The Changing Face of Sports Media

The Nielsen Company

The Changing Face of Sports

MediaJanuary 2010

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 Media2010

2

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

CONTENTS

Copyright © 2010 The Nielsen Company. All rights reserved.

The Changing Face of Sports Media

SUMMARY

Copyright © 2010 The Nielsen Company. All rights reserved. 3


TELEVISIONTOP 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

ONLINE2009 UNIQUE VISITORS TO SPORTS WEBSITES BY MONTH (Jan-Oct)

DSFKSD;DHN;HN


65,000

70,000

75,000

80,000

85,000

90,000

95,000

Uni

que

Vis

itor

s (0

00)

Jan Feb Mar April May June July Aug Sept Oct

ONLINEONLINE SPORTS BUZZ FOR 2009

DSFKSD;DHN;HN




ONLINETOP INTERNET SITES

Internet Site Avg Unique Audience (000)Yahoo! Sports 28,529

ESPN 21,571

FOXSports.com on MSN 14,077

CBS Sports 11,498

MLB.com 11,496

NFL Internet Network 9,960 Source: The Nielsen Company

MOBILETOP MOBILE SITES

Mobile Site Avg Unique Audience (000)ESPN 8,775

Yahoo! Sports 2,829

MLB 2,687

FOX Sports 2,608

NFL Internet Network 2,606

NBA 1,564 Source: The Nielsen Company

0

10000

20000

30000

40000

50000

60000

70000

80000

Jan-09 Mar-09 May-09Apr-09 Jun-09 Aug-09Jul-09 Sep-09 Nov-09Oct-09 Dec-09Feb-09

Alex Rodriguez Brett Favre Kobe Bryant Lebron James

Michael Vick Roger Federer Tiger Woods Usain Bolt

Tota

l # B

log

Men

tion

s

8/18 -- Favre unretires and joins the Vikings

2/29 -- Alex Rodriguez tells ESPN’s Peter Gammons he used steroids while he was with the Rangers

12/2 -- Buzz peaks as a third woman comes forward alleging a relationship with Tiger

7/27 -- Vick reinstated by NFL Commisioner Roger Goodell

8/14 -- Vick signs with the Philadelphia Eagles



MLB BASEBALL

TOP 10 LOCAL MLB MARKETS

TEAM HH RATING

# of HH(000s)

Boston Red Sox 9.3 224

St. Louis Cardinals 8.6 107

Philadelphia Phillies 7.1 210

Detroit Tigers 6.8 131

Minnesota Twins 6.2 107

Seattle Mariners 5.2 94

New York Yankees 4.8 354

Chicago Cubs 4.7 163

Colorado Rockies 4.2 64

Cincinnati Reds 3.8 35

Source: The Nielsen CompanyRatings based on average audience for local team telecasts

TOP MLB ADVERTISERS (000)ADVERTISERS TOTAL CABLE TV NETWORK TV

Pfizer Pharmaceuticals Group $8,335 $2,615 $5,720

Taco Bell Corp $7,045 $2,205 $4,840

Hyundai Motor America $6,004 $1,356 $4,648



Total All Advertisers $217,099 $116,624 $100,476 Source: The Nielsen CompanyData based on all ads airing on national cable and broadcast TV regular season games.

TELEVISIONMAJOR LEAGUE BASEBALL TV VIEWERSHIP

AVERAGE VIEWERSHIP… # TELECASTS TEAMS NETWORK US HH

AA %AVG. # OF 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

MOST VIEWED… DATE TEAMS NETWORK US HH AA %

AVG. # OF 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 CompanyData based on Live + Same Day viewing.

ONLINEUNIQUE VISITORS TO MLB.com

DSFKSD;DHN;HN

0

2,000

4,000

6,000

8,000

10,000

12,000

14,000

16,000

Nov-08 Jan-09 Mar-09 May-09 Jul-09 Sep-09 Nov-09

Uni

que

Aud

ienc

e (0

00)

MLB.com Brand

MLB.com received

15.1 million visitors

in July of 2009, its high

point for the year.

