Contents Sports Market Projections ..................................................................3
Sports Fans Value to Advertisers .......................................................5
Sports Programming ........................................................................... 7
Sports Viewer Profile .........................................................................16
Spending on products/services .................................................18
Growth of Women in sports/fans ..............................................19
Deeper Dive into Sports Programming .........................................22
Sports TV Ad-Revenue ......................................................................27
Fan Engagement: Role of Social Media .........................................31
Sports Content Online ..................................................................... 34
KEEPING SCORE SPORTS PROGRAMMING IS A SLAM DUNK 3
Source: Scarborough (spring study)
Sports Fan Base Is On The Rise, Presenting Greater Opportunity For Advertisers To Reach The Avid Sports Fans
# of People Who Are Very Interested in…(in millions)
2010: 62M 21M 34M 11M 5M
MARKET PROJECTIONS
2015: 67M 22M 35M 14M 7M
KEEPING SCORE SPORTS PROGRAMMING IS A SLAM DUNK 4
Sports Market is Projected To Grow, Reaching $71 Billion By 2018
Total Revenue North American Sports Market(in Billions)
Source: PricewaterhouseCoopers
2014 2015 2016 2017 2018
$70.7B
$68.7B
$65.9B
$63.7B
$60.6B
Total Revenue North American Sports Market (in Billions)
Merchandising Sponsorship Media Rights Gate Revenues
$13.3
$14.6
$14.8
$17.8
$13.5
$15.3
$16.6
$18.3
$13.7
$16.3
$17.3
$18.7
$13.9
$16.9
$18.7
$19.3
$14.1
$17.6
$19.3
$19.7
MARKET PROJECTIONS
KEEPING SCORE SPORTS PROGRAMMING IS A SLAM DUNK 5
Sports Fans Value To Advertisers: They Are Swayable Shopaholics - Tend To Make Impulse Purchases
Source: MRI Doublebase 2015; Gen pop=A18+; Super sports fan=ranked 8,9,10 on a scale of 1-10 for interest in sports
I tend to make impulse
purchases
105
If I really want something I will buy
it on credit rather than wait
111
I’m a spender rather than
a saver
112
I am in�uenced by what’s hot and
what’s not
119
Super Sports Fan Index to General Pop Super Sports Fan Buying Style Segments
Buyers ofthe Best
17%
ConscientiousConsumers
12%
PennyPinchers
16%Swayable
Shopaholics
35%
HabitualizedHavers
20%
VALUE TO ADVERTISERS
KEEPING SCORE SPORTS PROGRAMMING IS A SLAM DUNK 6
…and They Rely On TV for Information & Latest Styles/Trends
Super Sports Fans TV Psychographics (Index To General Pop)
Source: MRI Doublebase 2015; Super sports fan=ranked 8,9,10 on a scale of 1-10 for interest in sports; general pop=A18+
Puts me in a good mood
A Good Source Of Learning
Gives Me Good Ideas
Keeps me up-to date with lateststyles/trends
Makes Me Think
Relaxes me
Keeps Me informed/up to date
A Good Escape
103103
105106
111
109110
109
VALUE TO ADVERTISERS
Sports Programming
KEEPING SCORE SPORTS PROGRAMMING IS A SLAM DUNK 8
Sports Programming Reaches 90% of All TV Viewers
Sports Events Programming Reach (2Q15-1Q16)
Source: Nielsen Npower Live data stream; 2Q15-1Q16; Total Day; sporting events programming on cable+bdcst
P12-17 P18-24 P18-34 P18-49 P25-54
94.5%
92.6%
90.0%
88.3%93.9%
SPORTS PROGRAMMING
