Completed during my internship in the NBC Sports Regional Network's Research and Sponsorship Solutions team during the Fall of 2012. The research and presentation was completed using Simmons and Scarborough data. It focuses on their five largest markets, and is targeted for the Travel and Tourism Industry.

1. TRAVEL AND TOURISM
•Travel and Tourism Facts and Figures
•National Market
•CSN’s Top 5 Markets:
San Francisco
Chicago
Philadelphia
Boston
Washington D.C.

2. Facts and
Figures

3. Travel Industry Stimulates the Global Economy
• The Travel & Tourism Industry grew by
3% over the course of the 2011 year (in
terms of the Travel & Tourism’s
contribution to GDP).
• By 2022, the industry is expected to
directly generate 120 million jobs, with
total Travel & Tourism employment
worldwide projected at 328 million.
• Growth forecasts for the next 10 years
are promising annual growth forecasted at
4.2% over the next 10 years.
Source:http://www.wttc.org/site_media/uploads/downloads/Economic_impact_reports_Summary_v3.pdf.

4. The Power of U.S. Travel
• $1.8 trillion in total direct, indirect
and induced travel-related output.
• $117 billion in tax revenue for local,
state and federal governments
generated by the travel and tourism
industry.
• $758 billion in direct spending by
domestic and international travelers.
Source: http://www.denver.org/tourismpays/tourism-in-us

5. Airline Industry to See Long-Term Growth
• Yearly passenger totals are anticipated to
climb from 713 million to nearly 1.3 billion
in the next 20 years.
• Domestic airline passengers are expected
to increase by 3% this year over last and
then climb by an average of 2.5% annually
for the remainder of the next 20 years.
•International traffic is forecast to surge
this year by 7.8% and continue growing by
4.3%.
Source: http://travel.usatoday.com/flights/story/2011/02/FAA-predicts-steady-
growth-for-airline-industry/43752062/1

6. Profile of the U.S. Cruise Industry
•The cruise industry is the fastest
growing segment of the travel industry –
achieving more than 2,100% since 1970,
when an estimated 500,000 people took
a cruise.
• The cruise industry generated nearly
314,000 American jobs, and direct
spending by cruise lines and passengers
on U.S. goods and services exceeded $17
billion.
• CLIA reports that the cruise industry’s
total economic benefit to the U.S.
economy was $35.1 billion in 2009.
Source: http://www.cruising.org/pressroom-research/cruise-industry-source-book/profile-us-cruise-industry

7. National
Market

8. Comcast SportsNet Basketball Viewers Stay In Hotels
Affluent adults have an individual employment income
of at least $100,000:
233
178
129 129 124
100
Market
Average
Read As: Affluent adults that have stayed in a hotel in the past 12 months are 78% more
likely to watch the Bulls on Comcast SportsNet than the average adult in the market.
Source: Scarborough Research: San Francisco Fe11-Ja12. Washington D.C, Mr
11-Fe12. Chicago, Mr 11-Fe12. Boston, Mr11-Fe12. Philadelphia, Fe11-Ja12.

9. Comcast SportsNet Basketball Viewers Travel Abroad
175 174
168
135
120
100
Market
Average
Read As: Men that have traveled abroad in the past 3 years are 75% more likely to watch
the Sixers on Comcast SportsNet Philadelphia than the average adult in the market.
Source: Scarborough Research: San Francisco Fe11-Ja12. Washington D.C, Mr
11-Fe12. Chicago, Mr 11-Fe12. Boston, Mr11-Fe12. Philadelphia, Fe11-Ja12.

10. Affluent CSN Basketball Viewers Love to Travel
159
135
115 112
107
100
Market
Average
Read As: Affluent men that love the idea of traveling abroad are 59% more likely to watch
the Celtics on Comcast SportsNet New England than the average adult in the market.
Source: Fall 2011 SimmonsLOCAL Chicago, San Francisco, Washington D.C.,
Boston, Philadelphia

11. Comcast SportsNet Viewers Fly Often
187
165
152 151
144
100
Market
Average
Read As: Men that have taken a flight in the past 12 months are 87% more likely
to watch Comcast SportsNet New England than the average adult in the market.
Source: Scarborough Research: San Francisco Fe11-Ja12. Washington D.C, Mr
11-Fe12. Chicago, Mr 11-Fe12. Boston, Mr11-Fe12. Philadelphia, Fe11-Ja12.