5



NASCAR

TOP 10 LOCALNASCAR MARKETS

MARKET HH RATING

# of HH (000s)

Knoxville 11.1 61

Greenville- Spartanburg-Asheville 10.5 90

Greensboro 9.1 62

Charlotte 8.8 100

Birmingham 8.0 59

Indianapolis 7.9 89

Nashville 7.4 75

Richmond-Petersburg 7.3 40

Dayton 7.2 35

Raleigh-Durham 6.7 74

Source: The Nielsen Company 2010Ratings based on national broadcast network telecasts.

TOP NASCAR ADVERTISERS (000)ADVERTISER TOTAL CABLE TV NETWORK TV

Sprint Nextel Corp $23,957 $828 $23,130

Ford Motor Co $19,309 $641 $18,669

AT&T Mobility LLC $17,927 $586 $17,341

Toyota Motor Sales USA Inc $17,797 $154 $17,643

Anheuser-Busch Inc $16,142 $1 $16,141

Total All Advertisers $365,835 $21,013 $344,822 Source: The Nielsen Company Data based on ads during national telecasts on Broadcast TV thru 10/31/09 and Cable TV thru 9/30/09.

TELEVISIONNASCAR 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 9.2 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


6

ONLINEONLINE BUZZ FOR JIMMIE JOHNSON

DSFKSD;DHN;HN

0

200

400

600

800

1000

1200


Tota

l # B

log

Men

tion

s

11/22 -- After winning 4 Chase races, Johnson finishes 5th in Miami, securing a record 4th consecutive Sprint Cup Championship

12/21 -- J. Johnson namedAP Male Athlete of the Year




NBA BASKETBALLTELEVISION

NBA TV VIEWERSHIPAVERAGE VIEWERSHIP... # TELECASTS TEAMS NETWORK US HH AA % AVG. # OF VIEWERS

NBA Finals 5 LA Lakers vs Orlando ABC 8.4 14,347,000

Eastern Conference Finals 6 Orlando vs. Cleveland TNT 5.4 8,633,000

Western Conference Finals 5 LA Lakers vs Denver ESPN 5.3 8,694,000

NBA All-Star Game 1 Western Conf. vs. Eastern Conf. TNT 4.5 7,621,000

MOST VIEWED... DATE TEAMS NETWORK US HH AA % AVG. # OF VIEWERS

Regular Season Game, Broadcast 12/25/08 Boston at LA Lakers ABC 5.3 9,978,000

Regular Season Game, Cable 2/5/09 LA Lakers at Boston TNT 2.7 4,311,000

Playoff Game, Broadcast 6/11/09 LA Lakers at Orlando (Game 4, NBA Finals) ABC 9.4 15,957,000

Playoff Game, Cable 5/26/09 Cleveland at Orlando (Game 4, Eastern Conf. Final) TNT 6.3 10,075,000


TOP 10 LOCAL NBA BASKETBALL MARKETS

TEAM HH RATING

# of HH (000s)

ClevelandCavaliers 8.1 124

San Antonio Spurs 8.1 66

Portland Trailblazers 5.7 67

Utah Jazz 5.7 52

L.A. Lakers 4.7 267

Boston Celtics 3.7 90

Phoenix Suns 3.7 68

Detroit Pistons 3.5 67

Chicago Bulls 2.8 98

Miami Heat 2.8 44

Source: The Nielsen CompanyData based on team’s local market channels (excluding nationally televised games).

TOP NBA ADVERTISERS (000)ADVERTISER TOTAL CABLE TV NETWORK TV

T-Mobile Intl $4,625 $2,368 $2,257

Kia Motors America Inc $4,311 $3,100 $1,211

Toyota Motor Sales USA Inc $4,038 $2,782 $1,256

Taco Bell Corp $3,912 $2,828 $1,085

Lincoln-Mercury Division $3,233 $2,312 $921

Total All Advertisers $174,949 $128,325 $46,624 Source: The Nielsen CompanyAd spending based on nationally televised broadcast cable TV telecasts.

