THE NFL FALL 2020 PRIMETIME WRAP-UP & SUPER BOWL TRENDS

KTG CONTENT STRATEGY NFL PRIMETIME FOOTBALL: YEAR-TO-YEAR PERFORMANCE (P2+ IMP)

+6% +4% 19,857 19,137 -15% 18,000 16,819 +3% +4% Fall 2017 -11% 14,909 +7% Fall 2018 13,822 14,304 +9% 13,302 -13% 12,534 Fall 2019 11,724 10,751 10,956 Fall 2020

-19% -11% -6% 3,917 3,165 2,832 2,667

NBC SNF CBS&NBC 2017/FOX TNF ESPN MNF NFL NET TNF

KTG CONTENT STRATEGY

Source: Nielsen NNTV, 9/10/20-12/27/20, 9/8/19-12/29/19, 9/9/18-12/30/18, 9/10/17-12/28/17, P2+ Imp, L+SD, Regular Season, Primetime.. NFL PRIMETIME FOOTBALL: POST SEASON PERFORMANCE (P2+ IMP)

Jan 2018 Jan 2019 Jan 2020 Jan 2021 +28% 54,157

-20% -4% 43,434 42,329 41,847 +25% +29% +7% -11% 33,455 31,630 -11% 29,468 -32% 29,622 26,725 26,331 22,826 21,451 CBS FOX CBS CBS FOX AFC NFC CBS NBC FOX AFC NBC** AFC NFC CBS NBC FOX New Green AFC AFC NFC Tenn NFC Tenn Dallas AFC AFC NFC England Bay Buffalo Atlanta Seattle @ Tampa @ @ Tenn Baltimore Minn @ @ @ @ @ New @ New LA @ @ @ Kansas San Kansas LA Rams Dallas England Wash England Rams Baltimore Buffalo Philly City Fran City

WILDCARD GAME DIVISIONAL PLAYOFFS CHAMPIONSHIP GAME

KTG CONTENT STRATEGY Source: Nielsen NNTV, 1/9/21, 1/16/21, 1/24/21, 1/4/20, 1/11/20, 1/19/20, 1/5/19, 1/12/19, 1/20/19, 1/6/18, 1/13/18, 1/21/18, P2+ Imp, L+SD, Post Season, Primetime. **Additional Primetime WC Game on NBC, Sun, 1/10/21-AFC Cleveland @ Pittsburgh, 24.9 M P2+ SUPER BOWL LV / HALF-HOUR BREAKOUT P2+ IMP (000s)

96,295 96,580 93117 93,952 92,145 91,629 88,140 85,461 Total HALF SB LIV TIME 81,169

6:38- 10- 6:38- 7-7:30PM 7:30-8PM 8-8:30PM 8:30-9PM 9-9:30PM 9:30-10P 7PM 10:16PM 10:16PM

KTG CONTENT STRATEGY

Source: Nielsen NNTV, L+SD, 2/7/21, P2+ Imp (000s), Broken out by Half-Hour. SUPER BOWL LV / HALF-HOUR BREAKOUT HH RATING

39.7 39.7 38.9 38.5 38.3 38.2 37.2

36.3 HALF Total TIME 34.8 SB LIV 6:38- 10- 6:38- 7-7:30PM 7:30-8PM 8-8:30PM 8:30-9PM 9-9:30PM 9:30-10P 7PM 10:16PM 10:16PM

KTG CONTENT STRATEGY

Source: Nielsen NNTV, L+SD, 2/7/21, HH Rtg, Broken out by Half-Hour. SUPER BOWL LV / HALF-HOUR BREAKOUT A18-49 RATING

28.0 27.8 27.4 27.0 26.5 26.1 25.9 HALF Total TIME SB LIV

23.9 23.9

6:38- 10- 6:38- 7-7:30PM 7:30-8PM 8-8:30PM 8:30-9PM 9-9:30PM 9:30-10P 7PM 10:16PM 10:16PM

KTG CONTENT STRATEGY

Source: Nielsen NNTV, L+SD, 2/7/21, A18-49 Rtg, Broken out by Half-Hour. SUPER BOWL LV / HALF-HOUR BREAKOUT A25-54 RATING

