Year in Sports Media Report 2015 Stephen Master, Svp Sports, Nielsen

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YEAR IN SPORTS MEDIA REPORT 2015 STEPHEN MASTER, SVP SPORTS, NIELSEN

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 inuence of Netix, 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.

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

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 “Deategate” 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.

2 NIELSEN YEAR IN SPORTS REPORT • 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, denitely 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 innite wisdom to move the seminal 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 seminal 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

NIELSEN YEAR IN SPORTS REPORT Copyright © 2016 The Nielsen Company 3 SPORTS CONSUMPTION STRONG DESPITE MEDIA FRAGMENTATION Sports accounted Over the last 10 years, the media market has undergone a drastic transformation, for 93 of the top 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 100 live viewed 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 TV programs from 2005. in 2015, compared 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, to 14 in 2005 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

2005 2015

14% 93% % sports programs

Based on P2+ Average Audience Projections

4 NIELSEN YEAR IN SPORTS REPORT THE NEED FOR TOTAL AUDIENCE COMPARISON

Nielsen 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.

COMPARABLE METRICS

Reach Average Minutes Audience

15.2M NFL STREAMING AUDIENCE 1.6M

44.1M AVERAGE NFL TELECAST 18.2M

25.0M LOWESTRATED NFL TELECAST 8.4M

ENGAGEMENT ON OTHER PLATFORMS

While 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 TIME SPENT ON SMARTPHONES INCREASES

According to Nielsen Social, in 2015 Sports Events only make In 2015, there was over 69 billion minutes, or 1.2 billion hours, up 1.4% of TV programming and close to 50% of all Twitter spent on sports sites via smartphones. This is up an impressive TV conversation. In 2016, Nielsen Social will expand its Twitter 22% from 2014. 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 TOTAL MINUTES SPENT ON SPORTS SITES VIA SMARTPHONE consumer privacy. 2014 57B

2015 70B

*Sum of UA across 2015

TOP 5 MOBILE SITES Brands for English Language (by Total $ Spend) 1.4% 1 ESPN DIGITAL NETWORK of TV 49.7% programs of Twitter TV 2 NFL INTERNET NETWORK activity 3 CBS SPORTS 4 MLB.COM

SPORTS PROGRAMS OTHER PROGRAMS 5 FOX SPORTS DIGITAL

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.

PC Smartphone +72% 8.8M 2015 7.9M +163%

5.1M 2014 3M

Data from the two top daily fantasy websites

SPORTS RADIO AUDIENCE

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.

AQH SHARE P6+ FOR SPORTS RADIO 4.6% 4.3% 4.4% 4.1% 4.2%

2011 2012 2013 2014 2015

6 NIELSEN YEAR IN SPORTS REPORT CAPTURING OUT OF HOME VIEWING

In 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%.

WORLD SERIES ON FOX Average Audience OOH Lift by Game

46%

42% 33%

26% 26% 32% 23% 22% 18% 22% 22% 21% 13% 12% 12% OOH % Lift

TUESDAY WEDNESDAY FRIDAY SATURDAY SUNDAY oct 27 oct 28 oct 30 oct 31 nov 1

P6+ P18–34 M18–34

NFL ON FOX

Average Audience OOH lift by Week 23.6% 20.6% 19.7% 18.9% 19.0% 17.3% 19.1% total season

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

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 Average Audience Projections in Millions

june 08 june 16 june 26 july 04 USA vs. Australia USA vs. Nigeria USA vs. China Germany vs. England FS1*/NBC Universo FOX*/NBC Universo FOX*/NBC Universo FOX*/NBC Universo 412,000 207,000 279,000 33,000

3.3M | 0.2M 5.0M | 0.1M 5.7M | 0.1M 2.5M | 0.1M

3.5 4.6 5.2 5.0 5.9 8.6 2.6 23.6

june 12 june 22 june 30 july 05 USA vs. Sweden USA vs. Colombia USA vs. Germany USA vs. Japan FOX*/NBC Universo FS1*/NBC Universo FOX*/NBC Universo FOX/Telemundo* 153,000 342,000 940,000 3,453,000

4.5M | 0.1M 4.7M | 0.3M 8.4M | 0.1M 22.3M | 1.3M

ENGLISHLANGUAGE AUDIENCE SPANISH LANGUAGE AUDIENCE Total Tweets

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

8 NIELSEN YEAR IN SPORTS REPORT INCREASED INTEREST FROM YOUNG FEMALE FANS

Unique 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.

REACH OF YOUNG FANS

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

2011 1442 982 5309 3016 2015 1558 1450 4884 4310 GROWTH +8% +48% -8% +43%

A DEEPER LOOK AT THE FANS

HISPANIC NON-HISPANIC NON-HISPANIC The Women’s World Cup saw impressiveNON-HISPANIC growth in Non-Hispanic White, Black, and AsianBLAC reach.K This is a very differentASIAN story than what was seen for the 2014 Men’s WorldW HITECup, 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 2499 2015 60,061 16,543 7358 3768 GROWTH +56% -5% +74% +51%

FEMALE AVERAGE MINUTES WATCHED Men’s World Cup Women’s World Cup Brands for English Language Brands for Spanish Language 2014 2015 (by Total $ Spend) (by Total $ Spend) 814 146 NATIONWIDE INSURANCE 1 ANHEUSERBUSCH INBEV FIAT 500 AUTOS 2 FORD MOTOR COMPANY 320 173 BUD LIGHT 3 AT&T AUDI DISH NETWORK HISPANIC FEMALE 4 NONHISPANIC FEMALE FORD TRANSIT VANS 5 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 ‘deated’. 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 Oensive 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.