ONLINEONLINE BUZZ FOR KOBE BRYANT AND LEBRON JAMES

DSFKSD;DHN;HN

0

1000

2000

3000

4000

5000

6000

7000

Kobe Bryant Lebron James


Tota

l # B

log

Men

tion

s

5/23 -- Lebron hits 3-pointer at the buzzer to defeat ORL in Game 2 of Eastern Conference Finals

7

2/2 -- Kobe scores61 points vs. NYK in MSG

6/15 -- Kobe named NBA Finals MVP after LAL defeat ORL 4-2




NCAA BASKETBALLTELEVISION

NCAA TOURNAMENT VIEWERSHIP, BY ROUND

DATE # TELECASTS TEAMS NETWORK US HH

AA %AVG. #

OF VIEWERS

NCAA Championship Game 4/6/09 1 UNC vs. Michigan St. CBS 10.8 17,649,000

Final Four 4/4/09 2 MSU vs UConn/Villanova vs. UNC CBS 8.2 13,488,000

Elite Eight 3/28-3/29/09 4 Various CBS 6.0 9,520,000

Sweet 16 3/26-3/27/09 4 Various CBS 6.1 9,670,000

Second Round 3/21-3/22/09 7 Various CBS 5.6 8,720,000

First Round 3/19-3/20/09 8 Various CBS 4.2 6,309,000


TOP 10 LOCAL NCAA BASKETBALL MARKETS

MARKET HH RATING

# of HH (000s)

Louisville 7.4 49

Raleigh-Durham (Fayetvlle)

4.8 52

Greensboro-H.Point- Winston Salem

4.1 28

Kansas City 3.6 33

Memphis 3.4 23

Dayton 3.4 16

Knoxville 3.3 18

Indianapolis 3.3 37

Charlotte 3.3 37

Nashville 3.2 33

Source: The Nielsen CompanyNote: Includes only NCAA men’s basketball games airing in the regular season on national broadcast TV.

TOP COLLEGE BASKETBALL ADVERTISERS (000)ADVERTISER TOTAL CABLE TV NETWORK TV

AT&T Mobility LLC $9,226 $1,130 $8,096

Chevrolet Motor Division $8,103 $1,498 $6,605


Volkswagen of America Inc $5,685 $2,355 $3,330

Lexus Division $5,518 $662 $4,856

State Farm Mutual Automobile Ins Co $5,479 $1,831 $3,648

Buffalo Wild Wings Inc $5,272 $727 $4,545

DirecTV Inc $4,938 $672 $4,267

Coca-Cola USA $4,916 $334 $4,583

Sonic Restaurants Inc $4,184 $1,178 $3,007


8


ONLINEVISITORS TO SPORTS WEBSITES DURING MARCH MADNESS

SITE MAR 2008 FEB 2009 MAR 2009

CBS Sports 15,106,000 10,684,000 18,127,000

ESPN 19,844,000 17,181,000 22,938,000

Yahoo! Sports 19,432,000 24,953,000 25,515,000


Additionally, video streaming on CBS Sports saw massive gains during the tournament

with nearly a 300% gain in unique users watching video. Those viewers

racked up more than 380 million minutes of viewing time in March.


NCAA FOOTBALL

TOP 10 LOCAL NCAA FOOTBALL MARKETS

MARKET HH RATING

# of HH (000s)

Birmingham (Ann and Tusc) 13.4 99

Columbus, OH 10.8 98

Oklahoma City 9.6 67

Austin 8.6 58

Knoxville 8.6 47

Dayton 7.9 38

Tulsa 7.9 41

Jacksonville 7.6 51

New Orleans 7.6 48

Atlanta 7.1 170

Source: The Nielsen Company 2010Ratings based on national telecasts on broadcast networks only.

