Reporte de Medios Nielsen: Deportes en el año 2010

State of the Media:

Year in Sports 2010

Welcome to Nielsen’s 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 you’ll 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. That’s 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 Vonn’s emergence as an Olympic superstar, or how Michael Vick’s comeback on the gridiron may help him rise from his previous off-field issues.

We hope you enjoy these highlights from Nielsen’s 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

ii

WELCOME

iii

COntEnts

MLB 3

NBA 4

NFL 5

NHL 6

NCAA Basketball 7

NCAA Football 8

PGA 9

NASCAR 10

Soccer 11

Winter Olympics 12

Year in Sports: Summary 1-2

1

100000

200000

300000

400000

500000

600000

700000

800000 NFL

NBA

NHL

MLB

2010 season begins

2010 season begins

June draft; Lebron James joins Miami Heat in July

January April July October

Playoffs; Saints win Super Bowl

Player drafts

Giants win World Series

Chicago Blackhawkswin Stanley CupOpening day

Number of Messages

Summary

1

168153

128113

163

190

126136

146

BCS National Championship

Super BowlXLIV

NCAABasketball

Championship

KentuckyDerby

US OpenMen’s Final

TheMasters

StanleyCup

NBAFinals

WorldSeries

World CupFinal

124

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 recalled ads in 2010 Sports4

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

1

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

2

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

3

Jack Link's Beef JerkyCampers play a practical joke on Sasquatch by pulling a chair from beneath him (:30)

4

Long John Silver’sUp-close shots of featured items in the Sampler Combo are displayed (:15)

5

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

FAST FACTS:

Top 2010 Sporting Events based on income +$100,000

2010 Sporting Events – Top Buzzed Events6

2

most Effective Endorsers†

Active Male Athletes CommentatorsActive Female Athletes

99,000

Bill MaddenSteinbrenner:The Last Lionof BaseballHARDCOVER

78,000 67,000 53,000

33,000 29,000 28,000 25,000

Jane LeavyThe Last Boy: Mickey Mantle

and the End of America’s ChildhoodHARDCOVER

Drew Brees Coming Back Stronger:Unleashing the Hidden

Power of AdversityHARDCOVER

James S. HirschWillie Mays:

The Life, The LegendHARDCOVER

173,000books sold

Andre Agassi Open:

An AutobiographyTRADE PAPERBACK

57,000

Andre Agassi Open:

An AutobiographyHARDCOVER

Dirk HayhurstThe Bullpen Gospels:

Major League Dreams of a Minor

League VeteranTRADE PAPERBACK

Bobby BowdenCalled to Coach:

Reflections on Life,Faith, and Football

HARDCOVER

Apolo Anton OhnoZero Regrets:

Be GreaterThan Yesterday

HARDCOVER

Joe TorreThe Yankee YearsTRADE PAPERBACK

Top Selling Sports Biographies7

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 Nielsen’s strategic collaboration with E-Poll Market Research, N-Score provides the most comprehensive, in-depth look at a sports figure’s overall endorsement potential. A potential endorser’s 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.

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 athlete’s effectiveness, including the impact across different demographic groups.

range for N-ScoreCategory range % in range

Hall of Fame (Score of 200+) 4%

Superstar (100 to 199) 4%

MVP (50 to 99) 7%

All Star (30 to 49) 14%

Starter (Less than 30) 71%

Shaun White 536

334

262

212

273

Shaquille O’Neal

Apolo Anton Ohno

Peyton Manning

Michael Phelps

N-Score Rating

Terry Bradshaw 378

344

192

182

260

Mike Ditka

Dan Marino

Chris Berman

Bob Costas

N-Score Rating

Venus Williams 169

147

72

43

131

Lindsey Vonn

Serena Williams

Danica Patrick

Maria Sharapova

N-Score Rating

3

0

200

400

600

800

1200

April 42010

May 22010

June 62010

July 42010

Aug. 12010

Sept. 52010

Felix HernandezAL Winner

1000

Roy HalladayNL Winner

Number of Messages

mLB55% 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

3

Cy young Conversation – Top Buzzed Pitchers10

FAST FACTS:

P2+, Live + same-Day Viewing

major League Baseball average TV Viewership11

REGULAR SEASON

POST SEASON

April May June July August September October November

April 4, 2010Opening Game: Boston Red Sox vs. New York Yankees3,234,000 viewers

Aug. 8, 2010Boston Red Sox at New York Yankees3,486,000 viewers

2010 MLB Season

Oct. 15-22, 2010ALCS: Texas Rangers vs. New York Yankees8,222,000 viewers; 6 telecasts

