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BRACKET/FANTASY SPORTS GAMERS AND 2015 NCAA MEN’S BASKETBALL TOURNAMENT 03/21/2016 A.G.A. NCAA TOURNAMENT VIEWERSHIP ANALYSIS NCAA Viewership Analysis

A.G.A. NCAA TOURNAMENT VIEWERSHIP ANALYSIS · BRACKET/FANTASY SPORTS GAMERS AND 2015 NAA MEN’S ASKETALL TOURNAMENT 03/21/2016 A.G.A. NCAA TOURNAMENT VIEWERSHIP ANALYSIS NCAA Viewership

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Page 1: A.G.A. NCAA TOURNAMENT VIEWERSHIP ANALYSIS · BRACKET/FANTASY SPORTS GAMERS AND 2015 NAA MEN’S ASKETALL TOURNAMENT 03/21/2016 A.G.A. NCAA TOURNAMENT VIEWERSHIP ANALYSIS NCAA Viewership

BRACKET/FANTASY SPORTS GAMERS AND 2015 NCAA MEN’S BASKETBALL TOURNAMENT

03/21/2016

A.G.A. NCAA TOURNAMENT VIEWERSHIP ANALYSIS

NCAA Viewership Analysis

Page 2: A.G.A. NCAA TOURNAMENT VIEWERSHIP ANALYSIS · BRACKET/FANTASY SPORTS GAMERS AND 2015 NAA MEN’S ASKETALL TOURNAMENT 03/21/2016 A.G.A. NCAA TOURNAMENT VIEWERSHIP ANALYSIS NCAA Viewership

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ANALYSIS DETAILSReport Type: Reach & Frequency

Playback Period: Live + Same Day

Programs: 2015 NCAA Men’s Basketball Tournament

Total TournamentEarly Rounds (64 & 32)Sweet SixteenElite EightFinal FourChampionship Game

Demographics: Persons, Males, Females 18+

Composite (Total)Bracket/Fantasy GamersNon-Bracket/Fantasy Gamers

Bracket/Fantasy Gamers are any individual who went to a fantasy/ bracket site or mobile appBracket Sites:• sports.yahoo.com/college-basketball/bracket/• tournament.fantasysports.yahoo.com•cbssports.com/collegebasketball/ncaa-

tournament/brackets/games•ncaa.com/bracketchallenge•games.espn.go.com/tournament-challenge-

bracket/2016/en/bracket•dailybracket.com/• teamrankings.com/ncaa-

tournament/bracketology/• runyourpool.com/march-madness-pools.cfm

Mobile Apps:•ESPN Tournament challenge•NCAA March Madness Live•Yahoo Fantasy App•Daily Bracket

Nielsen’s viewership analysis of bracket/fantasy gamers and the 2015 NCAA Men’s Basketball Tournament leveraged Nielsen’s TV/Digital Fusion, which uses Nielsen’s behavioral panels (Nielsen’s National TV Panel and Nielsen’s Online and Mobile Panels). Nielsen segmented out bracket/fantasy gamers, and then crossed that segment with TV viewership of the 2015 NCAA Tournament. Their viewership was then compared to non-bracket/fantasy gamers and the general population.

Page 3: A.G.A. NCAA TOURNAMENT VIEWERSHIP ANALYSIS · BRACKET/FANTASY SPORTS GAMERS AND 2015 NAA MEN’S ASKETALL TOURNAMENT 03/21/2016 A.G.A. NCAA TOURNAMENT VIEWERSHIP ANALYSIS NCAA Viewership

• The 2015 NCAA Men’s Basketball Tournament reached a larger concentration of Bracket/Fantasy Gamers, compared to the Total Population; this was consistent across each round of the tournament.

• Bracket/Fantasy Gamers spent 21% more minutes and watched 20% more NCAA Tournament Games than Non-Gamers. This was especially true for the Early Round Games.

• Overall Bracket/Fantasy Gamers watch more NCAA Tournament basketball than Non-Gamers, but Mobile Bracket/Fantasy Gamers are the most avid viewers. Mobile Gamers averaged 36% more minutes watching the Total Tournament.

