Live sports broadcasting is arguably the last bastion for live TV viewing. and NFL Football accounts for 1/3 of sports viewing. IPG Media Lab and DIRECTV partnered on an annual “Survey of the American Football Consumer,” which is designed to measure the following: • The NFL Viewing Experience • NFL Fans’ Passion for the Game • Consumption Habits of NFL Fans • Brand Relevance to NFL Audiences Download and read our full report to learn more on how to fully connect with American football fans.

1. ANNUAL SURVEY OF
THE AMERICAN FOOTBALL CONSUMER
+

2. 96% of that viewing is live
NFL Football accounts for 1/3 of sports viewing on TV
2
Source: MAGNA GLOBAL analysis of Nielsen TV data

3. Super Bowl XLVIII
2014 NFL Draft
The 56th Annual Grammy Awards
2014 MTV EMAs
2014 MTV Video Music Awards
2014 FIFA World Cup: First Semifinal
The Oscars
BET Awards
2014 FIFA World Cup: Final
2014 FIFA World Cup: Round of 16
2014 NBA Finals
2014 American Music Awards
2014 Billboard Music Awards
NFL Football: NFC Championship Game
Teen Choice 2014
Source: MAGNA GLOBAL analysis of Nielsen social data
Sports are a social currency - 7 of the most tweeted-about
broadcasts in 2014 were sports events. The NFL made #1!
Sports Tweets
Non-Sports Tweets

4. IPG Media Lab and DIRECTV
are partnering on an annual
“Survey of the American
Football Consumer”
The survey is designed to measure the following:
• The NFL Viewing Experience
• NFL Fans’ Passion for the Game
• Consumption Habits of NFL Fans
• Brand Relevance to NFL Audiences
4

5. Methodology
General population (n=997) and general NFL
fans (n=624) from representative online panel
General NFL Fans: Average/Passionate NFL
fans who watch NFL
Traditional brand metrics:
Awareness, Affinity,
Purchase Intent,
Association of brands
with NFL, and custom
brand-chosen questions
Survey questions about
NFL viewing habits, NFL
fandom, and engaging
with the NFL in the
21st Century
Two Sample
Sources
DIRECTV’s NFL Sunday Ticket
(NFLST) Subscribers via e-mail
recruit (n=3,700)
The Fan and the Game The Fan and the BrandThe Fans
5
Randomly Assigned to 2 of 4 categories

6. Who is the NFL fan?

7. Fans, and especially Sunday Ticket Subscribers, are highly educated
with disposable income
GEN POP
NFL FANS
Demographics
Male 58% 73%
Average Age 48.9 48.8
Have 4-year or postgraduate degree 34% 50%
High income ($75k+) 27% 65%
Home Owners 65% 86%
Married 59% 78%
Live with spouse and children 28% 43%
NFL ST
SUBS
7
Base: Total Respondents

8. 44% 42%
NFLST Subscribers more willing to make big purchases
Base: NFL Fans
Q26b: How much do you agree with each of the following statements?
Positive Opinion on Economy
23%
29%
Willingness to Spend Money
Before Economy Improves
GEN POP
NFL FANS
GEN POP
NFL FANS
NFL ST
SUBS
NFL ST
SUBS
8

9. Fans purchase key products
GEN POP
NFL FANS
Likelihood to purchase insurance within
next year
51% 57%
Purchase/lease car often 18% 24%
Have purchased speakers to improve
football viewing experience
15% 20%
Have purchased bigger TV to improve
football viewing experience
31% 42%
NFL ST
SUBS
9
INSURANCE: Base: NFL Fans and assigned to insurance group who will purchase insurance at some point in foreseeable future / Q53: When is the next time you are likely to switch
insurance companies?
AUTO: Base: NFL Fans and assigned to automotive group / Q53: Which of the following best describes you? (I purchase a new car every few years/Iease a new car every few year(s)
ELECTRONICS: Base: NFL Fans assigned to Consumer Electronics Group / Q65: In the past year, which of the following items have you purchased in order to improve your football
game watching experience? Select all that apply

10. What, Where, When & Why
of Fans’ Passion

11. They are more passionate about the NFL…
% “Passionate” Fans
Base: NFL Fans
Q7 How would you describe your interest in each of the following professional sports?
60%
GEN POP
NFL FANS
92%
NFL ST
SUBS
11

12. “I am a football junkie… On game day Sunday,
I'm on the couch from 11AM until approximately
12AM watching pre-games, checking match ups,
watching games and then viewing highlights.
Now that I subscribed to NFL[ST] Max and
can watch games on my iPad in addition to
the split screen games on the TV, I have
the best of all worlds.”
– NFLST MAX Subscriber
FOOTBALL MOMENTS
12
Q27: Tell us what you LOVE about NFL football!

