alcohol of choice. While these two fan bases may not agree on their drinks, they both really enjoy their local QSR’s, with Badgers fans opting for cheeseburgers and milkshakes, while Blue Devils fans like to pair fried chicken with a good Merlot.


12345

AT&TCAPITAL ONENORTHWESTERN MUTUAL BUICK LACROSSEALLSTATE INSURANCE

42% of Badgers fans have been to Culver’s (HQ in Prairie du Sac, WI) in the past 30 days (19% more likely than the typical Milwaukee adult)

Beer is the most popular alcoholic beverage among Badgers basketball fans; 70% of Badgers fans drink beer (24% more likely than the typical Milwaukee adult)*P21+

Bojangles’ (HQ in Charlotte) is the most popular QSR among Duke basketball fans: 42% have been there in the past 30 days (29% more likely than typical Raleigh Durham adult)

Wine is the most popular alcoholic beverage among Duke fans, with 54% of Blue Devils fans drinking wine (11% more likely than the typical Raleigh Durham adult)*P21+

WISCONSIN FANS DUKE FANS

Although NCAA Men’s Basketball viewers may disagree on who they want cutting

down the net, most are well-educated, as 68% of these regular season viewers have

some college education. This �gure grows as the season progresses. While a PhD is

not required to �ll out a March Madness bracket, Nielsen National TV data shows

that 70% of people watching March Madness have some college education. When

education level of both regular season and March Madness viewers are compared

to viewers of all 2015 sporting events, they over-index by 18% and 25% respectively

for college graduates (4+ years of college).

Although just two years ago BIG10 viewership lead

the pack compared to the other power conferences,

its audience �gure now lags behind the ACC

and SEC. The talent of Frank Kaminsky and the

Wisconsin team was not enough to make up for the

rest of the BIG10. Powered by Duke and Kentucky,

the ACC and SEC strength in men’s basketball

was directly re�ected in regular season viewership

numbers. The ACC had the most viewed college

basketball games of the 2014-15 season with 3

million viewers, on average, tuning in for the top 10

nationally televised regular season games.

EDUCATION LEVEL OF VIEWERS

CONFERENCE P2+ PROJECTION (000)

PAC-12

BIG 12

BIG10

SEC

ACC

*Average Audience (P2+ Live+SD US AA Proj) across the Top Ten games involving specified conference/team

.8M

1.4M

1.6M

2.3M

3.0M

AVERAGE VIEWERSHIP BY CONFERENCE

31%

31%

37%

32%

39%

31%

37%32%

29%

ALL 2015 SPORTS EVENTS

1-3 YEARS COLLEGE

4+ YEARS COLLEGE

NO COLLEGE

2015 NCAABB TOURNAMENT

2014-2015 NCAABB REGULAR SEASON


THE COLLEGE FOOTBALL PLAYOFF COMMITTEE’S DECISION TO HAVE THE SEMIFINAL MATCHUPS PLAYED ON NEW YEAR’S EVE

in lieu of the traditional January 1 slot appears, upon further review, to have been a

scheduling “fumble.” Tune in for the Clemson - Oklahoma Orange Bowl dropped 45%

compared to last year’s Rose Bowl, and the Michigan State - Alabama Cotton Bowl had

34% less viewers than last year’s Sugar Bowl. While the College Football Playo� National

Championship saw a similar dip, averaging only 25.7 million viewers, down 23% from the

inaugural playo� �nale, the high-scoring, down to the wire action capped o� an excitement

�lled season.

The Alabama Crimson Tide, led by Heisman winning running back Derrick Henry, “rolled”

their way to a victory over the Clemson Tigers, in an SEC-ACC powerhouse showdown.

These two teams captivated college football fans all season long, as they contributed to

six of the top ten most viewed regular season games


NCAA FOOTBALL



games were against out of conference opponents. Strong viewership for these conferences aligns with the percentage of college football fans in each market. According to Nielsen Scarborough, the highest percentage of college football fans lie in the Southeast and Midwest (SEC and BIG10), speci�cally in Alabama, Ohio, Oklahoma, Tennessee, Georgia, Northern Florida, Iowa and Louisiana. The Northeast and Southwest have an expectedly lower college football fan penetration.