American Gaming Association | Key Insights

425

288

140 149 125 75

508

341

150 148 124 76

422

286

139 149 125 75

Total Tournament Early Rounds Sweet Sixteen Elite Eight Final Four Championship

Average Minutes | P18+ | 2015 NCAA Men’s Basketball Tournament

Total Bracket/Fantasy Gamers Non Bracket/Fantasy Gamers

584 548

635

526 526 526

Total Fantasy Gamers Online Fantasy Gamers Mobile Fantasy Gamers

Avg. Minutes |M18+ | Total NCAA Tournament ‘15

Bracket/Fantasy Gamers Non Bracket/Fantasy Gamers

Page 4: A.G.A. NCAA TOURNAMENT VIEWERSHIP ANALYSIS · BRACKET/FANTASY SPORTS GAMERS AND 2015 NAA MEN’S ASKETALL TOURNAMENT 03/21/2016 A.G.A. NCAA TOURNAMENT VIEWERSHIP ANALYSIS NCAA Viewership

PERSONS 18+

Page 5: A.G.A. NCAA TOURNAMENT VIEWERSHIP ANALYSIS · BRACKET/FANTASY SPORTS GAMERS AND 2015 NAA MEN’S ASKETALL TOURNAMENT 03/21/2016 A.G.A. NCAA TOURNAMENT VIEWERSHIP ANALYSIS NCAA Viewership

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THE HIGHER CONCENTRATION OF BRACKET/FANTASY GAMERS HOVERS AROUND A 20% LIFT IN REACH PERCENT COMPARED TO NON-USERS ACROSS EVERY ROUND OF THE TOURNEY

39.0

28.5

18.6 17.2 15.3 16.8

46.2

36.0

23.5 22.3 20.8 23.1

38.8

28.2

18.4 17.0 15.2 16.6

Total Tournament Early Rounds Sweet Sixteen Elite Eight Final Four Championship

Reach Percent | P18+ | 2015 NCAA Men’s Basketball Tournament

Total Bracket/Fantasy Gamers Non Bracket/Fantasy Gamers

SOURCE: Nielsen National TV Toolbox, Reach & Frequency Report, American Gaming Association Users, Non-Users, and Total Audience of 2015 NCAA Men’s Basketball Tournament, 6 Minute Qualifier, Live+SD Viewing

Page 6: A.G.A. NCAA TOURNAMENT VIEWERSHIP ANALYSIS · BRACKET/FANTASY SPORTS GAMERS AND 2015 NAA MEN’S ASKETALL TOURNAMENT 03/21/2016 A.G.A. NCAA TOURNAMENT VIEWERSHIP ANALYSIS NCAA Viewership

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BRACKET/FANTASY GAMERS SPEND ABOUT 21% MORE MINUTES WATCHING THE NCAA TOURNEY, MOSTLY DURING THE EARLY ROUNDS OF THE TOURNAMENT

425

288

140 149 125

75

508

341

150 148 124

76

422

286

139 149 125

75

Total Tournament Early Rounds Sweet Sixteen Elite Eight Final Four Championship

Average Minutes | P18+ | 2015 NCAA Men’s Basketball Tournament

Total Bracket/Fantasy Gamers Non Bracket/Fantasy Gamers

SOURCE: Nielsen National TV Toolbox, Reach & Frequency Report, American Gaming Association Users, Non-Users, and Total Audience of 2015 NCAA Men’s Basketball Tournament, 6 Minute Qualifier, Live+SD Viewing

Page 7: A.G.A. NCAA TOURNAMENT VIEWERSHIP ANALYSIS · BRACKET/FANTASY SPORTS GAMERS AND 2015 NAA MEN’S ASKETALL TOURNAMENT 03/21/2016 A.G.A. NCAA TOURNAMENT VIEWERSHIP ANALYSIS NCAA Viewership

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BRACKET/FANTASY GAMERS ALSO AVERAGE ABOUT 20% MORE GAMES WATCHED, DUE IN LARGE PART TO THE EARLY ROUNDS

7.5

5.7

2.7 2.1

1.7 1.0

8.9

6.6

2.9 2.0 1.8

1.0

7.4

5.7

2.7 2.1

1.7 1.0

Total Tournament Early Rounds Sweet Sixteen Elite Eight Final Four Championship

Avg. Games Watched | P18+ | 2015 NCAA Men’s Basketball Tournament

Total Bracket/Fantasy Gamers Non Bracket/Fantasy Gamers

SOURCE: Nielsen National TV Toolbox, Reach & Frequency Report, American Gaming Association Users, Non-Users, and Total Audience of 2015 NCAA Men’s Basketball Tournament, 6 Minute Qualifier, Live+SD Viewing

Page 8: A.G.A. NCAA TOURNAMENT VIEWERSHIP ANALYSIS · BRACKET/FANTASY SPORTS GAMERS AND 2015 NAA MEN’S ASKETALL TOURNAMENT 03/21/2016 A.G.A. NCAA TOURNAMENT VIEWERSHIP ANALYSIS NCAA Viewership