KEEPING SCORE SPORTS PROGRAMMING IS A SLAM DUNK 9
127,000 Hours of Sports Programming Available On TV With Ad-Supported Cable Clutching 96% of It 31+ Billion Hours Spent Viewing Sports
Source: Nielsen Year in Sports Report; P2+; Nielsen Live+SD hours; all sport programming; includes Hispanic; Viewing is for all sports on TV
Number of Hours of Sports Programming Available by Source
Ad-Supported Cable95.8%
(121,882)
Broadcast3.6%
(4,608)
Pay Cable 0.6%
(707)
# of Hours of Sports Programming Available By Source(2015)
SPORTS PROGRAMMING
KEEPING SCORE SPORTS PROGRAMMING IS A SLAM DUNK 10
94% of Sports Programming Is Viewed Live – Idyllic For Time Sensitive Marketing Campaigns
Source: Nielsen Npower Live data stream; 1/04/2016 - 05/15/2016 ; Total Day; sports = all sport programming
% Spent With ‘Live’ Programming By Genre”: P18-49
Sports
Evening Animation
Feature Film
Conv/Colloquies
Instruction/Advice
Comedy
Documentary
Music/Award Ceremonies
Audience Part/Quiz
Sci Fi
Drama
7876
79
8487
8889
9091
9294
SPORTS PROGRAMMING
KEEPING SCORE SPORTS PROGRAMMING IS A SLAM DUNK 11
Sports Programming Ranks Toward The Top - Accounting For 96% of the Top 50 Programs
% of Sports Programming Ranked In Top 50 Total Day Programs: P18-492Q15-1Q16
Source: Nielsen Npower Live data stream; 2Q15-1Q16; Total Day; Regular pgms= 4 or more telecasts
% of All Programming (Includes Specials) % of Regular Programming
Sports Non-sports
62%
96%
38%
4%
SPORTS PROGRAMMING
KEEPING SCORE SPORTS PROGRAMMING IS A SLAM DUNK 12
There Are A Total Of 10,000 Sporting Events Telecasts On TV In An Average Year With Cable Capturing 87% of the Total
Source: Nielsen Npower Live data stream; 2Q15-1Q16; Total Day; Sporting Events; includes Hispanic nets.
# of Telecasts # of Totals
Ad-Supported Cable 8,718 87%
Broadcast 1,354 13%
Total 10,072 100%
SPORTS PROGRAMMING
# of Live Sporting Events Telecasts: Total Day2Q15-1Q16
KEEPING SCORE SPORTS PROGRAMMING IS A SLAM DUNK 13
Ad-Supported Cable Airs The Majority – Across All Sporting Events
Source: Nielsen Npower Live data stream; 2Q15-1Q16; Total Day; Sporting Events; includes Hispanic nets; Ad-Supported Cable Only
% of All ‘Live’ Sporting Events Telecasts On Ad-Supported Cable: Total Day2Q15-1Q16
43% 95% 98% 94% 93% 83% 94%
85% 91% 95% 91% 70% 85%
SPORTS PROGRAMMING
KEEPING SCORE SPORTS PROGRAMMING IS A SLAM DUNK 14
Number of Ad-Supported Cable Nets Airing Sporting Events Has Doubled Over The Years
Source: Nielsen Npower Live data stream; 2Q15-1Q16 v. 2Q05-1Q06; Total Day; sporting events programming; total nets represents only sportsDetailed in the chart – there are additional nets airing other types of sports events not listed here
# of Ad-Supported Cable Nets Airing Sporting Events
# of Nets # of Nets 05/06 15/16 (+/-)
Extreme Sports 3 5 2
Golf 6 7 1
MLB 4 9 5
Motor Sports 4 8 4
Nascar 3 5 2
NBA 4 7 3
NCAA Basketball 4 11 7
NCAA Football 4 9 5
NFL 3 4 1
NHL 1 4 3
Soccer 3 20 17
Tennis 5 8 3
Total 44 97 53
SPORTS PROGRAMMING
KEEPING SCORE SPORTS PROGRAMMING IS A SLAM DUNK 15
Cable’s Continuous Investment Into Sports Programming Projected To Grow Another 23% In Next Three Years
Cable’s Programming Investment Into Sports Programming($$$)
Source: SNL Financial; Basic cable investment into sports programming by year; share of grand total
20192018201720162015
