The Nielsen Company The Changing Face of Sports Media January 2010 The Changing Face 2010 of Sports Media Welcome to Nielsen’s 2010 The Changing Face of Sports Media, a compilation of media and consumer insights from across The Nielsen Company. Enclosed you will find television ratings, advertising intelligence, as well as online and mobile information to provide an almanac of US sports fan consumption in 2009. There is no true beginning or end to the sports year and many sports’ seasons straddle both ends of the calendar. In that spirit, and in the interest of delivering the most comprehensive analysis, we included data from each sport’s latest completed regular season as of January 10, 2010. The data reveal that we are living in an incredible time for sports consumption. There were over 43,700 hours of live sporting events on broadcast and cable television in 2009. And the continued growth of high definition and satellite TV – now in 33% and 29% of US homes, respectively – made it even easier for fans to follow their favorite teams in amazing clarity no matter where they might be located across the country. The DVR-proof nature of sports continued to entice commercial advertisers who, despite a down economy, spent $7.6 billion on sports programming in the past year. Sports are also perfectly suited for the current three-screen media age. On average 81 million people in the US visited sports websites each month to keep tabs on their fantasy teams or follow any one of the captivating stories this year. Leagues have used websites, social networks, and smart phones to create a virtual sports bar for fan dialogue to help the buzz surrounding major televised sporting events. That’s why, even in an age with unlimited entertainment options, sports fans still tuned in record numbers for the big games. 2009 saw the most watched Super Bowl (98.7 million viewers) ever, the most watched Stanley Cup in 7 years (4.5 million), and the most watched World Series in 5 years (19.1 million). Those are just a few of the highlights that you will find inside these pages. 2009 proved that the sports industry is incredibly resilient, adapting quickly to the rapidly changing media and economic environment, and is now thoroughly prepared to thrive in this new climate. Stephen Master Vice President Nielsen Sports The Changing Face of Sports Media CONTENTS 01>> SUMMARY ........................................................................................................................ 3 02>> MLB BASEBALL ................................................................................................................ 5 03>> NASCAR ........................................................................................................................... 6 04>> NBA BASKETBALL ........................................................................................................... 7 05>> NCAA BASKETBALL ........................................................................................................ 8 06>> NCAA FOOTBALL ........................................................................................................... 9 07>> NFL FOOTBALL ............................................................................................................. 10 08>> NHL HOCKEY ................................................................................................................ 11 09>> MEN’S PROFESSIONAL GOLF .................................................................................... 12 10>> SOCCER .......................................................................................................................... 13 11>> TENNIS ........................................................................................................................... 14 Copyright © 2010 The Nielsen Company. All rights reserved. 2 The Changing Face of Sports Media SUMMARY Television TOp Sports Advertisers (000) Advertiser Total CAblE Tv Network Tv Anheuser-busch inc $245,361 $20,579 $224,782 AT&T Mobility LLC $159,403 $14,236 $145,166 Sprint Nextel Corp $155,135 $13,836 $141,299 Ford Motor Co $154,158 $11,567 $142,591 verizon Communications inc $143,076 $34,435 $108,641 Toyota Motor Sales USA inc $129,590 $18,570 $111,020 direcTv inc $122,951 $16,432 $106,519 Chevrolet Motor division $120,308 $10,129 $110,179 Geico direct inc $110,132 $28,595 $81,536 Southwest Airlines Co $101,249 $10,100 $91,149 Grand Total $7,596,118 $1,973,446 $5,622,672 Source: The Nielsen Company ONLINE 2009 UNiQUE VISiTORS TO SpORTS wEbSiTES bY MONTH (Jan-Oct) dsfkSd;Dhn;hn 95,000 90,000 85,000 80,000 75,000 Unique Visitors (000) Visitors Unique 70,000 65,000 Jan Feb Mar April May June July Aug Sept Oct Source: The Nielsen Company Copyright © 2010 The Nielsen Company. All rights reserved. 