12. Comcast SportsNet Viewers Frequently Rent Cars
191
181
167
147
138
100
Market
Average
Read As: Men that have rented a car in the past 12 months are 91% more likely
to watch Comcast SportsNet Philadelphia than the average adult in the market.
Source: Fall 2011 SimmonsLOCAL Chicago, San Francisco, Washington D.C.,
Boston, Philadelphia

13. Comcast SportsNet Bay Area

14. CSN Viewers Try To Go Somewhere Different
Men try to go somewhere different for vacation every
time
( Agree )
167
Read As: Men who try to go somewhere different for
vacation every time are 67% more likely to watch Comcast
SportsNet than the average adult in the market.
121
Top 40% of
Radio
Listeners
100 100
Market Local Prime
94 91
Average Viewer Local News
Viewer Top 40% of
Newspaper
Readers
Source: Fall 2011 SimmonsLOCAL (San Francisco-Oak-San Jose)

15. CSN Viewers Use Travel Agents!
158
147 Read As: Men that have used a travel agent in the last
Top 40% of
12 months are 58% more likely to watch Comcast
Newspaper SportsNet than the average adult in the market.
Readers
106
102 100
Top 40%
of Radio Local News
98
Listeners Viewer Market
Average Local Prime
Viewer
Source: Fall 2011 SimmonsLOCAL (San Francisco-Oak-San Jose)

16. Affluent Males Fly More Often
Affluent Men Have An Individual Employment Income $75,000+ per year
152 Read As: Affluent men that have flown within
the last year are 52% more likely to watch
Comcast SportsNet than the average adult in
the market.
107 106
Top 40% of
103 100
Top 40% of
Radio
Listeners
Newspaper
Readers
Local Prime
Viewer Market 95
Average Local News
Viewer
Source: San Francisco/Oakland/San Jose, CA-Syndicated, Fe11-Ja12, Scarborough

17. CSN Traveler Viewer Profile
Read As: 23.1% of Male Comcast SportsNet Viewers that have an individual income of
$100,000+ have taken a vacation in the last 12 months, 13.5% higher than the market average.
Market
Viewers
Average
Adult Ind. Income $100k+ 13.1% 26.4% 26.4% 24.9% 33.5% 29.4%
Men Ind. Income $100k+ 9.6% 23.1% 24.8% 20.4% 29.3% 27.6%
M25-54 Ind. Income $100k+ 7.5% 17.5% 18.3% 16.1% 23.1% 22.4%
Men 18-49 29.2% 39.8% 43.2% 39.1% 46.8% 46.1%
Men 25-54 29.1% 44.4% 48.7% 41.2% 50.9% 52.5%
Men 35+ 34.9% 56.2% 59.9% 47.4% 59.3% 56.8%
Source: San Francisco/Oakland/San Jose, CA-Syndicated, Fe11-Ja12, Scarborough

18. Male CSN Viewers Are Frequent Flyers
Read As: Men that are enrolled in frequent
flyer programs are 62% more likely to watch
Comcast SportsNet than the average adult in
162 the market.
127
Top 40% of
Newspaper
Readers
106
100 98
Top 40% of
Radio Market
96
Listeners Local News
Average Local Prime
Viewer
Viewer
Source: Fall 2011 SimmonsLOCAL (San Francisco-Oak-San Jose)

19. Foreign
Travel

20. CSN Viewers Travel Abroad
168 165
149 146
139
100
Market
Average
Read As: Men that have traveled abroad within the last 3 years are 68% more likely
to watch the Warriors on Comcast SportsNet than the average adult in the market.
Source: San Francisco/Oakland/San Jose, CA-Syndicated, Fe11-Ja12, Scarborough

21. CSN Viewers Travel Abroad
Read As: Men that have flown, either domestically or internationally,
in the last 12 months are 90% more likely to watch the Warriors on
190 Comcast SportsNet than the average adult in the market.
168
157
152
144
100
Market
Average
Source: San Francisco/Oakland/San Jose, CA-Syndicated, Fe11-Ja12, Scarborough

22. CSN Viewers Vacation Abroad
Read As: Men that have taken 3+ international vacations
in the last 3 years are 93% more likely to watch the
211 Warriors on Comcast SportsNet than the average adult
in the market.
193
171
165
137
100
Market
Average
Source: San Francisco/Oakland/San Jose, CA-Syndicated, Fe11-Ja12, Scarborough

23. Male CSN Viewers Spend On Travel
148
Read As: Men that have spent $3,000+ on
foreign travel are 48% more likely to watch
Comcast SportsNet than the average adult in
the market.
104
100
Top 40%
97
Newspaper
Readers Market
Local Prime
94
Average
Viewer Top 40%
Radio
Listeners
84
Local News
Viewer
Source: Fall 2011 SimmonsLOCAL (San Francisco-Oak-San Jose)

24. Male CSN Viewers Love To Travel
138
106
Top 40% 100 98
Radio
Listeners
97
Market
Top 40% Local Prime
Average
Newspaper Viewer
Readers
82
Local News
Viewer
Read As: Men that love the idea of traveling abroad and have traveled in the last 3
years are 38% more likely to watch Comcast SportsNet than the average adult in
the market.
Source: Fall 2011 SimmonsLOCAL (San Francisco-Oak-San Jose)

