State of the Media: Year in Sports 2010 WELCOME Welcome to Nielsen’s State of the Media: Year in Sports 2010, a compilation of media highlights, advertiser trends and consumer insights from across The Nielsen Company. Inside these pages you’ll find a wealth of information to provide you with an almanac of US sports fan consumption across leading sports properties in 2010. Nielsen is committed to providing our industry with the necessary tools and insights to stay on top of the constantly evolving sports media landscape, empowering the Sports Marketing community to leverage information that drives more effective decision-making. The last twelve months added up to one of the most exciting years in the sports media world; and as Americans flocked to TV, computer and mobile screens, Nielsen was there every step of the way: • Drew Brees leading the Saints to an inspiring Super Bowl XLIV victory that captured the hearts of New Orleans’ “Who Dat?” nation and American football fans overall. • A 2010 Winter Olympics that transformed relative unknowns like Lindsey Vonn, Ryan Miller and Evan Lysacek into household names. • The 2010 World Cup, which featured some dramatic heart-stopping moments by Team USA and introduced Americans to a new generation of worldwide soccer stars. • An NCAA Final Four championship that saw underdog Butler fall just an inch short of beating the heavily favored Duke. • Some new faces in the championship circle (Chicago Blackhawks, San Francisco Giants) and some more familiar ones as well (Jimmie Johnson, LA Lakers). Some of the biggest sports stories in 2010, though, were not about the success of teams and players on the field but rather about some players’ behavior off the field. “The Decision” by LeBron James to take his “talents to South Beach,” for example, drew a swirling controversy that kept social media users and TV pundits buzzing for months. Stars like Tiger Woods, Ben Roethlisberger, and Brett Favre also faced high-profile off-the-field challenges. But even as athletes like these fall, there are other sports figures that rise to the spotlight for all the right reasons. That’s why Nielsen is excited to feature its new Nielsen / E-Poll N-Score, which measures the brand impact of professional athletes and sports personalities. N-Scores allow advertisers to make smart marketing decisions on commercial endorsements and spokespersons. Now marketers can quantify Lindsey Vonn’s emergence as an Olympic superstar, or how Michael Vick’s comeback on the gridiron may help him rise from his previous off-field issues. We hope you enjoy these highlights from Nielsen’s vault of consumer and media insights. 2010 continued to prove that sports content, across all media platforms, is among the most popular and engaging genres and is well positioned to thrive in a rapidly evolving multi-screen world. Sincerely, Stephen Master Vice President, Sports The Nielsen Company ii CONTENTS Year in Sports: Summary 1-2 MLB 3 NBA 4 NFL 5 NHL 6 NCAA Basketball 7 NCAA Football 8 PGA 9 NASCAR 10 Soccer 11 Winter Olympics 12 iii FAST FACTS: Visits to sports sites by mobile internet users SUMMARY are up 38% in the last year1 84% of iPhone app downloaders have downloaded at least one free sports app2 There were over 40,500 hours of live sporting events on broadcast and cable television in 20103 Top Recalled Ads in 2010 Sports4 Why are sports so appealing to TV advertisers?5 Subway Ratings over-indexed for many of the major sporting events in 1 Michael Phelps swims through pavement, fueled by 2010 among households earning over $100,000 annually the featured sandwich (:15) Top 2010 Sporting Events Taco Bell based on income +$100,000 190 2 Man only wants to place his order with Denise (:15) 168 163 153 Subway 146 3 Michael Phelps swims through pavement, fueled by 136 the featured sandwich (:30) 128 124 126 113 Jack Link's Beef Jerky 4 Campers play a practical joke on Sasquatch by pulling a chair from beneath him (:30) Long John Silver’s 5 Up-close shots of featured items in the Sampler Combo are displayed (:15) BCS National Kentucky US Open Stanley World Championship Derby Men’s Final Cup Series 6 Super Bowl NCAA The NBA World Cup 2010 Sporting Events – Top Buzzed Events XLIV Basketball Masters Finals Final Championship Number of Messages 800000 NFL 700000 2010 season begins Playoffs; Saints win Super Bowl June draft; Lebron James joins Miami Heat in July 600000 NBA 2010 season begins 500000 Player drafts Giants win 400000 World Series 300000 Chicago Blackhawks Opening day win Stanley Cup NHL 200000 MLB 100000 January April July October 1 N-Score is a new measurement system from Nielsen that Range for N-Score rates the brand impact of professional athletes and sports