STRENGTH OF POWER CONFERENCES

LOCAL FAN INSIGHTSBefore the �nal rankings, Coach Dabo Swinney promised a pizza party for all Clemson fans if they made it to the Playo�s. After doing so, 30,000 people received a slice of Papa John’s pizza at the stadium. It is uncon�rmed if Coach Swinney used Nielsen data, but he chose the right cuisine for Tiger fans. If Coach Saban threw a party he might want to serve burritos. Alabama and Clemson fans also have di�erent vehicles of choice for their tailgates on football Saturdays.


12345

AT&TCHICK-FIL-ATACO BELL NISSAN ROGUE TRUCKSGEICO

Just two years ago, the SEC was the king of power conferences in terms of average viewership. However, recent outside conference national victories (Florida State and Ohio State) have toppled its crown. Since Ohio State’s win in the �rst ever College Football Playo�, the BIG10 has gained the lead in for most viewed college football games of the 2014-15 season. On average, 8.5 million viewers tuned in for the BIG10’s top ten nationally televised regular season games. The SEC came in just shy of that with 8.1 million viewers. The strength of these conferences seemed to in�uence viewership of the ACC and Pac-12, as 6 out of the top ten ACC games and 5 out of the top ten Pac-12

Among types of restaurants visited in the past 30 days, Pizza was #1 among Clemson fans with more than 40% having visited a pizza spot in the past month (34% more likely than typical adult in Greenville, SC)

Clemson fans like their Jeeps, as they are 48% more likely to own/lease a Jeep than the typical Greenville, SC adult

Mexican is the most popular type of restaurant among Alabama football fans, with 39% having visited one in the past 30 days (30% more likely than the typical adult in Birmingham, AL)

Bama fans prefer Buick, as they are 39% more likely to own/lease a Buick than the typical Birmingham, AL adult

CLEMSON FANS ALABAMA FANS

4.5M

4.8M

5.0M

6.1M

8.1M

8.5M

CONFERENCE P2+ PROJECTION (000)

PAC-12

NOTRE DAME

BIG 12

ACC

SEC

BIG10

*Average Audience (P2+ Live+SD US AA Proj) across the Top Ten games involving specified conference/team

NEW YORK

MAINE

VT.

N.H.

MASS.

PENNSYLVNIA NJ

CT R.I.

NEBRASKA

SOUTH DAKOTA

NORTH DAKOTA MINNESOTA

WISCONSIN

MICHIGAN

OHIO

IOWA

ILLINOIS

MISSOURIKANSAS

OKLAHOMA TENNESSEE

KENTUCKY

IND

IAN

A

MIS

SISS

IPPI

VIRGINIA

NORTHCAROLINA

SOUTHCAROLINA

ARKANSAS

LOUSIANA

ALABAMA GEORGIA

FLORIDA

TEXAS

NEW MEXICO

ARIZONA

CALIFORNIA

Phoenix

Dallas

Chicago

New York

Washington, D.C.

Philadelphia

HoustonSan Antonio

Los Angeles

San Diego

UTAH

NEVADA

OREGON

WASHINGTON

MONTANA

WYOMING

IDAHO

COLORADO

46.0 TO 66.5 17.5 TO 28.233.6 TO 39.539.6 TO 45.9 28.3 TO 33.5

COLLEGE FOOTBALL FANS BY COUNTY (%)

NEW YORK

MAINE

VT.

N.H.

MASS.

PENNSYLVNIA NJ

CT R.I.

