An fan is an adult who has watched, attended or listened to a game in the last 12 months

Source: Scarborough Research Multi-Market DMA 2010 Release 2

WHY COLLEGE SPORTS
COLLEGE SPORTS VS. PRO SPORTS FANS
Advantages of College Sports
 College sports are not subject to lockouts or strikes  Year-round activation opportunities  More cost effective than pro sports  Increase brand credibility by aligning with top-tier athletic programs  Nearly as many women are college sports fans as are NFL fan  College sports is about as popular as the NFL and beats both the MLB and NBA

College sports reaches America:

Success Story:

181

176

156

132

“We at Pepsi believe we have a great opportunity to influence loyal sports fans by partnering with Colorado University Athletics. College students are making decisions regarding what brands they trust and we feel this is a great opportunity to grow our business and support Colorado Athletics. “ -Chris Harr, VPGM at Pepsi Bottling Company

122

*Millions of fans

COLLEGE vs. PRO

Source: ESPN/TNS Sports Poll; Scarborough Sports Marketing

WHY COLLEGE SPORTS
REACH PASSIONATE FANS WHO SUPPORT THEIR SCHOOLS & SPONSORS
College sports fans are more loyal and passionate. Whether it’s another sold out Penn State football game, the electric atmosphere of a Tar Heel basketball game or the excitement of Alford Arena during a Maine Black Bear hockey game, college sports provides the drama, excitement and intimacy unmatched by other events. Even casual fans fiercely support their teams, universities and sponsors. Advantages of College Sports  College football fan avidity has increased more than 37% from 2001-2009  Effectively reaches local, state, regional and national audiences  Partnering with a property allows sponsors to tap into rich traditions and tie their brand to these storied programs

Americans are Interested in College Sports
College sports reaches avid fans College sports fans buy from sponsors

85

11.37

64

10.35

53

7.82

40 5.33

7.15

38

*Millions of Fans

*endorsement likelihood of purchase of a sponsored brand

PA S S I O N & L O YA LT Y

Source: SportsBusiness Journal; The Marketing Arm’s Sports Property Index, 2012

DEMOGRAPHICS – COLLEGE SPORTS
REACH YOUR BEST PROSPECTS & CUSTOMERS

COLLEGE SPORTS FAN DEMO PROFILE:

FACTS ABOUT COLLEGE SPORTS FANS: 43% of the country follows college sports! Over 100 million fans attended a college sports event in the 2010-11! 20% more likely to be a college graduate and have income of $100K or more! 9% more likely to own a home! 23% more likely to be males!

Sex: 40% Female 60% Male Age: 12% Age18-24 17% Age 25-34 18% Age 35-44 20% Age 45-54 16% Age 55-64 17% Age 65+

Income: 26% $100K+ 16% $75K-$99K 18% $50 - $74K 40% $0 - $49K Education: 33% College Grad 61% HS Grad/Some College Married: 59% Married Home Owner: 73% own their residence # of Children in Home: 30% 1 or 2 8% 3 or more

Race: 80% White 13% African Am. 10% Hispanic 3% Asian

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 2012 Release 1

DEMOGRAPHICS – COLLEGE ATTENDEES
REACH YOUR BEST PROSPECTS & CUSTOMERS

COLLEGE PROFILE:

SPORTS

ATTENDEE

DEMO

FACTS ABOUT COLLEGE SPORTS ATTENDEES:! Over 100 million fans attended a college sports event in the 2010-11! 51% more likely to be a college graduate! 57% more likely to have income of $100K or more! 11% more likely to own a home! 41% more likely to be adults 18 - 24!

Sex: 40% Female 60% Male Age: 17% Age18-24 19% Age 25-34 19% Age 35-44 20% Age 45-54 14% Age 55-64 10% Age 65+

Income: 34% $100K+ 18% $75K-$99K 17% $50 - $74K 31% $0 - $49K Education: 41% College Grad 54% HS Grad/Some College Married: 59% Married Home Owner: 75% own their residence # of Children in Home: 33% 1 or 2 9% 3 or more

Race: 81% White 11% African Am. 12% Hispanic 3% Asian

An attendee is an adult 18+ who has attended a game in the last 12 months

Source: Scarborough Sports Marketing Multi-Market DMA 2012 Release 1

DEMOGRAPHICS – COLLEGE LISTENERS
REACH YOUR BEST PROSPECTS & CUSTOMERS

COLLEGE PROFILE:

SPORTS

LISTENERS

DEMO

FACTS ABOUT COLLEGE SPORTS LISTENERS: 10% of the country follows college sports on the radio! 19% more likely to be adults 35 - 54! 41% more likely to be a college graduate and have income of $100K or more! 15% more likely to own a home! 12% more likely to have 1-2 children living at home! 18% more likely to be married!

Sex: 32% Female 68% Male Age: 11% Age18-24 19% Age 25-34 21% Age 35-44 22% Age 45-54 15% Age 55-64 11% Age 65+

Income: 30% $100K+ 19% $75K-$99K 18% $50 - $74K 33% $0 - $49K Education: 38% College Grad 57% HS Grad/Some College Married: 65% Married Home Owner: 77% own their residence # of Children in Home: 34% 1 or 2 9% 3 or more

Race: 85% White 9% African Am. 8% Hispanic 3% Asian

An listener is an adult 18+ who has listened a game in the last 12 months

Source: Scarborough Sports Marketing Multi-Market DMA 2012 Release 1

DEMOS – COLLEGE LISTENERS
REACH YOUR BEST PROSPECTS & CUSTOMERS

COLLEGE PROFILE:

SPORTS

LISTENERS

DEMO

FACTS ABOUT LISTENERS:

COLLEGE

SPORTS

Sex: 32% Female 68% Male Age: 11% Age18-24 19% Age 25-34 21% Age 35-44 22% Age 45-54 15% Age 55-64 11% Age 65+

Income: 30% $100K+ 19% $75K-$99K 18% $50 - $74K 33% $0 - $49K Education: 38% College Grad 57% HS Grad/Some College Married: 65% Married Home Owner: 77% own their residence # of Children in Home: 34% 1 or 2 9% 3 or more

16% of the men 25 -54 follow college sports on the radio! 41% more likely to be a college graduate and have income of $100K or more! 15% more likely to own a home! 12% more likely to have 1-2 children living at home! 18% more likely to be married!

Race: 85% White 9% African Am. 8% Hispanic 3% Asian

An listener is an adult 18+ who has listened a game in the last 12 months

Source: Scarborough Sports Marketing Multi-Market DMA 2012 Release 1

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