25. Domestic
Travel

26. Men Travel Domestically
156
Read As: Men that have traveled domestically in the last
12 months are 56% more likely to watch Comcast
SportsNet than the average adult in the market.
105 105
Top 40% Top 40%
100 98
Radio
Listeners
Newspaper
Readers
Market
Local Prime
94
Average
Viewer Local News
Viewer
Source: Fall 2011 SimmonsLOCAL (San Francisco-Oak-San Jose)

27. Men Vacation Multiple Times
163 Read As: Men that have taken 2+ round trip domestic vacations in
the past 12 months are 63% more likely to watch Comcast
SportsNet than the average adult in the market.
119
Top 40%
Newspaper 105
Readers
Top 40%
100 98 97
Radio Market
Listeners Local Prime
Average Local News
Viewer
Viewer
Source: Fall 2011 SimmonsLOCAL (San Francisco-Oak-San Jose)

28. Male CSN Viewers Fly and are Hotel Guests
160
110
Top 40%
Newspaper
103 102 100
Readers Top 40%
Radio
Local Prime
Viewer
Market 94
Listeners Average
Local News
Viewer
Read As: Men that have flown domestically and stayed in hotels within the past 12 months are
60% more likely to watch Comcast SportsNet than the average adult in the market.
Source: Fall 2011 SimmonsLOCAL (San Francisco-Oak-San Jose)

29. Male CSN Viewers Spend Domestically
158
Read As: Men that have spent $500+ on domestic
travel are 58% more likely to watch Comcast
SportsNet than the average adult in the market.
116
Top 40%
Newspaper
Readers 100 100 100 97
Market Local Prime Local News
Average Viewer Top 40%
Viewer
Radio
Listeners
Source: Fall 2011 SimmonsLOCAL (San Francisco-Oak-San Jose)

30. Affluent Male Viewers Fly Domestically
Affluent Men Have An Individual Employment Income $75,000+ per year
229 Read As: Affluent men that have taken at least 2 domestic
flights in the past 12 months are 91% more likely to watch
the Warriors on Comcast SportsNet than the average adult
in the market.
191
177
163
148
100
Market
Average
Source: San Francisco/Oakland/San Jose, CA-Syndicated, Fe11-Ja12, Scarborough

31. Cruise

32. Men 18-34 CSN Viewers Plan To Cruise
Read As: Men 18-34 that plan to take a cruise within the next 12
151 months are 51% more likely to watch Comcast SportsNet than
the average adult in the market.
139
Top 40%
Radio
Listeners
100 98
Market
Local Prime
Average
Viewer
85
Top 40%
Newspaper 75
Readers
Local News
Viewer
Source: Fall 2011 SimmonsLOCAL (San Francisco-Oak-San Jose)

33. Male 18-34 CSN Viewers Take Cruises
238
Read As: Men 18-34 that have taken a cruise within the past 3 years are
twice as likely to watch Comcast SportsNet than the average adult in the
market.
100 94
Market
89
Average Top 40%
Newspaper Local Prime 73 68
Readers Viewer
Local News
Viewer Top 40%
Radio
Listeners
Source: Fall 2011 SimmonsLOCAL (San Francisco-Oak-San Jose)

34. Men 18-49 CSN Viewers Spend While Cruising
213
Read As: Men 18-49 that spent at least $800+ on their last cruise (excl.
airfare) are twice as likely to watch Comcast SportsNet than the average
adult in the market.
106 100
Top 40%
93 87 86
Newspaper Market
Readers Average Local Prime
Viewer Top 40% Local News
Radio Viewer
Listeners
Source: Fall 2011 SimmonsLOCAL (San Francisco-Oak-San Jose)

35. Expenditures

36. Male CSN Viewers Rent Cars
167
133
Top 40%
Newspaper 121
Readers
Top 40%
Radio
Listeners 105 104
Local Prime
100
Local News
Viewer Viewer Market
Average
Read As: Men that have rented a car in the past 12 months are 67% more
likely to watch Comcast SportsNet than the average adult in the market.
Source: Fall 2011 SimmonsLOCAL (San Francisco-Oak-San Jose)

37. Male CSN Viewers Car Rental Preferences
Read As: Men that have rented cars in in the last 12 months from Enterprise are
95% more likely to watch Comcast SportsNet than the average adult in the market.
Index Index
195 142
Top 40% of Newspaper 141 Top 40% of Newspaper 135
Top 40% of Radio 127 Top 40% of Radio 121
News Viewer 113 Prime Viewer 106
Prime Viewer 111 Market Average 100
Market Average 100 News Viewer 98
Index Index
157 176
Top 40% of Newspaper 144 Top 40% of Newspaper 140
Top 40% of Radio 115 News Viewer 110
News Viewer 108 Market Average 100
Market Average 100 Prime Viewer 79
Prime Viewer 93 Top 40% of Radio 78
Source: Fall 2011 SimmonsLOCAL (San Francisco-Oak-San Jose)