TIMELINE OF TV VIEWERSHIP HIGHLIGHTS Average Audience Projections in Millions

jan 04, 2015 jan 11, 2015 jan 18, 2015 sep 10, 2015 NFC Wildcard NFC Divisional Playo NFC Championship Thursday Night Kicko Detroit Lions vs. Dallas Cowboys vs. Green Bay Packers Pittsburgh Steelers vs. Dallas Cowboys Green Bay Packers vs. Seattle Seahawks New England Patriots FOX FOX FOX NBC 2,456,000 3,007,000 3,332,000 1,388,000

42.3 34.0 44.4 42.1 49.8 114.4 27.4 32.5

jan 10, 2015 jan 18, 2015 feb 01, 2015 nov 26, 2015 AFC Divisional Playo AFC Championship Super Bowl Baltimore Ravens vs. Indianapolis Colts vs. New England Patriots Thanksgiving Classic New England Patriots New England Patriots vs. Seattle Seahawks Panthers vs. Cowboys NBC CBS NBC CBS 1,779,000 1,848,000 25,068,000 1,006,000

Total Tweets

10 NIELSEN YEAR IN SPORTS REPORT THE CHAMPIONS OF ADVERTISING

The 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 BUDWEISER/BUD LIGHT AD EFFECTIVENESS

Budweiser/Bud Light Historical Super Bowl 57% 60% Super Bowl XLIX on NBC Performance 45% feb 01, 2015 55% feb 07, 2010 – feb 01, 2015

Non-Sports Programming 46% Brand Norm 41% Broadcast /Cable 28% Broadcast/Cable 26%

Sports Programming Norm 45% Category Norm 39% Broadcast/Cable* Broadcast/Cable 29% 23%

*Based on P13+ survey responses from AD MEMORABILITY *Based on P21+ survey responses from AD MEMORABILITY January 24, 2010 - February 15, 2015 BRAND MEMORABILITY February 16, 2014 – February 15, 2015 BRAND MEMORABILITY

LOCAL FAN INSIGHTS

While both Patriots and Seahawks fans enjoy throwing back a few “coldies” on a Sunday afternoon, the dierence lies in their beer of choice. These dierences also carry over to Monday morning, when both fans take to their hometown coee chains to jump start their week. PATRIOTS FANS SEAHAWKS FANS TOP NATIONAL ADVERTISERS Boston-based Sam Adams Coors Light is the favorite Brands by Total $ Spend is most popular among Pats among Seahawks fans, as they fans, as they are 22% more are 21% more likely to enjoy likely to drink Sam Adams a Coors Light than the typical 1 VERIZON WIRELESS than the typical Boston adult Seattle adult MCDONALD’S *P21+ *P21+ 2 Pats fans represent 72% of Seahawks fans represent 77% BUD LIGHT all Boston Dunkin’ Donuts of all Seattle Starbucks 3 customers customers 4 DIRECTV 5 MICROSOFT SURFACE PRO 3

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.

TIMELINE OF TV VIEWERSHIP HIGHLIGHTS Average Audience Projections in Millions

feb 15 may 20-may 26 jun 25 (4 telecasts) NBA All-Star NBA Draft TBS/TNT* Eastern Conference Finals ESPN 1,076,000 Atlanta Hawks vs. 2,454,000 Cleveland Cavaliers TNT 2,494,000 TBS: 1.2M TNT: 6.0M

7.2 7.4 6.8 19.9 3.7 11.2

may 19-may 27 jun 4-jun16 (5 telecasts) (6 telecasts) Western Conference Finals NBA Finals dec 25 Houston Rockets vs. Golden State Warriors NBA Christmas Day Golden State Warriors vs. Cleveland Cavaliers Cavaliers vs. Warriors ESPN ABC ABC 3,658,000 18,316,000 506,000

Total Tweets

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

12 NIELSEN YEAR IN SPORTS REPORT STEPH CURRY AND LEBRON JAMES DRIVE SOCIAL BUZZ FOR UNDER ARMOUR AND NIKE

These two superstars also drove earned media CHANGE IN AVERAGE DAILY UNDER ARMOUR TWEETS on Twitter for their respective endorsement brands. 2015 NBA FINALS VS. PRECAMPAIGN PERIOD With Stephen Curry extending his endorsement deal with Under Armour through 2024, and LeBron James PROGRAM 148% signing a lifetime deal with Nike, these all-stars have AUTHORS already proved to be a worthwhile investment.

According to Nielsen Social, which measured the effect NONPROGRAM 29.7% of the 2015 NBA Finals on Twitter activity for Nike AUTHORS 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. CHANGE IN AVERAGE DAILY NIKE TWEETS It should come as no surprise that Nike, a trailblazer 2015 NBA FINALS VS. PRECAMPAIGN PERIOD in the market for over 40 years, signed one of the most dominant NBA players to the company’s first PROGRAM 13.3% lifetime contract. AUTHORS According to Nielsen Social, during the 2015 NBA Finals, Nike Twitter activity increased by 13.3% for 2015 NBA NONPROGRAM Finals Authors, while it decreased by 5.7% for non 2015 -5.7% AUTHORS 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 LOCAL FAN INSIGHTS

The 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.

