NFL Playbook

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NFL Playbook
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BACKGROUND

•  ESPNs Monday Night Football is the most-watched
  series in cable television history and the only
  NFL series nominated for a Sports Emmy in the
  Outstanding Live Sports Series category both the
  past two years. 

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2007 MNF ON ESPN RE-CAP

• In 2007, ESPNs second season of Monday Night
  Football solidified its position as the most
  watched series in cable history.
• MNF averaged an 8.6 rating and 8,277,000 homes
  (11,230,000 P2) the accompanying Monday Night
  Surround content on ESPN.com sparked an increase
  of Monday traffic to the site of 36 over the
  previous season.
• In two seasons on ESPN, Monday Night Football has
  registered seven of the top 10 all-time biggest
  household audiences in cable history, led by
• 12/3/2007 New England Patriots-Baltimore Ravens
  telecast attracted cables largest audience ever
  with 17.5 million viewers 

Source Nielsen Media Research,12/23/2007
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MNF A CABLE SUCCESS STORY

• Consistently delivering the biggest audiences
  with its NFL telecasts, ESPN NFL has claimed 7 of
  the top 10 cable programs of all-time!

Excludes Breaking News Source Nielsen Media
Research thru 12/3/07
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2007 Highlights

• ESPN led all networks cable or broadcast in
  delivery of all key male demos on Mondays in
  primetime men 18-34, men 18-49 and men 25-54.
• ESPN was the most-watched network cable or
  broadcast in primetime on Monday.
• Since the start of the NFL season, ESPN has lead
  all cable networks in overall household delivery
  in primetime.
• An average of 2,329,00 households throughout the
  week.
• For the past 11 consecutive weeks, ESPN has led
  all cable networks in delivery of adult men on a
  total-day basis, as well as men 18-54.

Source Nielsen Media Research,12/23/2007
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NFL TOPS THE CHARTS

• The NFL remains Americas favorite spectator
  sport with more than two-thirds (70.5) of
  Americans identifying themselves as fans
  ranking as the 1 sport over the past 14 years.
• Six NFL teams rank among the top 10 most popular
  sports teams overall
• Dallas Cowboys, Pittsburgh Steelers, Green Bay
  Packers, Indianapolis Colts, New England
  Patriots, Chicago Bears
• Three NFL Players rank among the top 10 most
  popular athletes overall
• Peyton Manning, Brett Favre, Tom Brady

Source ESPN Sports Poll 2007
Source ESPN Sports Poll 2007
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LOTS OF FANS WITH LOTS OF INTENSITY
Number of Avid Fans as a of overall Fans

• In addition to having the largest overall fan
  base, the NFL ranks 1 among all sports in Fan
  Intensity.
• Nearly half (49.4) of NFL fans consider
  themselves an Avid Fan out-performing sports like
  College Football and NASCAR which we commonly
  think of as avid sports.
• The NFLs avid fan base is also growing with 25
  more avid fans in 2007 than there were in 2002.

Source ESPN Sports Poll 2007partial year data
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BRANDS THAT RESONATE

• Monday Night Football is the most-successful and
  longest-running primetime sports program in the
  history of television
• Monday Night Football has a 38-year tradition of
  appointment viewing
• ESPN and Monday Night Football combine two of the
  strongest names in sports.

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MENS FAVORITE PROGRAMMING ARE ON ESPN

• Marketing Evaluations, Inc. recently released
  their Cable Q report for programs in Q.4 06.
  ESPN programming accounted for 3 out of the top
  10 ad-supported programs named as a favorite
  among M18, M18-49, and M25-54, with Monday Night
  Football and SportsCenter ranking in the 1 and
  2 spots for each of these age groups. Four ESPN
  programs placed in the top 10 favorites among
  M18-34. SportsCenter and Monday Night Football
  also ranked in the top ten among Hispanics (4
  and 7, respectively) and African-Americans (9
  and 4, respectively).

Source Marketing Evaluations, Inc. Q.4 Cable Q
Report
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NFL VIEWERS ARE TARGET CONSUMERS

• ESPN NFL viewers consume a wide variety of
  products, and are a fit for a vast array of
  advertisers.