32.4 31.8 32.0 31.2 30.5 30.7 29.9 HALF Total TIME SB LIV 28.0 27.5 6:38- 10- 6:38- 7-7:30PM 7:30-8PM 8-8:30PM 8:30-9PM 9-9:30PM 9:30-10P 7PM 10:16PM 10:16PM

KTG CONTENT STRATEGY

Source: Nielsen NNTV, L+SD, 2/7/21, A25-54 Rtg, Broken out by Half-Hour. THE POWER OF LIVE

SUPER BOWL LV caught the #1 spot in P2+, HH’s and all key demos TOP 10 Live Sports, Specials & Regular Series in Network Primetime

TOP 10 P2+ Imp TOP 10 P2+ Imp TOP 10 P2+ Imp Net Net Net LIVE SPORTS (000s) SPECIALS (000s) REGULAR SERIES (000s) Super Bowl LV CBS 91,629 Vice President & People ABC 14,152 Equalizer CBS 20,404 AFC Championship CBS 42,336 2020 Trump Town Hall NBC 13,494 60 Minutes CBS 11,308 NFC Playoff-Sun FOX 36,300 Vt 2020: Pres Dbt-9/29 ABC 12,651 NCIS CBS 9,751 AFC Divisional Playoff NBC 26,331 Vt 2020 Pres Dbt-10/22 ABC 11,248 FBI CBS 8,130 AFC Wildcard Gm-Sun NBC 24,888 NYRE’21 Pt 2-Prime ABC 11,227 Chicago Med NBC 7,605 NFC Wildcard Gm-Sat NBC 21,451 Dcsn ‘20 Pres Dbt-10/22 NBC 10,641 The Voice-Tue NBC 7,380 Sunday Night Football NBC 16,381 Vt 2020 VP Debate ABC 9,848 The Voice-Mon NBC 7,338 NFL Monday Special CBS 14, 709 Dcsn’20 Pres Dbt-9/29 NBC 9,685 Chicago Fire NBC 7,311 NFL Tuesday Night Ftbll FOX 13,969 NYRE’21-Pt 1-Prime ABC 8,358 Young Sheldon CBS 7,220 Thursday Night Football FOX 13,302 Christmas-Rock Center NBC 7,407 9-1-1 FOX 7,067

KTG CONTENT STRATEGY

Source: Nielsen NNTV, 9/21/20-2/7/21, L+SD, P2+ Imp, based on all Primetime programming. SUPER BOWL TREND / P2+ IMP (000s) PERFORMANCE

CBS-2021 Tampa Bay 31 vs Kansas City 9 91,629 FOX-2020 Kansas City 31 vs San Francisco 20 99,905 CBS-2019 New England 13 vs LA Rams 3 98,477 NBC-2018 Philadelphia 41 vs New England 33 103,471 FOX-2017 New England 34 vs Atlanta 28 111,319 CBS-2016 Denver 24 vs Carolina 10 111,864 NBC-2015 New England 28 vs Seattle 24 114,442 FOX-2014 Seattle 43 vs Denver 8 112,191 CBS-2013 Baltimore 34 vs San Francisco 31 108,693 NBC-2012 NY Giants 21 vs New England 17 111,346 FOX-2011 Green Bay 31 vs Pittsburgh 25 111,041 CBS-2010 New Orleans 31 vs Indianapolis 17 106,476 NBC-2009 Pittsburgh 27 vs Arizona 23 98,736 FOX-2008 NY Giants 17 vs New England 14 97,452 CBS-2007 Indianapolis 29 vs Chicago 17 93,183

KTG CONTENT STRATEGY

Source: Nielsen NNTV, 2/4/07-2/7/21, first Sunday in February of each year , L+SD. SUPER BOWL TREND / HH RATING PERFORMANCE