13. GEN POPULATION NFL FANS NFL SUNDAY TICKET SUBSCRIBERS
Watch nearly 2x as many games as other NFL fans
47% Watch NFL
All the Time
3.8 Average # of Games
Watched on Sunday
88% Watch NFL
All the Time
6.7 Average # of Games
Watched on Sunday
Base: NFL Fans
Q9: During a regular NFL season, how often do you watch live NFL football games?
Q10: On a typical Sunday, approximately how many NFL games do you watch all or part of on television?
13

14. “What is there not to love about
the NFL Football?! You pull for
your team, no matter what and
your best friend pulls for a different
team, you still watch the games
together sometimes and give
each other a hard time.”
– NFLST Subscriber
FOOTBALL MOMENTS
14
Q27: Tell us what you LOVE about NFL football!

15. 90%
Are more likely to watch games at home
% of Time Watch Games at Home
78%
GEN POP
NFL FANS
NFL ST
SUBS
Base: NFL Fans
Q11: During the regular NFL season, what percentage of the time do you watch games at the following locations?
15

16. “When I went to New Orleans to
see them play in the Superdome
against arch rival Atlanta Falcons
at the 2013 home season opener
it was the trip of a lifetime. To top
it all off, the game was a typical
fiercely fought battle between
division rivals that came down to the last play where an
unexpectedly tough Saints defense intercepted a last second
goal line end zone pass to clinch the game 23-17. I got to see
that happen in person in the end zone right in front of me.
What a thrill! I love this game!”
– NFLST Subscriber
FOOTBALL MOMENTS
16
Q27: Tell us what you LOVE about NFL football!

17. And travel the distance
GEN POP
NFL FANS
% Traveled to See Team Play 24% 52%
Longest Distance Traveled
538
Miles
951
Miles
Average Amount Spent $550 $665
Base: NFL Fans with Favorite Team
Q25: Have you ever traveled to an away game to watch your favorite team play?
Q26_1: What is the longest distance you have traveled to watch your favorite team play?
Q26_2: How much money did you spend on your travel and hotel accommodations?
NFL ST
SUBS
17

18. “I have been a fan of the Dallas Cowboys
since the early 90s because of my dad…
I love the trash-talking with friends and
bragging after a big win. I love watching
the Cowboys in primetime. I love that I'm
such a huge fan that anytime any big
Cowboys news comes out I'm instantly
getting texts or messages from friends asking what I think about
it. In my life, people associate the Cowboys with me and it
always sparks fun conversations. There are very few people out
there that can say they've been passionate about something for
20+ years, but I am definitely one of them.”
– NFLST Subscriber
FOOTBALL MOMENTS
18
Q27: Tell us what you LOVE about NFL football!

19. 3.8
They follow more than just their favorite team
Average # of Teams Currently Follow
3.4
GEN POP
NFL FANS
NFL ST
SUBS
Base: NFL Fans
Q16: Which NFL team(s) do you regularly/plan to follow during the 2015 NFL season?
19

20. They follow more than just their favorite team
#1:
America’s Team:
Dallas Cowboys – 10%
#2:
Super Bowl Champions:
Green Bay
Packers – 9%
#3:
Most Super Bowl Titles:
Pittsburgh Steelers –
9%
NFL ST Subscribers
Top 3 Favorite Teams
#1:
Super Bowl Champions:
Green Bay
Packers – 9%
#2:
America’s Team:
Dallas Cowboys – 9%
#3:
Current Super Bowl
Champions:
New England
Patriots – 8%
Gen Pop Top 3 Favorite Teams
Base: NFL Fans with Favorite Team
Q17: Which NFL team is your favorite?
20

21. General NFL Fans are passionate about regional team
General NFL Fans: Favorite Teams by State*
21
*Sample sizes vary by state. Use caution if making decisions based on individual state data.
Base: NFL Fans with Favorite Team
Q17: Which NFL team is your favorite?

22. NFLST Fans are highly displaced
NFLST Subscribers: Favorite Teams by State*
*Sample sizes vary by state. Use caution if making decisions based on individual state data.
Base: NFL Fans with Favorite Team
Q17: Which NFL team is your favorite?
22

23. “In my family we each have our own teams. My
sister loves the Dallas Cowboys… and my team
is the New York Giants. I took my sister to Dallas
last year to see the game with my beloved NYG.
It was for her birthday. When we got back home
in Los Angeles she told me that ‘that was the
best day of her life.’”
– NFLST MAX Subscriber
FOOTBALL MOMENTS
23
Q27: Tell us what you LOVE about NFL football!

