College Sports Fans - Money to Spend

PURCHASE INTENT

College sports attendees shop retail outlets more often than the national average

Here are three useful ways to use this information (among others)

1) Meet with a prospect who has been hesitant to schedule a meeting I bet the local bike shop does

not know that college sports attendees are nearly TWICE as likely to shop his or her store than the

national average

2) Use a touch point when you are awaiting feedback from a prospectclient If you have a pitch out

to a day spa and have not heard back make certain they know that college sports attendees are

68 more likely to visit day spas than the national average

3) Gain new prospects in new categories If you have not hit up the local dry cleaner florist or pool

supply store you now have reason to give them a call

Dry Cleaners 6 deals that average 12K per school Pet Supply 7deals that average 27K per school

Salon amp Spas 7 deals that average 165K per school Bookstore 32 deals that average 215K per school

Jewelry 40 deals that average 18K per school AudioVideo 17 deals that average 13K per school

A fan is an adult 18+ who has watched attended or listened to a game in the last 12 months

Source Scarborough Sports Marketing Multi-Market DMA 2011 Release 2

COLLEGE SPORTS ATTENDEES ARE MORE LIKELY TO SHOP RETAIL OUTLETS

REACH THE BEST RETAIL PROSPECTS

0 20 40 60 80 100 120 140 160 180 200

Any pet supply store

Any toy store

Any bookstore

Any musicvideo store

Any poolspa supply store

Any arts amp crafts store

Any beautyhair salon

Any art gallery

Any jewelry store

Any dry cleaner

Any florist

Any bridal shop

Any day spa

Any bicycle shop

108

108

115

117

126

127

130

141

141

155

155

159

168

198

College Sports Attendee

INDEX FOR COLLEGE SPORTS ATTENDEES amp SHOPPING RETAIL OUTLETS PAST 12 MONTHS

DID YOU KNOW

College Sports Attendees

are 41 more likely to

shop any jewelry store

We Reach Attractive Fans

18 more likely to buy a new car

14 more likely to own 3+ cars

36 more likely to spend $35K+

1 RaleighDurham ndash 177

2 Des MoinesAmes ndash 175

3 New Orleans ndash 163

4 Memphis ndash 160

5 MobilePensacola ndash 159

6 Syracuse ndash 158

7 Little Rock ndash 157

8 Columbus ndash 157

9 Oklahoma City ndash 153

10 Tulsa ndash 150

AUTO DEALERS

General Motors spent over $170 million in 2011 on sponsorship 10 of the top 87 spenders were auto dealers

Needless to say the auto market is back to their old spending ways

We bringhellip

A loyal and passionate fan base who is 18 more likely to buy vehicles and will again spend more this year

bull 217 deals in 2012-13 totaling over $111M up 19 from 2011-12

bull Average deal is over 51K ndash The average property has 4 auto dealers as sponsors

bull Auto Dealers rank 5 among the 64 categories ahead of beverage and fast food

bull In 2012 we have contracts with all the major auto dealers across the country

Top 10 DMAs for College Sports Fans and their

intent to purchase new vehicles this year 1 General Motors

2 Toyota

3 Ford

4 Mercedes

5 Chrysler

6 Honda

7 Kia

8 BMW

9 Volkswagen

10 Hyundai

Top 10 spenders in the auto industry

Source Scarborough Sports Marketing 2012 Source IEG Sponsorships

Source Scarborough Sports Marketing 2012

A fan is an adult 18+ who has watched listened or attended a game in the last 12 months


GROW YOUR BUSINESS WITH LEARFIELD SPORTS

REACH CAR BUYING PROSPECTS

00

50

100

150

200

250

300

Acura Audi BMW Buick Chrysler Dodge Ford Honda Hyundai Infiniti Jeep Lexus Lincoln Mercedes Nissan Toyota

19

07

20

41 47

101

239

146

41

10

46

24

15 18

87

192

22

08

22

46 50

102

251

159

42

11

53

29

17 20

87

200

National Average College Sports Fan

MARKETSHARE amp INDEX -- MAKE OF ANY VEHICLE OWNED OR LEASED

(118)

(108)

(112)

