Über Sports nation

1. Über Sportsnation

2. By understanding the path of ÜBER SPORTS FANS online and their need for greaterengagement, advertisers learn to optimize and value different sports content appropriately

3. Agenda TAKING SPORTS ONLINE WHO IS THE ÜBER FAN? OPTIMIZING ADS ON SPORTS SITES ÜBER FANS AND YAHOO!

4. How we did it • 1,010 everyday online sports fans • 18 years of age or older • Normalized to actual behavior panel via comScore, must visit online sports sites more than once a week WHO WHAT • 20-minute online survey WHEN • November 2009 HOW • Study run by

5. Engagement is the key to increasing connection - AD EXPECTATION + Casual + ENGAGEMENT - Regular - INFLUENCER VALUE + ÜBER They go deep & expect the most - AD ATTENTION +

6. Taking sports online(we know you get it but it has to be said)

7. Key Facts STATS • A quarter of free time is spent on sports • The majority are online while watching sports • Sports is about community and sometimes not even my local team • It’s about multiple sports – following 4.6 to be exact • Weekdays & weekend consumption habits differ

8. Sports is part of daily life… STRONGLY AGREE - TOP 3 BOX (10PT. SCALE) I like to watch sports with my friends and family I follow my favorite sports teams every day I watch games/events, even if my favorite team(s) are not playing I am passionate about sports I follow my individual players every day I love to host a party to watch a game/event Other people think that I am fanatical about sports S13. Please indicate how much you agree with each statement on a 10 point scale? • Base: Total Online Sports Users, A18+, N=1010

9. …and users prove it by spending a quarter of their free time on it TIME SPENT ON SPORTS 11.6 Hours spent on Sports 25% Of Free Time spent on Sports 54% Visit Online Sports Sites Daily 6.1 Hours Spent on Online Sports Sites • Q1. How many hours per week do you spend on sports, going to/watching games, reading news, checking stats, etc.? • Q2. What proportion of your free time is spent on sports or sports activities? • S5. Online Sports Sites - Typically, how often do you visit online sports sites in general? • S6. And, about how many hours per week do you spend visiting online sports sites? • Base: Total Online Sports Users, A18+, N=1010

10. They follow multiple sports NUMBER OF SPORTS INTEREST IN… • Q3. What are all of the sports in which you are interested or that you like? • Base: Total Online Sports Users, A18+, N=1010

11. Online engagement patterns differ by parts of the week MEAN HOURS SPENT BY DAYPARTS HRS In the morning before I go to work or school At work or school during scheduled breaks At work or school during unscheduled breaks Mid-afternoon at online sports sites At home in the late afternoon at online sports At home in the evening at online sports At home during late night at online sports When traveling • Q14. Thinking about a typical week day, how many hours do you spend at online sports sites during the times or occasions below? • Q15. Thinking about a typical weekend day, how many hours do you spend at online sports sites during the times or occasions below? • Base: Total Online Sports Users, A18+, N=1010

12. Media meshing is part of the daily “game” SOURCES USED… 68% of Online Sports Fans go Online While Watching a Game or Event • S4. In which of the following activities do you participate? • Q6. Which of the following types of media or sources do you use for sports entertainment or to get sports information? • Base: Total Online Sports Users, A18+, N=1010

13. Online runs parallel to game time… I GO ONLINE TO DO THE FOLLOWING… Checking scores Getting info before a game/event GAME TIME When watching highlights after game Getting info during a game/event Watching or listening to games/events Watching or listening to playoffs… Watching or listening to championship games Reading articles NEWS Getting info when players are... Getting info during players scandals • Q10. Which of the following media or sources do you use to get the following information or to perform these sports activities? • Base: Online A18+, n=946

14. …and enable fans who want more I GO ONLINE TO DO THE FOLLOWING… Checking player statistics FANTASY Managing fantasy team Organizing fantasy league Watching videos PASSION Getting info during drafts Blogging • Q10. Which of the following media or sources do you use to get the following information or to perform these sports activities? • Base: Online A18+, n=946