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OVERALL BRACKET/FANTASY GAMERS WATCH MORE NCAA TOURNAMENT BASKETBALL THAN NON GAMERS, BUT MOBILE BRACKET/FANTASY GAMERS ARE THE MOST AVID VIEWERS

8.9 8.4

9.8

7.4 7.4 7.4

Total FantasyGamers

Online FantasyGamers

Mobile FantasyGamers

Avg. # Games | P18+ | Total NCAA Tournament ‘15

Bracket/Fantasy Gamers Non Bracket/Fantasy Gamers

SOURCE: Nielsen National TV Toolbox, Reach & Frequency Report, American Gaming Association Users, Non-Users, and Total Audience of 2015 NCAA Men’s Basketball Tournament, 6 Minute Qualifier, Live+SD Viewing

508 473

573

422 422 422

Total FantasyGamers

Online FantasyGamers

Mobile FantasyGamers

Avg. Minutes | P18+ | Total NCAA Tournament ‘15

Bracket/Fantasy Gamers Non Bracket/Fantasy Gamers

Page 9: A.G.A. NCAA TOURNAMENT VIEWERSHIP ANALYSIS · BRACKET/FANTASY SPORTS GAMERS AND 2015 NAA MEN’S ASKETALL TOURNAMENT 03/21/2016 A.G.A. NCAA TOURNAMENT VIEWERSHIP ANALYSIS NCAA Viewership

MALES 18+

Page 10: A.G.A. NCAA TOURNAMENT VIEWERSHIP ANALYSIS · BRACKET/FANTASY SPORTS GAMERS AND 2015 NAA MEN’S ASKETALL TOURNAMENT 03/21/2016 A.G.A. NCAA TOURNAMENT VIEWERSHIP ANALYSIS NCAA Viewership

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THE HIGHER CONCENTRATION OF GAMERS CONTINUES TO GROW AS THE TOURNAMENT PROGRESSES, STARTING WITH ABOUT 13% AND ENDING AT 21%

43.0

32.5

22.5 21.8 19.2 20.8

48.3

37.2

26.3 26.0 23.0 25.0

42.8

32.3

22.3 21.6 19.1 20.6

Total Tournament Early Rounds Sweet Sixteen Elite Eight Final Four Championship

Reach Percent | M18+ | 2015 NCAA Men’s Basketball Tournament

Total Bracket/Fantasy Gamers Non Bracket/Fantasy Gamers

SOURCE: Nielsen National TV Toolbox, Reach & Frequency Report, American Gaming Association Users, Non-Users, and Total Audience of 2015 NCAA Men’s Basketball Tournament, 6 Minute Qualifier, Live+SD Viewing

Page 11: A.G.A. NCAA TOURNAMENT VIEWERSHIP ANALYSIS · BRACKET/FANTASY SPORTS GAMERS AND 2015 NAA MEN’S ASKETALL TOURNAMENT 03/21/2016 A.G.A. NCAA TOURNAMENT VIEWERSHIP ANALYSIS NCAA Viewership

FEMALES 18+

Page 12: A.G.A. NCAA TOURNAMENT VIEWERSHIP ANALYSIS · BRACKET/FANTASY SPORTS GAMERS AND 2015 NAA MEN’S ASKETALL TOURNAMENT 03/21/2016 A.G.A. NCAA TOURNAMENT VIEWERSHIP ANALYSIS NCAA Viewership

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THE HIGHER CONCENTRATION OF BRACKET/FANTASY GAMERS STARTS OFF VERY STRONGLY, DROPS IN THE MIDDLE, BUT THEN PICKS UP AGAIN FOR THE FINAL FOUR AND CHAMPIONSHIP GAME

35.3

24.7

14.9 12.9 11.7 13.0

40.2

32.6

15.6 11.9

14.8 18.0

35.2

24.6

14.9 12.9 11.7 12.9

Total Tournament Early Rounds Sweet Sixteen Elite Eight Final Four Championship

Reach Percent | F18+ | 2015 NCAA Men’s Basketball Tournament

Total Bracket/Fantasy Gamers Non Bracket/Fantasy Gamers

SOURCE: Nielsen National TV Toolbox, Reach & Frequency Report, American Gaming Association Users, Non-Users, and Total Audience of 2015 NCAA Men’s Basketball Tournament, 6 Minute Qualifier, Live+SD Viewing