(113)

(108)

(101)

(105)

(109)

(102)

(111)

(115)

(121)

(113)

(113)

(101)

(104)



FANS PURCHASE NEW VEHICLES BECAUSE OF VALUE SELECTION AND DEALER REPUTATION


00

50

100

150

200

250

300

Financingthrough dealer

Location Price - value Reputation ofdealer

Selection ofmakesmodels

Service Warranty Other reason

87

151

240

156 163

103

72 75

86

168

271

181 184

117

79 79


PRIMARY REASONS USED CAR DEALER TO PURCHASE LAST NEW VEHICLE



OVER 10 OF ATTENDEES PLAN TO BUY A NEW CAR THIS YEAR


00

20

40

60

80

100

120

Compact car Full-size car Luxury vehicle Midsize car Pickup truck Sport utilityvehicle

Van or mini-van Any NewVehicle

11 08

11

16

12

20

07

74

12 09

14

19

14

26

07

87

15

10

18

23

16

33

07

104

National Average College Sports Fan College Sports Attendee

VEHICLES HHLD PLANS TO BUY NEW NEXT 12 MONTHS

FUN FACT

College Sports Attendees are

41 more likely to purchase a

new vehicle this year



COLLEGE FANS WILL SPEND MORE ON NEW VEHICLES THIS YEAR


00

05

10

15

20

25

30

35

40

45

Under $20000 $20000 - $29999 $30000 - $44999 $45000 or more

29

31

17

07

28

36

21

09

32

41

27

13


AMOUNT HHLD PLANS TO SPEND ON A NEW VEHICLE NEXT 12 MONTHS

DID YOU KNOW


are TWICE as likely to spend

$45K or more on a new

vehicle this year



COLLEGE SPORTS FANS ARE THE MOST AFFLUENT FANS IN ALL OF SPORTS

REACH AN AFFLUENT FAN BASE

Fan Demo Comparison National Average

Gender Male 487 597 630 574 567 643

College graduate (4 year college) 271 325 312 303 295 216

Marital status Married 548 589 545 579 577 591

Occupation Professional amp Related Occupations

143 162 158 154 151 117

Household income $50000 or more 529 599 586 595 584 545

Own a home 674 733 662 709 707 723



COLLEGE SPORTS ATTENDEES ARE MORE LIKELY TO SHOP RETAIL OUTLETS

REACH THE BEST RETAIL PROSPECTS

0 20 40 60 80 100 120 140 160 180 200

Any pet supply store

Any toy store

Any bookstore

Any musicvideo store

Any poolspa supply store

Any arts amp crafts store

Any beautyhair salon

Any art gallery

Any jewelry store

Any dry cleaner

Any florist

Any bridal shop

Any day spa

Any bicycle shop

108

108

115

117

126

127

130

141

141

155

155

159

168

198

College Sports Attendee

INDEX FOR COLLEGE SPORTS ATTENDEES amp SHOPPING RETAIL OUTLETS PAST 12 MONTHS

DID YOU KNOW


are 41 more likely to

shop any jewelry store








4 Memphis ndash 160






10 Tulsa ndash 150

AUTO DEALERS



We bringhellip








2 Toyota

3 Ford

4 Mercedes

5 Chrysler

6 Honda

7 Kia

8 BMW

9 Volkswagen

10 Hyundai








00

50

100

150

200

250

300


19

07

20

41 47

101

239

146

41

10

46

24

15 18

87

192

22

08

22

46 50

102

251

159

42

11

53

29

17 20

87

200



(118)

(108)

(112)

(113)

(108)

(101)

(105)

(109)

(102)

(111)

(115)

(121)

(113)

(113)

(101)

(104)





