1、1 YEAR IN SPORTS MEDIA REPORT NIELSEN SPORTS U.S. 2017 Copyright 2018 The Nielsen Company2 Welcome to Nielsens Year in Sports Media 2017 Report, a compilation of media highlights, sponsorship trends and consumer insights across leading sports properties. As the sports and entertainment industry cont

2、inues to evolve, so have our data and insights around sports consumers, enabling our clients to get a deeper understanding of the fan. In 2017, we saw many familiar matchups and faces in the winners circle, including the Crimson Tide, the Tar Heels, the Warriors and the Penguins. However, fans were

3、also introduced to some new faces and teams, including the amazing run of the Houston Astros to their first World Series Championship in franchise history, the Eagles thrilling Super Bowl win over the Patriots, 37-year-old Martin Truex Jr. hoisting his first Monster Energy NASCAR Cup trophy and Serg

4、o Garcia finally breaking through at Augusta for his first golf major. Our favorite teams and athletes provided many indelible memories for fans. Even with the proliferation of devices and unprecedented media fragmentation, sports content continued to thrive in 2017. Sports provided an ideal platfor

5、m for brands to reach passionate consumers through compelling content. Nielsen Sports produces this report each year with the mission to drive conversations. These conversations fulfill our intention to better know and serve you. We curated favorite moments for each sport across our experts because,

6、 at the end of the day, we are the modern sports fans. We encourage you, as you read, to similarly enjoy the amazing moments from the past year in sports. Thank you very much for your contributions, and we hope you enjoy these highlights from across Nielsens wealth of consumer and media insights. Th

7、e past year continued to prove that sports content across all media platforms continues to flourish and prosper. “WE ARE THE MODERN SPORTS FANS” JON STAINER Managing Director, Americas Nielsen Sports STEPHEN MASTER Global Head of Federations Nielsen Sports INTRODUCTION Copyright 2018 The Nielsen Com

8、pany3 CONTENTS NFL 4 NBA 6 MLB 8 NHL 10 SOCCER 13 MLS 12 GOLF 14 UFC/BOXING 16 NCAA 18 NASCAR 20 INDYCAR 22 TENNIS 23 ESPORTS 24 TOP ADVERTISERS it simply views differently than its older counterparts. This group will seek to consume sports content wherever they may go, whether that is at the gym, i

9、n the office, at a bar/restaurant or at a friends home. THE NFL ENGAGED YOUNG, BICOASTAL FANS NFL PACIFIC 22% EASTERN 22% MOUNTAIN 12% CENTRAL 14% 20172018 More than 103.4 million viewers watched the Philadelphia Eagles, led by back-up quarterback Nick Foles, defeat Tom Bradys New England Patriots i

10、n Super Bowl LII. Even with increased focus on the political landscape, social activism and, most importantly, changing media consumption habits, the leagues programming dominated much of the top 100 televised programs in 2017, despite a 9% decline in average viewership during the regular season. Ne

11、w emphasis on out-of-home (OOH) viewership of the NFL shed light on the diversity of its fan base across demographics and locations. THURSDAY NIGHT KICKOFF Kansas City Chiefs vs. New England Patriots NBC 09/07 21.8 5.7M 942K THANKSGIVING CLASSIC Los Angeles Chargers vs. Dallas Cowboys CBS 11/23 26.3

12、 2.4M 327K AFC WILD CARD* Tennessee Titans vs. Kansas City Chiefs ESPN, ABC 01/06 22.2 3.6M 668K SUNDAY NIGHT FOOTBALL KICKOFF New York Giants vs. Dallas Cowboys NBC 09/10 24.4 6.7M 527K NFC WILD CARD Carolina Panthers vs. New Orleans Saints FOX 01/07 31.1 4.0M 578K THE NFL FACED HEADWINDS IN 2017.

13、P18-24 NFL REGULAR SEASON VIEWERSHIP OOH LIFT BY TIME ZONE TIMELINE OF TV VIEWERSHIP HIGHLIGHTS FACEBOOK TV INTERACTIONS TWITTER TV INTERACTIONS AVG. # OF U.S. TV VIEWERS IN MILLIONS *AFC Wild Card simulcast on ESPN and ABC. Social interactions counted for the first network listed for AFC Wild Card.

