Copyright2018 The Nielsen Company2Welcome to Nielsen’s Year in Sports Media 2017 Report, a compilationof media highlights, sponsorship trends and consumer insights acrossleading sports properties.As the sports and entertainment industry continues to evolve, so have ourdata and insights around sports consumers, enabling our clients to get adeeper understanding of the fan. In 2017, we saw many familiar matchups and faces in the winner’s circle,including the Crimson Tide, the Tar Heels, the Warriors and the Penguins. However, fans were also introduced to some new faces and teams,including the amazing run of the Houston Astros to their frst World SeriesChampionship in franchise history, the Eagles’ thrilling Super Bowl winover the Patriots, 37-year-old Martin Truex Jr. hoisting his frst MonsterEnergy NASCAR Cup trophy and Sergío Garcia fnally breaking through atAugusta for his frst golf major. Our favorite teams and athletes provided many indelible memories forfans. Even with the proliferation of devices and unprecedented mediafragmentation, sports content continued to thrive in 2017. Sports providedan ideal platform for brands to reach passionate consumers throughcompelling content.Nielsen Sports produces this report each year with the mission to driveconversations. These conversations fulfll our intention to better knowand serve you. We curated favorite moments for each sport across ourexperts because, at the end of the day, we are the modern sports fans. Weencourage you, as you read, to similarly enjoy the amazing moments fromthe past year in sports.Thank you very much for your contributions, and we hope you enjoy thesehighlights from across Nielsen’s wealth of consumer and media insights.The past year continued to prove that sports content across all mediaplatforms continues to fourish and prosper. “WE ARE THEMODERN SPORTS FANS” JON STAINERManaging Director, Americas Nielsen Sports STEPHEN MASTERGlobal Head of FederationsNielsen Sports INTRODUCTION Copyright2018 The Nielsen Company3 CONTENTS NFL 4 NBA 6 MLB8 NHL 10 SOCCER 13 MLS 12 GOLF 14 UFC/BOXING 16 NCAA 18 NASCAR 20 INDYCAR 22 TENNIS 23 ESPORTS 24 TOP ADVERTISERS & SPONSORS 32 TRENDS 28 SOURCES 35Copyright2018 The Nielsen Company4NFL viewership from Septemberthrough December of 2017 toutedthe greatest OOH lift amongpersons 18-24. This age group hasnot given up viewing; it simplyviews diferently than its oldercounterparts. This group willseek to consume sports contentwherever they may go, whetherthat is at the gym, in the ofce, ata bar/restaurant or at a friend’shome. THE NFL ENGAGED YOUNG, BICOASTAL FANS NFL PACIFIC 22% EASTERN 22% MOUNTAIN 12% CENTRAL 14% 20172018 More than 103.4 million viewers watched the PhiladelphiaEagles, led by back-up quarterback Nick Foles, defeat TomBrady’s New England Patriots in Super Bowl LII. Even withincreased focus on the political landscape, social activismand, most importantly, changing media consumptionhabits, the league’s programming dominated much of thetop 100 televised programs in 2017, despite a 9% declinein average viewership during the regular season. Newemphasis on out-of-home (OOH) viewership of the NFL shedlight on the diversity of its fan base across demographicsand locations. THURSDAY NIGHTKICKOFF Kansas City Chiefs vs.New England PatriotsNBC 09/07 21.85.7M 942K THANKSGIVINGCLASSIC Los Angeles Chargersvs. Dallas CowboysCBS 11/23 26.32.4M 327K AFC WILD CARD*Tennessee Titans vs.Kansas City Chiefs ESPN, ABC 01/06 22.23.6M 668K SUNDAY NIGHTFOOTBALL KICKOFF New York Giants vs.Dallas Cowboys NBC 09/10 24.46.7M 527K NFC WILD CARDCarolina Panthers vs.New Orleans SaintsFOX 01/07 31.14.0M 578K THE NFL FACED HEADWINDS IN 2017. P18-24 NFL REGULAR SEASON VIEWERSHIP OOH LIFT BY TIME ZONE TIMELINE OF TV VIEWERSHIP HIGHLIGHTSFACEBOOK TV INTERACTIONSTWITTER TV INTERACTIONS AVG. # OF U.S. TV VIEWERS IN MILLIONS*AFC Wild Card simulcast on ESPN and ABC. Social interactions counted for the frst network listed for AFC Wild Card.。。。。。。