State of the Media: Year in Sports 2010

WELCOME
Welcome to Nielsens State of the Media: Year in Sports 2010, a compilation of media highlights, advertiser trends and consumer insights from across The Nielsen Company. Inside these pages youll find a wealth of information to provide you with an almanac of US sports fan consumption across leading sports properties in 2010. Nielsen is committed to providing our industry with the necessary tools and insights to stay on top of the constantly evolving sports media landscape, empowering the Sports Marketing community to leverage information that drives more effective decision-making. The last twelve months added up to one of the most exciting years in the sports media world; and as Americans flocked to TV, computer and mobile screens, Nielsen was there every step of the way: Drew Brees leading the Saints to an inspiring Super Bowl XLIV victory that captured the hearts of New Orleans Who Dat? nation and American football fans overall. A 2010 Winter Olympics that transformed relative unknowns like Lindsey Vonn, Ryan Miller and Evan Lysacek into household names. The 2010 World Cup, which featured some dramatic heart-stopping moments by Team USA and introduced Americans to a new generation of worldwide soccer stars. An NCAA Final Four championship that saw underdog Butler fall just an inch short of beating the heavily favored Duke. Some new faces in the championship circle (Chicago Blackhawks, San Francisco Giants) and some more familiar ones as well (Jimmie Johnson, LA Lakers). Some of the biggest sports stories in 2010, though, were not about the success of teams and players on the field but rather about some players behavior off the field. The Decision by LeBron James to take his talents to South Beach, for example, drew a swirling controversy that kept social media users and TV pundits buzzing for months. Stars like Tiger Woods, Ben Roethlisberger, and Brett Favre also faced high-profile off -the-field challenges. But even as athletes like these fall, there are other sports figures that rise to the spotlight for all the right reasons. Thats why Nielsen is excited to feature its new Nielsen / E-Poll N-Score, which measures the brand impact of professional athletes and sports personalities. N-Scores allow advertisers to make smart marketing decisions on commercial endorsements and spokespersons. Now marketers can quantify Lindsey Vonns emergence as an Olympic superstar, or how Michael Vicks comeback on the gridiron may help him rise from his previous off-field issues. We hope you enjoy these highlights from Nielsens vault of consumer and media insights. 2010 continued to prove that sports content, across all media platforms, is among the most popular and engaging genres and is well positioned to thrive in a rapidly evolving multi-screen world. Sincerely,

Stephen Master Vice President, Sports The Nielsen Company

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COntEnts
Year in Sports: Summary 1-2 MLB 3 NBA 4 NFL 5 NHL 6 NCAA Basketball 7 NCAA Football 8 PGA 9 NASCAR 10 Soccer 11 Winter Olympics 12

iii

FAST FACTS:

Summary

Visits to sports sites by mobile internet users are up 38% in the last year1 84% of iPhone app downloaders have downloaded at least one free sports app2 There were over 40,500 hours of live sporting events on broadcast and cable television in 20103

Top recalled ads in 2010 Sports4

Why are sports so appealing to TV advertisers?5 Ratings over-indexed for many of the major sporting events in 2010 among households earning over $100,000 annually Top 2010 Sporting Events based on income +$100,000 168 153 128 124 163 126 113 136 146 190

1 2 3 4 5

Subway

Michael Phelps swims through pavement, fueled by the featured sandwich (:15)

Taco Bell Subway

Man only wants to place his order with Denise (:15)

Michael Phelps swims through pavement, fueled by the featured sandwich (:30)

Campers play a practical joke on Sasquatch by pulling a chair from beneath him (:30)

Jack Link's Beef Jerky

Up-close shots of featured items in the Sampler Combo are displayed (:15)

Long John Silvers

BCS National Championship

Kentucky Derby

US Open Mens Final

Stanley Cup NBA Finals

World Series World Cup Final

2010 Sporting Events Top Buzzed Events6

Number of Messages 800000 700000 600000 500000 400000 300000 200000 100000

Super Bowl XLIV

NCAA Basketball Championship

The Masters

NFL
Playoffs; Saints win Super Bowl 2010 season begins June draft; Lebron James joins Miami Heat in July 2010 season begins Player drafts Giants win World Series Opening day Chicago Blackhawks win Stanley Cup