WARRIORS FANS CAVALIERS FANS TOP NATIONAL ADVERTISERS Brands by Total $ Spend 49% own an iPhone 33% own an iPhone 1 STATE FARM INSURANCE 2 TACO BELL 3 SAMSUNG GALAXY $108,000 average $72,000 average SPRINT household income household income 4 5 KIA OPTIMA

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.

TIMELINE OF TV VIEWERSHIP HIGHLIGHTS Average Audience Projections in Millions

april 05 july 14 oct 07 oct 16-oct 23 (6 telecasts) MLB Opening Day MLB All-Star Game NL Wildcard Game Chicago Cubs vs. FOX Pittsburgh Pirates ALCS Playo s St. Louis Cardinals 606,000 vs. Chicago Cubs Kansas City Royals ESPN2 TBS vs. Toronto Blue Jays 222,000 899,000 FOX*/FS1* 917,000 *U.S. only viewership

3.4 7.1 10.9 7.6 8.3 7.9 3.9 14.7

oct 17-oct 21 oct 27-nov 01 oct 06 (4 telecasts) (5 telecasts) AL Wildcard Game NLCS Playo s World Series july 13 New York Yankees Chicago Cubs vs. Kansas City Royals MLB Home Run Derby vs. Houston Astros New York Mets vs. New York Mets ESPN ESPN TBS FOX 605,000 577,000 1,865,000 3,506,000

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

14 NIELSEN YEAR IN SPORTS REPORT GROWTH IN HISPANIC VIEWERS

The 2015 World Series gave MLB fans a matchup of powerhouses HISPANIC VIEWERSHIP BY ETHNICITY on both sides of the plate. While average viewership saw a 6% increase from the 2014 World Series, what is more notable COMPOSITION: 2014 WORLD SERIES VS. is the 30% increase from Hispanic viewers of English-language 2015 WORLD SERIES World Series telecasts. The MLB made a concerted eort to reach Hispanic fans and it paid o. More Hispanic viewers are tuning in to English-language telecasts, and they’re also watching 4% 2015 8% for longer, as they averaged 205 minutes of tune in over the course of the 5-game series, an impressive 11% increase from 4% 5% 2014 2014’s 7-game series. 41% 27% 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 55% 33% World Series may have inuenced Mexican viewership as they 9% 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 14% CUBAN played a role, but player nationality may have factored in as DOMINICAN well. Three of the Royals ace pitchers hail from the Dominican MEXICAN Republic, as do key Mets players. PUERTO RICAN OTHER*

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

LOCAL FAN INSIGHTS

Both 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.

ROYALS FANS METS FANS TOP NATIONAL ADVERTISERS Brands by Total $ Spend Visit QSR 5.5 times in an Visit QSR 4.6 times in an average month average month 1 TMOBILE 2 GEICO

21% of fans use Kansas TACO BELL 8% of fans use Sprint, but 41% 3 City-based Sprint as their of fans use New York-based wireless carrier and 20% of BUDWEISER Verizon as their wireless carrier 4 fans use Verizon 5 DIRECTV

THE 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 Playos 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, reected in the 41.0 HH local rating, marking the highest to date for any Blackhawks game.

TIMELINE OF TV VIEWERSHIP HIGHLIGHTS Average Audience Projections in Millions

jan 01, 2015 may 16-may 29 june 03-june 15 (7 telecasts) (6 telecasts) Winter Classic Chicago Blackhawks vs. Eastern Conference Finals Stanley Cup Finals Washington Capitals NY Rangers vs. Chicago Blackhawks vs. NBC Tampa Bay Lightning Tampa Bay Lightning 159,000 NBC/NBCSN NBC/NBCSN 837,000 1,797,000

3.5 1.2 2.4 2.0 5.6 2.8

may 17-may 30 (7 telecasts) jan 01, 2016 Western Conference Finals Winter Classic jan 25 Chicago Blackhawks vs. Montreal Canadiens All Star Game Anaheim Ducks vs. Boston Bruins NBCSN NBC/NBCSN NBC 128,000 1,016,000 56,000

Total Tweets

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

16 NIELSEN YEAR IN SPORTS REPORT HOCKEY FANS JUST WANT MORE HOCKEY

NHL playo viewers were committed for all 2 months of 2015 post- While the NHL is known for its rabid and diehard local fanbases, season on ice action, with a 1st round viewership reach gure of a custom playo intermission analysis that Nielsen conducted just over 35 million. This accounted for more than half of the entire further shows how devoted fans were to the 2015 post-season. playo’s nearly 70 million unique viewers. Across the four 1st round playo games analyzed, an average of 66% of viewers stayed tuned for the Intermission Report PROGRESSIVE and an average of 8% tuned in to other playo hockey games. REACH REACH ROUND DEMO PROJ. 000 PROJ. LIFT % LIFT Additionally, an average of 76% of viewers stayed tuned for the Intermission Reports during the 6 Stanley Cup Finals games. ROUND 1 P2+ 35,367 N/A N/A

ROUND 2 P2+ 41,622 6,255 18% % OF VIEWERS WHO STAYED FOR INTERMISSION REPORT CONFERENCE P2+ 52,936 11,314 27% FINALS 1ST ROUND 4 GAMES 66% STANLEY CUP P2+ 69,923 16,987 32% FINALS STANLEY CUP 6 GAMES 76%

% OF VIEWERS TUNING TO HOCKEY DURING INTERMISSION 1ST ROUND GAMES 6% 9% 1%* 16% 65% 65% 69% 63% 71% 74% 70% 79% % Total Tuning to % Total Tuning to % Total Tuning to % Total Tuning to Hockey During Hockey During Hockey During Hockey During Intermission Intermission Intermission Intermission

CHI vs. NSH TB vs. DET NYR vs. PIT NYI vs. WSH april 17 april 21 april 22 april 27

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

LOCAL FAN INSIGHTS Like 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 oseason until the puck drops again in October.