14、 Copyright 2018 The Nielsen Company5 The NFL has made a concerted effort to expand the number of women in key roles and to attract more female fans. Females 18-24 and 25-34 exhibited greater lifts from OOH viewership throughout the 2017 NFL season than their male counterparts across the U.S. As the

15、NFL reaches younger, more diverse audiences through its progressive mentorship and leadership, OOH will help capture the unique ways these demos tune in to professional football. THE NFL ENGAGED FEMALE FANS NFC DIVISIONAL PLAYOFF New Orleans Saints vs. Minnesota Vikings FOX 01/14 35.7 15.5M 1.4M AFC

16、 CHAMPIONSHIP Jacksonville Jaguars vs. New England Patriots CBS 01/21 44.1 20.6M 2.3M NFC CHAMPIONSHIP Minnesota Vikings vs. Philadelphia Eagles FOX 01/21 42.3 18.5M 1.5M AFC DIVISIONAL PLAYOFF Jacksonville Jaguars vs. Pittsburgh Steelers CBS 01/14 31.5 8.9M 1.2M SUPER BOWL LII Philadelphia Eagles v

17、s. New England Patriots NBC 02/04 103.4 112.1M 9.3M TOTAL U.S. Females 18-24 TOTAL U.S. Females 25-34 FEMALE NFL VIEWERSHIP OOH LIFT BY AGE DEMO Elizabeth Duffy, Nielsen Social FAN MEMORY Despite being a New England native, perhaps the most exciting sports moment of the year was Super Bowl LII. The

18、Eagles captured their first Super Bowl title in what turned out to be both an entertaining and record- breaking game. The high scores, backup quarterback storyline and combined offensive yards record were just a few of the many highlights that made for an unforgettable game. WHATS NEXT Stakeholders

19、who proactively accommodate shifts in media consumption will incentivize a wider scope of fans to engage with their favorite sports on a regular basis. Sports properties will be empowered to strengthen sponsorship sales stories by providing a more complete picture of where and how fans connect with

20、sports content. DEFIES EXPECTATIONS THE MODERN FAN. 16% LIFT 27% LIFT 6Copyright 2018 The Nielsen Company *Twitter and Facebook interactions were totaled across all events in the Western Conference Finals, Eastern Conference Finals and NBA Finals. NBA jersey patches place sponsored assets within, ra

21、ther than around, the action. Given the games fast pace and the cameras distant angles, abbreviated names, initials and icons perform best on jersey patches. Social media exposure on game day and during score updates further boost jersey patch performance as a sponsored asset. Nielsen Sports recentl

22、y introduced a syndicated Social24 product tracking NBA sponsors social exposure, engagement and derivative value. A SMALL ASSET MADE A BIG IMPACT NBA NBA fans certainly seem to like familiarity and cant seem to get enough of Currys Warriors meeting LeBrons Cavaliers in the Finals as interest in the

23、 matchup keeps growing. Perhaps the addition of yet another superstar to the Warriors in Kevin Durant got even more fans engaged as Part Three of the trilogy had on average 1.1% more viewers than Part Two and 2.5% more than Part One, despite the fact that the series went only five games this year ve

24、rsus seven and six games in prior years. The Finals average audience this year was the highest since the Michael Jordan era. The league debuted a new sponsorship asset, the jersey patch, in 2017-18, with 19 of 30 teams using this asset for exposure at home and away games. 2017 NBA ALL-STAR SATURDAY

25、TNT 02/18 5.6 1.2M 580K NBA ALL-STAR GAME TNT, TBS* 02/19 7.8 1.9M 1.2M EASTERN CONFERENCE FINALS Cleveland Cavaliers vs. Boston Celtics 5 Games TNT 05/17-25 6.3 9.3M 2.7M WESTERN CONFERENCE FINALS San Antonio Spurs vs. Golden State Warriors 4 Games ABC, ESPN 05/14-22 6.6 6.1M 1.3M THE NBA BROKE THE

26、 SPONSORSHIP MOLD. TOP 15 ASSET CAPTURED ON TV EXPOSURE in terms of both QI Media Value and duration (time on screen of broadcast) average patch generates via TV during each home game average duration of patch on TV screen per game average value on Christmas Day EXAMPLE ONLY EXAMPLE ONLY followed by