NBA

NHL MLB

January

April

July

October

N-Score is a new measurement system from Nielsen that rates the brand impact of professional athletes and sports personalities, enabling advertisers to make smart marketing decisions on commercial endorsements. Based on Nielsens strategic collaboration with E-Poll Market Research, N-Score provides the most comprehensive, in-depth look at a sports figures overall endorsement potential. A potential endorsers N-Score is the result of a model that factors in awareness, appeal (how strongly one likes or dislikes an individual) and 46 specific personal attributes.

range for N-Score

Category range % in range

Hall of Fame Superstar MVP All Star Starter

(Score of 200+) (100 to 199) (50 to 99) (30 to 49) (Less than 30)

4% 4% 7% 14% 71%

The N-Score is available for over 1,000 athletes, coaches, broadcasters and other sports personalities, on both a national basis and in 30 local markets. Advertisers can use the N-Score to evaluate how effective a sports figure will be when endorsing their products. N-Score can also measure the positive and negative impact of off-field events on an athletes effectiveness, including the impact across different demographic groups.
most Effective Endorsers Active Female Athletes
N-Score Rating

Active Male Athletes

N-Score Rating

Commentators
N-Score Rating

Venus Williams Lindsey Vonn Serena Williams Danica Patrick Maria Sharapova
Top Selling Sports Biographies7
The Last Boy: Mickey Mantle and the End of Americas Childhood
HARDCOVER

169 147 131 72 43

Shaun White Shaquille ONeal Apolo Anton Ohno Peyton Manning Michael Phelps

536 334 273 262 212

Terry Bradshaw Mike Ditka Dan Marino Chris Berman Bob Costas

378 344 260 192 182

Jane Leavy

Open: An Autobiography
TRADE PAPERBACK

Andre Agassi

Open: An Autobiography
HARDCOVER

Andre Agassi

The Bullpen Gospels: Major League Dreams of a Minor League Veteran

TRADE PAPERBACK

Dirk Hayhurst

Apolo Anton Ohno

Zero Regrets: Be Greater Than Yesterday
HARDCOVER

173,000
books sold

99,000

78,000

67,000
James S. Hirsch
Willie Mays: The Life, The Legend
HARDCOVER

57,000

53,000

33,000

29,000

28,000

25,000

Coming Back Stronger: Unleashing the Hidden Power of Adversity

HARDCOVER

Drew Brees

Bill Madden
Steinbrenner: The Last Lion of Baseball
HARDCOVER

Bobby Bowden
Called to Coach: Reections on Life, Faith, and Football
HARDCOVER

TRADE PAPERBACK

The Yankee Years

Joe Torre

mLB

FAST FACTS:

55% of respondents polled by Nielsen agree that the use of instant replay should be expanded in Major League Baseball8

Viewer engagement levels are 76% higher for Major League Baseball sports programming than the average levels during all other sports programming9

Cy young Conversation Top Buzzed Pitchers10

Number of Messages 1200

1000

Felix Hernandez
AL Winner

800

Roy Halladay
NL Winner

600

400

200

April 4
2010

May 2
2010

June 6
2010

July 4
2010

Aug. 1
2010

Sept. 5
2010

major League Baseball average TV Viewership11

REGULAR SEASON
Aug. 8, 2010 April 4, 2010

Opening Game: Boston Red Sox vs. New York Yankees 3,234,000 viewers
April 2010 MLB Season May

May 22, 2010

FOX Saturday Baseball 4,309,000 viewers

June July

Boston Red Sox at New York Yankees 3,486,000 viewers

August Oct. 15-22, 2010

September

October

November

July 13, 2010

POST SEASON

All-Star Game: American League vs. National League 12,115,000 viewers; 1 telecast

