2016 NASCAR Sprint Cup Series

Overview

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The highest form of racing in NASCAR. The

top stars of the sport compete in 38 events

a year in front of crowds exceeding more

than 100,000 people on average. These

races are broadcast nationally on FOX,

FOX Sports 1, NBC and NBCSN.

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Consumption Overview

CONFIDENTIAL – FOR NASCAR USE ONLY

Television Source: The Nielsen Company; Data based on Live + Same Day Data Stream. Programming hours based on NASCAR programming grid and includes live racing, and practice and qualifying (originals and repeats).

Digital Source: Adobe Omniture SiteCatalyst. Data represents NASCAR.com + NASCAR mobile web + NASCAR mobile apps, unless otherwise noted. Social Source: Facebook Insights; Twitter Analytics; Nielsen Social. Facebook reach based on content

published on NASCAR Facebook page. Twitter reach based on all Twitter conversation related to the race during the hours the race aired +/- 3 hours. Social impressions based on content served from the NASCAR Facebook page and the @NASCAR Twitter

account combined. *Facebook increase since inactive user purge in March 2015.

Year-End Consumption Insights Report 2015 NASCAR Sprint Cup Series Season

Tele

vis

ion

D

igit

al

So

cia

l

54.1M AVERAGE

U.S. RATING

UNIQUE

TV VIEWERS

3.1 5.1M

429K AVERAGE

UNIQUE VISITORS On Race Day

AVERAGE

PAGE VIEWS On Race Day

AVERAGE

VIDEO VIEWS On Race Day

1.4M 10.2M

KEY POINTS

• Viewership on FOX increased +9% year-over-year. On FS1, 5 of the top 15 most-viewed telecasts in network

history are 2015 NASCAR Sprint Cup Series events.

• NBC averaged 5.2 million viewers tuned in to each event, +10% over the same events in 2014.

On NBCSN, 5 of the top 10 most-viewed telecasts in network history are NASCAR Sprint Cup Series events.

• Overall NASCAR Sprint Cup Series viewership was nearly equal to 2014 (-4%).

• The Chase for the NASCAR Sprint Cup Championship Round was the most-watched finale in a decade.

• In total, over 400 hours of NASCAR Sprint Cup Series programming aired on television during the season.

• Across all NASCAR digital platforms, race-day metrics increased year-over-year including unique visitors

(+2%), page views (+14%) and video views (+7%).

• The NASCAR Sprint Cup Series saw a year-over-year increase in unique visitors on race day in

19 of 36 events this season.

• The top-5 race days with the highest increases among unique visitors year-over-year were Daytona (Jul),

Bristol (Apr), Phoenix (Nov), Miami, and Charlotte (Oct).

• Year-to-date all NASCAR digital platforms reached 1.1 billion page views, +20% year-over-year, and hit the

1 billion mark 9 weeks and 4 race weekends earlier than in 2014.

• The NASCAR Facebook and Twitter accounts combined have generated over 4.1 billion impressions this year,

+52% more than last year.

• Beyond impressions, an average of 335K unique Facebook users actively engaged with the NASCAR

Facebook page (including likes, comments, shares and other clicks) each NSCS race day.

• Videos posted on the NASCAR Facebook and Twitter page have generated nearly 22 million views on NSCS

race days.

• NASCAR social platforms have grown in followers since the start of the season: Instagram increased +84%,

Twitter increased +25%, and Facebook increased +3%*.

AVERAGE

TV VIEWERS

AVERAGE

TWITTER REACH Unique Users, During Race

1.3M AVERAGE

FACEBOOK REACH Unique Users, On Race Day

3.7M AVERAGE SOCIAL

IMPRESSIONS On Race Day

25.2M

CONFIDENTIAL – FOR NASCAR USE ONLY

Race-By-Race 2015 Season-End

Television Digital Social

No. Race Net Day Start Time U.S. Rating Avg. TV Viewers

(millions)

Unique Visitors

(millions)

Page Views

(millions)

Facebook Reach

(millions)