$11,841,1
94
$12,559,386$13,738,456
$14,557,092
$15,425,562
$10,908,285
2014
37% 38% 38% 39% 39% 39%Share of Total
SPORTS PROGRAMMING
Sports Viewer Profile
KEEPING SCORE SPORTS PROGRAMMING IS A SLAM DUNK 17
Sports Viewers Tend To Be Younger & Have Higher Disposable Income
Source: Nielsen Npower; 2Q15-1Q16; Total Day; Sporting Events; bdcst+cable+hispanic; % Comp
Gender Gender
Age Age
Income Income
Gender Gender
Age
Age
Income Income
NFL
Female
P12-17 P18-34 P35-54 P55+
P12-17 P18-34 P35-54 P55+
P12-17 P18-34 P35-54 P55+
P12-17 P18-34 P35-54 P55+
Less Than $20K $20-50K $50-75K $75K+
Less Than $20K $20-50K $50-75K $75K+
Less Than $20K $20-50K $50-75K $75K+
Less Than $20K $20-50K $50-75K $75K+
Male
NBA
Female Male
NHL
Female Male
MLS
Female Male
46%20%24%
18% 32% 39%
45% 55%
10%
10%
56%19%19%
20% 33% 39%
39% 61%
7%
9%
26% 31% 32%
41%19%26%
46% 54%
12%
13%
26% 35% 23%
23%18%43%
40% 60%
17%
16%
Gender Gender
Age Age
Income Income
Gender Gender
Age
Age
Income Income
NFL
Female
P12-17 P18-34 P35-54 P55+
P12-17 P18-34 P35-54 P55+
P12-17 P18-34 P35-54 P55+
P12-17 P18-34 P35-54 P55+
Less Than $20K $20-50K $50-75K $75K+
Less Than $20K $20-50K $50-75K $75K+
Less Than $20K $20-50K $50-75K $75K+
Less Than $20K $20-50K $50-75K $75K+
Male
NBA
Female Male
NHL
Female Male
MLS
Female Male
46%20%24%
18% 32% 39%
45% 55%
10%
10%
56%19%19%
20% 33% 39%
39% 61%
7%
9%
26% 31% 32%
41%19%26%
46% 54%
12%
13%
26% 35% 23%
23%18%43%
40% 60%
17%
16%
VIEWER PROFILE
KEEPING SCORE SPORTS PROGRAMMING IS A SLAM DUNK 18
They Tend To Spend More On Big Ticket & Lifestyle Products & Services
Source: MRI Doublebase 2015
Sports Viewer Index To General Population A18+
Index Services Spent $100+ on Barber Shop/ last 6months 145 Spent $100+ on Dry Cleaning/ last 6months 126 Spent $100+ on Flower Shop/ last 6months 130
Food/Restaurants Spent $100+ on Fast Food/Drive-in/ last month 117 Spent $500+ on Fine Dining/last month 135 Spent $100+ in Convenience stores/ last month 115
Big Ticket Spent $40K+ On Vehicle/ last year 114 Spent $3K+ on Foreign Vacations/ last year 112 Spent $3K+ on Domestic Vacations/ last year 129
Clothing Spent $500+ on Men’s Big Ticket items/ last year 127 Spent $1000+ on Men’s Low Ticket items / last year 150 Spent $150+ on Sports Clothing / last year 141 Spent $150+ on Athletic Shoes/ last year 137
Index Jewelry/Watches Spent $1500+ on Fine Jewelry / last year 128 Spent $500+ on Watches / last year 124
HH Furnishings Spent $700+ on Sofa / last year 118 Spent $700+ on Mattress / last year 118 Spent $700+ on Dining Room Furniture / last year 116 Spent $2500+ on Big Ticket Items / last year 115 Spent $500+ on Low Ticket Items / last year 110
Electronics Spent $1000+ on Audio Equipment/ last year 124 Spent $3000+ on TV Sets/ last year 109
VIEWER PROFILE
KEEPING SCORE SPORTS PROGRAMMING IS A SLAM DUNK 19
Source: Center for the Digital Future/Thepostgame #Score 2016 Sports Consumption Research; inc.com/top 10 sports business trends to watch in 2016
Women As Both Athletes And Fans Have Elevated Their Stature
VIEWER PROFILE
• 80% of Women Self-Identify As Sports Fans
• Yahoo’s annual report of the most searched athletes of 2015 was dominated by women
Ronda Rousey
Lindsey Vonn
Maria Sharapova
Danica Patrick
Caroline Wozniacki
Tiger Woods
Floyd Mayweather Jr.