15. Internet is a preferred media across sports activities… TOTAL ONLINE SPORTS USERS • Q11. Which of the different types of media do you prefer to use most to perform each of the following activities? • Base sizes vary

16. …with dedicated sports sites as top destinations WHEN I DO THE FOLLOWING ACTIVITY… I USE DEPTH OF ENGAGEMENT I USE • Q11. Which of the different types of media do you prefer to use most to perform each of the following activities? • Internet on a Computer Sources • Base sizes vary

17. Who is the Über fan?

18. Defining our fans

19. We aren’t talking peanuts BASED ON THE ESTIMATES OF THIS STUDY, THERE ARE… 15.1 Million Über Online Fans 60.2 Million Total Online Sports Fans 35.5 Million The Everyday Online Fans 9.6 Million Casual Online Sports Fans

20. Fans are frequently engaging with sports content online and off CASUAL FANS EVERYDAY FANS ÜBERFANS 6.3 Hrs Mean # hrs spent on sports 14% % of Free Time Spent on Sports 2.1 Hrs Mean # hrs spent on online sports sites • 11.7 Hrs • Mean # hrs spent on sports • 27% • % of Free Time Spent on Sports • 5.6 Hrs • Mean # hrs spent on online sports sites • 17.6 Hrs • Mean # hrs spent on sports • 39% • % of Free Time Spent on Sports • 14.1 Hrs • Mean # hrs spent on online sports sites • Q1. How many hours per week do you spend on sports, going to/watching games, reading news, checking stats, etc.? • Q2. What proportion of your free time is spent on sports or sports activities? • S6. And, about how many hours per week do you spend visiting online sports sites? • Base: Casual Fans: n=159; Everyday Fans: n=600; Über Fans: n=251

21. Nearly all online sports fans watch events live on TV and rely on the web for a variety of sports activities SPORTS FAN MEDIA ACTIVITIES… • S4. In which of the following activities do you participate? • Base: Casual Fans: n=159; Everyday Fans: n=600; Über Fans: n=251 Indicates percent is significantly higher/lower than total online sports users at 90% confidence

22. ÜBER FANS GO THE DISTANCE Checking scores Checking player statistics Getting info before a game/event Reading articles Researching sports Getting info/watching highlights after a game/event Getting info when players are injured Getting info during a game/event Watching Videos Getting info during player scandals EVERYDAY FANS ARE ALSO… Getting info during drafts Watching or listening to games/events Getting info/watching highlights after a game/event Getting info when players are injured Getting info during a game/event Watching or listening to playoffs/tournaments Watching Videos Getting info during player scandals Getting info during drafts Watching or listening to games/events Watching or listening to championship games Watching or listening to playoffs/tournaments Blogging Managing fantasy team Organizing fantasy team Watching or listening to championship games CASUAL FANS ARE… Checking scores Checking player statistics Getting info before a game/event Reading articles Researching sports • Q10. Which of the following media or sources do you use to get the following information or to perform these sports activities? Internet Media. • Represents Activities which 60% or more of fans perform online

23. The depth of engagement and gap is what surprises ONLINE SPORTS FAN ACTIVITIES… • S4. In which of the following activities do you participate? • Base: Casual Fans: n=159; Everyday Fans: n=600; Über Fans: n=251 Indicates percent is significantly higher/lower than total online sports users at 90% confidence

24. Fantasy sports opens new opportunities for doing more online DOING MORE… • Q16. Thinking about the time you’ve started playing Fantasy Sports, would you say you are doing the following things more often, about the same, or less often than before you started playing Fantasy Sports? • Base: Everyday: n=208; Über Fans n=195 Indicates percent is significantly higher/lower than total online sports users at 90% confidence

25. ÜBER FANS carry that love through other expressions 97% Follow favorite teams every day 94% Own team apparel 56% Have season tickets to one or more teams 96% Like to watch sports with friends and family 80% Love to host a party to watch a game or event • S4. In which of the following activities do you participate? • S13. Please indicate how much you agree with each statement on a 10 point scale? Top 3 Box (10pt. scale) • Base: Über Fans: n=251