38. Male CSN Viewers Prefer Hilton Properties
200
113 113 108
Top 40% Top 40%
103 100
Newspaper Radio Local News
Readers Viewer Local Prime
Listeners Market
Viewer
Average
Read As: Men that have stayed at a full-service Hilton property in the last 12 months are
twice as likely to watch Comcast SportsNet than the average adult in the market.
Source: San Francisco/Oakland/San Jose, CA-Syndicated, Fe11-Ja12, Scarborough

39. Comcast SportsNet Chicago

40. Male CSN Viewers Go On Different Vacations
141
Read As: Men that try to go somewhere different for
vacation are 41% more likely to watch Comcast SportsNet
Chicago than the average adult in the market.
103
100
Top 40% of
95 93
Newspaper
Readers
Market
Average
92
Top 40% of
Radio Local Prime Local News
Listeners Viewer Viewer
Source: Fall 2011 SimmonsLOCAL (Chicago)

41. Men That Watch CSN Fly
151
112 111
Top 40% of Top 40% of 100 95
Radio
Listeners
Newspaper Market 91
Readers Local Prime
Average
Viewer Local News
Viewer
Read As: Men that have flown in the past 12 months are 51% more likely to
watch Comcast SportsNet Chicago than the average adult in the market.
Source: Chicago, IL-Syndicated, Mr11-Fe12, Scarborough

42. Foreign
Travel

43. Male CSN Love To Travel Abroad
Read As: Men that love the idea of traveling abroad
are 37% more likely to watch Comcast SportsNet
137 Chicago than the average adult in the market.
106
Top 40% of 100
Newspaper 95 92
Readers Market
Average Top 40% of 89
Radio Local Prime
Viewer Local News
Listeners Viewer
Source: Fall 2011 SimmonsLOCAL (Chicago)

44. Male CSN Viewers Travel Abroad
160 Read As: Men that have traveled abroad in the last 3 years
are 60% more likely to watch Comcast SportsNet Chicago
than the average adult in the market.
106
100 98
Top 40% of
Newspaper
96 95
Market Top 40% of
Readers Local News Local Prime
Average Radio Viewer Viewer
Listeners
Source: Fall 2011 SimmonsLOCAL (Chicago)

45. CSNC Viewers Vacation Outside The US
Read As: Men that have taken 2+ vacations outside
the US in the past 3 years are 50% more likely to
150 watch Comcast SportsNet Chicago than the average
adult in the market.
112
Top 40% of 100 100 97
Newspaper
Readers Market Top 40% of
92
Average Radio Local News
Local Prime
Listeners Viewer
Viewer
Source: Chicago, IL-Syndicated, Mr11-Fe12, Scarborough

46. White Collar Viewers Travel Outside US
135
104 102
Local Prime
100 100
Viewer Top 40% of
Market Top 40% of
Newspaper
Readers Average Radio 91
Listeners
Local News
Viewer
Read As: White Collar adults that have traveled outside the US in the past 3
years are 35% more likely to watch Comcast SportsNet Chicago than the average
adult in the market.
Source: Chicago, IL-Syndicated, Mr11-Fe12, Scarborough

47. Affluent CSN Viewers Travel Outside US
Affluent Men Have An Individual Employment Income $75,000+
192 Read As: Affluent men that have
vacationed outside the US in the past 3
years are 92% more likely to watch
Comcast SportsNet Chicago than the
average adult in the market.
125
116
Top 40% of
Radio 111
Top 40% of
Listeners
Newspaper Local Prime 100
Readers Viewer
Market 91
Average Local News
Viewer
Source: Chicago, IL-Syndicated, Mr11-Fe12, Scarborough

48. CSN Viewers Foreign Travel
Viewers
Market
Average
14.0% 22.5% 25.4% 23.2% 21.4%
A18+ 15.5% 25.2% 26.9% 23.7% 24.0%
A18-49 14.6% 26.4% 31.6% 25.5% 25.2%
A35-49 17.5% 29.8% 27.8% 26.7% 26.4%
M18+ 21.4% 35.0% 34.2% 32.7% 36.7%
M18-49 18.5% 37.9% 39.0% 33.9% 38.8%
M35-49 24.6% 39.7% 37.2% 36.4% 41.4%
Read As: 39.0% of Men 18-49 that watch the Bulls on Comcast
SportsNet Chicago have taken a trip outside of the continental
US in the past 3 years, 13.6% higher than the market average.
Source: Chicago, IL-Syndicated, Mr11-Fe12, Scarborough

49. CSN Viewers Love To Travel
Men That Love The Idea of Traveling Abroad
(Agree)
Read As: Men 18-49 who have taken 2+ round trip flights abroad in the past 3 years are
79% more likely to watch Comcast SportsNet Chicago as the average adult in the market.
Men 18+ Index Men 18-49 Index
167 179
Top 40% of Newspaper 111 Market Average 100
Market Average 100 Prime Viewer 94
Top 40% of Radio 98 Top 40% of Newspaper 93
Prime Viewer 96 Top 40% of Radio 85
News Viewer 95 News Viewer 83
Men 18-34 Index Men 25-54 Index
212 157
Top 40% of Radio 117 Top 40% of Newspaper 101
Market Average 100 Market Average 100
Prime Viewer 99 Prime Viewer 92
News Viewer 83 News Viewer 91
Top 40% of Newspaper 59 Top 40% of Radio 81
Source: Fall 2011 SimmonsLOCAL (Chicago)