TELEVISIONCOLLEGE FOOTBALL TV VIEWERSHIP

BCS BOWL GAME VIEWERSHIP DATE TEAMS NETWORK US HH

AA %AVG. #

OF VIEWERS

BCS Championship 1/7/10 Alabama vs. Texas ABC 17.2 30,776,000

Rose Bowl 1/1/10 Ohio State vs. Oregon ABC 13.2 24,025,000

Fiesta Bowl 1/4/10 TCU vs. Boise State FOX 8.2 13,819,000

Sugar Bowl 1/2/10 Florida vs. Cincinnati FOX 8.5 15,533,000

Orange Bowl 1/5/10 Georgia Tech vs. Iowa FOX 6.8 10,879,000

MOST VIEWED... DATE TEAMS NETWORK US HH AA %

AVG. # OF VIEWERS

Regular Season Game, Broadcast 12/5/09 Alabama vs. Florida (SEC Championship) CBS 11.1 17,969,000

Regular Season Game, Cable 9/12/09 USC vs. Ohio State ESPN 6.3 10,586,000

Bowl Game, Broadcast 1/7/09 BCS Championship Game Alabama vs. Texas ABC 17.2 30,776,000

Bowl Game, Cable 1/2/2010 ALAMO BowlMichigan State vs. Texas Tech ESPN 5.6 7,829,000


TELEVISION

The 2010 BCS Championship Game between

Alabama and Texas was the second most-viewed

BCS Championship game ever seen with

31 million viewers, up 15% from 2009.

9

TOP 10 COLLEGE FOOTBALL ADVERTISERS (000)ADVERTISER TOTAL CABLE TV NETWORK TV

Nissan North America Inc $13,888 $1,276 $12,612

AT&T Mobility LLC $11,131 $2,152 $8,979


Home Depot Inc $9,305 $1,797 $7,508

Ford Motor Co $9,203 $1,262 $7,941

Total All Advertisers $425,311 $180,416 $244,895Source: The Nielsen CompanyAd spend based on nationally televised games on broadcast and cable through 11/30/09.



NFL FOOTBALL

TOP NFL FOOTBALL ADVERTISERS (000)

ADVERTISER TOTAL CABLE TV NETWORK TV


Ford Motor Co $56,223 $358 $55,865


Southwest Airlines Co $36,517 $669 $35,848

McDonalds Corp $35,292 $1,152 $34,140

Total All Advertisers $1,473,996 $187,143 $1,286,853

Source: The Nielsen CompanyBased on advertising on all regular season NFL telecasts aired on broadcast and cable TV Data for 2009 NFL regular season through 11/30/2009.

TOP 10 LOCAL PRO FOOTBALL MARKETS

TEAM HH RATING

# of HH(000s)

New Orleans Saints 41.6 262

Pittsburgh Steelers 40.6 469

Cincinati Bengals 36.5 335

Minnesota Vikings 34.3 594

Green Bay Packers 32.8 296

Indianapolis Colts 30.3 339

Kansas City Chiefs 29.9 281

Dallas Cowboys 29.0 736

Denver Broncos 27.5 423

Tennesee Titans 27.4 279

Source: The Nielsen CompanyRatings based on average audience for local team telecasts.

TELEVISIONNFL FOOTBALL TV VIEWERSHIP

MOST VIEWED… DATE TEAMS NETWORK US HH AA %

AVG. # OF VIEWERS

Regular Season Game, Broadcast 11/01/09 Minnesota Vikings at Green Bay Packers* FOX 17.4 29,820,000

Regular Season Game, Cable 10/05/09 Green Bay Packers at Minnesota Vikings ESPN 13.2 21,839,000

Regular Season Game, Sunday Night 09/20/09 NY Giants at Dallas Cowboys NBC 15.1 24,818,000

Source: The Nielsen Company Data based on Live + Same Day viewing. *Matchup aired in 91% of metered markets.

ONLINEONLINE BUZZ FOR MICHAEL VICK AND BRETT FAVRE

DSFKSD;DHN;HN

Brett Favre Michael Vick

0

5000

10000

15000

20000

25000


Tota

l # B

log

Men

tion

s

10


2/11 -- Favre retiresfor the second time.

8/18 -- Favre unretires and joins the Vikings

7/27 -- Vick reinstated by NFL Commisioner Roger Goodell

10/5 -- Vikings defeat the Packers on MNF, in front of the largest cable TV audience of all time.

