nhl vertical

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WE ARE23 US NHL teams Over 1,600 live games Pre, In-game, PostTHE CENTER OF HOCKEY

HTS WE FACTORThe NHL on HTS is stronger than ever! HTS has seen amazing viewership growth of 75% over the last 9 years. These affluent NHL fans prove time and time again that they are always there to support their team.

"Absence makes the heart grow fonder was especially true for NHL fans in 2013. Despite the lockout which resulted in a shortened season, viewership increased and over a shorter amount of time. An affluent audience doesnt give up their seats.

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MORE AFFLUENT THAN ALL OTHER LEAGUE PROPERTIESSOCIALHOPEFULTECH-SAVYYOUTHFULEDUCATEDNHL FANS ARE VALUABLE CONSUMERSSOURCE: NHL GENERAL CAPABILITIES, JUNE 2013

SOURCE: SCARBOROUGH, MULTI-MARKET 2013, RELEASE 2 TOTAL, AUG 2012-SEP 2013. HTS = WATCHED AN HTS RSN PAST 7 DAYS AND HOME TEAM NHL ON CABLE TV IN THE PAST 12 MONTHS. GENERIC = SPORTS WATCHED ON CABLE TV NETWORKS IN THE PAST 12 MONTHS WAS REGULAR SEASON NHL. | *SOURCE: NIELSEN NSI, LIVE+SD, DATA THROUGH 13-14 NHL SEASON. DATA FOR HOME DMA (19 TEAMS), 16 LPM MARKETS.AVG HHI 97.7K(US AVG 73.5K)66%MEN56%A18-49A50+AUDIENCE 18+DEMOGRAPHICSFEMALE*

The information on the following slide is from Scarborough only and leans more toward the pro male demographic.

While the other demographic slide has both Scarborough and Nielsen information mixed together to create more of a male/female balance.

Please use this slide if you have a client who has male centric brands.

SOURCE: SCARBOROUGH, MULTI-MARKET 2013, RELEASE 2 TOTAL, AUG 2012-SEP 2013. HTS = WATCHED AN HTS RSN PAST 7 DAYS AND HOME TEAM NHL ON CABLE TV IN THE PAST 12 MONTHS. GENERIC = SPORTS WATCHED ON CABLE TV NETWORKS IN THE PAST 12 MONTHS WAS REGULAR SEASON NHL.AVG HHI 97.7K(US AVG 73.5K)

31% SINGLE MENAVG HHI 70.5K79%MEN56%A18-49A50+AUDIENCE 18+DEMOGRAPHICSFEMALE

BRAND AWARENESSTRUSTPURCHASE INTENTADVOCACY & LOYALTY2xMore trust in home team ads than prime time60%More likely to purchase a product1.7xMore likely to recommend a productSOURCE: 2.5 MORE EFFECTIVE PODS (2013 FSN NBA FAN ENGAGEMENT NIELSEN STUDY)SOURCE: 22% MORE ATTENTION (2013 FOX SPORTS FAN SEGMENTATION)SOURCE: 2X MORE TRUST THAN PRIME TIME (2013 FSN NBA FAN ENGAGEMENT NIELSEN STUDY)SOURCE: 60% MORE LIKELY TO PURCHASE (2013 FSN NBA FAN ENGAGEMENT NIELSEN STUDY)SOURCE: 61% SPEND MORE FOR HIGH QUALITY PRODUCTS (2013 FOX SPORTS FAN SEGMENTATION)SOURCE: 1.7X MORE LIKELY TO RECOMMEND (2013 FSN NBA FAN ENGAGEMENT NIELSEN STUDY)2.5xMore effective pods22%Pay more attention to all or most ads in live local games vs. generic games61%Are willing to spend more for high quality products

NBA

Brand awareness:2.5x greater real & 23% more attention to an ad in live local games vs. generic games & three commercial pods are 2.5 more effective than traditional pods

Trust: 2x more than prime time

Purchase intent: 60% more likely to be an early adopter & 60 % more likely to buy a product than the general tv viewer

Advocacy & loyalty: 1.7x more likely to recommend a product & 75% choose to watch with friends or family, equally

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SOURCE: NHL HAS AN AVERAGE OF 72 GAMES OUT OF REGULAR SEASON 82THE % OF ALL REGULAR SEASON GAMES

87%

WHAT THE FANS TOLD USSOURCE: 2014 SMITHGEIGER NBA/NHL AUDIENCE STUDYGame timeStrategy & teamworkRules are not to be brokenLaser viewingMake everything about the game