26. OPTIMIZING ADS ON SPORTS SITES

27. Key Facts STATS • Speak to them how you want to be perceived, not how you think they want you to speak to them • Ads they want aren’t exactly the ads they expect • ÜBER FANS are great targets for your message • It’s not always just about sports content online

28. Users have high expectations when it comes to good advertising, ÜBER FANSwant engagement I STRONGLY AGREE WITH THE FOLLOWING WHEN IT COMES TO ADS ON SPORTS SITES… 69% of über sports users strongly agree with this statement compared to only 32% of casual fans • Q20. Please indicate how much you agree with each statement below. Top 3 Box (10pt. Scale) • Base: Total Online Sports Users, A18+, N=1010

29. Ads they expect to see don’t necessarily align with interests… I EXPECT TO SEE THESE ADS VS. ADS I’M INTERESTED IN SEEING • Q24. Which of the following categories of products would you expect to see advertised on online sports sites? Base: Total Online Sports Users, A18+, N=10110 • Q25. And, of these categories of products, in which are you interested? Base: n=973

30. …with the discrepancy across multiple categories I EXPECT TO SEE THESE ADS VS. ADS I’M INTERESTED IN SEEING • Q24. Which of the following categories of products would you expect to see advertised on online sports sites? Base: Total Online Sports Users, A18+, N=10110 • Q25. And, of these categories of products, in which are you interested? Base: n=973

31. Sports users want brands to be themselves: Tone-of-voice is IMPORTANT… IF ADVERTISERS SPOKE IN THIS TONE ON A SPORTS SITE, I’D FIND THEIR ADS MORE COMPELLING… Users could choose from a list of over 15-attributes such as: passionate, funny, trendy, and believable:

32. …but that voice varies by sports IN ORDER TO IMPROVE ADS ON SPORTS SITES, I’D LIKE THE FOLLOWING GREY MEANS STATISTICALLY DIFFERENT FROM AVERAGE • Q19. In order to improve the advertising on online sports sites, please rate the desirability of rate the desirability of the following statements. Top 3 Box (10pt. Scale) • Base sizes vary

33. ÜBER FANS, specifically, want more out of the ads… GREY INDICATES THAT >60% STRONGLY AGREE (TOP 3 BOX (10PT. SCALE)) THAT [STATEMENT] WOULD IMPROVE ADS ON SPORTS SITES… • Q19. In order to improve the advertising on online sports sites, please rate the desirability of rate the desirability of the following statements. Top 3 Box (10pt. Scale) • Base: Casual: n=159; Everyday: n=600; Über Fans n=251

34. …and expect to see ads, even on paid sites SPORTS FANS AGREE… Q23. Now we’d like you to think about advertising. For each one, please mark the box that comes closest to describing how much you agree or disagree (Strongly/Somewhat Agree) Base: Casual Fans: n=159; Everyday Fans: n=600; Über Fans: n=251

35. ÜBER FANS are people you’d like to connect with • S14. Which of the following products and services that you own for personal use (not for business)? • Q36. Please indicate which statement you most agree with? : Top Box Summary • Base: Casual Fans: n=159; Everyday Fans: n=600; Über Fans: n=251 Indicates percent is significantly higher/lower than total online sports users at 90% confidence

36. Thinking about the consumer out of their sports lives is key for cross selling ad opportunities I GO ONLINE TO DO THE FOLLOWING AT LEAST ONCE A DAY… • Q38. How often do you use the Internet to do each of the following on a desktop, laptop or notebook computer? • Base: Total Online Sports Users, A18+, N=1010

37. Über fans & Yahoo!

38. Yahoo! goes deep with the advertising in mind “Yahoo is my home page and I spend quite a bit of time there.” “It has a nice balance of everything I am interested in.” “They have all sports available on the home page. Also, on Rivals.com you can get many college scores easily.” “Because of the layout, limited ads, and user interactivity (e.g. message boards for college football).” “It has all the information that I want.” “It’s all inclusive and easy to navigate.”

