WELCOME. Stephen Master Vice President, Sports The Nielsen Company

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1 State of the Media: Year in Sports

2 WELCOME Welcome to Nielsen s State of the Media: Year in Sports, 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. 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 Winter Olympics that transformed relative unknowns like Lindsey Vonn, Ryan Miller and Evan Lysacek into household names. The 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, 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. 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

3 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

Summary Visits to sports sites by mobile internet users are up 38% in the last year 1 84% of iphone app downloaders have downloaded at least one free sports app 2 There were over 40,500 hours of live

wants to place his order with Denise (:15) Subway Michael Phelps swims through pavement, fueled by the featured sandwich (:30) Jack Link's Beef Jerky Campers play a practical joke on Sasquatch by

4 Summary Visits to sports sites by mobile internet users are up 38% in the last year 1 84% of iphone app downloaders have downloaded at least one free sports app 2 There were over 40,500 hours of live sporting events on broadcast and cable television in 3 Top Recalled Ads in Sports Subway Michael Phelps swims through pavement, fueled by the featured sandwich (:15) Taco Bell Man only wants to place his order with Denise (:15) Subway Michael Phelps swims through pavement, fueled by the featured sandwich (:30) Jack Link's Beef Jerky Campers play a practical joke on Sasquatch by pulling a chair from beneath him (:30) Long John Silver s Up-close shots of featured items in the Sampler Combo are displayed (:15) Why are sports so appealing to TV advertisers? 5 Ratings over-indexed for many of the major sporting events in among households earning over $100,000 annually Top Sporting Events based on income +$100, Sporting Events Top Buzzed Events 6 Number of Messages BCS National Championship Super Bowl XLIV Kentucky Derby US Open Men s Final NCAA Basketball Championship The Masters Stanley Cup NBA Finals World Series World Cup Final NFL Playoffs; Saints win Super Bowl Player drafts June draft; Lebron James joins Miami Heat in July season begins season begins NBA Giants win World Series Opening day Chicago Blackhawks win Stanley Cup NHL MLB January April July October 1

5 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. Range for N-Score Category 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% 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. Active Female Athletes Active Male Athletes Commentators Most Effective Endorsers Venus Williams 169 Shaun White 536 Terry Bradshaw 378 Lindsey Vonn 147 Shaquille O Neal 334 Mike Ditka 344 Serena Williams 131 Apolo Anton Ohno 273 Dan Marino 260 Danica Patrick 72 Peyton Manning 262 Chris Berman 192 Maria Sharapova 43 Michael Phelps 212 Bob Costas 182 Top Selling Sports Biographies 7 Jane Leavy The Last Boy: Mickey Mantle and the End of America s Childhood HARDCOVER 2 173,000 books sold 99,000 Drew Brees Coming Back Stronger: Unleashing the Hidden Power of Adversity HARDCOVER Andre Agassi Open: An Autobiography TRADE PAPERBACK 78,000 67,000 57,000 53,000 James S. Hirsch Willie Mays: The Life, The Legend HARDCOVER Andre Agassi Open: An Autobiography HARDCOVER Bill Madden Steinbrenner: The Last Lion of Baseball HARDCOVER Dirk Hayhurst The Bullpen Gospels: Major League Dreams of a Minor League Veteran TRADE PAPERBACK Apolo Anton Ohno Zero Regrets: Be Greater Than Yesterday HARDCOVER 33,000 29,000 28,000 25,000 Bobby Bowden Called to Coach: Reflections on Life, Faith, and Football HARDCOVER Joe Torre The Yankee Years TRADE PAPERBACK

MLB 55% of respondents polled by Nielsen agree that the use of instant replay should be expanded in Major League Baseball 8 Viewer engagement levels are 76% higher for Major League Baseball sports

Winner 600 400 200 0 April 4 May 2 June 6 July 4 Aug. 1 Sept. 5 Major League Baseball Average TV Viewership 11 REGULAR SEASON April 4, Opening Game: Boston Red Sox vs.