WHERE WE BEAT NHL COMPETITION50%18%12%11%Best at covering local teamsHas announcers who know my team bestShows games I am most interested in*Our scores are even more dominant when combined with NHL Network

49%17%12%12%

44%22%13%13%REMAINING PERCENT IS A MIX BETWEEN OTHER AND NONESOURCE: Q24 WHICH NETWORKS LIVE COVERAGE OF NHL GAMES IS BEST DESCRIBED BY EACH OF THE FOLLOWING WORDS AND PHRASES? (NHL FANS ONLY)

LARGEST SINGLE ENTITY OF FAN IMPRESSIONSSOURCE: FOR NBC SPORTS AND ALL OTHER CABLE NETS: PUBLISHED INDUSTRY SOURCES SOURCE: FOR HTS: NIELSEN NSI PROJECTED TO A COVERAGE UNIVERSE

2.1M

260K

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THE PENGUINS:SOURCE: NIELSEN, HTS ALL GAMES, NBCS ALL GAMES, 2013-2014 SEASON. LIVE + SD RATINGS. 10/1/13-2/8/14. TV HOUSEHOLD RATINGS

BUILT AND SUSTAINED BY PITTSBURGH PASSION

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For the following two slides, please use one or the other (not both) to speak to the unbalanced nature of the number of games OR the number of time these teams appeared.

There are notes below each slide to aid in your explanation of the content.

SOURCE: NIELSEN, OVERNIGHT DATA, NBCS 2013-2014 SEASON1%2%3%4%5%7%10%11%13%14%16%18%YOU CANT MAKE A SALE IF YOU DONT HAVE A RELATIONSHIPYour brand does not have the ability to connect with and establish relationships with all teams and their home team fans throughout the season with a national game buy!

% OF GAMES DURING REGULAR SEASON NHL ON

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LAST YEAR ON THESE TEAMS APPEARED:SOURCE: NIELSEN, OVERNIGHT DATA, NBCS 2013-14 SEASON

Notes for how to present content:Total appearances for all teams on NBCSie: of the 176 chances to be seen on NBCS, 12 teams were seen 81% of the time (142 times)ie: of the 176 chances to be seen on NBCS, 9 teams were seen 18% of the time (32 times)81%18%1%

CONSISTENT RATINGS & GROWTHSOURCE: NIELSEN NSI, MULTI DMA AVERAGE TV HH RATINGS1.2 HH RTG(9 YEAR AVG) +75%(OVER THE PAST 9 YEARS) NHL LOCKOUT

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IN A LEAGUE OF OUR OWNDMA AVERAGE, TVHH RTGS.SOURCE: NIELSEN NSI, LIVE+SD, TV HOUSEHOLD RATINGS, HTS ALL GAMES, NBCS ALL GAMES, NBC ALL GAMES, 2013-2014 FULL SEASON 10/01/13-04/13/14. .



SOURCE: NIELSEN NSI, LIVE+SD, TV HOUSEHOLD RATINGS, NHL ON RSNS, 2013-2014 FULL SEASON 10/01/13-04/13/14 VS. FULL SEASON 2011-12TVHH ANNUAL GROWTH2013-14 vs. 2011-12

The research team releases 3 editions of the ratings per season per league. These generally fall within this timeframe: Quarter seasonHalf season/All-Star weekFull regular season

Please see the research folder on the SharePoint for all Home Team Dominance presentation releases that match your clients needs.

#2PITTSBURGHCBS-KDKA8.03PENGUINS-RTPT7.78NBC-WPXI6.85ABC-WTAE5.13FOX-WPGH3.59RTPT2.12TBSC1.94USA1.78HIST1.53FXNC1.49FULL SEASON AVG: 7.55

#2BOSTONCBS-WBZ5.78BRUINS-NESN5.39NBC-WHDH4.95ABC-WCVB4.31FOX-WFXT4.01TBSC1.78USA1.53NESN1.41IND-WSBK1.23FXNC1.11FULL SEASON AVG: 4.95

#4CHICAGONBC-WMAQ6.10ABC-WLS5.47CBS-WBBM4.92BHAWKS-CSNC4.30CW-WGN2.61FOX-WFLD2.46UNI-WGBO1.54ESPN1.54CSNC1.30DSNY1.27FULL SEASON AVG: 4.29

#4ST. LOUISCBS-KMOV6.59NBC-KSDK6.33FOX-KTVI5.49BLUES-FSMW4.13TBSC2.36ABC-KDNL2.10CTZD1.56ESPN1.51CW-KPLR1.45DSNY1.41FULL SEASON AVG: 4.03