BLACKHAWK FANS LIGHTNING FANS Top National Advertisers Brands by Total $ Spend 27% more likely to drink 22% more likely to drink spirits spirits than the typical than the typical Tampa adult GEICO Chicago adult 1 DISCOVER CREDIT CARD *P21+ *P21+ 2 3 MCDONALD’S 38% attended either a Cubs 41% attended a Tampa Bay or White Sox game in the Rays game in the past year 4 SUBWAY past year 5 COORS BEER

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.

TIMELINE OF TV VIEWERSHIP HIGHLIGHTS Average Audience Projections in Millions

apr 26 jul 22 jul 29 dec 06 Liga MX Gold Cup-Semi MLS All-Star Game MLS Championship Guadalajara vs. America USA vs. Jamaica FS1/UMA* Columbus/Portland Univision*/UDN FS1/UMA* 61,000 ESPN 44,000 133,00 123,000

2.9 3.7 3.0 6.5 0.8 1.5 1.2 2.8

jun 06 jul 26 sep 12 dec 13 UEFA Champions Gold Cup-Final EPL Liga MX League Final Mexico vs. Jamaica Liverpool vs. UNAM vs. Juventus vs. Barcelona FS1*/Univision Manchester United Tigres UANL FOX*/FOX Deportes 155,000 NBC/Telemundo* UniMas*/UDN 832,000 128,000 42,000

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

18 NIELSEN YEAR IN SPORTS REPORT AMERICA’S FUTURE SPORT

Although soccer (fútbol) lacks the distinction of being called In 2015 American soccer fans, and those on the cusp of conversion, “America’s Game,” an honor bestowed to its U.S. gridiron cousin, had a wide variety of soccer programming to choose from, evidence is mounting that it could be the U.S.’s future sport. including international friendlies, club matches from various According to Nielsen Scarborough, U.S. Adults 18-34 are almost leagues, the CONCACAF Gold Cup, and of course the 2015 twice as likely to have played soccer over the past 12 months Women’s World Cup. All told, 2015 saw over 9,000 hours (about as the average American. Ratings and viewership for the average 378 days) of live national soccer programming from more than soccer match may still have a ways to go, before causing the NFL 20 networks (Note: duration of simulcasts were counted as well). to break a sweat, but the television landscape, buoyed by Spanish The Hispanic viewing community is clearly helping lead the soccer language telecasts and simulcasts, has begun to teem with live programming charge, with almost two thirds of live soccer content soccer content. minutes coming from Spanish language networks.

2015 LIVE SOCCER PROGRAMMING: % BY DURATION 2%

32% 29% 36% 64%

ESPN NETWORKS FOX NETWORKS NBC UNIVERSAL NETWORKS UNIVISION NETWORKS 15% 12% BeIN MEDIA NETWORKS SPANISH LANGUAGE OTHER NETWORKS ENGLISH LANGUAGE LOCAL FAN INSIGHTS

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

MEXICAN EUROPEAN TOP NATIONAL MLS ADVERTISERS LEAGUE FANS MLS FANS SOCCER FANS Brands by Total $ Spend Mexican league fans’ MLS fans’ favorite European league fans’ favorite beer is Modelo beer is Sam Adams favorite beer is WELLS FARGO and they are 5 times and they are 2.5 times Guinness and they are 1 more likely to drink more likely to drink 3 times more likely to it than the U.S. it than the U.S. adult drink it than the U.S. AUDI adult population population adult population 2 *P21+ *P21+ *P21+ ADIDAS PREDATOR INSTINCT Mexican league fans MLS fans are 42% European fans are 93% 3 are 71% more likely to more likely to shop more likely to shop at SPORTING FOOTWEAR shop at Walmart at Costco than the Whole Foods than the Neighborhood Markets U.S. adult population U.S. adult population CONTINENTAL TIRES than the U.S. adult 4 population 5 AT&T

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.

TIMELINE2015 OFTIMELINE TV VIEWERSHIP OF HIGHLIGHTS: HIGHLIGHTS Average Audience Projections in Millions

feb 22 may 03 sep 06 nov 22 Daytona 500 Talladega Darlington Homestead- FOX Superspeedway Raceway Miami Speedway 297,000 FOX NBC NBC 112,000 91,000 199,000

13.4 7.0 6.3 6.4 6.0 4.6 7.6

mar 15 may 24 nov 08 Phoenix Charlotte Texas Motor International Raceway Motor Speedway Speedway FOX FOX NBC 64,000 89,000 82,000

Total Tweets

20 NIELSEN YEAR IN SPORTS REPORT PERFORMANCE OF ADS IN TITLE RACES:

Entitlement sponsorships may inuence the eectiveness of a NASCAR sponsor’s ads within the race. Nielsen Brand Eect performed an analysis to compare the eectiveness 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 eectiveness 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.