Manny Pacquiao
Ana Ivanovic
Hope Solo
• Sports Illustrated coveted “Sportsman of the Year Award” was renamed to “Sportsperson of the Year” upon receipt of 2015 winner – Serena Williams
KEEPING SCORE SPORTS PROGRAMMING IS A SLAM DUNK 20
Women Comprise Nearly Half of Total TV Viewers Across All Major Sporting Events
Source: Nielsen Npower Live data stream; 2Q15-1Q16; Total Day; sporting events programming; % women v. men
Golf
38%
NHL
39%
Soccer
40%
MLB
40%
NFL
45%
NBA
46%
Extreme Sports
46%
Tennis
48%
VIEWER PROFILE
KEEPING SCORE SPORTS PROGRAMMING IS A SLAM DUNK 21
Among Women, Cable Garners Majority of Sporting Events Rating Points Available
% of Sporting Events TV GRPs on Cable: Total Day2Q15-1Q16
Source: Nielsen Npower Live data stream; 2Q15-1Q16; Total Day; Sporting Events; includes Hispanic nets. Share of total Cable+Bdcst.
F12-17 F18-24 F18-34 F18-49 F25-54
Extreme Sports 58% 69% 62% 63% 60%
Golf 57% 51% 63% 59% 58%
MLB 70% 70% 71% 69% 68%
MMA 90% 88% 88% 89% 90%
Motorsports 87% 85% 84% 83% 81%
Nascar 50% 52% 53% 52% 53%
NBA 68% 73% 73% 72% 71%
NCAA Basketball 68% 67% 67% 66% 65%
NCAA Football 57% 59% 57% 57% 56%
NFL 14% 16% 17% 17% 16%
NHL 67% 77% 72% 71% 69%
Soccer 51% 48% 49% 50% 50%
Tennis 93% 93% 90% 90% 90%
VIEWER PROFILE
Diving Deeper into Sports Programming
KEEPING SCORE SPORTS PROGRAMMING IS A SLAM DUNK 23
Of All The Sporting Events Ratings Points Available On TV, Ad-Supported Cable Delivers The Mass
Source: Nielsen AdViews; Equivalized GRPs; Live data stream; 2Q15-1Q16; Total Day; sporting events programming
% Available Sport Events GRPs on TV (Live)
47%
53%
51%
49%
47%
49%
53%
51%
44%
56%
P12-17
P18-24
P18-34
P18-49
P25-54
Broadcast Ad-Supported Cable
DEEPER DIVE INTO SPORTS PROGRAMMING
KEEPING SCORE SPORTS PROGRAMMING IS A SLAM DUNK 24
By Sport, Ad-Supported Cable Captures More Than Two-Thirds Of Total Live Sporting Events Rating Points
Source: Nielsen AdViews; Equivalized GRPs; Live data stream; 2Q15-1Q16; Total Day; sporting events programming
% of Sporting Events TV GRPs on Cable: Total Day2Q15-1Q16
T12-17 P18-24 P18-34 P18-49 P25-54
Extreme Sports 68% 77% 71% 70% 68%
Golf 74% 65% 67% 65% 64%
MLB 76% 75% 75% 73% 72%
MMA 90% 93% 91% 91% 90%
Motorsports 85% 89% 88% 86% 86%
Nascar 53% 59% 56% 56% 56%
NBA 77% 81% 79% 78% 76%
NCAA Basketball 72% 73% 71% 69% 67%
NCAA Football 63% 64% 61% 59% 58%
NFL 18% 20% 20% 20% 19%
NHL 71% 79% 76% 74% 72%
Soccer 57% 62% 60% 58% 57%
Tennis 95% 96% 93% 92% 91%
DEEPER DIVE INTO SPORTS PROGRAMMING
KEEPING SCORE SPORTS PROGRAMMING IS A SLAM DUNK 25
Same is True Among Both Men and Women
Source: Nielsen Npower Live data stream; 2Q15-1Q16; Total Day; Sporting Events; includes Hispanic nets.