CBS-2021 Tampa Bay 31 vs Kansas City 9 38.2 FOX-2020 Kansas City 31 vs San Francisco 20 41.6 CBS-2019 New England 13 vs LA Rams 3 41.1 NBC-2018 Philadelphia 41 vs New England 33 43.1 FOX-2017 New England 34 vs Atlanta 28 45.3 CBS-2016 Denver 24 vs Carolina 10 46.6 NBC-2015 New England 28 vs Seattle 24 47.5 FOX-2014 Seattle 43 vs Denver 8 46.7 CBS-2013 Baltimore 34 vs San Francisco 31 46.4 NBC-2012 NY Giants 21 vs New England 17 47.0 FOX-2011 Green Bay 31 vs Pittsburgh 25 46.0 CBS-2010 New Orleans 31 vs Indianapolis 17 45.0 NBC-2009 Pittsburgh 27 vs Arizona 23 42.0 FOX-2008 NY Giants 17 vs New England 14 43.1 CBS-2007 Indianapolis 28 vs Chicago 17 42.6

KTG CONTENT STRATEGY

Source: Nielsen NNTV, 2/4/07-2/7/21, first Sunday in February of each year , L+SD. SUPER BOWL TREND / A18-49 RATING PERFORMANCE

CBS-2021 Tampa Bay 31 vs Kansas City 9 26.5 FOX-2020 Kansas City 31 vs San Francisco 20 29.9 CBS-2019 New England 13 vs LA Rams 3 31.1 NBC-2018 Philadelphia 41 vs New England 33 33.4 FOX-2017 New England 34 vs Atlanta 28 37.1 CBS-2016 Denver 24 vs Carolina 10 37.7 NBC-2015 New England 28 vs Seattle 24 39.1 FOX-2014 Seattle 43 vs Denver 8 39.3 CBS-2013 Baltimore 34 vs San Francisco 31 39.7 NBC-2012 NY Giants 21 vs New England 17 40.5 FOX-2011 Green Bay 31 vs Pittsburgh 25 39.9 CBS-2010 New Orleans 31 vs Indianapolis 17 38.6 NBC-2009 Pittsburgh 27 vs Arizona 23 36.7 FOX-2008 NY Giants 17 vs New England 14 37.5 CBS-2007 Indianapolis 29 vs Chicago 17 35.2

KTG CONTENT STRATEGY

Source: Nielsen NNTV, 2/4/07-2/2721, first Sunday in February of each year , L+SD. SUPER BOWL TREND / A25-54 RATING PERFORMANCE

CBS-2021 Tampa Bay 31 vs Kansas City 9 30.7 FOX-2020 Kansas City 31 vs San Francisco 20 34.2 CBS-2019 New England 13 vs LA Rams 3 34.7 NBC-2018 Philadelphia 41 vs New England 33 37.1 FOX-2017 New England 34 vs Atlanta 28 40.5 CBS-2016 Denver 24 vs Carolina 10 41.3 NBC-2015 New England 28 vs Seattle 24 41.9 FOX-2014 Seattle 43 vs Denver 8 40.7 CBS-2013 Baltimore 34 vs San Francisco 31 42.0 NBC-2012 NY Giants 21 vs New England 17 42.8 FOX-2011 Green Bay 31 vs Pittsburgh 25 41.7 CBS-2010 New Orleans 31 vs Indianapolis 17 40.5 NBC-2009 Pittsburgh 27 vs Arizona 23 37.5 FOX-2008 NY Giants 17 vs New England 14 38.8 CBS-2007 Indianapolis 29 vs Chicago 17 37.1

KTG CONTENT STRATEGY

Source: Nielsen NNTV, 2/4/07-2/7/21, first Sunday in February of each year , L+SD. SUPER BOWL HALFTIME PERFORMERS

SUPER BOWL PERFORMERS SUPER BOWL PERFORMERS 2021 The Weekend 2014 Bruno Mars 2020 J. Lopez/Shakira 2013 Beyonce 2019 Maroon 5 2012 Madonna 2018 Justin Timberlake 2011 Black Eyed Peas 2017 Lady Gaga 2010 The Who 2016 Coldplay 2009 Bruce Springsteen 2015 Katy Perry 2008 Tom Petty 2007 Prince

KTG CONTENT STRATEGY POST SUPER BOWL NETWORK PROGRAMMING / P2+ IMP (000s)

