The Nielsen Company The Changing Face of Sports Media January 2010
Sep 08, 2014
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
The Changing Face of Sports Media
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
Source: The Nielsen Company
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
Source: The Nielsen Company
Copyright © 2010 The Nielsen Company. All rights reserved. 4
The Changing Face of Sports Media
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
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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
The Changing Face of Sports Media
Copyright © 2010 The Nielsen Company. All rights reserved.
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
Sprint Nextel Corp $5,759 $1,744 $4,015
Anheuser-Busch Inc $5,665 $2,035 $3,630
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
Source: The Nielsen Company
Copyright © 2010 The Nielsen Company. All rights reserved.
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
Source: The Nielsen CompanyData based on Live + Same Day viewing.
6
ONLINEONLINE BUZZ FOR JIMMIE JOHNSON
DSFKSD;DHN;HN
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200
400
600
800
1000
1200
Jan-09 Mar-09 May-09Apr-09 Jun-09 Aug-09Jul-09 Sep-09 Nov-09Oct-09 Dec-09Feb-09
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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
The Changing Face of Sports Media
Source: The Nielsen Company
Copyright © 2010 The Nielsen Company. All rights reserved.
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
Source: The Nielsen CompanyData based on Live + Same Day viewing.
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
Jan-09 Mar-09 May-09Apr-09 Jun-09 Aug-09Jul-09 Sep-09 Nov-09Oct-09 Dec-09Feb-09
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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
The Changing Face of Sports Media
Source: The Nielsen Company
Copyright © 2010 The Nielsen Company. All rights reserved.
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
Source: The Nielsen CompanyData based on Live + Same Day viewing.
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
Anheuser-Busch Inc $7,685 $2,180 $5,505
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
Total All Advertisers $214,566 $102,951 $111,615 Source: The Nielsen CompanyData based on all ads airing on national cable and broadcast TV regular season games.
8
The Changing Face of Sports Media
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
Source: The Nielsen Company
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.
Copyright © 2010 The Nielsen Company. All rights reserved.
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
Source: The Nielsen CompanyData based on Live + Same Day viewing.
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
Anheuser-Busch Inc $10,933 $3,956 $6,977
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.
The Changing Face of Sports Media
Copyright © 2010 The Nielsen Company. All rights reserved.
NFL FOOTBALL
TOP NFL FOOTBALL ADVERTISERS (000)
ADVERTISER TOTAL CABLE TV NETWORK TV
Anheuser-Busch Inc $64,994 $4,759 $60,236
Ford Motor Co $56,223 $358 $55,865
Sprint Nextel Corp $50,724 $1,570 $49,154
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
Jan-09 Mar-09 May-09Apr-09 Jun-09 Aug-09Jul-09 Sep-09 Nov-09Oct-09 Dec-09Feb-09
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The Changing Face of Sports Media
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
Source: The Nielsen Company
Copyright © 2010 The Nielsen Company. All rights reserved.
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
MOST VIEWED... DATE TEAMS NETWORK US HH AA % AVG. # OF VIEWERS
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
Source: The Nielsen CompanyData based on Live + Same Day viewing.
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
Source: The Nielsen Company
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
Total All Advertisers $18,760 $7,998 $10,762 Source: The Nielsen CompanyData based on all ads airing on national cable and broadcast TV regular season games.
11
ONLINEONLINE BUZZ FOR SIDNEY CROSBY
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200
400
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1400
Jan-09 Mar-09 May-09Apr-09 Jun-09 Aug-09Jul-09 Sep-09 Nov-09Oct-09 Dec-09Feb-09
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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.
The Changing Face of Sports Media
Source: The Nielsen Company
Copyright © 2010 The Nielsen Company. All rights reserved.
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
Source: The Nielsen Company
* 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
Jan-09 Mar-09 May-09Apr-09 Jun-09 Aug-09Jul-09 Sep-09 Nov-09Oct-09 Dec-09Feb-09
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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
The Changing Face of Sports Media
Source: The Nielsen Company
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
MOST VIEWED... DATE TEAMS NETWORK US HH AA % AVG. # OF VIEWERS
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
Source: The Nielsen CompanyData based on Live + Same Day viewing.
Copyright © 2010 The Nielsen Company. All rights reserved. 13
The Changing Face of Sports Media
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.
Copyright © 2010 The Nielsen Company. All rights reserved.
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
Jan-09 Mar-09 May-09Apr-09 Jun-09 Aug-09Jul-09 Sep-09 Nov-09Oct-09 Dec-09Feb-09
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
The Changing Face of Sports Media
Source: The Nielsen Company
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
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