% of Sporting Events TV GRPs on Cable: Total Day2Q15-1Q16
F12-17 F18-24 F18-34 F18-49 F25-54 M12-17 M18-24 M18-34 M18-49 M25-54
Extreme Sports 58% 69% 62% 63% 60% 72% 79% 74% 73% 70%
Golf 57% 51% 63% 59% 58% 79% 69% 68% 68% 67%
MLB 70% 70% 71% 69% 68% 78% 78% 77% 75% 74%
MMA 90% 88% 88% 89% 90% 90% 95% 93% 92% 91%
Motorsports 87% 85% 84% 83% 81% 84% 90% 90% 87% 87%
Nascar 50% 52% 53% 52% 53% 54% 63% 58% 58% 58%
NBA 68% 73% 73% 72% 71% 79% 83% 81% 80% 78%
NCAA Basketball 68% 67% 67% 66% 65% 74% 76% 73% 70% 69%
NCAA Football 57% 59% 57% 57% 56% 65% 66% 63% 61% 59%
NFL 14% 16% 17% 17% 16% 20% 22% 22% 21% 21%
NHL 67% 77% 72% 71% 69% 72% 80% 77% 75% 74%
Soccer 51% 48% 49% 50% 50% 60% 67% 64% 61% 60%
Tennis 93% 93% 90% 90% 90% 96% 97% 95% 94% 92%
DEEPER DIVE INTO SPORTS PROGRAMMING
KEEPING SCORE SPORTS PROGRAMMING IS A SLAM DUNK 26
Complementing The National Networks, RSNs Air Live In-Market Sports and Provide Comprehensive Coverage of Local Teams
DEEPER DIVE INTO SPORTS PROGRAMMING
RSN consists of live broadcasts of professional and collegiate sporting events
Sports TV Ad-Revenue
KEEPING SCORE SPORTS PROGRAMMING IS A SLAM DUNK 28
Sports TV Ad Revenue Nears $21 Billion – Up 34% In Just Five Years; Cable Is Up $2.7 Billion
Ad-Supported Cable TV
Broadcast TV Spot TV Grand Total
$4,399,469.1
$7,093,478.7
+$2,694,009.6
+$2,516,652.8
-$34,462.8
+$5,176,199.7
$8,507,476.8
$11,024,12
9.6 $15,080,756.7
$20,256,956.3
$2,173,81.8 $2,13
9,348.0
10/11 15/16
Sports TV Ad Revenue: 15/16 v. 10/11(In Millions)
Source: Nielsen Ad Intel; 2Q15-1Q16 v. same periods in 10/11; total day; all sports programming; includes hispanic
KEEPING SCORE SPORTS PROGRAMMING IS A SLAM DUNK 29
Top 25 Sports TV Advertisers Have Increased Their Spending On TV By $122 Million
Top 25 TV Sports Advertisers
Source: Nielsen AdIntel 2Q15-1Q16 v yag. Top Sports TV adv (all sports pgms); TV=bdcst+cable (incl hispanic)
Rank Parent Company 15/16 ($$$) 15/16 v. YAG (+/-)
1 AT&T INC $525,496.9 $40,429.42 GENERAL MOTORS CO $479,415.3 -$7,668.53 BERKSHIRE HATHAWAY INC $363,742.5 $22,282.84 TOYOTA MOTOR CORP $323,531.5 -$833.85 FORD MOTOR CO $321,836.4 $72,070.86 ANHEUSER-BUSCH INBEV SA/NV $310,174.1 -$40,138.37 YUM! BRANDS INC $309,637.4 $26,056.28 VERIZON COMMUNICATIONS INC $288,076.8 -$22,661.69 NATIONAL FOOTBALL LEAGUE $272,268.5 $23,062.310 FIAT CHRYSLER AUTOMOBILES NV $253,821.2 -$23,802.911 SAMSUNG ELECTRONICS CO LTD $241,456.5 $33,500.612 APPLE INC $241,121.0 $12,041.913 NISSAN MOTOR CO LTD $235,415.4 -$16,876.714 SABMILLER PLC $214,967.4 $8,032.115 MICROSOFT CORP $208,168.7 -$27,847.516 DEUTSCHE TELEKOM AG $202,907.2 -$6,345.417 SOFTBANK CORP $200,561.4 -$5,986.818 TIME WARNER INC $190,624.3 -$23,560.519 MCDONALDS CORP $189,643.7 -$8,998.320 HONDA MOTOR CO LTD $184,488.3 $37,241.821 STATE FARM MUTUAL AUTOMBL INSRNC CO $178,986.6 $4,917.122 VOLKSWAGEN AG $167,553.9 $24,368.923 PEPSICO INC $160,992.3 -$14,842.524 UNITED STATES GOVERNMENT $157,777.8 $18,392.425 COMCAST CORP $155,779.3 -$541.3