Twitter Reach

(millions) Social Mentions

* Sprint Unlimited FOX Sat 8:00 PM 3.2 5.6 1.0 6.9 3.1 1.1 165,684

1 Daytona FOX Sun 1:00 PM 7.7 13.4 2.5 17.5 8.9 5.8 483,710

2 Atlanta FOX Sun 1:00 PM 5.6 9.5 1.8 14.2 2.8 1.6 191,704

3 Las Vegas FOX Sun 3:30 PM 4.6 7.7 1.5 11.7 2.3 1.3 145,172

4 Phoenix FOX Sun 3:30 PM 4.1 7.0 1.4 11.1 1.9 1.2 119,927

5 Fontana FOX Sun 3:30 PM 4.3 7.3 1.3 10.7 2.1 1.6 158,572

6 Martinsville FS1 Sun 1:00 PM 2.4 4.1 1.7 12.8 3.9 1.6 125,187

7 Texas FOX Sat 7:30 PM 2.9 4.8 1.1 8.8 2.1 1.0 121,008

8 Bristol^ FS1 Sun 1:00 PM 1.5 2.6 2.3 18.7 3.5 1.0 216,300

9 Richmond^ FOX Sat 7:00 PM 3.3 5.2 1.5 9.4 2.0 0.9 115,939

10 Talladega FOX Sun 1:00 PM 4.0 6.3 1.3 9.9 5.1 2.4 222,740

11 Kansas^ FS1 Sat 7:30 PM 1.6 2.5 1.2 9.3 1.5 0.9 140,920

* Sprint All-Star Race FS1 Sat 9:00 PM 2.1 3.8 1.0 6.9 1.7 1.2 105,689

12 Charlotte FOX Sun 6:00 PM 3.8 6.4 1.1 8.1 3.4 1.4 208,575

13 Dover FS1 Sun 1:00 PM 2.5 3.9 1.2 8.8 2.9 0.9 111,349

14 Pocono FS1 Sun 1:00 PM 2.3 3.6 1.1 8.2 1.9 0.8 101,319

15 Michigan^ FS1 Sun 1:00 PM 2.2 3.5 1.4 10.4 2.7 0.8 127,539

16 Sonoma FS1 Sun 3:00 PM 2.3 3.7 1.2 8.2 2.4 1.4 141,748

17 Daytona^ NBC Sun 7:45 PM 2.7 4.0 2.2 12.6 18.0 1.3 280,457

18 Kentucky NBCSN Sat 7:30 PM 2.0 3.2 1.1 7.4 3.1 0.8 120,337

19 New Hampshire NBCSN Sun 1:30 PM 2.4 3.7 1.2 7.7 2.5 1.0 113,899

20 Indianapolis NBCSN Sun 3:30 PM 3.0 4.7 1.3 8.9 2.5 1.8 160,828

21 Pocono NBCSN Sun 1:30 PM 2.6 4.3 1.2 8.7 2.5 1.8 134,916

22 Watkins Glen NBCSN Sun 2:00 PM 2.5 4.0 1.2 7.8 1.8 1.2 125,678

23 Michigan NBCSN Sun 2:30 PM 2.6 4.3 1.2 8.4 1.9 0.9 118,586

24 Bristol NBCSN Sat 7:30 PM 2.1 3.6 0.9 6.8 2.6 0.8 164,037

25 Darlington NBC Sun 7:00 PM 3.7 5.9 1.1 8.3 2.5 1.1 173,878

26 Richmond NBCSN Sat 7:30 PM 1.8 3.1 1.0 6.8 2.3 1.1 114,736

27 Chicago NBCSN Sun 3:00 PM 1.9 3.2 1.3 9.6 3.3 0.9 115,151

28 New Hampshire NBCSN Sun 2:00 PM 1.8 2.9 1.3 9.3 2.3 0.8 121,558

29 Dover NBCSN Sun 2:30 PM 1.9 3.2 1.4 10.5 2.1 1.4 146,322

30 Charlotte^ NBCSN Sun 12:30 PM 1.6 2.7 1.6 9.5 3.4 0.6 104,484

31 Kansas NBC Sun 2:15 PM 2.5 4.0 1.2 7.9 2.2 0.8 110,567

32 Talladega NBCSN Sun 2:30 PM 2.6 4.2 1.7 13.2 3.0 1.2 247,379

33 Martinsville NBCSN Sun 1:15 PM 2.0 3.4 1.6 11.8 8.7 1.2 255,231

34 Texas NBC Sun 2:00 PM 2.7 4.6 1.4 9.5 2.9 1.0 164,350

35 Phoenix^ NBCSN Sun 9:00 PM 1.4 2.2 1.8 13.0 4.7 0.9 192,831

36 Miami^ NBC+NBCSN Sun 3:00 PM 4.4 7.6 1.9 13.0 11.0 3.2 380,398

AVERAGE 3.1 5.1 1.4 10.2 3.7 1.3 168,818 *Non-points events excluded from YTD averages

^Events that experienced a rain delay or postponement. TV Source: The Nielsen Company. Based on Live + SD data

stream. TV metrics based on the broadcasting window. Races 8, 11, 30, and 35 excluded from TV YTD average.

