Digital Playbook: Super Bowl XLVI

DIGITAL PLAYBOOK: SUPER BOWL XLVI UNIQUE AUDIENCE TO EACH TEAM'S WEBSITE' GIANTS PATRIOTS 574,000 644,000 AVERAGE TIME SPENT ON NFL TEAM SITES' 9MINUTES, 44ECONDS TSECONDS GENDER' AGE' STATS' PATRIOTS FANS TEND TO HAVE 33% FEMALE 67% MALE HIGHER INCOME, AND ARE 3X MORE LIKELY TO MAKE 38% 38% $150K+ GIANTS FANS ARE MOSTLY IN THE 24% 23% MID-ATLANTIC GIANTS 19%18% BUT NEARLY 1 IN 3 16% LIVE IN THE SOUTH ATLANTIC REGION 57% 12% 43% MALE 8% FEMALE 4% BOTH TEAM'S WEB VISITORS OVERINDEX WITH 2-17 18-34 35-49 50-64 65+ COLLEGE GRADUATES PATRIOTS GIANTS 17 PAGE VIEWS 9,498,000 PAGE VIEWS 10 MINUTES, 21 SECONDS PER PERSON 6,061,000 m PATRIOTS 9 PAGE VIEWS 5 MINUTES, 54 SECONDS du 5,935,000 Total MINUTES PER PERSON 10 -20 -30 -40 -50- 40- 30 3,800,000 TEAM BUZZ? QB BUZZ? TOM BRADY GIANTS 37,028 150000 129,593 35000 120000 25000 ELI MANNING 16,504 90000 PATRIOTS 110,970 15000 60000 30000 5000 WEEK OF 1/1/2012 1/8/2012 1/15/2012 1/22/2012 WEEK OF 1/1/2012 1/8/2012 1/15/2012 1/22/2012 nielsen mincite A Nielsen / McKinsey Company Sources: Nielsen and NM Incite 1. Nielsen, December 2011 2. NM Incite, January 1- 28 2012 SOCIAL MEDIA BUZZ ENGAGEMENT AUDIENCE PAGES VIEWED TIME SPENT