Top 25 $6,378,444.3 $122,292.2
TV AD-REVENUE
KEEPING SCORE SPORTS PROGRAMMING IS A SLAM DUNK 30
More & More Advertisers Are Increasingly Spending More On Cable
Top 25 TV SportsAdvertiser Gainers
Top 25 Cable TV Sports Advertiser Gainers
Source: Nielsen AdIntel 2Q15-1Q16 v yag. Top Sports TV adv (all sports pgms); TV=bdcst+cable (incl hispanic); cable=inc hispanics
Rank Parent Company 15/16 ($$$) 15/16 v. YAG (+/-)
1 FANDUEL INC $130,770.6 $105,723.62 FORD MOTOR CO $321,836.4 $72,070.83 DRAFTKINGS INC $109,488.2 $63,712.74 HYUNDAI MOTOR CO $119,445.5 $49,311.35 IDEAVILLAGE PRODUCTS CORP $67,415.8 $44,590.26 ASTRAZENECA PLC $53,991.5 $42,198.07 AT&T INC $525,496.9 $40,429.48 HONDA MOTOR CO LTD $184,488.3 $37,241.89 EPIC WAR LLC $35,677.8 $35,677.810 SAMSUNG ELECTRONICS CO LTD $241,456.5 $33,500.611 ROCK VENTURES LLC $121,866.3 $33,356.312 FITBIT INC $41,766.5 $32,798.213 YUM! BRANDS INC $309,637.4 $26,056.214 PFIZER INC $113,315.3 $24,445.7 15 23ANDME INC $24,442.4 $24,442.416 VOLKSWAGEN AG $167,553.9 $24,368.917 AMERICAN EXPRESS CO $52,439.3 $23,721.6 18 NATIONAL FOOTBALL LEAGUE $272,268.5 $23,062.3 19 BERKSHIRE HATHAWAY INC $363,742.5 $22,282.820 CELGENE CORP $21,358.5 $21,358.521 CAPITAL ONE FINANCIAL CORP $113,786.8 $20,230.322 GILEAD SCIENCES INC $22,186.9 $19,857.023 ZENIMAX MEDIA INC $23,373.3 $18,956.524 SIGNET JEWELERS LTD $120,703.0 $18,914.525 PRODUCCIONES INFOVISION SA DE CV $27,868.5 $18,746.3
Rank Parent Company 15/16 ($$$) 15/16 v. YAG (+/-)
1 IDEAVILLAGE PRODUCTS CORP $64,049.9 $41,727.52 23ANDME INC $24,358.6 $24,358.63 NAMELY INC $15,760.7 $15,760.74 DEALDASH INC $18,149.8 $15,630.65 COMCAST CORP $56,938.5 $13,893.86 PROCTER & GAMBLE CO $69,959.2 $13,105.07 BAYERISCHE MOTOREN WERKE AG $35,913.9 $12,712.08 AT&T INC $196,965.9 $12,607.29 FANDUEL INC $33,334.6 $12,408.310 AMERICAN EXPRESS CO $22,784.7 $11,291.611 NATIONAL COLLEGIATE ATHLETIC ASSN $52,642.3 $10,618.112 FITBIT INC $13,160.3 $10,585.413 MONEYMUTUAL LLC $21,052.8 $10,407.614 GILEAD SCIENCES INC $11,243.8 $10,391.115 LIBERTY MUTUAL HOLDING CO INC $22,055.9 $9,374.816 ROCK VENTURES LLC $59,034.7 $8,877.817 FORD MOTOR CO $69,726.1 $8,622.718 TOMMIE COPPER INC $9,599.5 $8,152.019 EPIC WAR LLC $8,112.2 $8,112.220 TIME WARNER CABLE INC $8,021.9 $7,974.321 VOLKSWAGEN AG $52,369.4 $7,580.722 MOBILE DATA LABS INC $7,386.2 $7,385.223 SANOFI SA $8,390.6 $7,344.624 HAMMERHEAD TOOLS $7,163.8 $7,163.825 JERSEY MIKES FRANCHISE SYSTEMS INC $7,030.2 $7,030.2
TV AD-REVENUE
Fan EngagementSocial Media is a key driver for intimacy and connectivity with favorite sports/players
KEEPING SCORE SPORTS PROGRAMMING IS A SLAM DUNK 32
Sporting Events Comprise 50% of All Twitter TV Conversation
Sports Events Make Up…(2015)
Source: Nielsen 2015 Year In Sports Media Report, Nielsen Social
Sports Events Make Up…
2015
49.7% of Twitter TV Activity
1.4%of TV Programs
FAN ENGAGEMENT