6 MLB 55% of respondents polled by Nielsen agree that the use of instant replay should be expanded in Major League Baseball 8 Viewer engagement levels are 76% higher for Major League Baseball sports programming than the average levels during all other sports programming 9 Cy Young Conversation Top Buzzed Pitchers 10 Number of Messages Felix Hernandez AL Winner Roy Halladay NL Winner April 4 May 2 June 6 July 4 Aug. 1 Sept. 5 Major League Baseball Average TV Viewership 11 REGULAR SEASON April 4, Opening Game: Boston Red Sox vs. New York Yankees 3,234,000 viewers May 22, FOX Saturday Baseball 4,309,000 viewers Aug. 8, Boston Red Sox at New York Yankees 3,486,000 viewers April May June July August September October November MLB Season POST SEASON July 13, All-Star Game: American League vs. National League 12,115,000 viewers; 1 telecast Oct , ALCS: Texas Rangers vs. New York Yankees 8,222,000 viewers; 6 telecasts Oct , NLCS: Philadelphia Phillies vs. San Francisco Giants 9,053,000 viewers; 6 telecasts Oct Nov. 1, World Series: Texas Rangers vs. San Francisco Giants 14,268,000 viewers; 5 telecasts 3

LeBron James Buzz 12 Number of Messages 100000 NBA 80000 July 8, On national TV, LeBron chooses Miami Heat 60000 40000 20000 0 May 13, Boston Celtics beat Cleveland Cavaliers in playoffs.

3 Top 5 Effective Endorsers Active NBA Players Shaquille O Neal 334 Kobe Bryant LeBron James Yao Ming 173 109 86 Steve Nash 68 National Basketball Association Average TV Viewership 13 REGULAR SEASON

7 LeBron James Buzz 12 Number of Messages NBA July 8, On national TV, LeBron chooses Miami Heat May 13, Boston Celtics beat Cleveland Cavaliers in playoffs. Where will LeBron play next? Jan. 3 April 4 Oct. 26, LeBron makes his debut with the Miami Heat July 4 Dec. 2, Miami Heat vs.cleveland Cavaliers Oct. 3 Top 5 Effective Endorsers Active NBA Players Shaquille O Neal 334 Kobe Bryant LeBron James Yao Ming Steve Nash 68 National Basketball Association Average TV Viewership 13 REGULAR SEASON July 8, LeBron James The Decision 9,948,000 viewers Oct. 26, Season Opening Game: Miami Heat vs. Boston Celtics 7,348,000 viewers Dec. 25, Christmas Day Showcase: Miami Heat at L.A. Lakers 13,113,000 viewers February March April May June July August September NBA Season October November December Feb. 14, All-Star Game: East vs. West 6,846,000 viewers; 1 telecast May 16-28, Eastern Conference Finals: Boston Celtics vs. Orlando Magic 7,116,000 viewers; 6 telecasts June 3-17, NBA Finals: L.A. Lakers vs. Boston Celtics 18,144,000 viewers; 7 telecasts POST SEASON May 17-29, Western Conference Finals: L.A. Lakers vs. Phoenix Suns 7,854,000 viewers; 6 telecasts The 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 4

8 NFL With an average viewership of million viewers, SB XLIV eclipsed the series finale of M*A*S*H as the most watched telecast of all time 15 Contributing significantly was the big jump in ethnic viewers. 8.3 million of the viewers were from Hispanic households, up 9% year-over-year and 11.2 million tuned in from African American households, up 4% from Brett Favre Buzz 17 Number of Messages Jan. 24, Favre interception leads to Saints win for NFC Championship Aug. 1, Ankle injured, Favre says he might not return to the Vikings Oct. 3-17, Sexting photos of Favre are released Dec. 8, Charles Barkley calls Favre spotlight a witch hunt Top 10 Teams Based on Local Market Ratings 18 Household Rating New Orleans Saints 43.9 Pittsburgh Steelers 41.9 Green Bay Packers 41.3 Kansas City Chiefs 36.9 Indianapolis Colts 34.9 Minnesota Vikings Baltimore Ravens 30.9 New England Patriots Buffalo Bills Jan. 3 April 4 July 4 Oct. 3 Cleveland Browns 29.1 National Football League Average TV Viewership 19 REGULAR SEASON April 22, First Round Draft 8,321,000 viewers Sept. 9, Minnesota Vikings at New Orleans Saints 27,485,000 viewers Nov. 25, New Orleans Saints vs. Dallas Cowboys 31,874,000 viewers January February March April September October November December NFL Season Jan. 24, AFC Championship Game: New York Jets vs. Indianapolis Colts 46,917,000 viewers Jan. 24, NFC Championship Game: Minnesota Vikings at New Orleans Saints 57,933,000 viewers POST SEASON Feb. 7, Super Bowl: New Orleans Saints vs. Indianapolis Colts 106,476,000 viewers Top 5 Active Players Peyton Manning 262 NBC Sunday Night Football finished as the # 1 rated primetime show on TV during the Fall Broadcast Season 20 Brett Favre Drew Brees Donovan McNabb Tim Tebow