Digital Source: Adobe Omniture SiteCatalyst. Data represents NASCAR.com + NASCAR mobile web + NASCAR

mobile apps. Digital metrics based on race-day volume. Social Source: Facebook Insights; Nielsen Social; NASCAR

Fan & Media Engagement Center. Facebook reach based on content published on NASCAR Facebook page on race

day. Twitter reach based on all tweets published related to the race broadcast during the hours the race aired +/- 3

hours.

CONFIDENTIAL – FOR NASCAR USE ONLY

2015 Season Key Consumption Metrics

Race-day YTD averages exclude non-points events. Sources – TV: The Nielsen Company. Data based on Live + SD data stream. TV average viewership excludes Races 8 (Bristol), 11 (Kansas), 30 (Charlotte), and 35 (Phoenix) due to rain. #1 or #2 sport of weekend

ranked on viewers. Digital: Adobe Omniture SiteCatalyst; Microsoft/Apple/Google. Digital metrics represent all platforms (NASCAR.com, NASCAR Mobile Web, NASCAR Mobile Apps). *App downloads since launch. Social: Facebook Insights; Twitter Analytics; Nielsen

Social. Social impressions based on content served from the NASCAR Facebook page and the @NASCAR Twitter account combined year-to-date. Facebook reach based on content published on NASCAR Facebook page on race day. Twitter reach based on all

conversation related to the race on the platform during the hours aired +/- 3 hours. Social engagement is defined by taking action on NASCAR’s social content (e.g. sharing, likes, comments, favorite, retweets). All data through November 22, 2015.

CONFIDENTIAL – FOR NASCAR USE ONLY

NASCAR is a Leader in Viewership per Event

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Source: The Nielsen Company. Ranked based on average viewers tuned in per regular season event among major sports (NFL, which saw an average of 17.6 million viewers

tuned in per 2014 regular season event, is excluded from this chart). Results reflect the following completed regular seasons: NSCS (2015), NCAA Football (2014), PGA (2015),

NBA (2014-2015), MLB (2015), NHL (2014-2015) and NCAA Basketball (2014-2015). NSCS results include the Chase for the NASCAR Sprint Cup, PGA results include PGA

FedEx Cup. Based on Live + Same Day data stream.

5063

1854 1566

1186

536 488 418

nscs ncaaf pga nb mlb nhl ncaab

Average Viewers Per Event (000)

Among Sports (Excluding NFL)

CONFIDENTIAL – FOR NASCAR USE ONLY

NASCAR Viewers Watch More of Each Race

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51%

41%

35% 35% 33% 32% 29% 28%

NASCAR NFL PGA NCAAB NHL NBA NCAAF MLB

Average Percentage of Event Viewed

Source: The Nielsen Company. Unification for entire regular season. Minute Qualifier = 6 minutes of a telecast during the regular season.

Results reflect the following completed regular seasons: NSCS (2015), NFL (2014), PGA (2015), NCAA Basketball (2014-2015), NHL (2014-2015),

NBA (2014-2015), NCAAF (2014), MLB (2015).

CONFIDENTIAL – FOR NASCAR USE ONLY

NASCAR Consumption Takeaways

Television

▸ NASCAR Sprint Cup Series events reached 54 million unique viewers in 2015

▸ Since 2010, the NASCAR Sprint Cup Series has consistently reached over 5 million viewers per event

▸ The Chase for the NASCAR Sprint Cup Championship Round was the most-watched finale in a decade

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Social

▸ Highest-ever increase in social impressions in 2015 (4.1B, up 52% over 2014)

▸ Healthy NASCAR engagement growth, but continued YOY double digit growth will be hard to sustain

▸ 2015 launch on Snapchat and Live Stories from Daytona & Talladega delivered combined 37MM uniques

(600+ million total views) for those two events

Digital

▸ Over 60 successful client/sponsor direct digital activations supported in 2015

▸ Share of NASCAR.com’s digital audience now at 69% Mobile (web+app)

▸ +9% YoY comScore multi-platform unique visitor growth vs. 2014; +38% YoY comScore growth vs 2013

Attendance

▸ 27 of 36 events saw equal to increased attendance year-over-year

▸ 7 of 10 Chase for the NASCAR Sprint Cup Series events saw equal to increased attendance year-over-year

CONFIDENTIAL – FOR NASCAR USE ONLY

Looking Forward into 2016 …

Social ▸ NASCAR Social will concentrate on:

- Tune-in efforts, maximizing consumption of original native content, social audience growth

- Partner-specific campaigns and activations to deliver value to industry stakeholders

- Partnerships with social platforms and social content monetization

▸ Impact of drivers on / not on social media

- Jeff Gordon #2 most-engaging driver on Twitter in 2015; Impact of high-profile drivers who are inactive on social