ALCS: Texas Rangers vs. New York Yankees 8,222,000 viewers; 6 telecasts
Oct. 16-23, 2010

NLCS: Philadelphia Phillies vs. San Francisco Giants 9,053,000 viewers; 6 telecasts

Oct. 27 - Nov. 1, 2010

World Series: Texas Rangers vs. San Francisco Giants 14,268,000 viewers; 5 telecasts
P2+, Live + same-Day Viewing

LeBron James Buzz12

Number of Messages 100000 July 8, 2010 80000

NBa
On national TV, LeBron chooses Miami Heat Top 5 Effective Endorsers active NBa Players N-Score Rating

60000 Dec. 2, 2010

40000

May 13, 2010

Miami Heat vs.Cleveland Cavaliers

Oct. 26, 2010

20000

Boston Celtics beat Cleveland Cavaliers in playoffs. Where will LeBron play next?

Shaquille ONeal Kobe Bryant LeBron James Yao Ming Steve Nash

334 173 109 86 68

LeBron makes his debut with the Miami Heat

Jan. 3
2010

April 4
2010

July 4
2010

Oct. 3
2010

National Basketball association average TV Viewership13

Oct. 26, 2010

REGULAR SEASON

LeBron James The Decision 9,948,000 viewers

April May June July August

July 8, 2010

Season Opening Game: Miami Heat vs. Boston Celtics 7,348,000 viewers
September October

Dec. 25, 2010

Christmas Day Showcase: Miami Heat at L.A. Lakers 13,113,000 viewers

November December

February March 2010 NBA Season Feb. 14, 2010

All-Star Game: East vs. West 6,846,000 viewers; 1 telecast POST SEASON

May 16-28, 2010

Eastern Conference Finals: Boston Celtics vs. Orlando Magic 7,116,000 viewers; 6 telecasts
May 17-29, 2010

June 3-17, 2010

NBA Finals: L.A. Lakers vs. Boston Celtics 18,144,000 viewers; 7 telecasts

Western Conference Finals: L.A. Lakers vs. Phoenix Suns 7,854,000 viewers; 6 telecasts
P2+, Live + same-Day Viewing

FAST FACTS:
The 2010 NBA Finals Game 7 broadcast drew 28,203,000 million viewers the highest rated NBA game since 1998 (Game 6, michael Jordans last NBa Finals game)14

NFL

FAST FACTS:

With an average viewership of 106.5 million viewers, SB XLIV eclipsed the series finale of M*A*S*H as the most watched telecast of all time15 Contributing significantly was the big jump in ethnic viewers. 8.3 million of the 2010 viewers were from Hispanic households, up 9% year-over-year and 11.2 million tuned in from African American households, up 4% from 200916

Brett Favre Buzz17

Number of Messages 30000 Jan. 24, 2010 25000 Oct. 3-17, 2010

Top 10 Teams Based on Local market ratings18

Household Rating

Favre interception leads to Saints win for NFC Championship

Aug. 1, 2010

Sexting photos of Favre are released

Dec. 8, 2010

New Orleans Saints Pittsburgh Steelers Green Bay Packers Kansas City Chiefs Indianapolis Colts Minnesota Vikings Baltimore Ravens New England Patriots

43.9 41.9 41.3 36.9 34.9 34.5 30.9 30.9 30.9 29.1

20000

15000

Ankle injured, Favre says he might not return to the Vikings

Charles Barkley calls Favre spotlight a witch hunt

10000

5000

Buffalo Bills Cleveland Browns

Jan. 3
2010

April 4
2010

July 4
2010

Oct. 3
2010

National Football League average TV Viewership19

Sept. 9, 2010

REGULAR SEASON

April 22, 2010

First Round Draft 8,321,000 viewers

February March April

Minnesota Vikings at New Orleans Saints 27,485,000 viewers

September October November

Nov. 25, 2010

New Orleans Saints vs. Dallas Cowboys 31,874,000 viewers

December

January 2010 NFL Season Jan. 24, 2010

AFC Championship Game: New York Jets vs. Indianapolis Colts 46,917,000 viewers
Jan. 24, 2010