8/14 -- Vick signs withthe Philadelphia Eagles



NHL HOCKEYTELEVISION

NHL TV VIEWERSHIPAVERAGE VIEWERSHIP... # TELECASTS TEAMS NETWORK US HH AA % AVG. # OF VIEWERS

Regular Season, Broadcast 10 N/A NBC 1.0 1,140,000

Regular Season, Cable 56 N/A Versus 0.2 311,000

Stanley Cup Finals, Broadcast 5 Pittsburgh vs. Detroit NBC 3.1 5,575,000

Stanley Cup Finals, Cable 2 Pittsburgh vs. Detroit Versus 1.8 3,212,000

All-Star Game 1 East vs. West Versus 0.6 1,087,000


Regular Season Game, Broadcast 1/1/09 Detroit at Chicago NBC 2.5 4,401,000

Regular Season Game, Cable 10/9/08 Toronto at Detroit Versus 0.3 577,000

Stanley Cup Game, Broadcast 6/12/09 Pittsburgh at Detroit NBC 4.3 7,992,000

Stanley Cup Game, Cable 6/4/09 Detroit at Pittsburgh Versus 1.8 3,448,000


TOP 10 LOCAL NHL MARKETS

MARKET HH RATING

# of HH(000s)

Buffalo Sabres 7.9 50

Pittsburgh Penguins 6.3 73

Detroit Red Wings 3.8 73

Minnesota Wild 2.6 45

Boston Bruins 2.5 61

Philadelphia Flyers 2.4 70

St. Louis Blues 2.3 28

Columbus Blue Jackets 1.8 17

San Jose Sharks 1.4 34

Chicago Blackhawks 1.3 45


Data: TV Household; Live data stream.

Ratings based on local team market channels (excludes nationally televised games on Versus & NBC).

TOP NHL ADVERTISERS (000)ADVERTISER TOTAL CABLE TV NETWORK TV

Verizon Communications Inc $1,334 $396 $938

US Marine Corps $1,159 $410 $750

Rational Enterprises Ltd $1,015 $0 $1,015

Anheuser-Busch Inc $709 $80 $629

Progressive Corp $629 $200 $430


11

ONLINEONLINE BUZZ FOR SIDNEY CROSBY

DSFKSD;DHN;HN

0

200

400

600

800

1000

1200

1400


Tota

l # B

log

Men

tion

s

6/12 -- Despite losing Sidney Crosby to a knee injury in the 2nd period, the Penguins hold on to defeat the Red Wings in game 7 of the Stanley Cup Finals.




MEN’S PROFESSIONAL GOLF

TOP 10 LOCALGOLF MARKETS

MARKET HH RATING

# of HH (000s)

Ft. Myers-Naples 5.6 28

West Palm Beach- Ft. Pierce

4.4 34

Orlando-Daytona Bch-Melbrn 4.4 64

Greenvll-Spart- Ashevll-And 4.1 35

Tampa-St. Pete (Sarasota) 3.9 72

Raleigh-Durham (Fayetvlle) 3.7 40

Louisville 3.7 25

Greensboro-H.Point- Winston Salem 3.6 25

Cincinnati 3.6 33

Charlotte 3.6 41

Source: The Nielsen CompanyRatings based on national PGA telecasts airing on broadcast networks.

TOP GOLF ADVERTISERS (000)ADVERTISER TOTAL CABLE TV NETWORK TV

Lilly Icos LLC $32,305 $5,433 $26,872

Federal Express Corp $17,905 $1,156 $16,750

Acushnet Co $17,518 $3,772 $13,747

Pfizer Pharmaceuticals Group $16,162 $447 $15,715

Lexus Division $15,681 $1,757 $13,924

Mastercard Intl Inc $14,078 $51 $14,027

Intl Business Machines Corp $13,836 $1,389 $12,447

Travelers Cos Inc $13,749 $1,205 $12,544

Cdw Corp $11,350 $1,024 $10,326

Mercedes-Benz USA LLC $10,733 $1,171 $9,562

All Advertisers $565,750 $66,461 $499,290 Source: The Nielsen CompanyData based on ads placed during PGA telecasts airing on national Cable TV thru 9/30/09 and Broadcast TV thru 10/31/09.