50. Domestic
Travel

51. Affluent Men Travel Domestically
Read As: Men with a household income of $100k+ that have flown
domestically two times in the last 12 months are 59% more likely to watch
Comcast SportsNet Chicago than the average adult in the market.
159
127
Top 40% of
Newspaper 110 110
Readers Top 40% of Local Prime 100
Radio
Listeners
Viewer Market 88
Average
Local News
Viewer
Source: Chicago, IL-Syndicated, Mr11-Fe12, Scarborough

52. Male CSN Viewers Travel Domestically
Read As: Men that have traveled domestically in the last 12 months are
67% more likely to watch Comcast SportsNet Chicago than the average
adult in the market.
167
113
Top 40% of 101 100 97 97
Newspaper
Top 40% of Market
Readers Local Prime Local News
Radio Average
Listeners Viewer Viewer
Source: Fall 2011 SimmonsLOCAL (Chicago)

53. CSN Viewers Hit The Strip
Adults 18+ Men 18+
128 202
Local News
Viewer
105 Local News
Viewer
120
Top 40% of
Newspaper Readers
102 Top 40% of
Newspaper Readers
113
Top 40% of
Radio Listeners
101 Top 40% of
Radio Listeners 101
Market Average 100 Market Average 100
Local Prime
Viewer
94 Local Prime
Viewer
84
Read As: Adults that have visited Las Vegas in the past 12 months are
28% more likely to watch Comcast SportsNet Chicago than the average
adult in the market.
Source: Chicago, IL-Syndicated, Mr11-Fe12, Scarborough

54. CSN Viewers Fly Domestically
151
112 111
Top 40% of Local News 100
Radio Viewer 95
Listeners Top 40% of 91
Newspaper Market
Local Prime
Readers Average
Viewer
Read As: Men that have flown domestically in the last 12 months are
51% more likely to watch Comcast SportsNet Chicago than the
average adult in the market.
Source: Chicago, IL-Syndicated, Mr11-Fe12, Scarborough

55. Hotels

56. Adults That Cruise, Use Hotels!
Read As: Adults that have stayed in a hotel/motel and gone a cruise in the
in the last 12 months are 36% more likely to watch Comcast SportsNet
Chicago than the average adult in the market.
136
124
Top 40% of 115
Newspaper
Local Prime
109
Readers
Viewer Local News 100
Viewer
Market 90
Average
Top 40% of
Radio
Listeners
Source: Chicago, IL-Syndicated, Mr11-Fe12, Scarborough

57. Blue Collar Workers Stay At Hotels
Read As: Men with a blue collar job that have stayed at in
hotel/motel in the past 12 months are 46% more likely to
watch Comcast SportsNet Chicago than the average adult in
the market.
146
128
Top 40% of
Radio Listeners
107 104
Local News
100
Top 40% of
Viewer Market
Newspaper
Readers Average
77
Local Prime
Viewer
Source: Chicago, IL-Syndicated, Mr11-Fe12, Scarborough

58. Male CSN Viewers Stay At Hotels
Read As: Men that stayed at a hotel while traveling
domestically are 66% more likely to watch Comcast
SportsNet Chicago than the average adult in the market.
166
104 100 100
Top 40% of 95 94
Newspaper Market Top 40% of
Average Radio Local Prime Local News
Readers
Listeners Viewer Viewer
Source: Fall 2011 SimmonsLOCAL (Chicago)

59. CSN Viewers Stay In Hotels
Hotels Market
Average
8.2% 10.0% 9.6% 10.5% 9.3% 9.0%
5.8% 11.4% 11.9% 10.0% 9.7% 10.7%
10.4% 15.7% 12.0% 14.9% 10.6% 12.7%
7.2% 8.7% 13.3% 14.1% 12.9% 12.6%
Any
14.0% 16.2% 26.9% 28.9% 26.6% 24.6%
Hotel
Read As: 15.7% of Comcast SportsNet Chicago Viewers have
stayed in a Holiday Inn, 5.3% higher than the market average.
Source: Chicago, IL-Syndicated, Mr11-Fe12, Scarborough

60. Travel
Expenditures

61. Male CSN Viewers Are Frequent Flyers
181
134
Top 40% of
Newspaper
Readers
103 100 99
Local News Market
93
Viewer Local Prime
Average Viewer Top 40% of
Radio
Listeners
Read As: Men that are currently enrolled in frequent flyer programs are
81% more likely to watch Comcast SportsNet Chicago than the average
adult in the market.
Source: Fall 2011 SimmonsLOCAL (Chicago)