Oct. 27 - Nov. 1, 2010World Series: Texas Rangers vs. San Francisco Giants14,268,000 viewers; 5 telecasts

Oct. 16-23, 2010NLCS: Philadelphia Philliesvs. San Francisco Giants9,053,000 viewers; 6 telecasts

July 13, 2010All-Star Game: American League vs. National League12,115,000 viewers; 1 telecast

May 22, 2010FOX Saturday Baseball4,309,000 viewers

4

REGULAR SEASON

POST SEASON

February March April May June July August September

Oct. 26, 2010Season Opening Game:Miami Heat vs. Boston Celtics 7,348,000 viewers

2010 NBA Season

May 16-28, 2010Eastern Conference Finals:Boston Celtics vs. Orlando Magic7,116,000 viewers; 6 telecasts

June 3-17, 2010NBA Finals:L.A. Lakers vs. Boston Celtics18,144,000 viewers; 7 telecasts

May 17-29, 2010Western Conference Finals:L.A. Lakers vs. Phoenix Suns7,854,000 viewers; 6 telecasts

July 8, 2010LeBron James’ “The Decision” 9,948,000 viewers

Dec. 25, 2010Christmas Day Showcase:Miami Heat at L.A. Lakers 13,113,000 viewers

Feb. 14, 2010All-Star Game: East vs. West6,846,000 viewers; 1 telecast

October November December

NBa

The 2010 NBA Finals Game 7 broadcast drew 28,203,000

million viewers – the highest rated NBA game since 1998

(Game 6, michael Jordan’s last NBa Finals game)14

LeBron James Buzz12

Top 5 Effective Endorsers active NBa Players†

National Basketball association average TV Viewership13

FAST FACTS:

4

0

20000

40000

60000

80000

100000

Jan. 32010

April 42010

July 42010

Oct. 32010

May 13, 2010Boston Celtics beat Cleveland Cavaliers in playoffs. Where will LeBron play next?

July 8, 2010On national TV, LeBron choosesMiami Heat

Oct. 26, 2010LeBron makes his debut with theMiami Heat

Dec. 2, 2010Miami Heat vs.ClevelandCavaliers

Number of Messages

Shaquille O’Neal 334

173

86

68

109

Kobe Bryant

LeBron James

Yao Ming

Steve Nash

N-Score Rating



5

REGULAR SEASON

POST SEASON

January February March November2010 NFL Season

Sept. 9, 2010Minnesota Vikingsat New Orleans Saints27,485,000 viewers

April 22, 2010First Round Draft8,321,000 viewers

Nov. 25, 2010New Orleans Saintsvs. Dallas Cowboys31,874,000 viewers

Jan. 24, 2010AFC Championship Game:New York Jets vs. Indianapolis Colts46,917,000 viewers

Jan. 24, 2010NFC Championship Game:Minnesota Vikings at New Orleans Saints57,933,000 viewers

Feb. 7, 2010Super Bowl:New Orleans Saints vs. Indianapolis Colts106,476,000 viewers

April September October December

NFLWith 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

Top 10 Teams – Based on Local market ratings18 Brett Favre Buzz17

Jan. 32010

April 42010

July 42010

Oct. 32010

0

5000

10000

15000

20000

25000

30000

Jan. 24, 2010Favre interceptionleads to Saints’ win for NFC Championship

Aug. 1, 2010Ankle injured, Favre says he might not return to the Vikings

Oct. 3-17, 2010“Sexting” photos ofFavre are released

Dec. 8, 2010Charles Barkley callsFavre spotlight “awitch hunt”

Number of Messages

New Orleans Saints

Pittsburgh Steelers

Green Bay Packers

Minnesota Vikings

Indianapolis Colts

Kansas City Chiefs

Baltimore Ravens

Cleveland Browns

Buffalo Bills

New England Patriots

Household Rating

43.9

41.9

41.3

36.9

34.9

34.5

30.9

30.9

30.9

29.1

National Football League average TV Viewership19

Peyton Manning 262

196

153

141

166

Brett Favre

Drew Brees

Donovan McNabb

Tim Tebow

N-Score Rating

Top 5 active Players†

FAST FACTS:


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

6

REGULAR SEASON

POST SEASON

January ‘10 April May

Jan. 1, 2010Winter Classic:Philadelphia Flyers at Boston Bruins3,684,000 viewers

Jan. 1, 2011Winter Classic:Pittsburgh Penguins vs. Washington Capitals4,525,000 viewers