TELEVISIONMAJOR MEN’S GOLF TOURNAMENTS, FINAL ROUND VIEWERSHIPS

DATE MATCH NETWORK US HH AA %

AVG # OF VIEWERS

The Masters 4/12/09 Angel Cabrera CBS 8.3 14,303,000

PGA Championship 8/16/09 Y.E. Yang CBS 6.6 10,079,000

U.S. Open* 6/21/09 Lucas Glover NBC 4.7 7,073,000

British Open 7/19/09 Stewart Cink ABC 3.8 5,545,000


* Originally scheduled Sunday coverage, 1:30pm ET to 8:09pm ET. Due to rain delays, final round continued on Monday 6/22 and earned a 3.5 HH rating and averaged 4,764,000 viewers.Data based on Live + Same Day viewing.

12

ONLINEONLINE BUZZ FOR TIGER WOODS

DSFKSD;DHN;HN

0

10000

20000

30000

40000

50000

60000

70000

80000


Tota

l # B

log

Men

tion

s

2/23 -- Tiger returns after an 8 month layoff to play in the WGC Accenture Match Play Championship

11/27 -- Woods crasheshis SUV outside his Florida home6/9/09 -- EA Sports releases

Tiger Woods PGA TOUR 10 video game

12/2 -- Buzz peaks as a third woman comes forward alleging a relationship with Tiger



SOCCER

TOP MLS ADVERTISERS (000)

ADVERTISER TOTAL CABLE TV SPANISH LANGUAGE TV

Volkswagen Of America Inc $611 $332 $279

Toyota Motor Sales Usa Inc $400 $401 $0

Wendys Intl Inc $367 $357 $10

IHOP Corp $339 $339 $0

Panasonic Corp of North America $299 $245 $54

Total All Advertisers $5,432 $2,687 $2,745Source: The Nielsen CompanyBased on advertising on all regular season MLS telecasts aired on Cable TV.

TOP 10 LOCAL MLS MARKETS

MARKET HH RATING

# of HH (000s)

Seattle-Tacoma 0.5 8

Los Angeles 0.3 16

Houston 0.3 5

Las Vegas 0.2 2

Norfolk-Portsmth- Newpt Nws 0.2 2

Columbus, OH 0.2 2

Dallas-Ft. Worth 0.2 5

Miami-Ft. Lauderdale 0.2 3

St. Louis 0.2 2

Washington DC 0.2 4

Source: The Nielsen CompanyRatings based on national telecasts airing on Spanish Language TV and Cable TV.

TELEVISIONMLS TV VIEWERSHIP

AVERAGE VIEWERSHIP... # TELECASTS US HH AA % AVG. # OF VIEWERS

Regular Season, Cable 62 0.1 172,000

Regular Season, Spanish Language TV 24 0.1 229,000

Playoff Games, Cable 9 0.3 404,000

Playoff Games, Spanish Language TV 2 0.2 371,000


MLS Cup, Championship Game 11/22/09 Real Salt Lake vs. LA Galaxy ESPN2 0.7 1,141,000

Most Watched Game, Playoffs 11/13/09 Houston Dynamo vs. LA Galaxy ESPN2 0.5 700,000

Most Watched Game, Regular Season 6/17/09 DC United vs. Seattle Sounders ESPN2 0.4 550,000




TELEVISIONMOST WATCHED NON-MLS SOCCER GAMES

PROGRAM NAME MATCH DATE NETWORK US HH AA %

AVG. # OF VIEWERS

Eternos Rivales USA vs Mexico 02/11/09 UNIVISION 2.6 5,886,000

Copa Oro 2009 25 Uni USA vs Mexico 07/26/09 UNIVISION 2.3 5,385,000

Copa Oro 2009 24 Uni Costa Rica vs Mexico 07/23/09 UNIVISION 2.5 5,285,000

Rumbo Al Mundial Mexico vs Honduras 09/09/09 TELEMUNDO 2.1 5,063,000

Rumbo Al Mundial Mexico Vs USA 08/12/09 TELEMUNDO 2.0 4,361,000

Source: The Nielsen Company Data based on Live + Same Day viewing.