27、 Instagram, which generates over 1/3 of value. JERSEY PATCH PERFORMANCE ON TV AND SOCIAL MEDIA TIMELINE OF TV VIEWERSHIP HIGHLIGHTS* FACEBOOK TV INTERACTIONS TWITTER TV INTERACTIONS AVG. # OF U.S. TV VIEWERS IN MILLIONS SOCIAL MEDIA LOGO EXPOSURE (ONLY) SOCIAL MEDIA SPONSORED POST $21,400 VALUE 48%

28、SOCIAL MEDIA VALUE COMES FROM FACEBOOK 3 MIN 28 SEC 9-10X HIGHER *NBA All-Star Game simulcast on TNT and TBS. Social interactions counted for the first network listed for NBA All-Star Game. Copyright 2018 The Nielsen Company7 NBA CHRISTMAS DAY Houston Rockets vs. Oklahoma City Thunder ABC 12/25 5.0

29、208K 70K NBA CHRISTMAS DAY Cleveland Cavaliers vs. Golden State Warriors ABC 12/25 8.8 769K 294K NBA DRAFT ESPN 06/22 3.4 2.5M 1.7M NBA FINALS Cleveland Cavaliers vs. Golden State Warriors 5 Games ABC 06/01-12 20.5 59.9M 11.4M Tyler Wasserman, Nielsen Sports FAN MEMORY Isaiah Thomas of the Boston Ce

30、ltics unexpectedly lost his sister in a car accident the day before his team began its 2017 playoff run. In game 2 of the Celtics Eastern Conference Semifinals, which was on the day that would have been his sisters 23rd birthday, the 59” Thomas scored a career high of 53 points to lead the Celtics t

31、o an overtime victory and the Eastern Conference Finals. WHATS NEXT As more progressive leagues embrace new sponsorship assets and revenue streams, other more traditionally minded leagues will assess the benefits and potentially follow suit. Teams will weigh the financial rationale for increased spo

32、nsorship against the need to preserve longstanding viewer experiences. The jersey patch suggests an evolving sponsorship landscape for the advantage of all stakeholders. RECOGNIZES THE ROLE OF SPONSORSHIP THE MODERN FAN. 8Copyright 2018 The Nielsen Company Reaching fans in 2017 meant connecting beyo

33、nd serving an ad. YouTubes ubiquitous “play” button poster in the World Series did both. Camera angles positioned the sponsored item in the center of the frame and made people second-guess where they were watching. This sensation received greater attention than any of the YouTube commercials leading

34、 into live play. The share of QI Media Value* belonging to each playoff rounds title sponsor (like YouTubes sponsorship of the World Series) increased each round. YOUTUBE HIT A HOME RUN WITH WORLD SERIES SPONSORSHIP MLB YOUTUBE WORLD SERIES SPONSORSHIP IN NUMBERS: 40% 27% YouTubes QI Media Value cam

35、e from Home Plate Rotational Signage World Series QI Media Value share of voice came from YouTube After back-to-back thrilling seven-game World Series in 2016 and 2017, MLB has a lot of momentum and is well-positioned for the future, with an amazing collection of young stars in their mid 20s shining

36、 in the postseason spotlight. American League Rookie of the Year Aaron Judge has an N-Score Appeal Rating of 68 and is coming off a great postseason for the Yankees, and his Home Run Derby winning performance drew in the viewers as it was the most watched since 2009 and up 48% over 2016. Kris Bryant

37、, 2016 National League MVP, led the Cubs to another deep postseason run in 2017 and has an N-Score Appeal Rating of 68, and Jose Altuves social media following exploded to over one million Instagram followers after winning the 2017 American League MVP award and leading the Astros to the World Series

38、 championship. To reach fans “everywhere,” YouTube became the first presenting sponsor of the World Series. The partnership made the games available live online to YouTube subscribers. 2017 MLB OPENING DAY Cubs vs. Cardinals ESPN 04/02 3.6 1.6M 138K HOME RUN DERBY ESPN 07/10 8.2 1.2M 562K AL WILD CA