24. A brand’s relationship to favorite team highly valued
Base: NFL Fans and Assigned to Consumer Electronics Group
Q67: I would rather see my favorite brand affiliate with…
12% 9%
88% 91%NFL Team
NFL Player
Sponsorship Preference
GEN POP
NFL FANS
NFL ST
SUBS
24

25. A team commitment is a life-long commitment
Base: NFL Fan and Prefer NFL Team Associated with Brand
Q69: You mentioned you would rather see your favorite brand associate with your favorite NFL player. Which of the following describe your reason(s)?
Reasons for Sponsorship with NFL Team
GEN POP
NFL FANS
NFL ST
SUBS
12%
4%
10%
21%
33%
36%
47%I am very passionate about
my favorite NFL team
I like how my favorite NFL team
is viewed in the media
I like that my favorite NFL team
advocates for my favorite brand
I trust my favorite NFL team's opinions
I make purchase decisions based on the
products my favorite NFL team recommends
Other
None of the above 11%
4%
7%
13%
22%
25%
69%
25

26. They are willing to spend money to see their favorite team play
GEN POP
NFL FANS
Regular Season Game $61 $90
Playoff Game $116 $156
Super Bowl $270 $401
Average Amount Willing to Spend
on a Ticket to Watch Favorite
Team at a…
Base: NFL Fans with Favorite Team
Q18: How much would you be willing to spend on a ticket to see the [INSERT FAVORITE TEAM] play at the stadium for a regular season game, a playoff game and at the Super Bowl?
NFL ST
SUBS
26

27. “The NFL has a fan for life in me.
My bucket list would be going to the super
bowl before I die. Most likely that will never
happen but it would be the single greatest
experience I would ever have. Especially
if my beloved 49ers were in it and won.
… I LOVE FOOTBALL!!!”
– NFLST MAX Subscriber
FOOTBALL MOMENTS
27
Q27: Tell us what you LOVE about NFL football!

28. Huge hype around fantasy football
Base: Fans
Q19 Which of the following Fantasy Football related activities do you plan to participate in this upcoming 2015 NFL season?
Base: Play Fantasy Football
Q20 How many Fantasy Football leagues do you plan to participate in during the 2015 NFL season? Please enter your numeric response in the text box below.
% Plan to Participate 32% 44%
Average # of Leagues 2.8 2.3
GEN POP
FANSFantasy Football 2015 Season… NFL ST
SUBS

29. 30%
52%
Die hard fans willing to go all-out for what they are passionate about
Base: NFL Fans with Favorite Team
Q33: Which of the following events would you be willing to miss to see your favorite team play in the Super Bowl? (Mom’s/Dad’s birthday party/Your own wedding)
Would Miss Mom’s/Dad’s Birthday
Party to See their Favorite Team
Play in Super Bowl
13%
22%
Would Miss Own Wedding
to See their Favorite Team
Play in Super Bowl
GEN POP
NFL FANS
GEN POP
NFL FANS
NFL ST
SUBS
NFL ST
SUBS
29

30. Consider building an association between your brand and the NFL's most
popular teams
• Establishing a "rooting interest" with audiences by rooting for a shared
outcome can be highly effective based on past IPG Lab research
• Addressable TV could potentially be used to improve targeting
techniques associated with this approach
Coordinate messaging between sponsorship elements available on the
DIRECTV mobile app, the mobile app loading screen, and interactive
elements within Sunday Ticket platform on TV. More than 1/2 of fans use
other devices while watching the NFL on TV
Capitalize on new innovation being integrated into the NFL. For example,
consider how player tracking data (via RFID chips) can by used to create
new media experiences such as tracking a favorite player’s stats within the
Fantasy Zone “player tracker” on DIRECTV’s interactive TV platform
Recommendations
30

31. Appendix

32. Base: NFL Fans
Q13: Which mobile devices, if any, do you use while watching NFL football on TV?
Device Usage While Watching
NFL football on TV
2%
4%
19%
26%
33%Smartphone
Laptop
Tablet
Mobile Phone
Smartwatch 0%
2%
34%
22%
45%
GEN POP
NFL FANS
NFL ST
SUBS
32

33. Base: NFL Fans
Q15: Check the following social media activities you do while watching NFL games. Select all that apply
Social Media Usage While Watching
NFL football on TV
16%
19%
23%
57%
I read/Post on
Facebook during
game(s)
I Read/Post on Twitter
during game(s)
I avoid ALL social
media (Facebook,
Twitter, etc.) during
games
None of the above 22%
29%
20%
41%
GEN POP
NFL FANS
NFL ST
SUBS
33