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Vabkeepingscore.Pdf Sports Market Projections ..................................................................3 Contents 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 MARKET PROJECTIONS 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 2015: 67M 22M 35M 14M 7M Source: Scarborough (spring study) KEEPING SCORE SPORTS PROGRAMMING IS A SLAM DUNK 3 MARKET PROJECTIONS Sports Market is Projected To Grow, Reaching $71 Billion By 2018 Total Revenue North American Sports Market (in Billions) Total Revenue North American Sports Market (in Billions) $70.7B $68.7B $65.9B $63.7B $60.6B $19.3 $19.7 $18.7 $18.3 $17.8 $18.7 $19.3 $16.6 $17.3 $14.8 $16.9 $17.6 $14.6 $15.3 $16.3 $13.3 $13.5 $13.7 $13.9 $14.1 2014 2015 2016 2017 2018 Merchandising Sponsorship Media Rights Gate Revenues Source: PricewaterhouseCoopers KEEPING SCORE SPORTS PROGRAMMING IS A SLAM DUNK 4 VALUE TO ADVERTISERS Sports Fans Value To Advertisers: They Are Swayable Shopaholics - Tend To Make Impulse Purchases Super Sports Fan Index to General Pop Super Sports Fan Buying Style Segments 119 112 111 Penny Pinchers 105 16% Swayable Shopaholics 35% Conscientious Consumers 12% Buyers of the Best Habitualized 17% Havers I am inuenced by I’m a spender If I really want I tend to make 20% what’s hot and rather than something I will buy impulse what’s not a saver it on credit rather purchases than wait Source: MRI Doublebase 2015; Gen pop=A18+; Super sports fan=ranked 8,9,10 on a scale of 1-10 for interest in sports KEEPING SCORE SPORTS PROGRAMMING IS A SLAM DUNK 5 VALUE TO ADVERTISERS …and They Rely On TV for Information & Latest Styles/Trends Super Sports Fans TV Psychographics (Index To General Pop) 111 Puts me in a good mood 110 Gives Me Good Ideas 109 A Good Source Of Learning Keeps me up-to date with latest 109 styles/trends 106 Makes Me Think 105 Relaxes me 103 Keeps Me informed/up to date 103 A Good Escape Source: MRI Doublebase 2015; Super sports fan=ranked 8,9,10 on a scale of 1-10 for interest in sports; general pop=A18+ KEEPING SCORE SPORTS PROGRAMMING IS A SLAM DUNK 6 Sports Programming SPORTS PROGRAMMING Sports Programming Reaches 90% of All TV Viewers Sports Events Programming Reach (2Q15-1Q16) 94.5% 93.9% 92.6% 90.0% 88.3% P12-17 P18-24 P18-34 P18-49 P25-54 Source: Nielsen Npower Live data stream; 2Q15-1Q16; Total Day; sporting events programming on cable+bdcst KEEPING SCORE SPORTS PROGRAMMING IS A SLAM DUNK 8 SPORTS PROGRAMMING 127,000 Hours of Sports Programming Available On TV With Ad-Supported Cable Clutching 96% of It 31+ Billion Hours Spent Viewing Sports Number of Hours of Sports Programming Available by Source # of Hours of Sports Programming Available By Source (2015) Broadcast Pay Cable 3.6% 0.6% (4,608) (707) Ad-Supported Cable 95.8% (121,882) Source: Nielsen Year in Sports Report; P2+; Nielsen Live+SD hours; all sport programming; includes Hispanic; Viewing is for all sports on TV KEEPING SCORE SPORTS PROGRAMMING IS A SLAM DUNK 9 SPORTS PROGRAMMING 94% of Sports Programming Is Viewed Live – Idyllic For Time Sensitive Marketing Campaigns % Spent With ‘Live’ Programming By Genre”: P18-49 94 Sports 92 Feature Film 91 Evening Animation 90 Conv/Colloquies 89 Instruction/Advice 88 Comedy 87 Documentary 84 Music/Award Ceremonies 79 Audience Part/Quiz 78 Sci Fi 76 Drama Source: Nielsen Npower Live data stream; 1/04/2016 - 05/15/2016 ; Total Day; sports = all sport programming KEEPING SCORE SPORTS PROGRAMMING IS A SLAM DUNK 10 SPORTS PROGRAMMING Sports Programming Ranks Toward The Top - Accounting For 96% of the Top 50 Programs % of Sports Programming Ranked In Top 50 Total Day Programs: P18-49 2Q15-1Q16 % of All Programming (Includes Specials) % of Regular Programming 4% 38% 62% 96% Sports Non-sports Source: Nielsen Npower Live data stream; 2Q15-1Q16; Total Day; Regular pgms= 4 or more telecasts KEEPING SCORE SPORTS PROGRAMMING IS A SLAM DUNK 11 SPORTS PROGRAMMING There Are A Total Of 10,000 Sporting Events Telecasts On TV In An Average Year With Cable Capturing 87% of the Total # of Live Sporting Events Telecasts: Total Day 2Q15-1Q16 # of Telecasts # of Totals Ad-Supported Cable 8,718 87% Broadcast 1,354 13% Total 10,072 100% Source: Nielsen Npower Live data stream; 2Q15-1Q16; Total Day; Sporting Events; includes Hispanic nets. KEEPING SCORE SPORTS