AD EFFECTIVENESS: GEICO AD EFFECTIVENESS: COCACOLA

Geico Ads in Geico 500 61% Coca-Cola Ads in 49% on Fox Coca-Cola 600 on Fox May 03, 2015 51% May 24, 2015 40%

Geico Norm in NASCAR 59% Coca-Cola Norm in 38% 2015 Season NASCAR 2015 Season Broadcast/Cable Only 44% Broadcast/Cable Only 30%

38% Geico 2015 Norm 53% Coca-Cola 2015 Norm Broadcast/Cable Only Broadcast/Cable Only 35% 23%

AD MEMORABILITY AD MEMORABILITY BRAND MEMORABILITY BRAND MEMORABILITY

Geico was top of mind for viewers of the Talladega/Geico 500 Coca-Cola also saw lift in ad eectiveness during their May 24th title race, as their ads during this race performed signicantly better race in Charlotte. Their ads during the Coca-Cola 600 performed on brand memorability than both Geico ads within other 2015 better on Ad and Brand Memorability than those airing during other NASCAR races and the 2015 Geico brand norm. 2015 NASCAR races as well as the 2015 Coca-Cola brand norm. RETIREMENT OF A NASCAR LEGEND

2015 marks the retirement year of NASCAR legend, Je TOP NATIONAL ADVERTISERS Gordon. This four-time Sprint Cup Champion has been wowing fans since the 90s, racking up a total of 93 career wins - the Brands by Total $ Spend most in NASCAR’s modern era. It is no wonder that Gordon earned a Nielsen N-Score of 68 for Awareness, according to 1 NATIONWIDE INSURANCE Nielsen Talent Analytics. This far eclipses the average scores of KFC 59 and 58 for auto racing and sports personalities respectively. 2 Of those who are aware of Gordon, 64% nd him Successful, 3 FORD F150 TRUCKS which is on par with the score of Super Bowl Champion, SPRINT Tom Brady. 4 5 CHEVROLET SILVERADO 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.

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.

TIMELINE OF TV VIEWERSHIP HIGHLIGHTS Average Audience Projections in Millions

apr 12 jun 21 jul 20 The Masters U.S. Open British Open Winner: Spieth Winner: Spieth Winner: Z. Johnson CBS FOX ESPN 429,000 370,000 185,000

14.2 0.7 6.7 1.0 3.4 6.7

jun 14 jul 12 aug 16 LPGA Championship U.S. Women's Open PGA Championship Winner: Inbee Park Winner: In Gee Chun Winner: Day NBC FOX CBS 2,000 5,000 137,000

Total Tweets

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

22 NIELSEN YEAR IN SPORTS REPORT YOUNG PLAYERS DRAWING YOUNG VIEWERS

Spieth 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 bet 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.

2015 VIEWERSHIP INCREASES COMPARED TO 2014

+75% +75% +52% +57% +38% +38% +32% +30% +12% +11%

P217 M217 P1824 M1824 F217 F1824

MALE VIEWERS FEMALE VIEWERS THE MASTERS VIEWERS US OPEN VIEWERS SOCIAL MEDIA ENGAGEMENT

CHANGE IN AVERAGE DAILY UNDER ARMOUR TWEETS: TOURNAMENT VS. PRETOURNAMENT Naturally, the social media buzz around Spieth saw a NIELSEN SOCIAL EFFECT similar eruption, with a 544% increase in total tweets around the U.S. Open from the year prior. In addition, +885% M18-24 represented the largest presence on social media, accounting for 24% and 26% of total Tweets around +275% The Masters and the U.S. Open respectively.

THE MASTERS AUTHORS US OPEN AUTHORS

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

Spieth’s sponsor, Under Armour, reaped the benets 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.

TOP NATIONAL ADVERTISERS Brands by Total $ Spend 1 MICROSOFT COMPUTER SOFTWARE 2 QUICKEN LOANS MORTGAGE COMPANY 3 TITLEIST PRO V1 GOLF BALLS 4 CIALIS RX 5 CENTURYLINK TELECOMM

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.

TIMELINE OF TV VIEWERSHIP HIGHLIGHTS Average Audience Projections in Millions

jan 18 feb 22 jul 25 dec 12 UFC Fight Night UFC Fight Night UFC Fight Night UFC 194 Prelims McGregor vs. Siver Bigfoot vs. Mir Dillashaw vs. Barao Aldo vs. McGregor FS1 FS1 FOX FS1 155,000 35,000 105,000 17,000

2.8 3.0 1.2 2.7 2.8 1.2 1.6 2.5

jan 24 apr 18 nov 14 dec 19 UFC Fight Night UFC Fight Night UFC 193 Prelims UFC Fight Night Gustafsson vs. Johnson Machida vs. Rockhold Rousey vs. Holm dos Anjos vs. Cowboy FOX FOX FS1 FOX 76,000 58,000 42,000 52,000

Total Tweets

24 NIELSEN YEAR IN SPORTS REPORT THE RAPID RISE OF UFC

UFC LIVE EVENT UNIQUE AUDIENCE P2+ F2+

28M 10M +7%+11% 29M 11M 2014 2015

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.