WE DOMINATES IN PRIMETIMESOURCE: NIELSEN NSI, LIVE+SD, TV HOUSEHOLD RATINGS, FULL SEASON 10/01/13-04/13/14. CONTAINS HTS GAMES IN PRIMETIME. PRIMETIME IS DEFINED AS M-SU/7-11P DMA Average TV Household Ratings

#5MINNEAPOLISCBS-WCCO7.39NBC-KARE7.07ABC-KSTP4.34FOX-KMSP3.47WILD-FSNO3.06ESPN1.46FSNO1.26HIST1.26PBS-KTCA1.20TBSC1.17FULL SEASON AVG: 2.97

#5PHILADELPHIACBS-KYW5.74ABC-WPVI5.60NBC-WCAU5.23FOX-WTXF3.05FLYERS-ZCSN2.14IND-WPHL1.99USA1.84TBSC1.40DSNY1.27FXNC1.17FULL SEASON AVG: 2.07

#5DETROITFOX-WJBK6.30NBC-WDIV6.16ABC-WXYZ5.16CBS-WWJ4.92RED WINGS-FSD3.82ESPN1.65TBSC1.62USA1.54FXNC1.47CW-WKBD1.40FULL SEASON AVG: 3.69

#5DENVERNBC-KUSA7.26CBS-KCNC5.69ABC-KMGH3.35FOX-KDVR2.35AVS-ALT1.57ESPN1.33CW-KWGN1.06UNI-KCEC1.01IND-KTVD0.99PBS-KRMA0.92FULL SEASON AVG: 1.45

WE DOMINATES IN PRIMETIMEDMA Average TV Household Ratings

SOURCE: NIELSEN NSI, LIVE+SD, TV HOUSEHOLD RATINGS, FULL SEASON 10/01/13-04/13/14. CONTAINS HTS GAMES IN PRIMETIME. PRIMETIME IS DEFINED AS M-SU/7-11P

#7WASHINGTON DCNBC-WRC5.24CBS-WUSA4.22ABC-WJLA3.77FOX-WTTG3.76USA1.55ESPN1.48CAPITALS-CSNM1.42IND-WDCA1.36ETZD1.34FXNC1.28FULL SEASON AVG: 1.32

#8SAN FRANCISCOCBS-KPIX4.14ABC-KGO3.64FOX-KTVU3.60NBC-KNTV3.47UNI-KDTV1.37ESPN1.06IND-KRON0.99SHARKS-CSCA0.96PBS-KQED0.90USA0.89FULL SEASON AVG: 0.91

#9NEW YORKABC-WABC4.84CBS-WCBS4.79NBC-WNBC4.20FOX-WNYW3.21UNI-WXTV2.47USA1.70TEL-WNJU1.51TBSC1.37RANGERS-MSG1.31TNT1.20FULL SEASON AVG: 1.28

#13TAMPACBS-WTSP6.64NBC-WFLA4.43FOX-WTVT3.87ABC-WFTS3.23FXNC1.91IND-WMOR1.79ESPN1.73TBSC1.64USA1.58HIST1.41LIGHTNING-SUN1.22FULL SEASON AVG: 1.17

WE DOMINATES IN PRIMETIMEDMA Average TV Household Ratings


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#10DALLASESPN1.61DSNY1.22TBSC1.16USA1.15AEN1.07TNT1.05HIST0.91DISC0.79FX0.77STARS-FSS0.74FSS0.73FULL SEASON AVG: 0.70

#12PHOENIXESPN1.57DSNY1.39HGTV1.09HIST1.09USA1.04TBSC0.95FXNC0.94TNT0.90FX0.88AEN0.84COYOTES-FSA0.78FULL SEASON AVG: 0.75

HTS VS CABLE NETWORKS IN PRIMETIMEDMA Average TV Household Ratings


HOME OF THE PASSIONATEFANS REMAIN LOYAL TO THEIR RSN INTO THE PLAYOFFSHTS delivered 6x the audience on our RSNs than NBC Sports.4.0M625K3.3MNBC Sports was unable to match the total number of impressions HTS had in the first round.IN THE 1ST ROUND OF THE PLAYOFFS DURING THE STANLEY CUP FINALHH IMPRESSIONSHH IMPRESSIONSHH IMPRESSIONSNBCSN SOURCE: SPORTS BUSINESS JOURNAL MAY/JUNE 2014.HTS SOURCE: NIELSEN NSI + TCE. TCE: ONE-HALF (50%) OF THE ACTUAL NIELSEN NSI CABLE RATING (for each individual team) IS APPLIED TO THEIR ESTIMATED SUBSCRIBERS OUTSIDE OF THE TEAMS HOME MARKET. RESULTING IMPRESSIONS ARE ADDED BACK INTO THE ACTUAL NIELSEN NSI HOME MARKET IMPRESSIONS TO ARRIVE AT THE TOTAL COVERAGE ESTIMATE (TCE). EACH TEAM/RSN PROVIDES HTS THEIR SUBSCRIBER COUNTS.