KEEPING SCORE SPORTS PROGRAMMING IS A SLAM DUNK 33
Sports Was the Most-Social Program of the Day in 2015
# of Days Placed As The #1 Social Program For The Day: 2015(by genre)
Source: ESPN analysis– Nielsen Social Guide, 2015; the # of days that sports pgms ranked as the #1 social program of the day; due to rounding doesn’t equal a 100
60% / 218
2% / 64% / 15
11% / 42
7% / 27
10% / 37
4% / 15
Sporting Events
Sports, Non-events
Drama
Reality
Specials
Comedy
Other
FAN ENGAGEMENT
Sports Content Consumption Via Alternate Channels Complements TV Viewing
KEEPING SCORE SPORTS PROGRAMMING IS A SLAM DUNK 35
Second Screen Opportunity: Branded Cable Sports Websites Score Top Rank
Top Sports Websites: 4/16(ranked on Monthly UV (OOO)
Source: comScore 4/16; in blue = video content from a Cable network partner
MLB Sports Illustrated Group
NFLInternet Group
SB Nation
40,04540,90444,37948,703
49,78450,252
51,860
53,066
79,964
28,646
FOX SportsDigital
Sporting NewsMedia
USA TodaySports Media
Group
CBS SportsBleacher ReportTurner Sports
Net
Yahoo SportsNBC
Sports Net
ESPN
Top Sports Websites: 4/16 (ranked on Monthly UV (OOO)
SPORTS CONTENT ONLINE
KEEPING SCORE SPORTS PROGRAMMING IS A SLAM DUNK 36
..and Ad-Supported Cable Content Is The Most Popular In Sports Apps
Source: Apple app store 6/13/16; most popular iPAD free apps by sports category search term; phone=iphone free sports apps
Rank App Name
1 Fox Sports Go
2 WatchESPN
3 ESPN
4 NBC Sports Live Extra
5 PGA Tour Live
Top Sports Apps on iPAD Top Sports Apps on Smartphone
Rank App Name
1 ESPN
2 UEFA EURO 2016
3 WatchESPN
4 Copa America Centenario 2016
5 PGA Tour Live
SPORTS CONTENT ONLINE
KEEPING SCORE SPORTS PROGRAMMING IS A SLAM DUNK 37
Streaming Sports Has Some Disadvantages: High Cost and Lacks Many Market GamesIn general, most online streaming services such as Fox Sports Go, NBCSports.com, etc… require a valid cable
subscription. Without a cable subscription, there are many disadvantages with streaming sports online:
• Streaming can be costly
• Many local market games cannot be streamed
• No internet connection – no sports
In terms of delivery method, Online sources cannot rival cable subscriptions any time soon due to the long term
nature of TV deals domestically. Most leagues have agreements with broadcasters that give them the exclusive
right to show live games.
• NFL’s deal with Fox, CBS, NBC and ESPN runs through 2022
• NBA agreement with ABC, ESPN and TNT runs through 2024-25
• NHL is with NBC and Versus through 2023
• MLB has teamed up with ESPN, Fox and TBS through 2022
• MLS deal with ESPN and Fox Sports is through 2022
SPORTS CONTENT ONLINE
CONTACT US For More Information Visit Us Online TheVAB.com
Sean Cunningham President & CEO
Danielle DeLauro SVP Strategic Sales Insights
Jason WieseVP Strategic Insights
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Evelyn Skurkovich VP Strategic Research & Insights
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