Super Bowl: New Orleans Saints vs. Indianapolis Colts 106,476,000 viewers

Feb. 7, 2010

P2+, Live + same-Day Viewing

Top 5 active Players

N-Score Rating

NFC Championship Game: Minnesota Vikings at New Orleans Saints 57,933,000 viewers POST SEASON

Peyton Manning Brett Favre

262 196 166 153 141

5

NBC Sunday Night Football finished as the # 1 rated primetime show on TV during the 2010 Fall Broadcast Season20

Drew Brees Donovan McNabb Tim Tebow

Top 10 Teams Based on Local market ratings21

Household Ratings

Pittsburgh Penguins Buffalo Sabres Detroit Red Wings Chicago Blackhawks Boston Bruins St. Louis Blues Philadelphia Flyers Minnesota Wild Washington Capitals Colorado Avalanche
National ratings NHL average TV Viewership22
REGULAR SEASON
Jan. 1, 2010

8.0 6.3 3.9 2.6 2.3 2.3 2.2 1.7 1.6 1.4

NHL

Top 5 Effective athletes Detroit market

N-Score Rating

Steve Yzerman Gordie Howe Joe Dumars Nicklas Lidstrom Jim Leyland

579 490 328 304 288

Winter Classic: Philadelphia Flyers at Boston Bruins 3,684,000 viewers

February March April May

Jan. 1, 2011

Winter Classic: Pittsburgh Penguins vs. Washington Capitals 4,525,000 viewers

June January 11

January 10 2010-11 NHL Season

POST SEASON

April 14 - May 24, 2010

Playoffs (NBC) 1,893,000 viewers; 9 telecasts

April 14 - May 24, 2010

May 29 - June 9, 2010

Stanley Cup: Philadelphia Flyers vs. Chicago Blackhawks 5,167,000 viewers; 6 telecasts

Playoffs (Versus) 847,000 viewers; 60 telecasts

P2+, Live + same-Day Viewing

FAST FACTS:

The 2010 Stanley Cup Finals saw the highest average ratings since 200223

The Stanley Cup champion Blackhawks doubled its average local rating year over year and climbed from #10 to #4 overall among all U.S. NHL markets24

FAST FACTS:

Overall ad revenue for the 2010 NCAA Tournament rose 5% over the previous year25 Among all measured college coaches, Dukes mike Krzyzewski had the highest N-Score in 201026

NCaa Basketball Tournament average TV Viewership27

March 25-26, 2010

Sweet 16 10,294,000 viewers

March 20-21, 2010

April 5, 2010

Second Round 8,650,000 viewers TOURNAMENTS

March 18-19, 2010

NCAA Championship Game: Butler vs. Duke 23,948,000 viewers

April 3, 2010

First Round 6,371,000 viewers

March 27-28, 2010

Elite Eight 10,914,000 viewers

Final Four: Butler vs. Michigan State; West Virginia vs. Duke 15,096,000 viewers
April

March 2010 NCAA Basketball Season

P2+, Live + same-Day Viewing

Top 10 Local markets NCaa Tournament28

Size of circle indicates household rating

Dayton Indianapolis
16.7

13.0

Columbus
16.0

Kansas City
15.8

Cincinnati Louisville
20.0 13.8

Raleigh-Durham
12.1 10.7

Nashville
12.3

Knoxville
12.4

Greensboro

Top 5 active Coaches

N-Score Rating

Mike Krzyzewski Pat Summitt Roy Williams

71 38 29 22 15
7

NCaa BASKETBALL

Jim Calhoun Bill Self

Heisman Trophy Conversation Contender Buzz29

Number of Messages 12000

10000

8000

Cam Newton Andrew Luck LaMichael James Denard Robinson Ryan Mallett

Buzz about Cam Newton peaks with 10,768 mentions

NCaa FOOTBALL
After a nationally televised performance in which he ran and passed for a combined 500 yards and 3 TDs against Notre Dame, Michigans Denard robinson jumped out to lead the early-season Heisman buzz online. But after Cam Newton exploded for almost 400 rushing yards and 7 TDs in back-to-back conference games in October, the Auburn QB seized the buzz and never looked back.