21% 28% 24% UFC 184 UFC 190 UFC 193 138,000 Rousey vs. Zingano 385,000 Rousey vs. Correia 398,000 Rousey vs. Holm unique feb 28 unique aug 1 unique nov 14 authors authors authors

% female 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. 67 57 59% 52 40% 44 44% 40% 42% 31% 24 27% 18% 23% 9

NSCORE AWARENESS SCORE INFLUENTIAL ROLE MODEL SUCCESSFUL How to read: Among women, Ronda Rousey How to read: Among women, 44% of women who are aware of Ronda Rousey ﬁnd her inﬂuential. has a weighted Awareness score of 44. AVERAGE RONDA ROUSEY HOLLY HOLM TOP NATIONAL ADVERTISERS Brands by Total $ Spend 1 NOS DRINKS 2 BUD LIGHT BEER 3 METRO PCS 4 GEICO 5 APPLEBEE’S

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

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.

TIMELINE OF TV VIEWERSHIP HIGHLIGHTS Average Audience Projections in Millions

mar 03-mar 20 mar 26-mar 27 apr 04 Round of 64 Sweet 16 Final 4 (32 games) (8 games) Duke vs. Michigan State CBS, TNT, TBS, TruTV CBS, TBS Wisconsin vs. Kentucky (2 games) TBS

2.2 5.1 6.1 12.1 13.9 28.3

apr 06 mar 21-mar 22 mar 28-mar 29 Championship Game Round of 32 Elite 8 Duke vs. Wisconsin (16 games) (4 games) CBS CBS, TNT, TBS, TruTV TBS, CBS 2,666,000

Total Tweets

26 NIELSEN YEAR IN SPORTS REPORT STRENGTH OF POWER CONFERENCES

Although just two years ago BIG10 viewership lead Although NCAA Men’s Basketball viewers may disagree on who they want cutting the pack compared to the other power conferences, down the net, most are well-educated, as 68% of these regular season viewers have its audience gure now lags behind the ACC some college education. This gure grows as the season progresses. While a PhD is and SEC. The talent of Frank Kaminsky and the not required to ll out a March Madness bracket, Nielsen National TV data shows Wisconsin team was not enough to make up for the that 70% of people watching March Madness have some college education. When rest of the BIG10. Powered by Duke and Kentucky, education level of both regular season and March Madness viewers are compared the ACC and SEC strength in men’s basketball to viewers of all 2015 sporting events, they over-index by 18% and 25% respectively was directly reected in regular season viewership for college graduates (4+ years of college). numbers. The ACC had the most viewed college basketball games of the 2014-15 season with 3 EDUCATION LEVEL OF VIEWERS million viewers, on average, tuning in for the top 10 nationally televised regular season games. ALL 2015 SPORTS EVENTS 32% AVERAGE VIEWERSHIP 20142015 NCAABB 37% 31% REGULAR SEASON BY CONFERENCE 32% 2015 NCAABB CONFERENCE P2+ PROJECTION 000 31% 29% TOURNAMENT PAC12 .8M

BIG 12 1.4M

BIG10 1.6M 39%

SEC 2.3M 37% 13 YEARS COLLEGE

ACC 3.0M 4+ YEARS COLLEGE 31% *Average Audience (P2+ Live+SD US AA Proj) across the Top Ten games NO COLLEGE involving speciﬁed conference/team

LOCAL FAN INSIGHTS

Given 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.

WISCONSIN FANS DUKE FANS TOP NATIONAL ADVERTISERS 42% of Badgers fans have been Bojangles’ (HQ in Charlotte) is Brands by Total $ Spend to Culver’s (HQ in Prairie du the most popular QSR among Sac, WI) in the past 30 days Duke basketball fans: 42% have (19% more likely than the typical been there in the past 30 days AT&T Milwaukee adult) (29% more likely than typical 1 Raleigh Durham adult) 2 CAPITAL ONE Beer is the most popular alcoholic Wine is the most popular alcoholic NORTHWESTERN MUTUAL beverage among Badgers basketball beverage among Duke fans, with 3 fans; 70% of Badgers fans drink 54% of Blue Devils fans drinking BUICK LACROSSE beer (24% more likely than the wine (11% more likely than the 4 typical Milwaukee adult) typical Raleigh Durham adult) ALLSTATE INSURANCE *P21+ *P21+ 5

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

TIMELINE OF TV VIEWERSHIP HIGHLIGHTS Average Audience Projections in Millions

28 NIELSEN YEAR IN SPORTS REPORT STRENGTH OF POWER CONFERENCES

Just two years ago, the SEC was the king of power games were against out of conference opponents. conferences in terms of average viewership. Strong viewership for these conferences aligns with the percentage of college However, recent outside conference national football fans in each market. According to Nielsen Scarborough, the highest victories (Florida State and Ohio State) have percentage of college football fans lie in the Southeast and Midwest (SEC and toppled its crown. Since Ohio State’s win in the BIG10), specically in Alabama, Ohio, Oklahoma, Tennessee, Georgia, Northern rst ever College Football Playo, the BIG10 has Florida, Iowa and Louisiana. The Northeast and Southwest have an expectedly gained the lead in for most viewed college football lower college football fan penetration. games of the 2014-15 season. On average, 8.5 million viewers tuned in for the BIG10’s top ten PERCENTAGE OF COLLEGE FOOTBALL FANS nationally televised regular season games. The SEC