CASE STUDIES

Please see the video library on SharePoint for these NHL case study video files:

Dairy QueenIntel

Reach fans in their seats and suites and in high traffic areas like the concourse, bars and lounges, and at concessions stands

The seamless in-arena complement to your television presenceAvailable in 15 NHL venues4,800+ screensReaches 12MM+ engaged, upscale NHL fans annuallyNielsen measured fan engagementProvides video advertising, sponsored partnerships, in-venue experiences, social media activationsFANS NEVER TAKE THEIR EYES OFF THE GAME

MSGNassau ColiseumThe Prudential CenterThe Honda CenterUnited CenterWells Fargo CenterAmerican Airlines CenterSAP CenterTD Bank GardenVerizon CenterTampa Times ForumBB&T CenterScottrade CenterConsol Energy CenterPepsi Center

SCOREBOARD

Client LogoVideo content ideas:Idea OneIdea Two

#1 PROVIDER OF

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

Delivers PASSIONATE LOCAL fans, aggregated into the largest national audience in digital video

21MM sports video uniques monthly and over 200MM video streams per month (comScore April 2014)ESPN15MMYahoo! Sports12MMMLB.com12MMSPORTS HIGHLIGHTS IN THE US

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Buy a specific sport, region/market or day-part:15/:30 custom spots to appear in video pre rollPost roll bumpersCompanion bannersOverlays

BRAND PRE-ROLL COMPANION BANNERLOGO INTEGRATIONCUSTOM VIDEO OVERLAYCUSTOMIZABLE PLAN

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OPENING WEEK 2014

Opening Week sets the stage and brings your brand closer to the game and the fans right from the start. From the first face-offs of the season, to the new players, its a cultural movement and it makes history. Your brand will want to kick-it-off every year.On & off the ice the term Top Shelf means a cut above the rest. In hockey, the upper 1/3 of the net. For your brand, a premium product. Be part of a game-changing sponsorship position in the NHL.Bullying is not a fair fight. Its emotional abuse using fear, shame and guiltto intimidate others. Teamwork is taught on the ice at a young age and translates to good behavior off the ice; the classroom; at home; the playground. Be part of STICKUP TO BULLYING and empower NHL pros and fans to take action.

Before Paul Rudd and Jason Segel said I Love You, Man bros were forming untethered bonds through sports. Celebrate these connections by sending the ultimate Team Bromance on an all-expenses paid getaway to a big game.The perfect time in a game when a pros ability to perform under high pressure overcomes all odds, even the clock. Sound familiar when reviewing sales goals? Own the moment with a sales promotion of a CLUTCH deal with a discount code and get our fans to put your brand in their shopping carts on Cyber Monday or any limited time.Whats the prediction? Beginning on Opening Day, its all fans talk about. What will it take from the teams and players to become playoff bound? Ownership of this season-long preparation for the playoffs makes your brand top of mind among fans that always want to know.

#1Were structured to deliver hyper-local content on a national scale.#2#3The tribes we tap into trust us, love us and return to our product year after year.Were immune to the industry woes and hiccups that plague other entertainment channels because sports fans are addicts!#4Invest early.HEART+BRAND=RESULTSWHAT DO WE KNOW?