62. Airlines

63. CSN Viewers Prefer Southwest
179
Read As: Men that have flown Southwest in the past 12
months are 79% more likely to watch Comcast SportsNet
Chicago than the average adult in the market.
119
Top 40% of 111
Radio
Listeners Top 40% of
Newspaper
101 100 100
Readers Local Prime Market Local News
Viewer Average Viewer
Source: Chicago, IL-Syndicated, Mr11-Fe12, Scarborough

64. Comcast SportsNet Philadelphia

65. Male CSN Viewers are Various Vacationers
178
Read As: Men that try to vacation to different
places are 78% more likely to watch Comcast
SportsNet Philadelphia than the average adult in
the market.
107
101 100
Top 40% of 96 96
Radio Top 40% of Market
Listeners Newspaper Average Local News Local Prime
Readers Viewer Viewer
Source: Fall 2011 SimmonsLOCAL (Philadelphia)

66. More Travelers Watch CSN!
Market Average
Viewers
Average Traveler
$75,000+ Ind. Income 13.5% 21.6% 25.3% 29.0% 26.4%
Male $75,000+ Ind.
Income 9.7% 15.5% 20.7% 23.6% 23.6%
Men 18-49 27.3% 30.4% 39.8% 43.2% 33.5%
Men 25-54 26.2% 31.1% 47.5% 50.1% 46.1%
Men 35+ 33.4% 34.2% 47.2% 46.5% 55.8%
Read As: 47.5% of Comcast SportsNet Philadelphia Viewers that have traveled in
the last 12 months were males 25-54, 19.3% higher than the market average.
Source: Philadelphia, PA-Syndicated, Fe11-Ja12, Scarborough

67. Frequent Flyers Watch CSN
188 183
Read As: Men that are enrolled in frequent flyer programs
are 88% more likely to be Comcast SportsNet Philadelphia
viewers than the average adult in the market.
145
128
Top 40% of
Newspaper
Readers
102 101 100
Local News
Viewer
Top 40% of Market 93
Radio Average Local Prime
Listeners Viewer
Source: Fall 2011 SimmonsLOCAL (Philadelphia)

68. Male CSN Viewers Use Travel Agents
156
120
Top 40% of
Newspaper
Readers
103 100
Local Prime
Viewer Market 92 92
Average
Top 40% of Local News
Radio Viewer
Listeners
Read As: Men that use travel agents are 56% more likely to
watch Comcast SportsNet Philadelphia than the average
adult in the market.
Source: Philadelphia, PA-Syndicated, Fe11-Ja12, Scarborough

69. Male CSN Viewers Use Travel Agents Fly More
Read As: Men that have both flown in the last 12 months
and used a travel agent are 69% more likely to be
169 Comcast SportsNet Philadelphia viewers than the average
adult in the market.
117
Top 40% of 107
Newspaper 100
Readers Local Prime 93
Viewer Market
Average
87
Top 40% of
Radio Local News
Listeners Viewer
Source: Philadelphia, PA-Syndicated, Fe11-Ja12, Scarborough

70. Foreign
Travel

71. CSN Viewers Love Traveling Abroad
Read As: Men that love to travel abroad are
69% more likely to watch Comcast SportsNet
169 Philadelphia than the average adult in the
market.
104 100 100
Top 40% of
Radio Market Top 40% of 92
Listeners Average Newspaper
Local Prime
87
Readers
Viewer Local News
Viewer
Source: Fall 2011 SimmonsLOCAL (Philadelphia)

72. M18-34 CSN Viewers Love Traveling Abroad
184
Read As: Men 18-34 that love to travel abroad are
84% more likely to watch Comcast SportsNet
Philadelphia than the average adult in the market.
100
Market Average 86 84
Local Prime
Viewer
Top 40% of 71
Radio
Listeners Local News
Viewer
47
Top 40% of
Newspaper
Readers
Source: Fall 2011 SimmonsLOCAL (Philadelphia)

73. Male CSN Viewers Go Abroad More Often
174 Read As: Men that have traveled abroad in the last 3 years are
74% more likely to watch Comcast SportsNet Philadelphia than the
average adult in the market.
107
100 99 96
Top 40% of
Newspaper Market
93
Top 40% of
Readers Average Local News
Radio Local Prime
Viewer
Listeners Viewer
Source: Philadelphia, PA-Syndicated, Fe11-Ja12, Scarborough

74. Male CSN Viewers Round Trip Flights
Read As: Men that have taken 2+ round trip international
188 flights in the past 12 months are 88% more likely to watch
Comcast SportsNet Philadelphia than the average adult in
the market.
125
Top 40% of
Newspaper
Readers
102 101 100
Top 40% of Local News Market
91
Radio Viewer Average Local Prime
Listeners Viewer
Source: Philadelphia, PA-Syndicated, Fe11-Ja12, Scarborough