Top 10 Teams Based on Local Market Ratings 21 Household Ratings Pittsburgh Penguins 8.0 NHL Buffalo Sabres 6.3 Detroit Red Wings 3.9 Chicago Blackhawks 2.6 Boston Bruins 2.3 St. Louis Blues 2.

4 Gordie Howe Joe Dumars Nicklas Lidstrom Jim Leyland 490 328 304 288 National Ratings NHL Average TV Viewership 22 REGULAR SEASON Jan.

9 Top 10 Teams Based on Local Market Ratings 21 Household Ratings Pittsburgh Penguins 8.0 NHL Buffalo Sabres 6.3 Detroit Red Wings 3.9 Chicago Blackhawks 2.6 Boston Bruins 2.3 St. Louis Blues 2.3 Top 5 Effective Athletes Detroit Market Steve Yzerman 579 Philadelphia Flyers 2.2 Minnesota Wild 1.7 Washington Capitals 1.6 Colorado Avalanche 1.4 Gordie Howe Joe Dumars Nicklas Lidstrom Jim Leyland National Ratings NHL Average TV Viewership 22 REGULAR SEASON Jan. 1, Winter Classic: Philadelphia Flyers at Boston Bruins 3,684,000 viewers January 10 February March April May -11 NHL Season Jan. 1, 2011 Winter Classic: Pittsburgh Penguins vs. Washington Capitals 4,525,000 viewers June January 11 POST SEASON April 14 - May 24, Playoffs (NBC) 1,893,000 viewers; 9 telecasts April 14 - May 24, Playoffs (Versus) 847,000 viewers; 60 telecasts May 29 - June 9, Stanley Cup: Philadelphia Flyers vs. Chicago Blackhawks 5,167,000 viewers; 6 telecasts The Stanley Cup Finals saw the highest average ratings since 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 markets 24 6

Overall ad revenue for the NCAA Tournament rose 5% over the previous year 25 Among all measured college coaches, Duke s Mike Krzyzewski had the highest N-Score in 26 NCAA Basketball Tournament

10 Overall ad revenue for the NCAA Tournament rose 5% over the previous year 25 Among all measured college coaches, Duke s Mike Krzyzewski had the highest N-Score in 26 NCAA Basketball Tournament Average TV Viewership 27 TOURNAMENTS March 18-19, First Round 6,371,000 viewers March 20-21, Second Round 8,650,000 viewers March 25-26, Sweet 16 10,294,000 viewers March 27-28, Elite Eight 10,914,000 viewers April 5, NCAA Championship Game: Butler vs. Duke 23,948,000 viewers April 3, Final Four: Butler vs. Michigan State; West Virginia vs. Duke 15,096,000 viewers March NCAA Basketball Season April Top 10 Local Markets NCAA Tournament 28 Size of circle indicates household rating Kansas City 15.8 Indianapolis 16.7 Nashville 12.3 Dayton 13.0 Knoxville 12.4 Columbus 16.0 Cincinnati 13.8 Louisville 20.0 Greensboro 10.7 Raleigh-Durham 12.1 Top 5 Active Coaches Mike Krzyzewski 71 Pat Summitt 38 NCAA BASKETBALL Roy Williams Jim Calhoun Bill Self

Heisman Trophy Conversation Contender Buzz 29 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