6000

4000

2000

Sept. 5
2010

Oct. 3
2010

Nov. 7
2010

Dec. 5
2010

NCaa Football average TV Viewership30

REGULAR SEASON
Sept. 6, 2010 Nov. 26, 2010

Boise State vs. Virginia Tech 9,888,000 viewers

Sept. 11, 2010

Michigan vs. Notre Dame 6,973,000 viewers

Iron Bowl: Auburn vs. Alabama 12,520,000 viewers

November

Dec. 4, 2010

Auburn vs. South Carolina 10,093,000 viewers

December January 11

September October 2010-11 NCAA Football Season

Jan. 1, 2011

POST SEASON

Rose Bowl: Wisconsin vs. TCU 20,558,000 viewers

Jan. 3, 2011

Jan. 10, 2011

BCS Championship: Auburn vs. Oregon 27,316,000 viewers

Jan. 4, 2011

Orange Bowl: Stanford vs. Virginia Tech 10,682,000 viewers

Sugar Bowl: Arkansas vs. Ohio State 13,635,000 viewers

P2+, Live + same-Day Viewing

FAST FACTS:

59% of respondents polled by Nielsen said that college football needs a tournament or playoff system similar to college basketball31

FAST FACTS:
In 2010, at the age of 81, Arnold Palmer had the highest N-Score (386) of any golfer active or retired. However, Tiger Woods N-Score dropped from 815 in 2009 to 93 in 201032

Professional Golfers association average TV Viewership33

July 18, 2010

British Open (Final Round) Winner: Louis Oosthuizen 1,732,000 viewers

April 11, 2010

The Masters (Final Round) Winner: Phil Mickelson 15,627,000 viewers

June 20, 2010

U.S. Open (Final Round) Winner: Graeme McDowell 8,855,000 viewers

Aug. 15, 2010

PGA Championship (Final Round) Winner: Martin Kaymer 2,256,000 viewers

Oct. 1, 2010

Ryder Cup Winner: Europe 1,933,000 viewers

April 2010 PGA Tour

June

July

August

October

P2+, Live + same-Day Viewing

Tiger Woods Buzz34

Number of Messages 60000 Feb. 13, 2010

Woods apologizes at Golf Writers' Assn. press conference

April 10, 2010

50000

Woods competes in the Masters tournament

40000 Jan. 9, 2010 30000

Woods returns to PGA to defend title

PGa

Aug. 23, 2010

20000

Woods divorce is nalized

10000

Jan. 3
2010

April 4
2010

July 4
2010

Oct. 3
2010

most Effective Endorsers active Drivers

N-Score Rating

Dale Earnhardt, Jr. Jeff Gordon Danica Patrick Tony Stewart Mark Martin

136 121 72 58 47

NaSCar

NaSCar average TV Viewership35 Date Feb. 14 Feb. 21 March 7 April 25 March 21 Event Location Daytona, FL Fontanta, CA Atlanta, GA Talladega, AL Bristol, TN Winner Jamie McMurray Jimmie Johnson Kurt Busch Kevin Harvick Jimmie Johnson Viewers

Daytona 500 Auto Club 500 Kobalt Tools 500 Live from Talladega Food City 500

13,294,000 9,151,000 8,510,000 8,452,000 7,357,000

P2+, Live + same-Day Viewing

FAST FACTS:
The average cost of a 30-second spot during the 2010 Daytona 500 climbed more than 5% year over year and 29% in the last five years36 NASCAR fans spent as much as 30% more on beer in 2010 than fans of other sports properties and 25% more on non-alcoholic carbonated beverages, on average37

10

SOCCEr

FAST FACTS:

24.3 million tuned in to watch the World Cup Final between Spain and the Netherlands, making it the most watched soccer game in u.S. history38