39、RD GAME Minnesota Twins vs. New York Yankees ESPN 10/03 6.8 1.7M 387K MLB ALL-STAR GAME FOX 07/11 9.3 809K 307K *See footnote on page 30. MLB MARRIED TECHNOLOGY WITH TRADITION. TIMELINE OF TV VIEWERSHIP HIGHLIGHTS FACEBOOK TV INTERACTIONS TWITTER TV INTERACTIONS AVG. # OF U.S. TV VIEWERS IN MILLIONS

40、 Copyright 2018 The Nielsen Company9 MLB not only reached fans everywhere in 2017, it also connected their digital viewing activities. Subscription Video On Demand (SVOD) Content Ratings, now available for Netflix via audio signature, is a measurement solution for one new type of viewership. The fol

41、lowing example of “Stranger Things 2” virtual branding throughout the League Championship Series complemented lift for the Netflix original, and further proved live tune-in and binge viewing can coexist. LIVE ACTIVATION COMPLEMENTED NETFLIX BINGE VIEWING STRANGER THINGS 2 virtual branding appeared A

42、LCS measurement across primary octagon branding TOP ADVERTISERS Reach Live+SD; TV Linear with VOD; P2+; 4/15/17 - 10/14/17 for NWSL, 8/13/16 - 5/21/17 for other leagues; NWSL on Lifetime Network; La Liga on BEIN Sport, BEIN Sport Espanol; Bundesliga on FOX, FS1, FS2; EPL on NBC, NBCSN; Live and Repe

43、at telecasts included; 6-minute reach qualifier, 75% sample unification STORY 2 National TV Toolbox, P2+ Liga MX Clausura 2017: 1/6/17 - 5/28/17 games on UNI EPL 2016-2017: 8/13/16 - 5/21/17 games on NBC INTRODUCTION Showtime Sports Dec. 14, 2017, Press Release STORY 1 National TV View, December 201

44、6 - December 2017, P2+, Live+SD U.S. Sponsorlink January 2017 - December 2017 STORY 2 Sponsorlink USA January 2017 - December 2017 STORY 1 TV Viewers: National TV Toolbox, March 2017 - April 2017, P2+ and Live+SD, National Sample and Out of Home Sample Scarborough USA + 2017 Release 1 *Reissue 9-18-

45、2017* Total (Dec 2015 - Apr 2017) STORY 2 TV Viewers: National TV Toolbox, December 2017 - January 2018, P2+ and Live+SD, National Sample and Out of Home Sample Scarborough USA + 2017 Release 1 *Reissue 9-18-2017* Total (Dec 2015 - Apr 2017) STORY 1 Nielsen RMS Data: Nielsen Answers On Demand, XAOC+

46、Convenience $ Sales (1/1/2016 - 9/30/2017); Nielsen Matched Panel Analysis Study (2017) STORY 2 Nielsen Social. 2017 races included interaction: GoBowling 400, Toyota Save Mart 350, Coke Zero 400, I LOVE NEW YORK 355, Bojangles Southern 500, Tale of the Turtles 400. Sport24: Linear QI Media Value, S

47、ocial24: Social QI Media Value. INTRODUCTION National TV View, December 2016 - December 2017, P2+, Live+SD Nielsen N-Score, Overall N-Score STORY 1 National TV View, December 2016 - December 2017, P2+, Live+SD, Live tournament telecasts only Top Golfer Sponsorship Branding - Golf24 PGA Tour 2016-17

48、Full Season: Global QIMV STORY 2 SportsDNA May 2017 Wave MLS SOCCER UFC + BOXING NASCAR NCAA BASKETBALL UK and Australia figures from Nielsen Ad Intel (National advertising including Network TV, Cable TV, Digital, Magazine, Newspaper, Radio, Outdoor), Nielsen Sports SponsorGlobe, Nielsen Sport24; Pr

49、ojection Ratios based on US Census Bureau, World Bank; All Values projected in USD SPONSOR TRENDS Copyright 2018 The Nielsen Company39 ABOUT NIELSEN Nielsen Holdings plc (NYSE: NLSN) is a global measurement and data analytics company that provides the most complete and trusted view available of consumers and markets worldwide. Our approach marries proprietary Nielsen data with other dat