11 Heisman Trophy Conversation Contender Buzz 29 Number of Messages Cam Newton Andrew Luck LaMichael James Denard Robinson Ryan Mallett Buzz about Cam Newton peaks with 10,768 mentions NCAA FOOTBALL Sept. 5 Oct. 3 Nov. 7 Dec. 5 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. NCAA Football Average TV Viewership 30 REGULAR SEASON Sept. 6, Boise State vs. Virginia Tech 9,888,000 viewers Sept. 11, Michigan vs. Notre Dame 6,973,000 viewers Nov. 26, Iron Bowl: Auburn vs. Alabama 12,520,000 viewers Dec. 4, Auburn vs. South Carolina 10,093,000 viewers September October November December January NCAA Football Season POST SEASON Jan. 1, 2011 Rose Bowl: Wisconsin vs. TCU 20,558,000 viewers Jan. 10, 2011 BCS Championship: Auburn vs. Oregon 27,316,000 viewers Jan. 3, 2011 Orange Bowl: Stanford vs. Virginia Tech 10,682,000 viewers Jan. 4, 2011 Sugar Bowl: Arkansas vs. Ohio State 13,635,000 viewers 59% of respondents polled by Nielsen said that college football needs a tournament or playoff system similar to college basketball 31 8

viewers April 11, The Masters (Final Round) Winner: Phil Mickelson 16,676,000 viewers June 20, U.S. Open (Final Round) Winner: Graeme McDowell 9,266,000 viewers Aug.

12 In, 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 32 Professional Golfers Association Average TV Viewership 33 July 18, British Open (Final Round) Winner: Louis Oosthuizen 2,457,000 viewers April 11, The Masters (Final Round) Winner: Phil Mickelson 16,676,000 viewers June 20, U.S. Open (Final Round) Winner: Graeme McDowell 9,266,000 viewers Aug. 15, PGA Championship (Final Round) Winner: Martin Kaymer 6,511,000 viewers Oct. 3, Ryder Cup Winner: Europe 2,924,000 viewers April June July August October PGA Tour Tiger Woods Buzz 34 Number of Messages Feb. 13, Woods apologizes at Golf Writers' Assn. press conference April 10, Woods competes in the Masters tournament PGA Jan. 9, Woods returns to PGA to defend title Aug. 23, Woods divorce is finalized Jan. 3 April 4 July 4 Oct. 3 9

14 Daytona 500 Daytona, FL Jamie McMurray 13,294,000 Feb.

13 Most Effective Endorsers Active Drivers Dale Earnhardt, Jr. 136 NASCAR Jeff Gordon 121 Danica Patrick 72 Tony Stewart 58 Mark Martin 47 NASCAR Average TV Viewership 35 Date Event Location Winner Viewers Feb. 14 Daytona 500 Daytona, FL Jamie McMurray 13,294,000 Feb. 21 Auto Club 500 Fontanta, CA Jimmie Johnson 9,151,000 March 7 Kobalt Tools 500 Atlanta, GA Kurt Busch 8,510,000 April 25 Live from Talladega Talladega, AL Kevin Harvick 8,452,000 March 21 Food City 500 Bristol, TN Jimmie Johnson 7,357,000 The average cost of a 30-second spot during the Daytona 500 climbed more than 5% year over year and 29% in the last five years 36 NASCAR fans spent as much as 30% more on beer in than fans of other sports properties and 25% more on non-alcoholic carbonated beverages, on average 37 10

SOCCER 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. history 38 3.7% of Hispanics, or 1.

viewers watched at least six minutes of the World Cup on English or Spanish language networks The viewership represents a 22% increase in reach compared to 2006, which reached an estimated 91.

14 SOCCER 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. history % of Hispanics, or 1.4 million, said they watched the World Cup on their mobile devices.39 An estimated million U.S. viewers watched at least six minutes of the 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 Top 10 Local Markets (World Cup) English Language Networks (ESPN/ESPN2/ABC) 42 Household Rating Household Rating Globally, 21% of respondents said they would get at least some of their World Cup information from the Internet via mobile devices. 43 Miami-Ft. Lauderdale Los Angeles Houston Las Vegas Miami-Ft. Lauderdale New York Washington, DC (Hagrstwn) San Diego Dallas-Ft. Worth 2.6 San Francisco-Oak-San Jose 3.6 San Antonio 2.3 Norfolk-Portsmth-Newpt Nws 3.1 MLS ratings were 50 % higher, on average, for games played after the World Cup compared to those played 44 before the World Cup. New York San Francisco-Oak-San Jose Austin Phoenix (Prescott) Las Vegas West Palm Beach-Ft. Pierce Boston (Manchester) Austin World Cup Average TV Viewership 45 June 26, U.S.A. vs. Ghana 19,400,000 viewers June 12, U.S.A. vs. England 17,100,000 viewers June 18, U.S.A. vs. Slovenia 7,500,000 viewers June 23, U.S.A. vs. Alegria 8,600,000 viewers July 11, Championship Game: Spain vs. Netherlands 24,354,000 viewers June World Cup July 11