3.7% of Hispanics, or 1.4 million, said they watched the World Cup on their mobile devices.39 An estimated 111.6 million u.S. viewers watched at least six minutes of the 2010 World Cup on English or Spanish language networks The viewership represents a 22% increase in reach compared to 2006, which reached an estimated 91.4 million u.S. viewers 40

Top 10 Local markets (World Cup) Spanish Language Networks (univision + Telefutura)41
Household Rating

Top 10 Local markets (World Cup) English Language Networks (ESPN/ESPN2/aBC)42

Household Rating

Globally, 21% of respondents said they would get at least some of their World Cup mes information from the Internet p via mobile devices.

Miami-Ft. Lauderdale Los Angeles Houston Las Vegas Dallas-Ft. Worth

6.1 4.6 3.9 3.0 2.6 2.3 2.2 2.1 2.0 2.0

Miami-Ft. Lauderdale New York Washington, DC (Hagrstwn) San Diego San Francisco-Oak-San Jose Norfolk-Portsmth-Newpt Nws Las Vegas West Palm Beach-Ft. Pierce Boston (Manchester) Austin

4.0 3.7 3.6 3.6 3.6 3.1 3.0 2.9 2.9 2.8

43

50%
MLS ratings were

San Antonio

compared to those played before the World Cup.44

Globally, York of respondents New 21% said they would get at least some of their World Cup San Francisco-Oak-San Jose higher, on average, for games information from the Internet played after the World Cup Austin via mobile devices.
43

Phoenix (Prescott)

World Cup average TV Viewership45

June 26, 2010

U.S.A. vs. Ghana 19,400,000 viewers

June 18, 2010

U.S.A. vs. Slovenia 7,500,000 viewers

July 11, 2010 June 12, 2010

U.S.A. vs. England 17,100,000 viewers

June 23, 2010

U.S.A. vs. Alegria 8,600,000 viewers

Championship Game: Spain vs. Netherlands 24,354,000 viewers

June 2010 World Cup

July

P2+, Live + same-Day Viewing

11

Olympic Games TV advertisement Brand recall by Number of Exposures to Online ads46

33% 41% 42% 43%

Brand Recall
TV only (No online exposure) TV + 1 online exposure TV + 2-5 online exposures TV + 6-20 online exposures TV + 21+ online exposures

57%
Top 5 Endorsers Winter Olympic athletes
N-Score Rating

Winter Olympic Games average Primetime TV Viewership47

Feb. 17, 2010

Shaun White Apolo Anton Ohno Lindsey Vonn Bode Miller Evan Lysacek

536
Feb. 12, 2010

Most Viewed Telecast: Featuring Shaun White and Lindsey Vonn winning the Gold Medal 29,423,000 viewers

Feb. 28, 2010

U.S.A. vs. Canada Gold Medal Game 27,500,000 viewers

Feb. 28, 2010

273 147 49 40
February 2010 Olympics

Opening Ceremony 32,663,000 viewers

Closing Ceremony 21,410,000 viewers

Feb. 12-28, 2010

All telecasts 15,233,000 viewers

P2+, Live + same-Day Viewing

FAST FACTS:
U.S. vs Canada Gold Medal Game was the most viewed hockey game in the U.S.A. since 198048

