Mls 4.28.15 final

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2015 MAJOR LEAGUE SOCCER A guide to local advertising opportunities

Transcript of Mls 4.28.15 final

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2015 MAJOR LEAGUE SOCCER

A guide to local advertising opportunities

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A WORLD SPORT AT HOME IN THE U.S.

WESTColorado RapidsFC DallasHouston DynamoLA GalaxyPortland TimbersReal Salt LakeSan Jose EarthquakesSeattle Sounders FCSporting Kansas CityVancouver Whitecaps FC

EASTColumbus Crew SCChicago FireD.C. UnitedMontreal ImpactNew England RevolutionNew York City FCNew York Red BullsOrlando City SCPhiladelphia UnionToronto FC

• The MLS is comprised of two divisions: the Eastern and Western

• The MLS now features 20 total clubs, 17 from the U.S. and 3 from Canada

Major League Soccer (MLS) clubs connect with consumers.

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• Major League Soccer teams each play 34 matches during the regular season.

• Post-Season brings the best teams to the forefront:• The MLS Cup playoffs start with the top

teams seeded in regards to total points playing for a chance to compete on a neutral field for the MLS Cup Championship

• The FIFA World Cup is a special event that occurs every four years. Men’s and Women’s teams participate in this international soccer competition contested by the senior national teams of the members of FIFA.

GAMES, POST-SEASON & THE WORLD CUP

A GREAT SUBSTITUTION FOR YOUR BRAND

Align your brand with this popular sport all season long.

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SOCCER HEADLINESGOOOOOOOALS & More…

Your message goes further when coupled with the buzz of MLS.

• The LA Galaxy defeated the New England Revolution in extra time by a score of 2-1 to capture the 2014 MLS Cup. Galaxy captain Robbie Keane was named game MVP, just four days after being named MVP of the entire 2014 MLS season.

• The championship was the Galaxy’s 5th title, the most by any club since the league’s inception in 1993. DC United is next with 4 titles; no other team has more than 2.

• After the game, Galaxy forward Landon Donovan retired from soccer with his 6th MLS championship. Many consider Donovan the greatest player ever to come out of the U.S.; he leaves MLS as its all-time leader in assists (136) and goals (144).

• Two new clubs joined MLS with the commencement of the 2015 season in March: New York City Football Club (FC) and Orlando City Soccer Club (SC). Starting in 2017, four more teams are slated to join (bringing the league to 24 clubs; 12 in the West, 12 in the East): Atlanta, Los Angeles FC, Minnesota United FC, and Miami.

WHAT YOU NEED TO KNOW

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MLS soccer attracts a young and well-educated audience.

THE SOCCER FAN

Source: Scarborough USA Plus Research, Au13-Se14, Total Survey Area, Adults 18+ Target: Sports watch cab TV pst yr : Major League Soccer (MLS) Population: 242,977,984 Qualitative Population: 10,276,889

63% are homeowners62% have a

college education54% are married

HOME OWNERSHIP

Series10%

10%

20%

30%

18%21% 21%

18%

13%

9%

18-24 25-34 35-44 45-54 55-64 65+Age Base: Adults 18+

Men 63%

Women 37%

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NBA Tip-OffDuck Dynasty

SportsCenter Key & Peele

The Herd WCops

• ESPN2 drove Twitter activity throughout their 22 game season with 427k tweets in 2014.

• The most engaging moment of the season came with the MLS All-Star game on August 8, 2014 with over 165k tweets.

• ESPN aired the MLS Cup on December 7, 2014 and garnered over 132k tweets and over 23 million impressions.

• 58% of people who tweeted about MLS on these networks also tweeted about other TV programs, of which 94% were on cable.

• Savvy marketing plans leverage the engagement of the social audience by extending their message into complementary programming.

1. Source: Millward Brown Digital + Twitter, December 2013Source: SocialGuide Inc. Affinity Report: May2014 – December 2014. MLS Soccer Pulled 4/24/15.

NETWORKS & PROGRAMS

SOCIAL TV ENGAGEMENTPeople who tweeted about MLS also tweeted about these:

GENRES CATEGORIES

News

Drama

Sports talk

Comedy

Special

Reality

Documentary

LEVERAGE THE “SOCIAL” BUZZ IN YOUR AD SCHEDULE

Programming with a strong social presence increases ad recall by up to 33%.1

SOCCER SCORED BIG LAST SEASON ON TWITTER.

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YOUR MLS ON-AIR OPPORTUNITY

SEASONSaturday, March 16th

to

Sunday, December 24th

Target Demo: M 18-34, M18-49, M25-54

Demographic HH A18-34 A18-49 A25-54 A35-64

National Ratings 0.1 0.1 0.1 0.1 0.1

Source: Nielsen National People Meter (NPower); CVG AA%; Live+SD; estimates are based on national program averages from previous 2 seasons and are subject to change; actual performance may vary by market, episode, etc.

Major League Soccer was formed 19 years ago and now features 18 total clubs (13 from the United States and

3 from Canada), each playing 34 matches during the regular season. The MLS just turned 20 and expansion

continued in 2015 with the addition of Atlanta, Orlando City FC and New York City FC led by 32 year old 2010

World Cup champion David Villa. All eyes will be on this sport for years to come as the growth and excitement

continue. The season runs from March until December and garnered over 314k tweets for NBCSN during the

2014 season. People who tweeted about MLS also tweeted about other programs 57% of the time, of which

92% were Cable programs. Programs like ESPN2’s SportsNation, ESPN’s College GameDay and MLB

Network’s MLB Tonight. ESPN gained over 222k tweets for MLS games with 47% of tweeters talking about

other TV programs, of which 90% were on Cable, including TBS’s Conan, CNN’s Newsroom and Spike’s Bar

Rescue.