NEBRASKA

SOUTH DAKOTA

NORTH DAKOTA MINNESOTA

WISCONSIN

MICHIGAN

OHIO

IOWA

ILLINOIS

MISSOURIKANSAS

OKLAHOMA TENNESSEE

KENTUCKY

IND

IAN

A

MIS

SISS

IPPI

VIRGINIA

NORTHCAROLINA

SOUTHCAROLINA

ARKANSAS

LOUSIANA

ALABAMA GEORGIA

FLORIDA

TEXAS

NEW MEXICO

ARIZONA

CALIFORNIA

Phoenix

Dallas

Chicago

New York

Washington, D.C.

Philadelphia

HoustonSan Antonio

Los Angeles

San Diego

UTAH

NEVADA

OREGON

WASHINGTON

MONTANA

WYOMING

IDAHO

COLORADO

46.0 TO 66.5 17.5 TO 28.233.6 TO 39.539.6 TO 45.9 28.3 TO 33.5

COLLEGE FOOTBALL FANS BY COUNTY (%)

PERCENTAGE OF COLLEGE FOOTBALL FANS

AVERAGE VIEWERSHIP BY CONFERENCE


OTHER SPORTS PROGRAMMING

Australian Open French Open Wimbledon U.S. Open

4,8234,497

1,6011,428

704390

805

1,9621,677

2014 2015 2014 2015 2014 2015 2014 2015 2015

NON-SERENA FINAL SERENA FINAL WILLIAMS SISTER QUARTER FINAL**Due to program coding, the time period of this match was analyzed for the duration of the match within the telecast

THE SERENA SLAM: 2014-2015 TENNIS MA JORS AA P2+ PROJ. (000)

TENNIS: The Serena Slam — on the court and on TVSerena Williams’ semi�nals loss in the U.S. Open caused her to fall short of being the �rst tennis player since Ste¶ Graf in 1988 to achieve a Calendar Slam (winning all 4 Grand Slam tournaments in the same year). However, her 2015 Wimbledon victory completed her second “Serena Slam,” winning 4 consecutive Grand Slam tournaments dating back to the 2014 U.S. Open.

The Serena e�ect is real, and Drake isn’t the only one to have taken note. Serena’s three 2015 tournament victories all saw increased viewership compared to the year prior, and her U.S. Open Quarter�nals matchup against sister Venus not only trumped last year’s U.S. Open victory against Caroline Wozniacki, but it was the most viewed tennis match* of 2015.

2010 2015

9

19

30,379

70,470

673

1,057

MINUTES OF BOXINGPROGRAMMING

NETWORKS CARRYINGBOXING PROGRAMMING

NUMBER OFBOXING TELECASTS

BOXING PROGRAMMINGBOXING: The revival of content on network TVBoxing has seen a revival in the U.S. in terms of its availability to fans. Various boxing promotion companies have successfully brought the sport back into fans homes via network TV agreements. Although the Mayweather-Pacquiao �ght, deemed the �ght of the century, may have dominated the headlines, the total volume of boxing programming has seen a dramatic increase.

With the expansion of networks carrying the sport, boxing programming minutes (excluding MMA) have increased by 132% in just 5 years, jumping from 30,379 minutes in 2010 to 70,470 minutes in 2015. In 2015, one could �nd boxing on 19 di�erent networks, which is more than double the 9 networks carrying the sport in 2010. As the pervasiveness of boxing programming grows it will be interesting to monitor the shifts in viewership and fan avidity.


2014 2015

Haskell

995

2,014

102%

40%

103%

48%

Whitney*

708994

Travers

981

1,989

Breeder’s Cup

3,873

2,616

HORSE RACING: American Pharoah gallops into the history books

MOTORSPORTS: A Format for Every Fan The audience across Motorsports can vary drastically. However, each property’s audience is as unique as the format of the race.

FORMULA 1The audience for total motorsports events is 87% non-Hispanic. In contrast, Formula 1 proves to be more attractive to Hispanic viewers, as those of Hispanic origin make up 23% of the audience.

INDYCAR Although motorsports overall did not see audience growth from 2014 to 2015, IRL saw a 20% lift viewership. This boost came from both male and female viewers, which saw increases of 21% and 18% respectively.

