RATINGS & USAGE PRIORITY: HOW ARE WE DOING?

ESPN’s Highest Rated Year!

ESPN’s total day household rating for 2010 averaged ESPN MEDIA REACH AT ESPN MEDIA USERS
Fall 2005
0.88—inching past the prior record from 1990 to be the
highest ever! ESPN DIGITAL MEDIA Media usage is not zero sum.
Technology has allowed us to consume
HIGHEST LEVEL EVER! ESPN TV
Accelerated growth in 2010 media in “new markets of time” and Only
In 2001, ESPN ratings hit a low point. At always stay connected with sports. 65%
that time, we adopted a growth strategy
which focused on replacing low rated

31%
ESPN TV
programming with more in-depth & share of audience in the sports category and Other
engaging content (such as PTI & Around (Rank #1) in 2010, up from 15% in 2005. 28% Other
Platform Only
the Horn) that appealed to the avid sports 7%
fan and increased the amount of time they
Fall 2010
spent with the network.
42
MILLION
57%
GROWTH
ESPN Calendar Year Cvg HH Rating (Total Day) ESPN TV
0.95
Only
0.90 0.88 unique visitors 48%
0.85 ESPN TV
and Other
0.80
44%
0.75 Other
0.70
0.65
332
THOUSAND
14.7
BILLION
+32%
Platform Only
7%

People are using their ‘Best

106.8
0.60
0.60 Since ESPN hit its lowest rating in 2001 and we first ESPN PLATFORMS P12-64 consumed ESPN media Available Screen’ or platform/platforms
0.55 established “Increase Our Ratings” as a company priority, (ESPN.COM. ESPN MOBILE, AVG MIN TOTAL INCREASE vs. in the average week. (Fall 2010) throughout the day to fulfill
0.50 ESPN’s ratings have increased 47%. MILLION
0.45
ESPN3.com) AUDIENCE
* MINUTES LAST YEAR specific needs.
Oct-Dec 2010 monthly datA
0.40 The percent of persons using ESPN
2001 2003 2005 2007 2009
TV and another ESPN platform has
ESPN.com’s Men 18-34 average increased from 28% of all users in
THE WORLDWIDE LEADER
Media Math:
minute audience continues to
rank among the Internet’s elite— *isAverage Minute Audience:
IN SPORTS
Fall 2005 to 44% in Fall 2010.
ade up of two the same measure used for TV.
r Av er ag e Audience) is m behind only Google, Facebook, Yahoo!, It gives us a common denominator
The 44% of multi-platform users
A TV rating (o Spent. Reach account for two-thirds of ESPN
s: Re a ch and Time ds or and Microsoft. ESPN.com also to aggregate usage across As a whole, in 2010 ESPN TV Networks
compo ne nt erent househol media use. (Fall 2010)
number of diff users in delivers a larger Men 18-34 audience platforms and allows us to make averaged 1.4 million viewers in the average
represents the k— like un iq ue
s th at tu ne -in to a networ ts th e number than many cable-TV networks
direct comparisons to understand
minute—THE MOST EVER!
ent represen
Did You Know?
person Sp
ld . Ti m e of these how each medium affects our
the Internet w
or either or both including, NFL Network, Versus,
w at ch in g. Ra tings go up if ia .
audience in any given minute.
2010 is now ESPN’s highest-rated
minutes ies to all med NBA-TV and MLB Network.
ses—this appl Sports TV viewi
metrics increa and most-watched year on record. ng grew 23% over
5 years. Overall TV the last
only grew 6%.