00

50

100

150

200

250

300





87

151

240

156 163

103

72 75

86

168

271

181 184

117

79 79







00

20

40

60

80

100

120



11 08

11

16

12

20

07

74

12 09

14

19

14

26

07

87

15

10

18

23

16

33

07

104



FUN FACT








00

05

10

15

20

25

30

35

40

45

Under $20000 $20000 - $29999 $30000 - $44999 $45000 or more

29

31

17

07

28

36

21

09

32

41

27

13



DID YOU KNOW




vehicle this year






Gender Male 487 597 630 574 567 643




143 162 158 154 151 117


Own a home 674 733 662 709 707 723








4 Memphis ndash 160






10 Tulsa ndash 150

AUTO DEALERS



We bringhellip








2 Toyota

3 Ford

4 Mercedes

5 Chrysler

6 Honda

7 Kia

8 BMW

9 Volkswagen

10 Hyundai








00

50

100

150

200

250

300


19

07

20

41 47

101

239

146

41

10

46

24

15 18

87

192

22

08

22

46 50

102

251

159

42

11

53

29

17 20

87

200



(118)

(108)

(112)

(113)

(108)

(101)

(105)

(109)

(102)

(111)

(115)

(121)

(113)

(113)

(101)

(104)





00

50

100

150

200

250

300





87

151

240

156 163

103

72 75

86

168

271

181 184

117

79 79







00

20

40

60

80

100

120



11 08

11

16

12

20

07

74

12 09

14

19

14

26

07

87

15

10

18

23

16

33

07

104



FUN FACT








00

05

10

15

20

25

30

35

40

45

Under $20000 $20000 - $29999 $30000 - $44999 $45000 or more

29

31

17

07

28

36

21

09

32

41

27

13



DID YOU KNOW




vehicle this year






Gender Male 487 597 630 574 567 643




143 162 158 154 151 117


Own a home 674 733 662 709 707 723





00

50

100

150

200

250

300


19

07

20

41 47

101

239

146

41

10

46

24

15 18

87

192

22

08

22

46 50

102

251

159

42

11

53

29

17 20

87

200



(118)

(108)

(112)

(113)

(108)

(101)

(105)

(109)

(102)

(111)

(115)

(121)

(113)

(113)

(101)

(104)





00

50

100

150

200

250

300





87

151

240

156 163

103

72 75

86

168

271

181 184

117

79 79







00

20

40

60

80

100

120



11 08

11

16

12

20

07

74

12 09

14

19

14

26

07

87

15

10

18

23

16

33

07

104



FUN FACT








00

05

10

15

20

25

30

35

40

45

Under $20000 $20000 - $29999 $30000 - $44999 $45000 or more

29

31

17

07

28

36

21

09

32

41

27

13



DID YOU KNOW




vehicle this year






Gender Male 487 597 630 574 567 643




143 162 158 154 151 117


Own a home 674 733 662 709 707 723





00

50

100

150

200

250

300





87

151

240

156 163

103

72 75

86

168

271

181 184

117

79 79







00

20

40

60

80

100

120



11 08

11

16

12

20

07

74

12 09

14

19

14

26

07

87

15

10

18

23

16

33

07

104



FUN FACT








00

05

10

15

20

25

30

35

40

45

Under $20000 $20000 - $29999 $30000 - $44999 $45000 or more

29

31

17

07

28

36

21

09

32

41

27

13



DID YOU KNOW




vehicle this year






Gender Male 487 597 630 574 567 643




143 162 158 154 151 117


Own a home 674 733 662 709 707 723





00

20

40

60

80

100

120



11 08

11

16

12

20

07

74

12 09

14

19

14

26

07

87

15

10

18

23

16

33

07

104



FUN FACT








00

05

10

15

20

25

30

35

40

45

Under $20000 $20000 - $29999 $30000 - $44999 $45000 or more

29

31

17

07

28

36

21

09

32

41

27

13



DID YOU KNOW




vehicle this year






Gender Male 487 597 630 574 567 643




143 162 158 154 151 117


Own a home 674 733 662 709 707 723





00

05

10

15

20

25

30

35

40

45

Under $20000 $20000 - $29999 $30000 - $44999 $45000 or more

29

31

17

07

28

36

21

09

32

41

27

13



DID YOU KNOW




vehicle this year






Gender Male 487 597 630 574 567 643




143 162 158 154 151 117


Own a home 674 733 662 709 707 723






Gender Male 487 597 630 574 567 643




143 162 158 154 151 117


Own a home 674 733 662 709 707 723

Documents

College Sports Fans - Money to Spend