POST-TRIPLE CROWN RACES ON NBC: AA PROJ. (000)

FORMULA E RACINGIn terms of viewer demographics, electric-powered car racing attracts fans from the Paci�c and Southeast regions, as the audience in 2015 was 17% and 23% more likely to come from these areas respectively.

Not only did the American Pharoah become the �rst horse since 1978 to win the Triple Crown, but he became the �rst horse in history to complete horse racing’s “Grand Slam”-winning The Kentucky Derby, Preakness, Belmont Stakes, and Breeder’s Cup in the same year. It seemed that this magic colt with a bitten o� tail was just about perfect as he danced his way to racing immortality; his lone ga�e being his now famous name typo.

Although becoming the �rst horse to complete the “Grand Slam” calls for celebration in its own right, American Pharoah was able to have an even greater impact on the sport than some might realize. By competing in two of the “Win and You’re In” Breeder’s Cup Challenge races, in addition to the Breeder’s Cup Classic, AP brought increased viewership to marquee races after his Belmont Stakes victory. Audience lift for the Haskell and Travers races were 102% and 103% respectively, and even the Breeder’s Cup saw almost a 50% bump in viewership.

HOH ORIGIN=HISPANIC

HOH ORIGIN=NON-HISPANIC

23%13%

77%

87%

TOTAL MOTORSPORTSFORMULA 1

FORMULA 1 VS. TOTAL MOTORSPORTS

TERRITORY=SOUTHWEST

TERRITORY=SOUTHEAST

TERRITORY=WEST CENTRAL

TERRITORY=NORTHEAST

TERRITORY=EAST CENTRAL

TERRITORY=PACIFIC

13%14%

8% 16%

14%

13%

17%18%

20%17%22%27%

TOTAL MOTORSPORTSFORMULA E

FORMULA E VS. TOTAL MOTORSPORTS

MALE VIEWERS FEMALE VIEWERS

TOTAL MOTORSPORTS INDYCAR

73

184

257

69

183

252

147

328

475 174

397

571

2014 2015 2014 2015

P2+ AVERAGE AUDIENCE (000) GROWTH)

*American Pharoah did not race


GLOBAL INSIGHTSWhile a couple of sports leagues like the NBA and English Premiere league, have a truly

global appeal, sports is still a very local experience for fans to engage with their favorite

local team or league. In the U.S., the NFL and football rule the day in terms of interest

and ratings. However, this is not the case in the rest of the world, where the NFL has a

long road ahead towards building the popularity of American football outside of North

America. Below highlights some of the major sports events that were most popular in their

respective markets. As you can see the list is fairly diverse.

MA JOR TELEVISED SPORTING EVENTS AROUND THE WORLD

CANADASuper Bowl XLIX

New England vs. Seattle February 1

23.6% (P2+)47.4%

VENEZUELA2015 Copa America

Colombia vs. VenezuelaJune 14

4.6% (P4+)24.5%

THAILANDAFF Suzuki Cup Final Malaysia vs. ThailandDecember 20, 2014

22.9% (P4+)69.5%

SOUTH KOREA2015 AFC Asian Cup Final

South Korea vs. AustraliaJanuary 31

9.6% (P4+)30.4%

AUSTRALIA NRL Grand Final

South Sydney vs. Canterbury-BankstownOctober 5

19% (P0+)41.4%

FRANCE2015 World Men’s Handball Championship Final Qatar vs. FranceJanuary 115.3% (P4+)43.2%

U.K. FA Cup Final

Arsenal vs. Aston VillaMay 30

12.9% (P4+)42.9%

SPAIN UEFA Champions League Quarterfinal

Atletico Madrid vs. Real MadridApril 14

19.5% (P4+)45.4%

RUSSIAIce Hockey World Championship Final Canada vs. RussiaMay 1711% (P4+)35.5%

GERMANYUEFA Champions League Semifinal

Barcelona vs. Bayern MunichMay 6

18.6% (P3+)43.2%

PHILIPPINESBoxing Pacquiao vs. AlgieriNovember 23, 201417.1% (P4+)63%

JAPAN-KANTO91st Tokyo – Hakone College

Ekiden Race – Day 2June 14

15.8% (P4+)55.1%

COUNTRY EventDateRATINGSHARE

Key:

Yassine-Guillaume Berhoun,Sport Manager; MediaMetrie/Eurodata TV Worldwide, Email: [email protected]


SOURCE PAGE

UPFRONT• Sports Consumption Increases Despite Media Fragmentation: NPOWER, Persons 2+, Live and Live+7, Q4 2015 programming on Broadcast and Cable

(Excludes repeats, sustainers, and programs less than 5 minutes)• Hours of Sports Programming vs. Hours of Viewing: National TV Toolbox, Originator Type: Network and Cable, Summary Type Code: Sports Event,

Sports News, Sports Anthology, Sports Commentary, P2+, Live+SD, 1 min qualiYer. Total Hours was calculated by multiplying Reach Projection (000) by Average Minutes Viewed for each month throughout the year

• Then and Now: Top Programs of 2005 & 2015:: P2+, live telecasts excluding <10minutes, without syndication• The Need for Total Audience Comparison: WSJ 10-26-2015 (for reported streaming audience); Nielsen NNTV, NPOWER 9/10/2015-11/9/2015, excluding

NFLN (P2+)• Engagement on other platforms:

0 Nielsen Social, 2015 0 Digital Smartphone and Daily Fantasy: Nielsen Electronic Mobile Measurement, US, P18+, Sep 2014-2015

• Sports Radio Audience: Nielsen Audio Portable People Meter (PPM), All Markets, 2015 Monthly Audience Share, Listeners 6+ / Mon-Sun 6a-Mid daypart

0 Nielsen 2014-2015 NFL Cumulative Reach Study for Westwood One Radio Network PPM Markets, Uni�ed Sample, Nationally broadcast games only from primetime (Monday, Sunday, Thursday) and post-season (playo�s, championships, Pro Bowl, Super Bowl). Data is based on top 48 PPM markets representing 50% of U.S. adult population and represents just the AM/FM broadcast. PPM NFL reach represents 61.8% of total U.S. reach. A 1.62 reach factor is applied to PPM reach to project to total U.S. reach. Does not include Westwood’s simulcast on Sirius/XM and streaming

• Capturing Out of Home Viewing: National PPM Measurement, Nielsen Audio, various start and stop times, June 2015 – December 2015.

WOMEN’S WORLD CUP• Timeline:

0 TV Viewers: National TV Toolbox, June 2015 – July 2015, P2+ and Live+SD, Game telecasts only 0 Social: Nielsen Social, June 2015 – July 2015

• Increased Interest from Female Viewers: National TV Toolbox, July 2011 – August 2011, June 2015 – July 2015, P2+ and Live+SD, 6 min qualiYer• Multicultural Audience:

0 Total Reach by Race: National TV Toolbox, July 2011 – August 2011, June 2015 – July 2015, P2+ and Live+SD, 6 min qualiSer 0 Female Average Minutes Watched: National TV Toolbox, June 2014 – July 2014, June 2015 – July 2015, P2+ and Live+SD, 6 min qualiSer

• Top Advertisers: Nielsen Monitor Plus, Q4 2014 – Q3 2015, National TV

NFL• Tom Brady Insights: Nielsen Talent Analytics • Timeline:

0 TV Viewers: National TV Toolbox, January 2015 – December 2015, P2+ and Live+SD 0 Social: Nielsen Social, January 2015 – December 2015

• Super Bowl: Champions of Advertising 0 Nielsen TV Brand E�ect:

- Historical Super Bowl Ad E�ectiveness: Based on P13+ survey responses from February 7, 2010 - February 1, 2015. Includes all airings within Super Bowl coverage.

- Sports Programming/Non-Sports Programming Norms: Based on P13+ survey responses from January 24, 2010 – February 15, 2015. Excludes all ad airings within Super Bowl coverage.