Source MRI Custom Cable, 2008 Includes Sunday
NFL Countdown, Monday Night Countdown, NFL
Primetime, NFL Live
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AGAINST THE COMPETITION

• Monday Night Football out-delivered NBCs Sunday
  Night Football among Men 18-34 three times this
  season.
• 10/22 Colts vs. Jaguars
• 12/3 Patriots vs. Ravens
• 12/17 Bears vs. Vikings
• NBC ratings were -10 lower than last season
  among HHs resulting in the lowest-rated/least-view
  ed season ever for a broadcast prime NFL window.
• ESPN is 36 more concentrated with M18-34 HHI
  100K than both FOX CBS.
• ESPNs Sunday NFL Countdown out-delivered CBS
  NFL Today among M18-34, M18-49 and P18-34.
• MNF engagement levels among men are from higher
  than in Sunday afternoon telecasts on CBS (15)
  FOX (17) and Sunday Night Football (8)

Source Nielsen Media Research,12/23/2007
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FUTURE CONNECTIONS

• City-by-City
• ESPNEWS visits 10 NFL cities in October and
  focuses on
• local NFL teams through the eyes of local beat
  writers and fans.
• Football Fridays
• Full day of NFL and College football on ESPNEWS
• Chris Mortensen on ESPN Radio
• September- December

• Conference Blog Network
• Conference-specific bloggers keep tabs on every
• NFL team throughout the season

• Chalk Talk MNF Luncheon Series
• ESPN-hosted event in 12 MNF host cities with
  on-air talent, NFL
• executives and former players breaking down that
  night's MNF
• Match-up.

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CONTENT CONNECTION

• Ratings up among all key demos

• Ratings 17 among A 18-34

• Ratings18 among M18-34. Out delivered CBSs NFL
  Today among M18-34, M18-49 and P18-34.

• Ratings up among all double digit males

• Ratings 5 among M18-34

• Most-viewed show 4th qtr. Double-digit rating
  increase for Sunday Mornings (89 M18-34)

Source Nielson Media Research Includes
re-airs
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SUNDAYS START ON ESPN

• The 2007 Sunday NFL Countdown ratings were up
  from 2006 across all key demos.
• 4 out of the top 10 most-viewed regular season
  SNCs aired in 2007.
• Nearly one-third (30) of all SNC viewers are Men
  18-34 Only 10 of all TV viewer are Men 18-34.

HH 36 M18-34 22 M18-49
13 M25-54 3
Sunday Night Countdown 2007 vs. 2006 US Rtgs
Increase
Source Nielsen Media Research, Regular Season
T/C Only
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MNF SUPPORT PROGRAMMING

• Winner of the 2007 Sports Emmy Award for Best
  Weekly Studio Show. Chris Berman and Tom Jackson
  will be joined in studio by former Pro Bowl wide
  receiver, Keyshawn Johnson and Emmitt Smith, the
  NFLs all-time leading rusher and future Hall of
  Famer, in previewing all the Sunday NFL games and
  storylines. Mike Ditka and Chris Mortensen will
  join the group bringing an entertaining weekly
  dose of NFL news and analysis from start to
  finish. During the football season, join the team
  Sundays at 11 AM ET on ESPN. Also on ESPN HD.

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MNF SUPPORT PROGRAMMING

• Year round NFL news and information weekday show.
  Tune in for 30 minutes of NFL news, live from
  ESPN studios. NFL Live offers a fast paced, in
  depth look at all the days top NFL stories. The
  host and analysts offer opinions on players,
  teams, coaches and issues from around the league.
  You'll know exactly who's hotand who's hurt.
  Tune in weekdays at 330 PM ET ON ESPN. Also on
  ESPN HD.

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MNF SUPPORT PROGRAMMING

• NFL Primetime has been required viewing for NFL
  fans for 20 years. Live from the ESPN studio on
  Mondays, NFL PrimeTime recaps all of Sundays
  action, including the biggest and best plays,
  with expert insight to NFL news and coverage.
  Catch it Mondays during Monday Night Football
  season at 430 PM ET ON ESPN. Also on ESPN HD.

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MONDAY NIGHT ON ESPN

• The 2007 Monday Night Countdown ratings for
  M18-34 were up from 2006.
• Nearly one-third (30) of all MNC viewers are Men
  18-34 Only 10 of all TV viewer are Men 18-34.

Monday Night Countdown 2007 vs. 2006 US Rtgs
Increase
Source Nielsen Media Research, Regular Season
T/C Only
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MNF SUPPORT PROGRAMMING

• Kick your week off with ninety minutes of live
  analysis, interviews, news and reports from the
  sidelines of ESPN's Monday Night Football game.
  Join host Chris Berman and Tom Jackson to review
  Sunday's games and give fans an update on the
  latest league news. Then, they look ahead to the
  upcoming Monday night game and match-ups for the
  week to come. Mondays at 7 PM ET on ESPN. Also
  on ESPN HD

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2008 MNF PRE SEASON SCHEDULE
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2008 MNF REGULAR SEASON SCHEDULE
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2008 MNF REGULAR SEASON SCHEDULE
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