came in just shy of that with 8.1 million viewers. The WASHINGTON WASHINGTON MONTANA NORTH DAKOTA MAINE strength of these conferences seemed to inuence MINNESOTA MONTANA NORTH DAKOTA MAINE MINNESOTA VT. viewership of the ACC and Pac-12, as 6 out of the OREGON VT. N.H. OREGON WISCONSIN IDAHO SOUTH DAKOTA N.H.MASS. top ten ACC games and 5 out of the top ten Pac-12 WISCONSIN IDAHO SOUTH DAKOTA NEW YORK MASS. WYOMING MICHIGAN NEW YORK CT R.I. WYOMING MICHIGAN CT R.I. IOWA NJ PENNSYLVNIA New York IOWA NJ NEBRASKA Chicago PENNSYLVNIA New York NEBRASKA NEVADA Chicago Philadelphia AVERAGE VIEWERSHIP NEVADA OHIO Philadelphia ILLINOIS OHIO UTAH ILLINOIS Washington, D.C. UTAH COLORADO INDIANA Washington, D.C. BY CONFERENCE COLORADO INDIANA CALIFORNIA KANSAS VIRGINIA CALIFORNIA KANSAS MISSOURI VIRGINIA MISSOURI KENTUCKY KENTUCKY CONFERENCE P2+ PROJECTION 000 NORTH NORTCAROLINAH OKLAHOMA TENNESSEE CAROLINA OKLAHOMA TENNESSEE Los Angeles ARIZONA Los Angeles ARIZONA ARKANSAS ARKANSAS SOUTSOUTHH PAC12 4.5M NEW MEXICO CAROLINA PhoenixPhoenix NEW MEXICO CAROLINA San DiegoSan Diego

4.8M ALABAMA GEORGIAGEORGIA NOTRE DAME DallasDallas ALABAMA MISSISSIPPI TEXASTEXAS MISSISSIPPI BIG 12 5.0M LOUSIANA HoustonHouston LOUSIANA SanSan Antonio Antonio ACC 6.1M FLORIDAFLORIDA

SEC 8.1M

BIG10 8.5M COLLEGECOLLEGE FOOTBALL FOOTBALL FANS FANS BY BY COUNTY COUNTY % % *Average Audience (P2+ Live+SD US AA Proj) across the Top Ten games 46.046.0 TO TO 66.5 66.5 39.639.6 TO TO 45.9 45.9 33.633.6 TOTO 39.539.5 28.328.3 TO TO 33.5 33.5 17.517.5 TO TO 28.2 28.2 involving speciﬁed conference/team

LOCAL FAN INSIGHTS

Before the nal rankings, Coach Dabo Swinney promised a pizza party for all Clemson fans if they made it to the Playos. After doing so, 30,000 people received a slice of Papa John’s pizza at the stadium. It is unconrmed 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 dierent vehicles of choice for their tailgates on football Saturdays.

CLEMSON FANS ALABAMA FANS TOP NATIONAL ADVERTISERS Among types of restaurants visited Mexican is the most popular type Brands by Total $ Spend in the past 30 days, Pizza was #1 of restaurant among Alabama among Clemson fans with more football fans, with 39% having visited than 40% having visited a pizza one in the past 30 days (30% more AT&T spot in the past month (34% more likely than the typical adult in 1 likely than typical adult in Birmingham, AL) Greenville, SC) 2 CHICKFILA Clemson fans like their Jeeps, as Bama fans prefer Buick, as they are TACO BELL they are 48% more likely to 39% more likely to own/lease a 3 own/lease a Jeep than the typical Buick than the typical Birmingham, Greenville, SC adult AL adult 4 NISSAN ROGUE TRUCKS 5 GEICO

TENNIS: The Serena Slam — on the court and on TV Serena Williams’ seminals 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 eect 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 Quarternals 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.

THE SERENA SLAM: 20142015 TENNIS MAJORS AA P2+ PROJ. 000

4,823 4,497

1,962 1,677 1,601 1,428

805 704 390

2014 2015 2014 20152014 20152014 2015 2015

Australian Open French Open Wimbledon U.S. Open *Due to program coding, the time period of this match was analyzed for the duration of the match within the telecast NONSERENA FINAL SERENA FINAL WILLIAMS SISTER QUARTER FINAL*

BOXING: The revival of content BOXING PROGRAMMING on network TV MINUTES OF BOXING 30,379 Boxing has seen a revival in the U.S. in terms of its availability PROGRAMMING 70,470 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 NETWORKS CARRYING 9 volume of boxing programming has seen a dramatic increase. BOXING PROGRAMMING 19 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 NUMBER OF 673 minutes in 2015. In 2015, one could nd boxing on 19 dierent BOXING TELECASTS networks, which is more than double the 9 networks carrying 1,057 the sport in 2010. As the pervasiveness of boxing programming grows it will be interesting to monitor the shifts in viewership 2010 2015 and fan avidity.