Category Range % in Range personalities, enabling advertisers to make smart marketing Hall of Fame (Score of 200+) 4% decisions on commercial endorsements. Based on Nielsen’s strategic collaboration with E-Poll Market Research, N-Score Superstar (100 to 199) 4% provides the most comprehensive, in-depth look at a sports MVP (50 to 99) 7% figure’s overall endorsement potential. A potential endorser’s All Star (30 to 49) 14% N-Score is the result of a model that factors in awareness, Starter (Less than 30) 71% appeal (how strongly one likes or dislikes an individual) and 46 specific personal attributes. The N-Score is available for over 1,000 athletes, coaches, broadcasters and other sports personalities, on both a national basis and in 30 local markets. Advertisers can use the N-Score to evaluate how effective a sports figure will be when endorsing their products. N-Score can also measure the positive and negative impact of off-field events on an athlete’s effectiveness, including the impact across different demographic groups. Most Effective Endorsers† Active Female Athletes Active Male Athletes Commentators N-Score Rating N-Score Rating N-Score Rating Venus Williams 169 Shaun White 536 Terry Bradshaw 378 Lindsey Vonn 147 Shaquille O’Neal 334 Mike Ditka 344 Serena Williams 131 Apolo Anton Ohno 273 Dan Marino 260 Danica Patrick 72 Peyton Manning 262 Chris Berman 192 Maria Sharapova 43 Michael Phelps 212 Bob Costas 182 Top Selling Sports Biographies7 Jane Leavy The Last Boy: Mickey Mantle and the End of America’s Childhood HARDCOVER Andre Agassi Dirk Hayhurst Open: Andre Agassi The Bullpen Gospels: Apolo Anton Ohno An Autobiography Open: Major League Zero Regrets: TRADE PAPERBACK An Autobiography Dreams of a Minor Be Greater HARDCOVER League Veteran Than Yesterday TRADE PAPERBACK HARDCOVER 173,000 books sold 99,000 78,000 67,000 57,000 53,000 25,000 33,000 29,000 28,000 Bill Madden Joe Torre James S. Hirsch Bobby Bowden Drew Brees Steinbrenner: The Yankee Years Willie Mays: The Last Lion Called to Coach: TRADE PAPERBACK Coming Back Stronger: The Life, The Legend of Baseball Reflections on Life, Unleashing the Hidden HARDCOVER HARDCOVER Faith, and Football Power of Adversity HARDCOVER 2 HARDCOVER MLB FAST FACTS: 55% of respondents polled by Nielsen agree that the use of instant replay should be expanded in Major League Baseball8 Viewer engagement levels are 76% higher for Major League Baseball sports programming than the average levels during all other sports programming9 Cy Young Conversation – Top Buzzed Pitchers10 Number of Messages 1200 1000 Felix Hernandez AL Winner 800 Roy Halladay NL Winner 600 400 200 0 April 4 May 2 June 6 July 4 Aug. 1 Sept. 5 2010 2010 2010 2010 2010 2010 Major League Baseball Average TV Viewership11 REGULAR SEASON Aug. 8, 2010 April 4, 2010 Boston Red Sox at New York Yankees Opening Game: Boston Red Sox May 22, 2010 3,486,000 viewers vs. New York Yankees FOX Saturday Baseball 3,234,000 viewers 4,309,000 viewers April May June July August September October November 2010 MLB Season Oct. 15-22, 2010 July 13, 2010 ALCS: Texas Rangers vs. New York Yankees 8,222,000 viewers; 6 telecasts POST SEASON All-Star Game: American League vs. National League 12,115,000 viewers; 1 telecast Oct. 16-23, 2010 Oct. 27 - Nov. 1, 2010 NLCS: Philadelphia Phillies World Series: Texas Rangers vs. San Francisco Giants vs. San Francisco Giants 9,053,000 viewers; 6 telecasts 14,268,000 viewers; 5 telecasts P2+, Live + Same-Day Viewing 3 LeBron James Buzz12 Number NBA of Messages 100000 July 8, 2010 On national TV, 80000 LeBron chooses Miami Heat 60000 Top 5 Effective Endorsers Dec. 2, 2010 Active NBA Players† Miami Heat N-Score Rating vs.Cleveland 40000 Cavaliers May 13, 2010 Boston Celtics beat Shaquille O’Neal 334 Cleveland Cavaliers Oct. 26, 2010 in playoffs. Where LeBron makes his 20000 will LeBron play next? debut with the Kobe Bryant 173 Miami Heat LeBron James 109 0 Jan. 3 April 4 July 4 Oct. 3 2010 2010 2010 2010 Yao Ming 86 Steve Nash 68 National Basketball Association Average TV Viewership13 Oct. 26, 2010 Dec. 25, 2010 July 8, 2010 Season Opening Game: Christmas Day Showcase: REGULAR SEASON LeBron James’ “The Decision” Miami Heat vs. Boston Celtics Miami Heat at L.A. Lakers 9,948,000 viewers 7,348,000 viewers 13,113,000 viewers February March April May June July August September October November December 2010 NBA Season Feb. 14, 2010 May 16-28, 2010 June 3-17, 2010 All-Star Game: East vs. West Eastern Conference Finals: NBA Finals: 6,846,000 viewers; 1 telecast Boston Celtics vs. Orlando Magic L.A. Lakers vs. Boston Celtics 7,116,000 viewers; 6 telecasts 18,144,000 viewers; 7 telecasts POST SEASON May 17-29, 2010 Western Conference Finals: L.A.