2010-11 NHL Season

April 14 - May 24, 2010Playoffs (NBC)1,893,000 viewers; 9 telecasts

May 29 - June 9, 2010Stanley Cup: Philadelphia Flyersvs. Chicago Blackhawks5,167,000 viewers; 6 telecasts

April 14 - May 24, 2010Playoffs (Versus)847,000 viewers; 60 telecasts

June January ‘11February March

National ratings – NHL average TV Viewership22



NHL

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:

Top 5 Effective athletes – Detroit market†

Steve Yzerman 579

490

304

288

328

Gordie Howe

Joe Dumars

Nicklas Lidstrom

Jim Leyland

N-Score Rating

Top 10 Teams – Based on Local market ratings21

Household Ratings

Pittsburgh Penguins 8.0

Buffalo Sabres 6.3

Detroit Red Wings 3.9

Chicago Blackhawks 2.6

Boston Bruins 2.3

St. Louis Blues 2.3

Philadelphia Flyers 2.2

Minnesota Wild 1.7

Washington Capitals 1.6

Colorado Avalanche 1.4

6

7

Size of circle indicates household rating

Indianapolis16.7

Kansas City15.8

Nashville12.3

Raleigh-Durham12.1

Greensboro10.7

Columbus16.0

Dayton13.0

Cincinnati13.8

Louisville20.0

Knoxville12.4

Overall ad revenue for the 2010 NCAA Tournament

rose 5% over the previous year25

Among all measured college coaches, Duke’s mike Krzyzewski

had the highest N-Score in 201026

FAST FACTS:

NCaaBASKETBALL

TOURNAMENTS

March

March 18-19, 2010First Round 6,371,000 viewers

2010 NCAA Basketball SeasonApril

March 25-26, 2010Sweet 16 10,294,000 viewers

March 27-28, 2010Elite Eight 10,914,000 viewers

April 3, 2010Final Four:Butler vs. Michigan State;West Virginia vs. Duke 15,096,000 viewers

April 5, 2010NCAA Championship Game:Butler vs. Duke 23,948,000 viewersMarch 20-21, 2010

Second Round 8,650,000 viewers

Mike Krzyzewski 71

38

22

15

29

Pat Summitt

Roy Williams

Jim Calhoun

Bill Self

N-Score RatingTop 5 active Coaches†

Top 10 Local markets – NCaa Tournament28

NCaa Basketball Tournament average TV Viewership27


8

59% of respondents polled by Nielsen said that college football

needs a tournament or playoff system similar to college basketball31

FAST FACTS:

Overall ad revenue for the 2010 NCAA Tournament

rose 5% over the previous year25

Among all measured college coaches, Duke’s mike Krzyzewski

had the highest N-Score in 201026


After a nationally televised performance in which he ran and passed for a combined 500 yards and 3 TDs against Notre Dame, Michigan’s 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.

NCaaFOOTBALL

Heisman Trophy Conversation – Contender Buzz29

0

2000

4000

6000

8000

10000

12000

Cam NewtonAndrew LuckLaMichael JamesDenard RobinsonRyan Mallett

Sept. 52010

Oct. 32010

Nov. 72010

Dec. 52010

Buzz about Cam Newton peaks with 10,768 mentions

Number of Messages

REGULAR SEASON

POST SEASON

September October November December January ‘11

Sept. 6, 2010Boise State vs. Virginia Tech9,888,000 viewers

2010-11 NCAA Football Season

Sept. 11, 2010Michigan vs. Notre Dame6,973,000 viewers

Dec. 4, 2010Auburn vs. South Carolina10,093,000 viewers

Nov. 26, 2010Iron Bowl:Auburn vs. Alabama12,520,000 viewers

Jan. 1, 2011Rose Bowl: Wisconsin vs. TCU20,558,000 viewers

Jan. 10, 2011BCS Championship: Auburn vs. Oregon27,316,000 viewers

Jan. 3, 2011Orange Bowl: Stanford vs. Virginia Tech10,682,000 viewers

Jan. 4, 2011Sugar Bowl: Arkansas vs. Ohio State13,635,000 viewers

NCaa Football average TV Viewership30


8

9

PGa

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

FAST FACTS:

Tiger Woods Buzz34

April 10, 2010Woods competes in the Masters tournament

0

10000

20000

30000

40000

50000

60000

Jan. 32010

April 42010

July 42010

Oct. 32010

Feb. 13, 2010Woods apologizes at Golf Writers' Assn. press conference

Aug. 23, 2010Woods’ divorceis finalized

Jan. 9, 2010Woods returns to PGA to defend title

Number of Messages

April June July August October

April 11, 2010The Masters (Final Round)Winner: Phil Mickelson16,676,000 viewers

2010 PGA Tour

June 20, 2010U.S. Open (Final Round)Winner: Graeme McDowell9,266,000 viewers

July 18, 2010British Open (Final Round)Winner: Louis Oosthuizen2,457,000 viewers

Aug. 15, 2010PGA Championship (Final Round)Winner: Martin Kaymer6,511,000 viewers

Oct. 3, 2010Ryder CupWinner: Europe2,924,000 viewers

Professional Golfers’ association average TV Viewership33


10

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

FAST FACTS:

NaSCarDale Earnhardt, Jr. 136

121

58

47

72

Jeff Gordon

Danica Patrick

Tony Stewart

Mark Martin

N-Score Rating

most Effective Endorsers – active Drivers†

Date

Feb. 14

Feb. 21

March 7

April 25

March 21

Event

Daytona 500

Auto Club 500

Kobalt Tools 500

Live from Talladega

Food City 500

Winner

Jamie McMurray

Jimmie Johnson

Kurt Busch

Kevin Harvick

Jimmie Johnson

Viewers

13,294,000

9,151,000

8,510,000

8,452,000

7,357,000

Location

Daytona, FL

Fontanta, CA

Atlanta, GA

Talladega, AL

Bristol, TN

NaSCar average TV Viewership35



11

June July

June 12, 2010U.S.A. vs. England17,100,000 viewers

2010 World Cup

June 23, 2010U.S.A. vs. Alegria8,600,000 viewers

July 11, 2010Championship Game:Spain vs. Netherlands24,354,000 viewers

June 26, 2010U.S.A. vs. Ghana19,400,000 viewers

June 18, 2010U.S.A. vs. Slovenia7,500,000 viewers

SOCCEr

World Cup average TV Viewership45

11

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

FAST FACTS:

Dallas-Ft. Worth

Miami-Ft. Lauderdale

Houston

San Francisco-Oak-San Jose

Las Vegas

Los Angeles

San Antonio

Austin

Phoenix (Prescott)

New York

Household Rating

6.1

4.6

3.9

3.0

2.6

2.3

2.2

2.1

2.0

2.0

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


San Francisco-Oak-San Jose

Miami-Ft. Lauderdale

Washington, DC (Hagrstwn)

West Palm Beach-Ft. Pierce

San Diego

New York

Norfolk-Portsmth-Newpt Nws

Boston (Manchester)

Austin

Las Vegas

Household Rating

4.0

3.7

3.6

3.6

3.6

3.1

3.0

2.9

2.9

2.8

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

higher, on average, for games played after the World Cup compared to those played before the World Cup.

50%MLS ratings were Globally, 21% of respondents

said they would get at least some of their World Cup

information from the Internet via mobile devices.

44

43

higher, on average, for games played after the World Cup compared to those played before the World Cup.

50%MLS ratings were Globally, 21% of respondents

said they would get at least some of their World Cup

information from the Internet via mobile devices.

44

43

12

February

Feb. 12, 2010Opening Ceremony32,663,000 viewers

2010 Olympics

Feb. 28, 2010Closing Ceremony21,410,000 viewers

Feb. 17, 2010Most Viewed Telecast:Featuring Shaun White and Lindsey Vonn winning theGold Medal29,423,000 viewers

Feb. 28, 2010U.S.A. vs. CanadaGold Medal Game27,500,000 viewers

Feb. 12-28, 2010All telecasts15,233,000 viewers

U.S. vs Canada Gold Medal Game was the

most viewed hockey game in the U.S.A. since 198048

Winter Olympic Games average Primetime TV Viewership47Top 5 Endorsers – Winter Olympic athletes†

12

FAST FACTS:

Shaun White 536

273

49

40

147

Apolo Anton Ohno

Lindsey Vonn

Bode Miller

Evan Lysacek

N-Score Rating

WINTErOLYMPICS



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

57%

43%42%

41%33%

TV only (No online exposure)

TV + 1 online exposure

TV + 2-5 online exposures

TV + 6-20 online exposures

TV + 21+ online exposures

Brand Recall

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

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

sources: #1 the nielsen Company. nielsen Mobile Media View, november 2009 – november 2010. #2 the nielsen Company. Data from nielsen’s 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/sam’s 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 regularly-airing 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.

Get closer to the fans. Please visit, www.nielsenwire.com

For more information please contact:

Stephen master Vice President, Sports

(646) 654-4577 [email protected]

#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 nielsen’s 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 brand’s 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 brand’s 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.