- Budweiser/Budweiser Light Super Bowl XLIX Ad E�ectiveness: Based on P21+ survey responses from February 1, 2015. - Brand/Category Norms: Based on P21+ survey responses from February 16, 2014 – February 15, 2015. Inclusive of sports and non-sports

programming within TVBE coverage. Excludes ad airings during Super Bowl XLIX.• Local Fan Insights: Scarborough USA Release 2, 2015• Top Advertisers: Nielsen Monitor Plus Q4 2014 – Q3 2015, National TV

NBA• Timeline:

0 TV Viewers: National TV Toolbox, February 2015 – December 2015, P2+ and Live+SD 0 Social: Nielsen Social, February 2015 – December 2015

• King James/Chef Curry E�ect on UA/Nike: Nielsen Social E�ect Analysis, July 2015 – August 2015 0 o “Change in Average Daily UnderArmour Tweets” Source: Nielsen. Pre-campaign brandactivity from 5/21/15 – 6/3/15 (daily average in 2 weeks prior

to 2015 NBA Finals) and campaign brand activity from 6/4/15 – 6/16/15 (daily average during 2015 NBA Finals).Program authors posted at least one Tweet about a game within the 2015 NBA Finals. Non-program authors did not post Tweets about a game within the 2015 NBA Finals.

0 “Change in Average Daily Nike Tweets” Source: Nielsen. Pre-campaign brand activity from 5/21/15 – 6/3/15 (daily average in 2 weeks prior to 2015 NBA Finals) and campaign brand activity from 6/4/15 – 6/16/15 (daily average during 2015 NBA Finals). Program authors posted at least one Tweet about a game within the 2015 NBA Finals. Non-program authors did not post Tweets about a game within the 2015 NBA Finals.

• Local Fan Insights: Scarborough USA Release 2, 2015• Top Advertisers: Nielsen Monitor Plus Q4 2014 – Q3 2015, National TV

MLB• Timeline:


• Growth in Hispanic Viewers: 0 Viewership & Hispanic Composition

- TV Viewers: National TV Toolbox, October 27 2015 – November 1 2015 P2+, Live+SD - TV Viewers: National TV Toolbox, October 21 2014– October 29 2014 P2+, Live+SD

0 Average Minutes Viewed - TV Viewers: National TV Toolbox, October 27 2015 – November 1 2015 P2+, Live+SD, 6 min quali�er - TV Viewers: National TV Toolbox, October 21 2014– October 29 2014 P2+, Live+SD, 6 min quali�er

• Local Fan Insights: Scarborough USA Release 2, 2015• Top Advertisers: Nielsen Monitor Plus Q4 2014 – Q3 2015, National TV

NHL• Timeline:

0 TV Viewers: National TV Toolbox, January 2015 – June 2015, P2+ and Live+SD 0 Social: Nielsen Social, January 2015 – June 2015

• Hockey Fans Just Want More Hockey: 0 Progressive Reach: National TV Toolbox, April 2015 – June 2015, P2+ and Live+SD, 6 min quali�er 0 Intermission: National TV Toolbox, April 2015, June 2015, P2+ and Live+SD, 6 min quali�er for Game, 1 min quali�er for intermission

• Local Market Insights: Scarborough USA Release 2, 2015• Top Advertisers: Nielsen Monitor Plus Q4 2014 – Q3 2015, National TV

SOCCER• Timeline


• Mini Story: 0 National TV Toolbox, January 2015 – December 2015, P2+ and Live+SD 0 Nielsen Scarborough Multi-Market Release 1, 2015

• Fan Insights: Nielsen FanLinks 2015 Survey, 52 Weeks Cume• Top Advertisers: Nielsen Monitor Plus Q4 2014 – Q3 2015, National TV

NASCAR• Timeline

0 TV Viewers: National TV Toolbox, February 2015 – November 2015, P2+ and Live+SD 0 Social: Nielsen Social, February 2015 – November 2015

• The Performance of Ads in Title Races 0 Nielsen TV Brand E�ect:

- Geico Ads in Geico 500: Based on P13+ survey responses from May 3, 2015. - Coca-Cola Ads in Coca-Cola 600: Based on P13+ survey responses from May 24, 2015. - Geico/Coca-Cola Norms in NASCAR 2015 Season: Based on P13+ survey responses from February 14, 2015 – November 22, 2015.