75. Domestic
Travel

76. Affluent CSN Viewers Fly Domestically
Affluent Adults Have An Individual Employment Income Of
159 $75,000+
Read As: Affluent adults that have taken 2+ domestic vacations
in the past 12 months are 59% more likely to watch Comcast
SportsNet Philadelphia than the average adult in the market.
100 98 94
Market
Average
Local Prime
Viewer Top 40% of 84
Newspaper
Readers Local News
79
Viewer Top 40% of
Radio
Listeners
Source: Philadelphia, PA-Syndicated, Fe11-Ja12, Scarborough

77. Men 25-54 Watch CSN And Fly
205
181
156
Read As: Men 25-54 that have taken 1 or more flights within the
US in the past 12 months are 81% more likely to watch Comcast
SportsNet Philadelphia than the average adult in the market.
106 105
Top 40% Top 40% of 100
91
of Radio Newspaper
Listeners Market
Readers Average
Local News
Viewer 81
Local Prime
Viewer
Source: Philadelphia, PA-Syndicated, Fe11-Ja12, Scarborough

78. Blue Collar Viewers Fly Domestically
161
125
Top 40% of
Radio
Listeners 109
Local News 101 100
Viewer
Top 40% of
96
Market
Newspaper Average Local Prime
Readers Viewer
Read As: Adults with blue collar jobs that have taken at least one domestic flight are
61% more likely to watch Comcast SportsNet Philadelphia than the average adult in
the market.

79. Hotels

80. Male CSN Viewers Stay In Hotels
Read As: Men that have stayed in a hotel/motel
while traveling domestically in the last 12 months
are 79% more likely to watch Comcast SportsNet
179 Philadelphia than the average adult in the market.
103 100 99
Top 40% of
Market Top 40% of
93 92
Radio
Average Newspaper Local News Local Prime
Listeners
Readers Viewer Viewer
Source: Fall 2011 SimmonsLOCAL (Philadelphia)

81. Male CSN Viewers Stay At The Hilton
Read As: Men that have stayed at the Hilton while traveling domestically in the last 12 months are
twice as likely to be watch Comcast SportsNet Philadelphia than the average adult in the market.
Males 21+ Index Males 25-54 Index
277 285
Top 40% of Newspaper 142 Top 40% of Newspaper 122
Market Average 100 Top 40% of Radio 108
News Viewer 100 Market Average 100
Top 40% of Radio 98 News Viewer 97
Prime Viewer 97 Prime Viewer 97
Males 18+ Index
267
Top 40% of Newspaper 140
Top 40% of Radio 101
Market Average 100
Prime Viewer 97
News Viewer 94
Source: Fall 2011 SimmonsLOCAL (Philadelphia)

82. Male CSN Viewers Stay At The Holiday Inn
Read As: Men that have stayed at the Holiday Inn while traveling domestically in the last 12 months are
twice as likely to be watch Comcast SportsNet Philadelphia than the average adult in the market.
Males 21+ Index Males 25-54 Index
229 244
Top 40% of Newspaper 153 Top 40% of Radio 142
Top 40% of Radio 128 Top 40% of Newspaper 136
Prime Viewer 108 Prime Viewer 105
Market Average 100 Market Average 100
News Viewer 98 News Viewer 99
Males 18+ Index
201
Top 40% of Newspaper 162
Top 40% of Radio 104
News Viewer 101
Market Average 100
Prime Viewer 94
Source: Fall 2011 SimmonsLOCAL (Philadelphia)

83. Male CSN Viewers Stay At The Marriott
Read As: Men that have stayed at the Marriott while traveling domestically in the last 12 months are
twice as likely to be watch Comcast SportsNet Philadelphia than the average adult in the market.
Males 21+ Index
Males 25-54 Index
240
227
Top 40% of Newspaper 143
Top 40% of Newspaper 125
News Viewer 112
Top 40% of Radio 116
Top 40% of Radio 107
News Viewer 101
Market Average 100
Market Average 100
Prime Viewer 93
Prime Viewer 91
Males 18+ Index
219
Top 40% of Newspaper 153
News Viewer 109
Market Average 100
Top 40% of Radio 97
Prime Viewer 83
Source: Fall 2011 SimmonsLOCAL (Philadelphia)

84. Cruise

85. Male CSN Viewers Cruise
Read As: Men that have taken a cruise within the last 3 years are 86% more likely to
watch the Sixers on Comcast SportsNet Philadelphia than the average adult in the market.
186
175
164
123
Top 40% of
Newspaper
Readers 100 99 96
Market Local News
Top 40%
90
Average Viewer
of Radio Local Prime
Listeners Viewer
Source: Fall 2011 SimmonsLOCAL (Philadelphia)

86. CSN Viewers 18-34 Plan To Cruise
Read As: Adults 18-34 that plan to cruise in the next 12 months
are 27% more likely to watch the Sixers on Comcast SportsNet
Philadelphia than the average adult in the market.
127
103 100
Top 40% of
97 96
Radio Market
Local Prime Local News
Listeners Average
Viewer Viewer 81
Top 40% of
Newspaper
Readers
Source: Fall 2011 SimmonsLOCAL (Philadelphia)