APPENDIX

< PREVIOUS SLIDEBRAND AWARENESSTRUSTPURCHASE INTENTADVOCACY & LOYALTY2.5x more effective podsSource: 2013 FSN NBA Fan Engagement Nielsen Study, 9,812 TV viewers in 8 markets Atlanta, Chicago, Cleveland, Dallas, Detroit, Los Angeles, Miami and Tampa. Field date April 2013. Average income $80k three commercial pods are 2.5x more effective than traditional pods (92% of HTS pod breaks are two minutes or less).22% pay more attention to all or most ads in live local games vs. generic gamesSource: 2013 Fox Sports Fan Segmentation, 3209 respondents; Q1/Q2/Q2_1 (row 772), Attention Paid to Advertisements: 22% pay attention to all or most of the advertisements in live sporting event (local team) vs. 18% for live sporting event (teams outside your area).2x more trust in home team ads than prime timeSource: 2013 FSN NBA Fan Engagement Nielsen Study, 9,812 TV viewers in 8 markets Atlanta, Chicago, Cleveland, Dallas, Detroit, Los Angeles, Miami and Tampa. Field date April 2013. Average income $80k local sports viewers trust home team ads at 2 times the rate of prime time viewers watching their favorite shows.60% more likely to purchase a product Source: 2013 FSN NBA Fan Engagement Nielsen Study, 9,812 TV viewers in 8 markets Atlanta, Chicago, Cleveland, Dallas, Detroit, Los Angeles, Miami and Tampa. Field date April 2013. Average income $80k home team NBA viewers are 71% more likely than generic NBA viewers to buy a product they see advertised.61% are willing to spend more for high quality productsSource: 2013 Fox Sports Fan Segmentation, 3209 respondents; Q42 (row 1201), Work & Money: I am willing to spend more for high quality products.1.7x more likely to recommend a product Source: 2013 FSN NBA Fan Engagement Nielsen Study, 9,812 TV viewers in 8 markets Atlanta, Chicago, Cleveland, Dallas, Detroit, Los Angeles, Miami and Tampa. Field date April 2013. Average income $80k. home team NBA viewers are 71% more likely than generic NBA viewers to recommend a product they see advertised.

NBA

Brand awareness:2.5x greater real & 23% more attention to an ad in live local games vs. generic games & three commercial pods are 2.5 more effective than traditional pods

Trust: 2x more than prime time

Purchase intent: 60% more likely to be an early adopter & 60 % more likely to buy a product than the general tv viewer

Advocacy & loyalty: 1.7x more likely to recommend a product & 75% choose to watch with friends or family, equally

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HOME OF THE PASSIONATEFANS REMAIN LOYAL TO THEIR RSN INTO THE PLAYOFFSHTS delivered 6x the audience on our RSNs than NBC Sports.5.8M854K4.7MNBC Sports was unable to match the total number of impressions HTS had in the first round.IN THE 1ST ROUND OF THE PLAYOFFS DURING THE STANLEY CUP FINALTOTAL VIEWERSTOTAL VIEWERSTOTAL VIEWERSNBCSN SOURCE: SPORTS BUSINESS JOURNAL MAY/JUNE 2014.HTS SOURCE: NIELSEN NSI + TCE. TCE: ONE-HALF (50%) OF THE ACTUAL NIELSEN NSI CABLE RATING (for each individual team) IS APPLIED TO THEIR ESTIMATED SUBSCRIBERS OUTSIDE OF THE TEAMS HOME MARKET. RESULTING IMPRESSIONS ARE ADDED BACK INTO THE ACTUAL NIELSEN NSI HOME MARKET IMPRESSIONS TO ARRIVE AT THE TOTAL COVERAGE ESTIMATE (TCE). EACH TEAM/RSN PROVIDES HTS THEIR SUBSCRIBER COUNTS.

NHL 2013-14 REGULAR SEASON COMPARISON: HTS vs. NBCSN & HTS vs. NBC HH & P2+DELIVERED(AVG/GAME)

1.7M HH

2.4M P2+DELIVERED(AVG/GAME)1.1M HH1.6M P2+DELIVERED(AVG/GAME)253K HH349K P2+

NBC & NBCSN SOURCE: SPORTS BUSINESS JOURNAL APRIL 2014.HTS SOURCE: NIELSEN NSI + TCE. TCE: ONE-HALF (50%) OF THE ACTUAL NIELSEN NSI CABLE RATING (for each individual team) IS APPLIED TO THEIR ESTIMATED SUBSCRIBERS OUTSIDE OF THE TEAMS HOME MARKET. RESULTING IMPRESSIONS ARE ADDED BACK INTO THE ACTUAL NIELSEN NSI HOME MARKET IMPRESSIONS TO ARRIVE AT THE TOTAL COVERAGE ESTIMATE (TCE). EACH TEAM/RSN PROVIDES HTS THEIR SUBSCRIBER COUNTS.

You can find all of the videos from the upfront on the SharePoint.

They can be found in folder: Video library > HTS > 2014

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Client LogoVideo content ideas:Idea OneIdea Two

Place a PNG of your clients logo here

You can change the color of the box to more closely match your clients branding

If you have unique content ideas, you can type them.

You can change the color of the box to more closely match your clients branding4

vs.

Create a more custom scoreboard if you have specific teams you might want to highlight.

SCOREBOARD

Client Logo

If you have a video mock-up of creative or a clients commercial spot, you can place that video in this area to show how the content will live.

This gameflow video is for reference only!