Inclusive of 2015 Sprint Cup Series races only. Excludes ad airings in respective sponsored races (Geico 500, Coca-Cola 600). - Geico/Coca-Cola 2015 Norms: Based on P13+ survey responses from January 1, 2015 – December 31, 2015. Excludes all NASCAR

programming.• Je� Gordon Insights: Nielsen Talent Analytics• Top Advertisers: Nielsen Monitor Plus Q4 2014 – Q3 2015, National TV.

GOLF• Timeline:


• Younger Players Drawing Younger Audiences: National TV Toolbox, The Masters: 4/10/14 – 4/13/14, 4/9/15-4/12/15; The US Open 6/12/14-6/15/14, 6/18/15-6/21/15; Demos: P2-17, M2-17, P18-24, M18-24

• “Change in Average Daily Under Armour Tweets - The Masters” Source: Nielsen Social. Pre-campaign brand activity from 3/26/15 – 4/8/15 (daily average in 2 weeks prior to the 2015 Masters on CBS) and campaign brand activity from 4/11/15 – 4/12/15 (daily average during the �nal Saturday and Sunday rounds of the 2015 Masters on CBS). Program authors posted at least one Tweet about the tournament within the �nal Saturday and Sunday rounds of the 2015 Masters on CBS. Non-program authors did not post Tweets about the tournament within the Saturday and Sunday rounds of the 2015 Masters on CBS.

• Change in Average Daily Under Armour Tweets – The US Open” Source: Nielsen Social. Pre-campaign brand activity from 6/4/15 – 6/17/15 (daily average in 2 weeks prior to 2015 US Open on FOX) and campaign brand activity from 6/18/15 – 6/21/15 (daily average during the 2015 US Open on FOX). Program authors posted at least one Tweet about the 2015 US Open on FOX. Non-program authors did not post Tweets about the 2015 US Open on FOX.

• Top Advertisers: Nielsen Monitor Plus Q4 2014 – Q3 2015, National TV.

UFC• Timeline:

0 TV Viewers: National TV Toolbox, January 2015 – September 2015, P2+ and Live+SD, non-Pay-Per-View only 0 Social: Nielsen Social, January 2015 – January 2016

• The Rapid Rise of UFC: 0 Unique Viewers:

- NPOWER, 6-min reach quali�er; Networks: FS1, FS2, FX, Fox Deportes; Programs: UFC On FOXD Prelim L, UFC Fight Night L, UFC PPV Prelims L, UFC FS1 Prelims L, Ultimate Fighter Finale L, Ultimate Fighter Prelim L, National Sample, Demos: P2+, F2+

0 Social: Nielsen Social, January 2015 – January 2016• Women Rave About Rousey: Nielsen Talent Analytics• Top Advertisers: Nielsen Monitor Plus Q4 2014 – Q3 2015, National TV

NCAA BASKETBALL• Timeline:

0 TV Viewers: National TV Toolbox, January 2015 – April 2015, P2+ and Live+SD 0 Social: Nielsen Social, January 2015 – April 2015

• Strength in Power Conferences: 0 Top 10 Games by Average Viewership: National TV Toolbox, November 2014 – March 2015, P2+ US AA Projection, Live+SD across the Top

Ten regular season games involving speci�ed conference/team 0 TV Reach – Education Market Breaks: National TV Toolbox

- Total 2015 Sports Events: January 2015 – December 2015, P2+ and Live+SD - NCAA Basketball Regular Season: November 2014 – March 2015, P2+ and Live+SD - NCAA Basketball March Madness: March 2015 – April 2015, P2+ and Live+SD