TENNIS

TOP 10 LOCAL MARKETS

MARKET HH RATING

# of HH (000s)

West Palm Beach- Ft. Pierce 3.7 29

Richmond-Petersburg 3.1 17

Ft. Myers-Naples 2.8 14

Baltimore 2.6 29

Atlanta 2.5 60

Louisville 2.4 16

Miami-Ft. Lauderdale 2.4 37

Oklahoma City 2.4 16

Raleigh-Durham (Fayetvlle) 2.4 26

San Diego 2.4 26

Source: The Nielsen CompanyRatings based on audiences for the telecasts of the three ATP majors (French Open, Wimbledon, U.S. Open) airing on broadcast TV only.

TOP TENNIS ADVERTISERS (000)ADVERTISER TOTAL CABLE TV NETWORK TV

Geico Direct Inc $12,178 $166 $12,011

Intl Business Machines Corp $7,952 $24 $7,928

Lexus Division $7,157 $33 $7,124

DirecTV Inc $6,004 $219 $5,785

Apple Inc $5,899 $0 $5,899

All Advertisers $139,145 $10,211 $128,934 Source: The Nielsen CompanySpending based on ads placed on broadcast and cable telecasts of the four ATP majors.

TELEVISIONAVERAGE VIEWERSHIP, MAJOR TOURNAMENT FINALS

DATE MATCH NETWORK US HH AA %

AVG # O VIEWERS

Australian Open. Men's Finals 2/1/09 Nadal-Federer ESPN2 0.7 836,000

Australian Open, Women's Finals 1/30/09 S. Williams-Safina ESPN2 0.4 594,000

French Open, Men's Finals 6/7/09 Federer-Soderling NBC 1.5 2,213,000

French Open, Women's Finals 6/6/09 Kuznetsova-Safina NBC 1.3 1,709,000

Wimbledon, Men's Finals 7/5/09 Federer-Roddick NBC 3.8 5,706,000

Wimbledon, Women's Finals 7/4/09 S. Williams-V. Williams NBC 2.3 3,272,000

US Open, Men's Finals 9/14/09 del Potro-Federer CBS 2.3 3,391,000

US Open, Women's Finals 9/13/09 Clijsters-Wozniacki ESPN2 1.1 1,828,000

Source: The Nielsen CompanyRatings based on first-run Live+Same Day airings of finals matches.

14

ONLINEONLINE BUZZ FOR ROGER FEDERER

DSFKSD;DHN;HN

0

1000

2000

3000

4000

5000


Tota

l # B

log

Men

tion

s

6/7 -- Federer wins first French Open, completing career Grand Slam

7/5 -- Federer defeats Andy Roddick in a 4 hour Wimbledon Final giving him a record 15th Grand Slam



Copyright © 2010 The Nielsen Company. All rights reserved. Produced in the U.S.A.Nielsen and the Nielsen logo are trademarks or registered trademarks of CZT/ACN Trademarks, L.L.C. 10/687

About Nielsen Sports

The Nielsen Sports Practice works closely with sports leagues, teams, networks, advertisers and agencies, drawing from the unparalleled range of information and expertise across The Nielsen Company. Our fan behavior insights are culled from overnight local and national TV ratings, online & mobile intelligence, sponsorship engagement, advertising expenditure data, fan consumption and attitudes.

Get closer to the fans. Contact us today to learn more about Nielsen Sports. Please visit, www.nielsen.com/sports

For more information please contact: Stephen Master Vice President, Nielsen Sports (646) [email protected]

About The Nielsen Company

The Nielsen Company is a global information and media company with leading market positions in marketing and consumer information, television and other media measurement, online intelligence, mobile measurement, trade shows and business publications. The privately held company is active in approximately 100 countries, with headquarters in New York, USA.

For more information, please visit, www.nielsen.com

mailto:Stephen.Master%40nielsen.com?subject=

The Changing Face of Sports Media

Sports

Transcript of The Changing Face of Sports Media