WINTEr OLYMPICS
12

sources: #1 the nielsen Company. nielsen Mobile Media View, november 2009 november 2010. #2 the nielsen Company. Data from nielsens Q3 Connected Devices Playbook. Results collected from survey data of over 5,000 connected device owners. #3 the nielsen Company. national People Meter, P2+, live + same day viewing. #4 the nielsen Company. Only new ad executions considered, airing in sports programming from January 1, 2010 to november 6, 2010, excluding ads new in the 2010 super Bowl. the Recall score is the percentage of tV viewers who can recall within 24 hours the brand of an ad they were exposed to during the normal course of viewing tV. these scores are then indexed against the mean score for all new ads during the period (Recall Index). 100 equals average. #5 the nielsen Company. Household rating, live + same day viewing. #6 nM Incite. January December 2010. #7 nielsen Bookscan. Data does not include sales from Wal-Mart/sams Club - note: sales data 1/4/2010 - 1/2/2011. #8 nielsen sportsQuest -11/19/2010-12/16/2010. #9 the nielsen Company. Program Engagement measures viewer attention to tV episode content. Includes regularlyairing series with at least three telecasts. Data based on time period september 1, 2008 April 21, 2010 among persons 13+. #10 nM Incite. April October 2010. #11 the nielsen Company. national People Meter, P2+, live + same day viewing. #12 nM Incite. January December 2010. #13 the nielsen Company. national People Meter, P2+, live + same day viewing. #14 the nielsen Company. national People Meter, P2+, live + same day viewing. #15 the nielsen Company. national People Meter, P2+, live + same day viewing.

#16 the nielsen Company. national People Meter, P2+, live + same day viewing. #17 nM Incite. January December 2010. #18 the nielsen Company. Local Household rating, live + same day viewing. #19 the nielsen Company. national People Meter, P2+, live + same day viewing. #20 the nielsen Company. national People Meter, P2+, live + 7 day viewing. #21 the nielsen Company. Local Household rating, live + same day viewing. #22 the nielsen Company. national People Meter, P2+, live + same day viewing #23 the nielsen Company. national People Meter, live + same day viewing #24 the nielsen Company. Local Household rating, live + same day viewing. #25 the nielsen Company. #26 nielsen / E-Poll 1/1/10 12/31/10. #27 the nielsen Company. national People Meter, P2+, live + same day viewing. #28 the nielsen Company. Local Household rating, live + same day viewing. #29 nM Incite. september December 2010. #30 the nielsen Company. national People Meter, P2+, live + same day viewing. #31 nielsen sportsQuest: 11/19/2010-12/16/2010. #32 nielsen / E-Poll - 1/1/10 12/31/10. #33 the nielsen Company. national People Meter, P2+, live + same day viewing. #34 nM Incite. January December 2010. #35 the nielsen Company. national People Meter, P2+, live + same day viewing.

#36 the nielsen Company. #37 nielsen Homescan FAnLinks, 2009. #38 the nielsen Company. national People Meter, P2+, live + same day viewing. #39 the nielsen Company. 2010 World Cup Hispanic Homescan survey. #40 the nielsen Company. national People Meter, P2+ live + same day viewing. #41 the nielsen Company. Local Household rating, live + same day viewing. #42 the nielsen Company. Local Household rating, live + same day viewing. #43 the nielsen Company. Data from nielsens Consumer Confidence survey in Q1 2010. Results collected from over 14,000 consumers globally. #44 the nielsen Company. national People Meter, March november 2010. #45 the nielsen Company. national People Meter, P2+, live + same day viewing. #46 the nielsen Company. Data based on survey responses from February 12, 2010 - February 28, 2010. tV + Online is based on responses to a tV ad from a given brand after exposure to both the brands tV ad and Online ad in the previous 7 days on nBCOlympics.com. tV Only is based on responses to tV ads with no exposure to the same brands internet advertising on nBCOlympics.com in the previous seven days. #47 the nielsen Company. national People Meter, P2+, live + same day viewing. #48 the nielsen Company. national People Meter, P2+, live + same day viewing. nielsen / E-Poll 1/1/10 12/31/10. More about Buzz: NM Incite tracks and analyzes the number of mentions or public messages about a topic or personality in public Internet conversations, including boards, blogs, forums, groups, blog comments, traditional media, Facebook, Twitter/ microblogs and other social media venues.

Get closer to the fans. Please visit, www.nielsenwire.com For more information please contact: Stephen master Vice President, Sports (646) 654-4577 Stephen.Master@nielsen.com

Copyright 2011 the nielsen Company. All rights reserved. Printed in the UsA. nielsen and the nielsen logo are trademarks or registered trademarks of CZt/ACn trademarks, L.L.C. Other product and service names are trademarks or registered trademarks of their respective companies. 10/2572