2015 UPFRONT
CHANGING MARKETPLACE: EVOLVING TECHNOLOGIES
81% 78% 75%
49% 46% 46% 40%
13% 13%
ENABLED SMART TV
MULTIMEDIA DEVICE
SUBSCRIPTION VIDEO
ON-DEMAND TABLET SMARTPHONE
PC WITH INTERNET
DVR BROADBAND
INTERNET
Source: Nielsen, The Total Audience Report, December 2014.
GAME CONSOLE
COMPLEX ENVIRONMENT
Effective? Impactful?
Source: Nielsen, The Total Audience Report, December 2014.
LIVE VIEWING TRENDS
4Q'08 4Q'09 4Q'10 4Q'11 4Q'12 4Q'13 4Q'14
87%
65%
98%
95%
Source: Nielsen NTI Data 2008-2014. The Percentages Represents the Portion of Live+7 Viewing that is Done on a Live Basis.
Live Sports
Events
Primetime
Entertainment
Programming
A PASSION PLAY, NOT A SPORTS PLAY
Engaged Targeted Live
Regional sports networks are the single
biggest change [in sports TV] over the past 25
years. They put out the entire slate of games
of the local team, and that feeds the beast.
Big time live sports is more important
than anything else on American
television, and it certainly is the savior of
classic American network television.
- Dick Ebersol, Former Chairman of NBC Sports
Probably the biggest disappointment
(was) I was never able to get ESPN
into the regional business. I like that
business. It’s very loyal, has big
ratings and would have been great.
But I could never convince (former ABC
Chair & CEO) Tom Murphy or (former Cap
Cities President & COO) Dan Burke to
actually invest.
- Steve Bornstein, Former President of ESPN
THE CENTER OF SPORTS
4.54M
910K
480K
310K
180K
2012
2013
2014
2011-12
2012-13
2013-14
2011-12
2012-13
2013-14
2.26M
1.63M
1.38M
600K
260K
1.90M
240K
Source: For ESPN, ESPN2, TNT, TBS, and All Other Cable Nets: Published Industry Sources. For HTS: Nielsen NSI Projected to a Coverage Universe.
3 Year Average
LARGEST SINGLE ENTITY OF FAN IMPRESSIONS
2013 2013-14 2013-14
85% 43% 87%
Source: For ESPN, ESPN2, TNT, TBS, and All Other Cable Nets: Published Industry Sources. For HTS: Nielsen NSI Projected to a Coverage Universe.
WHY WE WATCH SPORTS
Source: 2013 Fox Sports Fan Segmentation Study.
Homers
Junkies
Occasionals
19%
16%
65%
Audience Segmentation
GREATEST MOMENTS VIDEO
REGIONAL BUILDING BLOCKS
NATIONAL NETWORK OF COVERAGE
94 MM HH
DOMINATING THE COMPETITION 2014
THE COLLEGE LANDSCAPE
4,000+
174
74
39
13
LIVE DRAMA. NEVER CANCELLED.
2014 2013-2014 2013-2014
Source: Nielsen NSI, Live+SD, “Live,” MLB, 28 Teams, 25 Local Markets. Source: Nielsen NSI, Live+SD, “Live,” NBA, 26 Teams, 25 Local Markets. Source: Nielsen NSI, Live+SD, “Live,” NHL, 21Teams, 18 Local Markets.
2,100+
75
52
1,600+
92
HTS NETWORK SPOT
THE NATIONAL GOW: AN UNBALANCED RELATIONSHIP
Source: Nielsen, Overnight Data, ESPN, TNT, 2013-14 Season.
Number of
Appearances on
32%
22%
24%
22%
0
1-5
6
-10
1
1-1
5
16
-20
0
2014
46%
0.00
1.00
2.00
3.00
4.00
5.00
6.00
7.00
8.00
9.00
10.00
THE NATIONAL AUDIENCE IS ALWAYS LOCALLY GENERATED
Source: Nielsen NSI Local HH Audience, NBC / NBCS, a 5 game average, Jun 04 - Jun 11, 2014.
9.58
8.85
STRUCTURAL ADVANTAGE GAINS VIEWER ATTENTION
PRIMETIME
7 Commercials
97% 65% Watching Live or Slightly Delayed* Watching Live or Slightly Delayed**
Source: Program Format Database 2014. For FSN/HTS, standard formats for the Tigers, Magic, and Blues.
For primetime: drama-Gotham, comedy-Average of the Simpsons, Brooklyn 99, Family Guy, Mulaney. *Source: SmithGeiger, August 2014.
3 Commercials 4 Commercials
1:45
Avg. Minutes
1:56 2:05
Avg. Minutes Avg. Minutes
3:16 2:38
Dramas Comedies
**Source: Nielsen NTI Data 2008-2014. The Percentages Represents
the Portion of Live+7 Viewing that is Done on a Live Basis.
Source: SmithGeiger, August 2014.