15 Olympic Games TV Advertisement Brand Recall by Number of Exposures to Online Ads 46 33% 41% 42% 43% Brand Recall TV only (No online exposure) TV + 1 online exposure TV online exposures TV online exposures 57 % TV online exposures Top 5 Endorsers Winter Olympic Athletes Shaun White 536 Apolo Anton Ohno 273 Winter Olympic Games Average Primetime TV Viewership 47 Feb. 12, Opening Ceremony 32,663,000 viewers Feb. 17, Most Viewed Telecast: Featuring Shaun White and Lindsey Vonn winning the Gold Medal 29,423,000 viewers Feb. 28, U.S.A. vs. Canada Gold Medal Game 27,500,000 viewers Feb. 28, Closing Ceremony 21,410,000 viewers Lindsey Vonn 147 February Olympics Bode Miller Evan Lysacek Feb , All telecasts 15,233,000 viewers U.S. vs Canada Gold Medal Game was the most viewed hockey game in the U.S.A. since WINTER OLYMPICS 12

16 Sources: #1 The Nielsen Company. Nielsen Mobile Media View, November 2009 November. #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+, #4 The Nielsen Company. Only new ad executions considered, airing in sports programming from January 1, to November 6,, excluding ads new in the 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. #7 Nielsen BookScan. Data does not include sales from Wal-Mart/Sam s Club - Note: Sales data 1/4/ - 1/2/2011. #8 Nielsen SportsQuest -11/19/-12/16/. #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, among persons 13+. #10 NM Incite. April October. #11 The Nielsen Company. National People Meter, P2+, #12 NM Incite. January December. #13 The Nielsen Company. National People Meter, P2+, #14 The Nielsen Company. National People Meter, P2+, #15 The Nielsen Company. National People Meter, P2+, #16 The Nielsen Company. National People Meter, P2+, #17 NM Incite. January December. #18 The Nielsen Company. Local Household rating, #19 The Nielsen Company. National People Meter, P2+, #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+, #28 The Nielsen Company. Local Household rating, live + same day viewing. #29 NM Incite. September December. #30 The Nielsen Company. National People Meter, P2+, #31 Nielsen SportsQuest: 11/19/-12/16/. #32 Nielsen / E-Poll - 1/1/10 12/31/10. #33 The Nielsen Company. National People Meter, P2+, #34 NM Incite. January December. #35 The Nielsen Company. National People Meter, P2+, #36 The Nielsen Company. #37 Nielsen Homescan FANLinks, #38 The Nielsen Company. National People Meter, P2+, #39 The Nielsen Company. World Cup Hispanic Homescan Survey. #40 The Nielsen Company. National People Meter, P2+ #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. Results collected from over 14,000 consumers globally. #44 The Nielsen Company. National People Meter, March November. #45 The Nielsen Company. National People Meter, P2+, #46 The Nielsen Company. Data based on survey responses from February 12, - February 28,. 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+, #48 The Nielsen Company. National People Meter, P2+, 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, For more information please contact: Stephen Master Vice President, Sports (646) 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

Sports. Baseball. PERSONALIZE your cake by adding your own message, photo & icing colors Includes three baseball player figurines!

Sports. Baseball. PERSONALIZE your cake by adding your own message, photo & icing colors Includes three baseball player figurines! PERSONALIZE Includes three baseball player figurines! Shown on ¼ Two Tier Cake Serves 64 100/170 cal. per slice 3 + WARNING Baseball 65 Decopac/MLBP 2013 Anaheim Angels #4672 Arizona Diamondbacks #4709