87. Males 25-54 CSN Viewers Plan To Cruise
183
124
Top 40% of 110
Radio Listeners 103 100
Local News
Viewer Top 40% of
95
Market Average
Newspaper Local Prime
Readers Viewer
Read As: Men 25-54 that plan on taking a cruise in the next 12 months are 83% more likely
to watch Comcast SportsNet Philadelphia than the average adult in the market.
Source: Fall 2011 SimmonsLOCAL (Philadelphia)

88. Male CSN Viewers Spent On Cruises
Read As: Men that have spent $1,000+ on cruises in the last
3 years are 42% more likely to watch Comcast SportsNet
Philadelphia than the average adult in the market.
142
127
Top 40% of
Newspaper
Readers 104 100
Local News 91
Viewer Market
Average 86
Local Prime
Viewer Top 40% of
Radio
Listeners
Source: Fall 2011 SimmonsLOCAL (Philadelphia)

89. Comcast SportsNet New England

90. CSN Viewers Try To Go To Different Places
Read As: Men that strongly agree with the statement:
“I try to go somewhere different for
122 vacation every time” are 22% more
likely to watch Comcast SportsNet New England than the
average adult in the market.
102 100
Top 40% of
Radio Market 94 93
Listeners Average 91
Top 40% of Local News
Newspaper Viewer Local Prime
Readers Viewer
Source: Fall 2011 SimmonsLOCAL (Boston)

91. Men Love To Travel!
162
Read As: Men that love the idea of traveling
abroad are 62% more likely to watch Comcast
SportsNet New England than the average adult in
the market.
100 99
Market
Average
Top 40% of 91 89
Newspaper
Readers Local News
86
Top 40% of
Viewer Local Prime
Radio
Listeners Viewer
Source: Fall 2011 SimmonsLOCAL (Boston)

92. Men Would Rather Travel Frequently
Read As: Men that strongly agree with the statement:
“I’d rather take two or three quick vacations, rather than one long one”
are 26% more likely to watch Comcast SportsNet New England than the
average adult in the market.
126
106
Top 40% of 100
Radio
Listeners Market
96 96 95
Average Top 40% of Local News Local Prime
Newspaper Viewer Viewer
Readers
Source: Fall 2011 SimmonsLOCAL (Boston)

93. Domestic
Travel

94. Men Fly Domestically Often
Read As: Men that have taken 2+ domestic flights in
the last 12 months are 97% more likely to watch the
197 Celtics on Comcast SportsNet New England than the
average adult in the market.
121 119
Top 40% of
Newspaper 104 100
Readers
Local News 93
Viewer Market
Average Local Prime
88
Viewer Top 40% of
Radio
Listeners
Source: Fall 2011 SimmonsLOCAL (Boston)

95. CSN Viewers Pay For Accommodations
Read As: Men that have paid for accommodations while on vacation in the last 12
months are 36% more likely to watch Comcast SportsNet New England than the
average adult in the market.
167
136
114
Top 40% of
104 102
Newspaper
100
Readers Top 40% of
Radio
Local News Market
95
Viewer Average Local Prime
Listeners
Viewer
Source: Fall 2011 SimmonsLOCAL (Boston)

96. Men Spend On Vacation
175
117
Top 40% of 108
104
Radio
Listeners Top 40% of 100 99
Newspaper Local News
Readers Viewer Market Local Prime
Average Viewer
Read As: Men that have spent at least $1,000 on their last vacation are
75% more likely to watch Comcast SportsNet New England than the
average adult in the market.
Source: Boston, MA-Syndicated, Mr11-Fe12, Scarborough

97. Men That Spend Watch The C’s
Spent $500+ on their last vacation
288 Read As: Men 18-34 that have traveled
domestically within the last 12 months are
98% more likely to watch Comcast SportsNet
New England than the average adult in the
market.
198 195
168 164
153
138
100
Market
Average
Source: Boston, MA-Syndicated, Mr11-Fe12, Scarborough

98. Foreign
Travel

99. Men Travel Abroad Frequently!
Read As: Men that have flown outside the US 2+ times in the past
3 years are 74% more likely to watch Comcast SportsNet New
England than the average adult in the market.
200
174
111 109
Top 40% of Top 40% of
101 100
Newspaper
Readers
Radio
Listeners
Local News
Viewer
Market
Average
89
Local Prime
Viewer
Source: Boston, MA-Syndicated, Mr11-Fe12, Scarborough

100. Men Vacation Abroad
Read As: Men that have vacationed outside the US in the past 3 years
are 46 % more likely to watch Comcast SportsNet New England than the
146 average adult in the market.
120 118
Top 40% of
Newspaper
Readers
101 100
Top 40% of
Radio
Market 94
Average
Listeners Local Prime
Viewer
80
Local News
Viewer
Source: Boston, MA-Syndicated, Mr11-Fe12, Scarborough