Super Bowl Viewers. The following slides provide insight to the opinions and preferences of Super Bowl viewers.

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1 Super Bowl XLIII Experian and the marks used herein are service marks or registered trademarks of Experian Information Solutions, Inc. Other product and company names mentioned herein may be the trademarks of their respective owners. No part of this copyrighted work may be reproduced, modified, or distributed in any form or manner without the prior written permission of Experian Information Solutions, Inc.

2 Super Bowl Viewers It comes as no surprise that 39% of the total U.S. adult population watch football either on a regular or occasional basis. Football is one of America s favorite pastimes, and the Super Bowl is traditionally the most watched TV event of the year. This year s Super Bowl will be take place on February 1, 2009, so hard-core and casual NFL fans alike are preparing for Super Bowl XLIII. Just about as important as determining the next NFL Champion, the Super Bowl is the stage for unveiling some of the hottest and most memorable commercials for the year. It is, therefore, important to examine the characteristics of the top viewers of the Super Bowl in order to gain a clearer picture of who is most likely to be watching the upcoming NFL Championship game. The following slides provide insight to the opinions and preferences of Super Bowl viewers. Source: Experian Simmons National Consumer Study/National Hispanic Consumer Study Full Year 2008

3 Where Do Super Bowl Viewers Reside? Overall, the largest percentage of Super Bowl viewers reside in the South which parallels the dispersion of the total U.S. adult population. However, adults in both the Midwest and Northeast regions are more likely to watch the Super Bowl than adults in the West and South regions. NORTHEAST 106 index WEST MIDWEST 110 index Watched Super Bowl Total Adult SOUTH 0% 5% 10% 15% 20% 25% 30% 35% 40%

4 Will the Super Bowl be Viewed In or Outside the Home? The Super Bowl would not be complete without the Super Bowl parties held in bars and homes across the nation. Which leads one to wonder; which venue - home or outside of the home - will the U.S. adult population most likely be watching the Super Bowl in this year? Of the adults surveyed by the 2008 Simmons National Consumer Study/National Hispanic Consumer Study, 32% of adults watched the Super Bowl away from home, the remainder at home. WATCHED AT HOME WATCHED OUTSIDE MY HOME

5 What Will Super Bowl Viewers Most Likely Drink? As the previous slide illustrated, most adults watch the Super Bowl at home. More than likely, these viewers are watching the big game and sharing beverages with friends and family at a Super Bowl party. Therefore, examining the beverages most likely consumed during these parties can provide unique insight into the beverage preferences of this segment of Super Bowl viewers. Of people who frequently watched NFL games during the regular season on TV and also watched the Super Bowl at home, 41% prefer light or low calorie beers, with imported beers (37%) and domestic beers (36%) following closely behind. MALT LIQUOR NO ALCOHOL/LOW ALCOHOL ICE MICROBREWED REGULAR DOMESTIC IMPORTED NFL Frequent Viewers who Watched Super Bowl at Home LIGHT LOW CAL 0% 10% 20% 30% 40% 50%

6 Super Bowl Viewers Are Good Targets for Advertising Another Super Bowl tradition is the release of some of the hottest commercials during the year. Understanding what will most likely capture Super Bowl viewers attention will assist companies advertising during the event to create more effective commercials. The chart provides insight into the opinions of Super Bowl viewers versus the total U.S. adult population regarding ads and commercials. Super Bowl viewers agree to these statements at a higher percentage than the average U.S. adult, making them potentially more open to commercials premiered during the Super Bowl. 80% 70% 60% 50% 40% 30% 20% 10% 0% ADS HELP ME LEARN ABOUT PRODUCTS AVAILABLE Total Adult TV IS MY MAIN SOURCE OF ENTERTAINMENT I LIKE TV COMMERCIALS THAT MAKE ME LAUGH Watched Super Bowl

7 Super Bowl Viewers Top 5 Choices for Other TV Sports Of course, U.S. adults who watched the Super Bowl, view other sports programming too. In rank order it s football, football, and football. Super Bowl viewers watch the NFL regular season games and are fans of both regular season and post-season college games. Major League Baseball post-season and regular games are the next two most frequently viewed sports. Super Bowl viewers are far more likely to watch these events on TV than the general U.S. adult population. 60% 50% 40% 30% 20% Total Adult Watched Super Bowl 10% 0% NFL Regular College Football Regular College Football Post MLB Post MLB Regular *Watch on TV Frequently

8 Thank You! For more information, please visit or call Experian and the marks used herein are service marks or registered trademarks of Experian Information Solutions, Inc. Other product and company names mentioned herein may be the trademarks of their respective owners. No part of this copyrighted work may be reproduced, modified, or distributed in any form or manner without the prior written permission of Experian Information Solutions, Inc.