PRIMETIME VIEWERS ARE…
MORE LIKELY
TO SKIP
THROUGH YOUR
COMMERCIAL 3x
THAN HTS VIEWERS
HOME TEAM FANS HAVE GREATER RECALL
Source: SmithGeiger, August 2014.
2x
25% 26% 34%
21% 27% 25%
51% 41%
53% 45% 51% 46%
MALE FEMALE 25-34 35-54 $75K OR LESS MORE THAN $75K
Recall Official Sponsor of Game/Show Over the Past Month (% Yes)
PRIMETIME
MORE LIKELY
TO RECALL THE
PROGRAM SPONSOR
HTS BUILDS LASTING RELATIONSHIPS
FAN BOND VIDEO
BRANDS BUILD LASTING RELATIONSHIPS
TRIBE
COMMUNITY
TEAM/RSN
IMPRESSIONS
HTS INFLUENCE
Viewer Experience Consumer Influence
Purchase
Awareness
Trust
Brand transference
Loyalty/Recommendation
IMPRESSIONS
SURROUND THE FAN VIDEO
On-Air
• Pre, In-Game, Post
• In-game Features
• Vignettes
• :05, :15, :30 spots
• Special Programming
• Local Talent
Stadium
• Events & Hospitality
• Promotions
• Product Activations
• Video Across Screens
• Signage
• PA Announcements
• Jumbotron Access
• VIP Experiences & Suites
Retail
• POS
• Packaging
• Product Activations
• Promotions/Giveaways
Digital & Mobile
• HTS Rewind – Sponsorship of Video Highlights
• Advertising Opportunities Across RSN Properties
• Custom Landing Pages/ Social Media Tabs
• Content Creation
• Email Marketing
• Text Campaigns
• Interactive 2nd Screen Experience with Custom Integrated Content on Both Screens
Social Media
• Sweepstakes
• Promotions
• Access to Fox Properties, Fox Sports Girls, & Teams
SURROUND THE FAN
RECORD BREAKING SOLUTIONS Opening Day/Night & Week
First Round of Playoffs
• Unique ownership
opportunity
• Highly rated, record
breaking games
• High brand visibility
REASONS TO INVEST WITH HTS
• Live sports is a safe investment
• Reach fans across generations and in their local
communities on any scale: local, regional, national
• Our impressions come with a heart attached
• Surround the Fan with your messaging at multiple touch
points where fans enjoy the game
• Let HTS help you create your own custom campaign
• Invest early
Reach fans in their seats and suites and in
high traffic areas like the concourse, bars,
lounges, and at concessions stands
• The seamless in-stadium/arena complement to your
television presence
• +50 of the nation’s best MLB, NBA, & NHL venues
• +20,000 screens
• Reaches +60M engaged, upscale home team sports
fans annually
• Nielsen measured fan engagement
• Provides video advertising, sponsored partnerships,
in-venue experiences, social media activations
FANS NEVER TAKE THEIR EYES OFF THE GAME
HTS Rewind: 32.6MM video uniques and
773MM video views
• ESPN 23.1 MM Uniques
• Yahoo!/NBC Sports 15.4 MM Uniques
• CineSport 10.8 MM Uniques
Extend the reach of your TV buy, reaching
passionate local fans, aggregated into
the largest national audience in digital
sports video highlights
Featured on 450+ of the most prominent
news sites across the country including: NY Times, NY Daily News, LA Times, Chicago Tribune,
Philadelphia Inquirer, Dallas Morning News, Boston Globe,
San Francisco Chronicle and many more
Source: Comscore Video Metrix, November 2014 (perform Sports ePlayer_US/CA).
Buy a specific
sport, region/market,
day-part, demo,
behavioral
Companion Banner
Custom Overlay
:15/:30 Custom
Brand Pre-roll
And
Custom Bumpers
REWIND
ON-AIR, IN-GAME FEATURES
Custom Duet Animation Duet Element Full Screen Duet Element
Elevator Custom Open Animation Gameflow
THE HTS PORTFOLIO
NORTHWEST
PITTSBURGH
ROCKY MOUNTAIN
SOUTHWEST
HOME TEAM REGIONS:
MAKING A DIFFERENCE
HOME TEAMS WIN WITH LEGENDARY TALENT
SPANNING ACROSS GENDERS AND GENERATIONS
1/3
Source: 2013 NBA Home Team Fan Female Engagement Study. *Source: Nielsen NSI, Live+SD, 16 LPM Markets & Nielsen NSI, Live+SD, 19 LPM Markets. Millennials P15-
34.
Higher composition of millennials
beating out primetime favorites.*
27% 23%
are female 19% 14% 16%
HTS IS HOME TO MEN 18-34 IN PRIMETIME
0.5
1.0 1.0
1.2
Source: Nielsen NSI, Live+SD, TV Ratings, 25 LPM Markets, Weighted Average by UE and Duration, Primetime defined as M-Sat 8-11p, Sun 7-11p (Nielsen Broadcast Pattern), 2014.