CBS-2021 SB LV 91,629 20,404 The Equalizer FOX-2020 SB LIV 99,905 23,731 The Masked Singer CBS-2019 SB LII 98,477 22,245 The World’s Best NBC-2018 SB LII 103,471 26,987 This Is Us FOX-2017 SB LI 111,319 17,577 24: Legacy CBS-2016 SB L (50) 111,864 20,533 Late Show-Colbert NBC-2015 SB XLIX 114,442 25,724 The Blacklist FOX-2014 SB XLVIII 112,191 26,297 New Girl CBS-2013 SB XLVII 108,693 20,857 Elementary NBC-2012 SB XLV1 111,346 37,611 The Voice FOX-2011 SB XLV 111,041 26,806 Glee SB XLIV Undercover Boss: CBS-2010 106,476 38,656 Waste Mngmnt NBC-2009 SB XLIII 98,736 22,942 The Office FOX-2008 SB XLII 97,452 29,063 House CBS-2007 SB XLI 93,183 26,133 Criminal Minds

KTG CONTENT STRATEGY

Source: Nielsen NNTV, 2/4/07-2/7/21, first Sunday in February of each year , L+SD. SUPER BOWL AUDIENCE COMPOSITION

SB LII-2018 SB LIV-2020 SB LV-2021

8% 8% 7% 6% 5% 5%

40% 40% 41% NBC FOX CBS

46% 47% 47%

W18+ M18+ T12-17 C2-11 W18+ M18+ T12-17 C2-11 W18+ M18+ T12-17 C2-11

KTG CONTENT STRATEGY

Source: Nielsen NNTV, 2/4/18, 2/2/20 , 2/7/21, L+SD, based on P2+ Distribution. Reflects audience comp for last Super Bowl for each network. SUPER BOWL MEDIAN AGE TREND

CBS FOX NBC

50.6 45.6 47.7 49.1 43.0 43.5 45.8 44.7 46.6 42.5 43.7 42.9

2010 2013 2016 2019 2021 2011 2014 2017 2020 2012 2015 2018

KTG CONTENT STRATEGY

Source: Nielsen NNTV, 2/7/10-2/7/21, first Sunday in February of each year listed, L+SD. SUPER BOWL HUT/PUT TREND

HUT A18-49 PUT A25-54 PUT

66.5 66.9 66.0

55.9 54.3 54.0 51.3 49.4 44.2 38.7 36.1 30.1

2010 2015 2020 2021 2010 2015 2020 2021 2010 2015 2020 2021

KTG CONTENT STRATEGY

Source: Nielsen NNTV, 2/7/10, 2/1/15, 2/2/20, 2/7/21 , L+SD. SUPER BOWL SUNDAY HUT/PUTS VERSUS SUN PRIME & M-SUN PRIME

Super Bowl 2021 Avg Sun Prime-1st Qtr 2021 Avg M-Su Prime-1st Qtr 2021 52.6 48.3 45.3

32.9

27.1 25.4 21.8 20.0 16.6

HUT A18-49 PUT A25-54 PUT

KTG CONTENT STRATEGY

Source: Nielsen NNTV, 2/7/21, 1/3/21-2/7/21, 1/1/21-2/1121, Primetime, L+SD. SUPER BOWL LV’s Performance across the Broadcast and Digital Spectrum

Facts from CBS:

▪ "CBS Sports’ coverage of Super Bowl LV, which featured the Tampa Bay Buccaneers’ lopsided victory (31-9) over the Kansas City Chiefs posted a Total Audience Delivery of 96.4 million viewers across all platforms, including the CBS Television Network, CBS Sports and NFL digital properties, Buccaneers and Chiefs mobile properties, Verizon Media mobile properties and ESPN Deportes television and digital properties. “

▪ “Despite a 22-point margin of victory – the second-largest for a Super Bowl in the past 18 years – viewers consumed Super Bowl LV across multiple platforms, including record numbers on digital.”

▪ “Super Bowl LV was the most live-streamed NFL game ever. The average minute audience of 5.7 million viewers was the highest average minute audience for any NFL game and was up +65% vs. last year’s Super Bowl. Super Bowl LV also became the first NFL game in history to deliver more than one billion total streaming minutes.”

▪ “CBS Sports social media accounts saw tremendous engagement growth on Super Bowl Sunday, driving an increase of +31% over 2019 when CBS last had the game (Super Bowl LIII). Super Bowl LV generated more than 127 billion potential impressions on social media on Sunday."

KTG CONTENT STRATEGY

Source: CBS Network Press Release dated 2/9/21.