THE 2015 MLB SEASON

A guide to local advertising opportunities

YOUR CUSTOMER’S HOME TEAM

AL WESTHouston AstrosLos Angeles AngelsOakland AthleticsSeattle MarinersTexas Rangers

AL EASTBaltimore OriolesBoston Red SoxNew York YankeesTampa Bay Devil RaysToronto Blue Jays

AL CENTRALChicago White SoxCleveland IndiansDetroit TigersKansas City RoyalsMinnesota Twins

NL WESTArizona DiamondbacksColorado RockiesLos Angeles Dodgers San Diego PadresSan Francisco Giants

NL EASTAtlanta BravesMiami MarlinsNew York MetsPhiladelphia PhilliesWashington Nationals

NL CENTRALChicago CubsCincinnati RedsMilwaukee BrewersPittsburgh PiratesSt. Louis Cardinals

• Major League Baseball (MLB) includes two leagues – the American League (AL) and the National League (NL).

• Each league divides teams among three divisions – East, Central and West.

Hometown favorites connect with consumers.

• Advertisers seeking frequency for their media buy hit a home run with the depth of coverage of the MLB across TVs best-known sports networks.

• The MLB teams each play 162 games in the regular season.

• Post-Season games bring excitement as the anticipation builds:• First Round: Three division champions along with a wild card team play a

best-of-five series.

• Second Round: The two winners square off in a best-of-seven League Championship Series.

• Championship: League champions advance to compete

in the World Series, which is also

best-of-seven.

GAMES & POST-SEASON

IT’S GAME TIME

Own the season and build your brand with the MLB.

SPECIAL EVENTS ARE A HOMERUN WITH VIEWERS

COLLEGE BASEBALL WORLD SERIES (JUNE)

HOME RUN DERBY (JULY)

ALL-STAR GAME (JULY)

The day after the Home Run Derby, the Midsummer Classic is an annual event between professional players divided into two teams, one comprised of players from the National League and one of players from the American League. Players are selected by both fans and managers.

The night before and from the site of the All-Star game, eight players, four from the American League and four from the National League are selected and invited by Major League Baseball to participate in the annual Home Run Derby. This happens on a night when there are no other live, major sporting events on television.

The NCAA College World Series is held each year in Omaha, Nebraska with the eight regional champions taking part in a double-elimination tournament to determine the national college baseball champion.

LITTLE LEAGUE WORLD SERIES (AUGUST)

The Little League World Series will take place in Williamsport, PA for the 68th year. ESPN and ESPN2 will also televise all of the U.S. regional finals games from around the country.

WHAT YOU NEED TO KNOW

BASEBALL HEADLINESBig names, big moments set pace for a record breaking season ahead.

• Los Angeles Angels slugger Albert Pujols joined the exclusive 500 home run club, becoming just the 26th player in league history to hit at least 500 career home runs.

• After 20 seasons with the New York Yankees, shortstop Derek Jeter retired. The surefire Hall of Famer won 5 World Series and finished 6th all-time in MLB history with 3,465 career hits.

• Los Angeles Dodgers ace Clayton Kershaw was the first National League pitcher since 1968 to win both the Cy Young Award and MVP in the same season; Kershaw was a unanimous choice for the Cy Young after going 21-3 with a career-best 1.77 ERA.

• After leading his team to the best regular season record in baseball at 98-64, Angels outfielder Mike Trout was unanimously selected American League MVP, joining Cal Ripken Jr. as only the 2nd player in MLB history to win both the AL MVP and All-Star Game MVP in the same season.

Keep your brand top-of-mind and part of the conversation.

AN UPSCALE CUSTOMER IS WATCHING

SCOUTING REPORT

Major League Baseball attracts an affluent and well-educated audience:• More likely to have a position in management, business or financial operations (127 index)• 71% own their own home• 62% have some college education

THOSE WATCHING BASEBALL ON CABLE TV ARE:

Women36%

Men 64%

Series10%

10%

20%

11%

17% 17%

19%18% 18%

18-24 25-34 35-44 45-54 55-64 65+

Source: Scarborough USA Plus Research, Au13-Se14, Total Survey Area, Adults 18+. Target Definition: Sports watched on cab TV past yr: MLB Regular Season Population Estimates: Universe = 242,977,984; Target = 59,366,135 (24.4% of Universe)

Gender Base: Adults 18+

College GameDay Mike & Mike

The Walking Dead MLB Tonight

Tosh.0 Conan

• Twitter users love sports networks:

• Twitter users logged 4.1M tweets about ESPN last year, making it the most-Tweeted about Cable network for the year

• ESPN2 demonstrated similar engagement with 702k tweets in 2014.

• ESPN’s MLB 2014 pre-season programming garnered 740k tweets while it’s regular season drew upwards of 1.1M tweets about the live action.

• The MLB on Fox Sports 1 garnered over 1 million tweets throughout the regular season, extending the conversation across networks.

• Savvy marketing plans leverage the engagement of the social audience by extending their message into complementary programming.

Networks & Programs

SOCIAL TV ENGAGEMENTPeople who tweeted about MLB on TBS also tweeted about these:

Genres categories

News

Sports talk

Drama

Comedy

Reality

Special

MLB SLID INTO HOME PLATE WITH TWITTER USERS LAST SEASON.

LEVERAGE THE “SOCIAL” BUZZ IN YOUR AD SCHEDULE

Programming with a strong social presence increases ad recall by up to 33%.1

1. Source: Millward Brown Digital + Twitter, December 2013Source: (1) SocialGuide Inc. Affinity Report: April 2014 – October 2014. MLB Baseball Pulled 4/24/15.

• SPRING TRAINING: PLAY BEGINS MARCH 3RD MLBN, ESPN, ESPN2, ESPD

• OPENING NIGHT: APRIL 5TH ESPN2, ESPD

• REGULAR SEASON: APRIL 5TH - OCTOBER 4TH ESPN, ESPN2, ESPD, MLBN, FS1, TBS

• PLAYOFFS: OCTOBER 6TH - NOVEMBER 3RD ESPN, MLBN, FS1, TBS

YOUR MLB ON-AIR OPPORTUNITY

PREMIERESTuesday, Mar. 3rd

1:00pm – 4:00pm ET

Target Demo: M35+, M55+

National Ratings Household A18-34 A18-49 A25-54 A35-64

ESPN Sunday Night 1.5 0.5 0.6 0.7 0.8

MLB Playoffs 2.7 1.0 1.1 1.3 1.6

Source: Nielsen National People Meter (NPower); CVG AA%; Live+SD; estimates are based on national program averages from previous two seasons of specified series/event across all networks and are subject to change; actual performance may vary by market, episode, etc.

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