30 NIELSEN YEAR IN SPORTS REPORT HORSE RACING: American Pharoah gallops into the history books

Not only did the American Pharoah become the rst horse since 1978 POSTTRIPLE CROWN RACES ON NBC: to win the Triple Crown, but he became the rst horse in history to complete horse racing’s “Grand Slam”-winning The Kentucky AA PROJ. 000 Derby, Preakness, Belmont Stakes, and Breeder’s Cup in the same 48% 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 gae being 3,873 his now famous name typo. 102% 103% 2,616 Although becoming the rst horse to complete the “Grand Slam” 2,014 1,989 calls for celebration in its own right, American Pharoah was able to 40% have an even greater impact on the sport than some might realize. By 995 994 981 competing in two of the “Win and You’re In” Breeder’s Cup Challenge 708 races, in addition to the Breeder’s Cup Classic, AP brought increased viewership to marquee races after his Belmont Stakes victory. Audience Haskell Whitney* Travers Breeder’s Cup lift for the Haskell and Travers races were 102% and 103% respectively, 2014 2015 and even the Breeder’s Cup saw almost a 50% bump in viewership. *American Pharoah did not race

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 1 FORMULA E RACING INDYCAR The audience for total motorsports events In terms of viewer demographics, Although motorsports overall did not see is 87% non-Hispanic. In contrast, Formula electric-powered car racing attracts audience growth from 2014 to 2015, IRL 1 proves to be more attractive to Hispanic fans from the Pacic and Southeast saw a 20% lift viewership. This boost came viewers, as those of Hispanic origin make regions, as the audience in 2015 from both male and female viewers, which up 23% of the audience. was 17% and 23% more likely to come saw increases of 21% and 18% respectively. from these areas respectively.

FORMULA 1 VS. FORMULA E VS. P2+ AVERAGE AUDIENCE TOTAL MOTORSPORTS TOTAL MOTORSPORTS 000 GROWTH

FORMULA 1 FORMULA E TOTAL INDYCAR TOTAL MOTORSPORTS TOTAL MOTORSPORTS MOTORSPORTS

571 13% 23% 14% 174 13% 13% 475 16% 8% 147 17% 14% 18% 397 257 252 328 87% 22% 17% 73 69 77% 27% 20% 184 183

TERRITORY=EAST CENTRAL TERRITORY=SOUTHEAST 2014 2015 2014 2015 HOH ORIGIN=HISPANIC TERRITORY=NORTHEAST TERRITORY=SOUTHWEST HOH ORIGIN=NONHISPANIC TERRITORY=PACIFIC TERRITORY=WEST CENTRAL MALE VIEWERS FEMALE VIEWERS

While 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.

MAJOR TELEVISED SPORTING EVENTS AROUND THE WORLD

Key: COUNTRY Event Date RUSSIA RATING GERMANY Ice Hockey World SHARE CANADA UEFA Champions Super Bowl XLIX U.K. Championship Final FA Cup Final League Semifinal Canada vs. Russia New England vs. Seattle Barcelona vs. Bayern Munich February 1 Arsenal vs. Aston Villa May 17 May 30 May 6 23.6% P2+ 11% P4+ 12.9% P4+ 18.6% P3+ 35.5% 47.4% 43.2% JAPANKANTO 42.9% 91st Tokyo – Hakone College Ekiden Race – Day 2 June 14 15.8% P4+ 55.1% SOUTH KOREA 2015 AFC Asian Cup Final SPAIN UEFA Champions League Quarterfinal South Korea vs. Australia Atletico Madrid vs. Real Madrid January 31 April 14 9.6% P4+ 19.5% P4+ 30.4% 45.4% FRANCE 2015 World Men’s Handball PHILIPPINES Championship Final Boxing Qatar vs. France Pacquiao vs. Algieri January 1 THAILAND November 23, 2014 15.3% P4+ AFF Suzuki Cup Final 17.1% P4+ 43.2% Malaysia vs. Thailand 63% December 20, 2014 22.9% P4+ VENEZUELA 69.5% 2015 Copa America Colombia vs. Venezuela AUSTRALIA June 14 NRL Grand Final 4.6% P4+ South Sydney vs. Canterbury-Bankstown 24.5% October 5 19% P0+ 41.4%

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

32 NIELSEN YEAR IN SPORTS REPORT 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, Unied Sample, Nationally broadcast games only from primetime (Monday, Sunday, Thursday) and post-season (playos, 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 Eect: - Historical Super Bowl Ad Eectiveness: 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 Eectiveness: 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 Eect on UA/Nike: Nielsen Social Eect 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: 0 TV Viewers: National TV Toolbox, January 2015 – December 2015, P2+ and Live+SD 0 Social: Nielsen Social, January 2015 – December 2015 • 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 qualier - TV Viewers: National TV Toolbox, October 21 2014– October 29 2014 P2+, Live+SD, 6 min qualier • 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 qualier 0 Intermission: National TV Toolbox, April 2015, June 2015, P2+ and Live+SD, 6 min qualier for Game, 1 min qualier for intermission • Local Market Insights: Scarborough USA Release 2, 2015 • Top Advertisers: Nielsen Monitor Plus Q4 2014 – Q3 2015, National TV

SOCCER • Timeline 0 TV Viewers: National TV Toolbox, January 2015 – December 2015, P2+ and Live+SD 0 Social: Nielsen Social, January 2015 – December 2015 • 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 Eect: - 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: 0 TV Viewers: National TV Toolbox, January 2015 – December 2015, P2+ and Live+SD 0 Social: Nielsen Social, January 2015 – December 2015 • 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 qualier; 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 specied 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: 0 TV Viewers: National TV Toolbox, January 2015 – December 2015, P2+ and Live+SD 0 Social: Nielsen Social, January 2015 – December 2015 • 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 specied 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

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