• Top Advertisers: Nielsen Monitor Plus Q4 2014 – Q3 2015, National TV• Local Fan Insights: Scarborough USA Release 2, 2015

SOURCE PAGE

NCAA FOOTBALL• Timeline:


• Strength of Power Conferences: 0 Top 10 Games by Average Viewership: National TV Toolbox, January 2015 – December 2015, P2+ US AA Projection, Live+SD across the

Top Ten games involving speci�ed conference/team 0 College Football Fan Penetration: Nielsen Scarborough, Percent of adults (18+) in the market who are College Football Fans. College

Football Fans include those that responded as very or somewhat interested• Local Fan Insights: Scarborough USA Release 2, 2015• Top Advertisers: Nielsen Monitor Plus Q4 2014 – Q3 2015, National TV.

GLOBAL VIEW:• Source: Yearly Sports Key Facts 2014/2015 – Eurodata, TV Worldwide/Relevant Partners, Period: September 2014 - August 2015

0 Regional TAM / Nielsen TV Audience Measurement (Australia), Numéris (Canada), Médiamétrie (France), AGF / GfK Fernsehforschung (Germany), Video Research Ltd (Japan), Nielsen TV Audience Measurement (Philippines, Thailand, Venezuela, South Korea), TNS Gallup (Russia), BARB / Kantar Media UK (UK), Kantar Media (Spain)

OTHER SPORTS PROGRAMMING:• Tennis: The Serena Slam – on the court and on TV: National TV Toolbox, January 2014 – December 2014, January 2015 – December 2015, P2+

US AA Projection, Live+SD• Boxing: the revival of content on network TV: National TV Toolbox, National People Meter Sample, January 2015 – December 2015. January

2010 – December 2010, P2+ US AA Projection, Live+SD, Boxing Program type code, excluding UFC programming – Duration, network count, telecast count

• Horse Racing: American Pharaoh gallops into the history books: National TV Toolbox, January 2014 – December 2014, January 2015 – December 2015, P2+ US AA Projection, Live+SD

• Motorsports: How do fans stack up? 0 Total Motorsports: National TV Toolbox, January 2015 – December 2015

- P2+ Reach – Territory and Origin Marketbreak, Live+SD; Motorsports IRL, Motorsports Formula 1, Motorsports Drag and Motorsports Cart Program Type Codes used

- P2+ US AA Projection, Live+SD; Motorsports IRL, Motorsports Formula 1, Motorsports Drag and Motorsports Cart Program Type Codes used

0 Formula 1: National TV Toolbox, January 2015 – December 2015, P2+ Reach – Origin Marketbreak, Live+SD; Motorsports Formula 1 Program Type Codes used

0 Formula E: National TV Toolbox, January 2015 – December 2015, P2+ Reach – Territory Marketbreak, Live+SD; Motorsports Drag Program Type Codes used; Formula E programs selected

0 IndyCar: National TV Toolbox, January 2015 – December 2015, P2+ US AA Projection, Live+SD; Motorsports IRL Program Type Codes used

SOURCE PAGE

GET CLOSER TO THE FANS:www.nielsenwire.com

FOR MORE INFORMATION CONTACT:Stephen MasterSenior Vice President – [email protected](646) 654-4577

ABOUT NIELSENNielsen Holdings N.V. (NYSE: NLSN) is a global information and measurement company with leading market positions in marketing and consumer information, television and other media measurement, online intelligence, mobile measurement. Nielsen has a presence in approximately 100 countries, with headquarters in New York, USA and Diemen, the Netherlands.

For more information, visit www.nielsen.com.

Copyright © 2016 The Nielsen Company. All rights reserved. Nielsen and the Nielsen logo are trademarks or registered trademarks of CZT/ACN Trademarks, L.L.C. Other product and service names are trademarks or registered trademarks of their respective companies. 14/7134

year in sports media report - worldwide | nielsen in sports media report 2015. ... advertiser trends...

Documents