PROGRAMMING IS A SLAM DUNK 12 SPORTS PROGRAMMING Ad-Supported Cable Airs The Majority – Across All Sporting Events % of All ‘Live’ Sporting Events Telecasts On Ad-Supported Cable: Total Day 2Q15-1Q16 43% 95% 98% 94% 93% 83% 94% 85% 91% 95% 91% 70% 85% Source: Nielsen Npower Live data stream; 2Q15-1Q16; Total Day; Sporting Events; includes Hispanic nets; Ad-Supported Cable Only KEEPING SCORE SPORTS PROGRAMMING IS A SLAM DUNK 13 SPORTS PROGRAMMING Number of Ad-Supported Cable Nets Airing Sporting Events Has Doubled Over The Years # 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 Source: Nielsen Npower Live data stream; 2Q15-1Q16 v. 2Q05-1Q06; Total Day; sporting events programming; total nets represents only sports Detailed in the chart – there are additional nets airing other types of sports events not listed here KEEPING SCORE SPORTS PROGRAMMING IS A SLAM DUNK 14 SPORTS PROGRAMMING Cable’s Continuous Investment Into Sports Programming Projected To Grow Another 23% In Next Three Years Cable’s Programming Investment Into Sports Programming ($$$) $13,738,456 $14,557,092 $15,425,562 $12,559,386 $11,841,194 $10,908,285 2014 2015 2016 2017 2018 2019 Share of Total 37% 38% 38% 39% 39% 39% Source: SNL Financial; Basic cable investment into sports programming by year; share of grand total KEEPING SCORE SPORTS PROGRAMMING IS A SLAM DUNK 15 Sports Viewer Profile VIEWER PROFILE Sports Viewers Tend To Be Younger & Have Higher Disposable Income NFL NBA Gender 45% NFL 55% Gender 46% NBA 54% Female Male Female Male Gender 45% 55% Gender 46% 54% Age 10% 18% Female32% Male39% Age 12% 26% Female 31% Male32% P12-17 P18-34 P35-54 P55+ P12-17 P18-34 P35-54 P55+ Age 10% 18% 32% 39% Age 12% 26% 31% 32% Income 10% P12-1724% P18-3420% P35-54 46%P55+ Income 13%P12-1726% P18-3419% P35-54 41% P55+ Less Than $20K $20-50K $50-75K $75K+ Less Than $20K $20-50K $50-75K $75K+ Income 10% 24% 20% 46% Income 13% 26% 19% 41% Less Than $20K $20-50K $50-75K $75K+ Less Than $20K $20-50K $50-75K $75K+ NHL MLS 39% NHL 61% 40% MLS 60% Gender Gender Female Male Female Male 39% 61% 40% 60% Gender Gender Age 9% 20% Female33% 39%Male 17% 26%Female 35% Male 23% P12-17 P18-34 P35-54 P55+ Age P12-17 P18-34 P35-54 P55+ Age 9% 20% 33% 39% 17% 26% 35% 23% Income 7% 19%P12-17 19%P18-34 P35-5456% P55+ IncomeAge 16%P12-17 43%P18-34 P35-5418% 23%P55+ Less Than $20K $20-50K $50-75K $75K+ Less Than $20K $20-50K $50-75K $75K+ Income 7% 19% 19% 56% Income 16% 43% 18% 23% Less Than $20K $20-50K $50-75K $75K+ Less Than $20K $20-50K $50-75K $75K+ Source: Nielsen Npower; 2Q15-1Q16; Total Day; Sporting Events; bdcst+cable+hispanic; % Comp KEEPING SCORE SPORTS PROGRAMMING IS A SLAM DUNK 17 VIEWER PROFILE They Tend To Spend More On Big Ticket & Lifestyle Products & Services Sports Viewer Index To General Population A18+ Index Index Services Jewelry/Watches Spent $100+ on Barber Shop/ last 6months 145 Spent $1500+ on Fine Jewelry / last year 128 Spent $100+ on Dry Cleaning/ last 6months 126 Spent $500+ on Watches / last year 124 Spent $100+ on Flower Shop/ last 6months 130 HH Furnishings Food/Restaurants Spent $700+ on Sofa / last year 118 Spent $100+ on Fast Food/Drive-in/ last month 117 Spent $700+ on Mattress / last year 118 Spent $500+ on Fine Dining/last month 135 Spent $700+ on Dining Room Furniture / last year 116 Spent $100+ in Convenience stores/ last month 115 Spent $2500+ on Big Ticket Items / last year 115 Spent $500+ on Low Ticket Items / last year 110 Big Ticket Spent $40K+ On Vehicle/ last year 114 Electronics Spent $3K+ on Foreign Vacations/ last year 112 Spent $1000+ on Audio Equipment/ last year 124 Spent $3K+ on Domestic Vacations/ last year 129 Spent $3000+ on TV Sets/ last year 109 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 Source: MRI Doublebase 2015 KEEPING SCORE SPORTS PROGRAMMING IS A SLAM DUNK 18 VIEWER PROFILE Women As Both Athletes And Fans Have Elevated Their Stature • 80% of Women Self-Identify As Sports Fans • Sports Illustrated coveted “Sportsman of the Year Award” was renamed to “Sportsperson of the Year” upon receipt of 2015 winner – Serena Williams • Yahoo’s annual report of the most searched athletes of 2015 was dominated by women Ronda Lindsey Maria Danica Caroline Tiger Floyd Manny Ana Hope Rousey Vonn Sharapova Patrick Wozniacki Woods Mayweather Jr.
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