2014 TV Ratings
THE FRIENDS AND FAMILY EFFECT HTS Viewers vs. Primetime Viewers
Source: SmithGeiger, August 2014.
ENGAGING FANS ACROSS THE BOARD
Home Team Game vs. Primetime Show
3x
2.4x
2.6x
3x
HTS
Home Team Fans vs. Primetime Viewers
2x
1.8x
2x
2.2x
*Source: Nitto Tires (JAN ’14 Wave) Ad Awareness and Affinity Study – SG. Source: 2013 MLB Home Team Fan Engagement Study. **Source: 2013 NBA Home Team Fan Female Engagement Study.
2.7x
2.7x
2.3x
2.7x
More trust in ads
More loyalty to a brand
More likely to purchase
More likely to recommend
Millennials * Females **
THE BIG FOUR CONTINUES TO DECLINE
2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013
6.78
4.39
2.48 2.41
NHL
Lockout
Source: Nielsen NSI, TV Household Ratings, Weighted Local Market Average Based on Participating Teams, Various Number of Markets, Various Number of Teams.
Primetime
Broadcast
2.89
0.79
0.33
0.2
0.18
DOMINATING THE COMPETITION: SEASON AFTER SEASON
2014 2013-2014 2013-2014
Source: Nielsen NSI, Live+SD, “Live,” MLB, 28 Teams, 25 Local Markets. Source: Nielsen NSI, Live+SD, “Live,” NBA, 26 Teams, 25 Local Markets. Source: Nielsen NSI, Live+SD, “Live,” NHL, 21Teams, 18 Local Markets.
2.06
1.36
1.72
1.45
0.36
LOYAL FANS ARE OUR STRENGTH
Source: Nielsen NSI, Live+SD, MLB Daily Highlights, 9/11/14.
Opening night of the highly anticipated
premiere of Thursday Night Football
MLB Week 24
7 out of 10 teams grew their ratings!
vs.
38%
20%
42%
24%
10%
66%
33%
28%
39%
18%
31%
51%
22%
38%
40%
10%
12%
78%
LeBron’s return
home in Cleveland
(HTS did not have a
side-by-side game)
ON ANY GIVEN NIGHT…
Source: Nielsen NSI, Live+SD, MLB Daily Highlights, 10/30/14.
25%
19%
56%
21%
37%
42%
College Football’s
defending Champions
in the undefeated and
#2 ranked Florida
St. Seminoles
Regular season
NHL and NBA
EVERY SEASON OR ONCE EVERY FOUR YEARS
2.9 3.1
Source: Nielsen NSI,
Live+SD, MLB, 25
Local Markets.
2014 MLB Season Avg.
Source: Nitto Tires 2013.
WE MAKE NEW BRANDS FAN HEROES
#5 out of the 21
most recognized brands after the campaign aired
O unaided recall of the Nitto brand
From
to 5%
BUILDING CUSTOM CAMPAIGNS WITH OPTIONS
41
# of
Networks
1 provides
nationwide coverage
provide nationwide coverage
41
1
unique messages and calls to action
in each market
message and call to action
National
Regional Regional
or
Regional
1 national retailer
or
Multiple
regional retailers across the nation
National National Regional 1 national retailer
WATCH US ANYWHERE
LIVE GAMES AND CONTENT ON DEMAND
Presenting sponsorship opportunities
across all marketing and media include:
TV
• In-game commercials
• Pre, in, and post game features
Digital
• Digital media banners, pre/mid-rolls
• Social media posts and ads
In-Arena
• Displays, signage, PA announcements, programs,
and other promotional collateral
• Premium items given to fans
MLB REPLAY REVIEW 1
REPLAY
REVIEW
change to the game
Stronger
confirmation of calls
Strengthens the
accuracy of the game
History Making
MLB REPLAY REVIEW 2
26 teams
75 instant replays
during the season
~
2min average length of
each challenge
1min branding appears
on screen
FAN CONNECT
Bring your brand and our fans
together like never before!
• A live Multi-media, interactive
polling/voting/Q&A enhancement
• Encourages organic support and
discussion by on-air talent
• Actual results are shown and
discussed live on-air
• Ability to provide additional content,
a promotional offer, coupon, etc.,
directly to the fans
MLB REPLAY REVIEW PRICING
Season long sponsorship
(April 2015 - October 2015)
• 150 National Equivalent MLB In-Game Units
• 150 National Equivalent Post-Game Show Units
• HTS Rewind Custom Sponsorship
• Plus MLB Instant Replay Challenge Sponsorship
Feature Every Other Game
• Price: $18.4M
MLS
MAJOR LEAGUE SOCCER
• Season: March through October
• Access to majority of the 34 games
per team per season
• Opportunities for brand Integration
• Pre, In-Game, Post Sponsorships
WE
ST
ER
N
EA
ST
ER
N
HOT CONFERENCES. TOP SCHOOLS. BIG GAMES.
145 40 145 35
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