39. Yahoo! is the Leading Property in the Sports Space TOP GENERAL SPORTS SITES - comScore SOURCE: comScore | US Total Audience | January 2010

40. Yahoo! Sports users prove it by spending more time doing sports related activities online TIME SPENT ON SPORTS General Online Sports Users Yahoo! Fantasy Users • S6. And, about how many hours per week do you spend visiting online sports sites? • Base: General Online Sports Users n=206; Yahoo! Sports/Rival Users: n=804; Yahoo! Fantasy Users: n=176

41. …and Yahoo! Sports Users are more passionate about following multiple sports online Indicates percent is significantly higher/lower than general online sports users at 90% confidence • Q3A. For which sports do you go online to watch games/highlights, read news about, check stats, etc.? • Base: Yahoo! Sports/Rivals.com Users n=804

42. Yahoo! Sports Users are positive about brands that sponsor sports sites and are more likely to be advocates • 52% think that brands that advertise on sports websites are cool • 56% more likely to pay attention to/notice an advertisement on a sports site than other sites • 35% strongly agree if they find a great new product or service, they tend to tell everyone they know AGREE • Q23. Now we’d like you to think about advertising. For each one, please mark the box that comes closest to describing how much you agree or disagree. (Top 2 Box (5pt. Scale)) • Q36. How much do you agree with each of the following? (Top Box (4pt. Scale)) • Base: Yahoo! Sports /Rivals.com Users: n=804

43. Yahoo! extends sports with a mobile experience • VISITING YAHOO! BY TECHNOLOGY • Q35A. Which devices do you use to access Yahoo!? • Base: Yahoo! Sports/Rival Users: n=804; Yahoo! Fantasy Users: n=176

44. Yahoo! Sports attracts a greater proportion of ÜBER FANS…

45. …that visit more DAILY across our many sports offerings, including blogs and video Scale Pages • Q28. How often do you visit these specific areas on Yahoo! Sports/Rivals.com sites? DAILY • Base: Casual: n=93; Everyday: n=476; Über Fans n=234 Indicates percent is significantly higher/lower than all others at 90% confidence

46. …that visit more DAILY across our many sports offerings, including blogs and video Deeper Pages Richest Engagement • Q28. How often do you visit these specific areas on Yahoo! Sports/Rivals.com sites? DAILY • Base: Casual: n=93; Everyday: n=476; Über Fans n=234 Indicates percent is significantly higher/lower than all others at 90% confidence

47. Engagement is the key to increasing connection - AD EXPECTATION + Casual + ENGAGEMENT - Regular - INFLUENCER VALUE + ÜBER They go deep & expect the most - AD ATTENTION +

48. Conclusions • Sports Fans are actively engaged online • Online Sports Fans spend 25% of their free time on sports and 54% of fans visit online sports sites daily • Fans prefer both the depth of information and the availability of real-time information provided by the Internet • Sport Fans appreciate sponsors who help bring them free sports content • As long as the content of the advertising is personally relevant to their needs and to the site content • Ads need to be fresh (avoid repetition), relevant, and compelling • A broader mix of categories may satisfy their desire for less repetitive advertising • Advertising interests include stereotypical male-orientated categories (i.e. beer and cars), but also reach well beyond to include just about all types of household categories

49. Conclusions • Sports Fans are looking for advertising to be authentic • What makes compelling advertising for Sport users varies by category • Yahoo! Sports Users are marketers’ sweet spot • They have a greater proportion of ÜBER FANS • They spend a lot of time online doing sport activities and spend time across a wide range of Yahoo! properties - both via their PC and mobile devices. • They appreciate site sponsors and also tend to be influencers

50. Implications • IMPLICATION • More ad value should be given to this content The Über sports fan are most engaged with fringe areas of sports sites such as blogs, stats and draft information IMPLICATION This is the right audience for your message They are influencers and new product lovers IMPLICATION Advertising should be further optimized as you go on deeper connection pages than even the large scale pages like the front page Über Fans have differing expectations for advertisement IMPLICATION Help make a better experience for high user engagement Their ad expectations of sports sites don’t match their interest