3 The Changing Face of Sports Media ONLINE ONLINE SpORTS bUZZ FOR 2009 dsfkSd;Dhn;hn 80000 12/2 -- Buzz peaks as a third woman comes forward alleging 70000 2/29 -- Alex Rodriguez tells a relationship with Tiger ESPN’s Peter Gammons he 60000 used steroids while he was with the Rangers 7/27 -- Vick reinstated by NFL 50000 Commisioner Roger Goodell 8/14 -- Vick signs with the 8/18 -- Favre unretires 40000 Philadelphia Eagles and joins the Vikings 30000 Total # Blog Mentions Total 20000 10000 0 Jan-09 Feb-09 Mar-09 Apr-09 May-09 Jun-09 Jul-09 Aug-09 Sep-09 Oct-09 Nov-09 Dec-09 Alex Rodriguez Brett Favre Kobe Bryant Lebron James Michael Vick Roger Federer Tiger Woods Usain Bolt Source: The Nielsen Company ONLINE MoBILE TOp iNTERNET SiTES TOp MOBILE SiTES internet Site Avg Unique Audience (000) Mobile Site Avg Unique Audience (000) Yahoo! Sports 28,529 ESpN 8,775 ESpN 21,571 Yahoo! Sports 2,829 FOXSports.com on MSN 14,077 MLB 2,687 CbS Sports 11,498 FOX Sports 2,608 MLB.com 11,496 NFl internet Network 2,606 NFl internet Network 9,960 NbA 1,564 Source: The Nielsen Company Source: The Nielsen Company Copyright © 2010 The Nielsen Company. All rights reserved. 4 The Changing Face of Sports Media MLB bASEbALL TElEVISiON MAJOR lEAGUE bASEbALL Tv VIEwERSHIP # US HH AvG. # OF AvERAGE VIEwERSHIP… TEAMS NETwORk TElECASTS AA % VIEwERS world Series 6 Philadelphia vs. NY Yankees FOX 11.6 19,106,000 AlCS 6 LA Angels vs. NY Yankees FOX 6.5 10,308,000 NlCS 5 Philadelphia vs. LA Dodgers TBS 3.8 6,064,000 All-Star Game 1 American League vs National League FOX 8.9 14,590,000 US HH AvG. # OF MOST VIEwEd… dATE TEAMS NETwORk AA % VIEwERS world Series Game 11/1/09 NY Yankees at Philadelphia (Game 4) FOX 13.5 22,477,000 Regular Season Game, Cable 8/9/09 Boston Red Sox at New York Yankees ESPN 3 4,698,000 Regular Season Game, broadcast 4/25/09 NYY at BOS/CHI at STL FOX 2.7 4,086,000 Source: The Nielsen Company Data based on Live + Same Day viewing. TOp 10 lOCAl MLB MARkETS TOp MLB Advertisers (000) HH # of HH TEAM ADVERTiSERS TOTAl CABLE Tv NETwORk Tv RATiNG (000s) pfizer pharmaceuticals Group $8,335 $2,615 $5,720 boston Red Sox 9.3 224 Taco bell Corp $7,045 $2,205 $4,840 St. louis 8.6 107 Hyundai Motor America $6,004 $1,356 $4,648 Cardinals philadelphia Sprint Nextel Corp $5,759 $1,744 $4,015 7.1 210 phillies Anheuser-busch inc $5,665 $2,035 $3,630 detroit Tigers 6.8 131 Total All Advertisers $217,099 $116,624 $100,476 Minnesota Twins 6.2 107 Source: The Nielsen Company Data based on all ads airing on national cable and broadcast TV regular season games. Seattle Mariners 5.2 94 New York 4.8 354 Yankees Chicago Cubs 4.7 163 ONLINE Colorado 4.2 64 UNiQUE VISiTORS TO MLB.com Rockies Cincinnati Reds 3.8 35 dsf16,000kSd;Dhn;hn Source: The Nielsen Company 14,000 Ratings based on average audience for local team telecasts 12,000 10,000 8,000 MLB.com received 6,000 15.1 million visitors 4,000 in July of 2009, its high Unique Audience (000) Unique point for the year. 2,000 0 Nov-08 Jan-09 Mar-09 May-09 Jul-09 Sep-09 Nov-09 MLB.com Brand Source: The Nielsen Company Copyright © 2010 The Nielsen Company. All rights reserved. 5 The Changing Face of Sports Media NASCAR TElEVISiON NASCAR Tv VIEwERSHIP TOp 3 TElecasts, Broadcast Tv EvENT dATE WINNER NETwORk US HH AA % AvG. # OF VIEwERS daytona 500 2/15/09 Matt Kenseth FOX 15.8 15,958,000 Shelby 427 3/1/09 Kyle Busch FOX 6.5 11,123,000 Auto Club 500 2/22/09 Matt Kenseth FOX 6.0 10,206,000 TOp 3 TElecasts, CAblE Tv EvENT dATE WINNER NETwORk US HH AA % AvG. # OF VIEwERS Allstate 400 7/26/09 Jimmie Johnson ESPN 4.1 6,487,000 pep boys Auto 500 9/6/09 Kasey Kahne ESPN 3.5 5,808,000 Toyota/SaveMart 350 6/21/09 Kasey Kahne TNT 3.4 5,788,000 Source: The Nielsen Company Data based on Live + Same Day viewing. TOp NASCAR Advertisers (000) TOp 10 Local NASCAR MARkETS ADVERTiSER TOTAl CABLE Tv NETwORk Tv HH # of HH Sprint Nextel Corp $23,957 $828 $23,130 MARkET RATiNG (000s) Ford Motor Co $19,309 $641 $18,669 knoxville 11.1 61 AT&T Mobility LLC $17,927 $586 $17,341 Greenville- 10.5 90 Toyota Motor Sales USA inc $17,797 $154 $17,643 Spartanburg-Asheville Anheuser-busch inc $16,142 $1 $16,141 Greensboro 9.1 62 Total All Advertisers $365,835 $21,013 $344,822 Charlotte 8.8 100 Source: The Nielsen Company birmingham 8.0 59 Data based on ads during national telecasts on Broadcast TV thru 10/31/09 and Cable TV thru 9/30/09. indianapolis 7.9 89 Nashville 7.4 75 ONLINE Richmond-petersburg 7.3 40 ONLINE bUZZ FOR JiMMiE JOHNSON dayton 7.2 35 dsfkSd;Dhn;hn Raleigh-durham 6.7 74 1200 Source: The Nielsen Company 2010 11/22 -- After winning 4 Chase races, Ratings based on national broadcast network telecasts. 1000 Johnson finishes 5th in Miami, securing a record 4th consecutive Sprint Cup 800 Championship 600 400 Total # Blog Mentions Total 12/21 -- J. Johnson named 200 AP Male Athlete of the Year 0 Jan-09 Feb-09 Mar-09 Apr-09 May-09 Jun-09 Jul-09 Aug-09 Sep-09 Oct-09 Nov-09 Dec-09 Source: The Nielsen Company Copyright © 2010 The Nielsen Company.