Highlights of ESPN’s record year: ESPN NETWORKS ESPN THE MAGAZINE

REACH & TSV M18+ ESPN AUDIO The #1 magazine for young men!
Monday Night Football’s highest-rated season yet! MNF Dec 2010 A Multiplatform
averaged a 10.5 HH coverage rating and claimed the top 15 ad supported cable Platform! ESPN The Magazine delivered its
Coverage Reach % Minutes
telecasts of 2010. Compared to ESPN’s last season of Sunday Night Football largest audience EVER with
in 2005, ESPN’s NFL average HH audience has increased by 64% or more than over 15 million readers per issue
4 million households in the average minute. (15,615,000) based on Fall 2010
College Football’s highest rated regular season in 10 years
515 66% Extra-Terrestrial Radio: ESPN Radio is measurement.
on ESPN. ESPN’s coverage of the regular season averaged a 2.2 household so much more than what you hear on AM or ESPN the Magazine is the #1
rating. And get this… 200 million people (about 2/3 of the U.S. population) FM—but that’s mostly what we get credit for. magazine among Males 18-34.
tuned in to watch college football on ESPN, ESPN2 or ABC in 2010.
160 52% However, today we are attempting to capture (6.7 Million M18-34 Readers)
all the ways fans listen to ESPN on a linear
World Cup and more … ESPN aired 44 World Cup matches (2.0 Household basis by measuring the audience who listens on
ESPN2 captured about 85% of ESPN’s Reach, but
rating), eight additional Sprint Cup races and moved the NFL Draft to Prime
people spent much less time viewing ESPN2. satellite or by streaming on the web. In Fall
Time —all contributing to higher ratings. Ratings continued to grow for
We can increase the ratings for the network by 2010, we found that those sources can increase For more information, To sign up for your
SportsCenter and other news and info programs, and the NBA on ESPN got follow us on Twitter:
increasing the amount of time that people spend ESPN Radio’s terrestrial audience by 58% for own account:
off to its fastest start ever. @ESPNResearch www.espnraquel.com
viewing when they do tune in. persons 12-64—even higher for young males.
7 PRINCIPLES
CROSS-MEDIA Strengths
to Face the Future

ESPN Remains the Favorite TV Network for Men and Is Considered

#1 for Sports
For the 13 years of our TV Brand Study, ESPN has been the #1 favorite cable network
New Media Create New Strata of Users
1
among adults and the #1 favorite TV network (broadcast or cable) among men.
When a technology is introduced, some will adopt it but most do not. There is ESPN was the network most identified as the leader in televised sports. The more sports
a respondent watched, the more likely they were to name ESPN as their favorite.
no foreseeable future when every person has and uses every available device.
Viewing to ESPN is Setting Records
No New Metrics

2
Measuring new media does not require new metrics—it requires metrics that unite behavior
across different platforms. They may be called different things in different media, but they
have the same meaning: How Many, How Often and How Long.
ESPN achieved its highest-rated year on record in 2010 (0.88).
2010 also saw the most viewing ever to ESPN networks as a whole, averaging over
1.4 million viewers in the average minute.
ESPN’s telecast of the BCS Championship was the highest-rated/most-watched telecast
in cable history.

Users and Usage

3
ESPN Digital Also at Record Consumption
“How Many” is not the same as “How Long.” Both users and usage are valuable metrics in ESPN.com had a record year in 2010 for both reach (Q4’10 = 40M unique visitors/month)
analyzing cross-media behavior, but mean different things and must be considered separately. and average audience (+38% over 2009, more than any other sports site).
ESPN Mobile also saw record reach (16M/month in Oct/Nov’10). We reach more people/

4 A Heavy User is a Heavy User month than the next 3 mobile web sports sites combined.

The heavier user of one medium tends to be a heavier user of other media as well. ESPN3.com reached an average of 3 million people/month in 2010 (+150% vs. ‘09) and
delivered 3 billion mins of viewing monthly (+180% vs. ‘09).

Cross-Media Usage is not Zero-Sum Sports Content is a Huge Asset in an Environment of Change

5
Doing one behavior more does not mean doing another behavior less. Media usage is no longer For sports, 98% of viewing is done live—DVRs and time-shifting are not a factor.
constrained to limited locations and opportunities—people can consume media throughout the Sports is the only genre, that the higher your income, the more you watch.
day, wherever they are. We call this “New Markets of Time.” TV viewing continues to grow ESPN delivers the highest ratings of any network for high-income households and men.
because the media pie is getting larger. Among the segment we call “SuperSubscribers,” who buy everything—a digital TV
subscription, high-speed Internet access, and both a DVR and HD service—and who are on
the cutting edge of technology adoption, sports is the #1 genre and ESPN is the #1 network.
Simultaneous Usage is Widespread but Limited
6 While people do consume multiple media at the same time, it represents only a small amount
of total media usage—just minutes per day.
ESPN’s Entrepreneurial Spirit
Our mission is “to serve sports fans wherever sports are watched, listened to, discussed,
debated, read about or played.”
Best Available Screen ESPN has responded to the challenges of proliferating technology and fragmenting usage

7
People are using different platforms at different times and in different places for different
purposes. Cross-media behavior isn’t about convergence—it is about the opportunity to follow
the consumer throughout the day, fulfilling specific needs and building touchpoints.
by expanding its TV offerings and innovating in the digital space with offerings like
ESPN3.com, ESPN mobile web, ESPN mobile apps, Scorecenter, and now the ESPN
authenticated streaming networks. As long as we are bold and nimble enough to continue
to act in an entrepreneurial way, and not be afraid to fail, then we will continue to fulfill our
mission to serve sports fans no matter what technology or media changes arise.