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Television

▸ Jeff Gordon in the FOX booth

▸ Schedule shift impact on individual events (Spring Richmond moving to Sun; July Daytona moving back to Sat;

Michigan replacing off-weekend prior to Chase)

▸ Increased high profile sport competition (Summer Olympics & 100th running of the Indianapolis 500)

Digital

▸ Launch of new “RaceBuddy” live streaming & data product called NASCAR Drive

▸ Refresh of NASCAR Mobile App with focus on simpler UX, better live access and programmable content

▸ Comcast X1 NASCAR App & Microsoft Xbox NASCAR App

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Fan Loyalty

CONFIDENTIAL – FOR NASCAR USE ONLY

NASCAR is #1 in Fan Loyalty to Sponsors

NASCAR ranks #1 among major sports in sponsor consideration

3 out of 4 NASCAR fans would consider a sponsor’s brand*

84% of NASCAR fans agree NASCAR drivers couldn’t run their car without sponsors**

NASCAR ranks #1 among major sports in sponsor loyalty

7 out of 10 NASCAR fans said they are loyal to a sponsor’s brand when the brand supports their sport*

Higher than NFL, NHL, MLB, and NBA fans

Nearly 20% higher than a typical sports fan

68% of NASCAR fans say they are more likely to support long-term sponsors of

NASCAR**

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Source: *Repucom SponsorLink (January 2014 – February 2015). n=~14,000. **NASCAR Fan Engagement Tracker (commissioned by NASCAR and conducted by Toluna, 2014),

n=2,500 NASCAR Fans.

CONFIDENTIAL – FOR NASCAR USE ONLY

V8 (Updated 12/07/15)

Independent Research: NASCAR is #1 in Fan Loyalty to Sponsors

Proportion of Each Sport’s Avid Fans who Are More Likely to

Support the Sport’s Official Sponsors in the Following Ways

Source: Turnkey Sports & Entertainment, results published in SBJ, n=400 for each sport’s entire study

Note: Data reflects latest results for each sports property as of December 2015

Q: Is it important to you to be aware of which companies are official sponsors of [INSERT SPORT]? [YES / NO]

Q: Are you more or less likely to [INSERT LOYALTY METRIC] a product / service if that product / service is an official sponsor of [INSERT SPORT]?

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85

%

69

%

66

%

72

%

71

%

56

%

55

%

52

%

64%

54%

52%

52%

58

%

54

%

51

%

48

%

58

%

49

%

45

%

47

%

Important to BeAware

Consciously Support Recommend Consider Trying

NASCAR NBA NHL MLB NFL

CONFIDENTIAL – FOR NASCAR USE ONLY

V8 (Updated 12/07/15)

According to independent research conducted by Repucom:

NASCAR ranks #1 among major sports in sponsor consideration

3 out of 4 NASCAR fans would consider a sponsor’s brand

NASCAR ranks #1 among major sports in sponsor loyalty

7 out of 10 NASCAR fans said they are loyal to a sponsor’s brand when the brand supports their sport

Higher than NFL, NHL, MLB, and NBA fans

Nearly 20% higher than a typical sports fan

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Source: Repucom SponsorLink (January 2014 – February 2015). n=~14,000

Questions: When a company sponsors an event or sport that you follow, how likely would you be to consider that company’s brand,

product(s) or service(s) for the first time? Generally, how loyal do you feel towards a company that sponsors an event or sport you follow?

Note: The questions were asked of everyone in the study and then segmented by major sports league fan bases.

Independent Research: NASCAR Fans Most Brand Loyal to Sponsors

CONFIDENTIAL – FOR NASCAR USE ONLY

V8 (Updated 12/07/15)

Avid NASCAR Fans Support NASCAR Sponsors

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“Brands I like are sponsors in NASCAR”

“I talk positively about brands that are sponsors in NASCAR”

“I support NASCAR sponsors more than sponsors of other

sports”

Attitudes Toward NASCAR Sponsors % Who Agree Top 5 Box, 6, 7, 8, 9, or 10 on 10 pt.-scale

82%

68%

61%

“I’m supporting NASCAR sponsors more than ever before” 57%

Source: NASCAR Fan Engagement Tracker (commissioned by NASCAR and conducted by Toluna, 2015), n=1,171 Avid NASCAR Fans

NASCAR fandom is determined by using a 7-point interest question: Using a scale of 1 to 7 where 1 is “not at all interested”, 4 is “moderately interested”, and 7 is “extremely interested”,

please rate how interested you are in NASCAR. Avid NASCAR Fans are 6-7.

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Marketing Update

CONFIDENTIAL – FOR NASCAR USE ONLY

V8 (Updated 12/07/15) 17