2018 Número de Reporte: #3 Período de servicio: ABRIL - JUNIO, 2018 - REPORTE NFL - CONSEJO DE PROMOCION TURISTICA DE MEXICO

REPORTE NFL - CONSEJO DE PROMOCION TURISTICA DE MEXICO

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 2018
 Número de Reporte: #3

 Período de servicio: ABRIL - JUNIO, 2018

REPORTE NFL - CONSEJO DE PROMOCION TURISTICA DE MEXICO

Resumen Ejecutivo

Se llevó a cabo el anuncio de la fecha del partido de la NFL a llevarse a cabo en la
Ciudad de México. La fecha es el 19 de noviembre del presente año, con sede en Page | 2
el Estadio Azteca entre los equipos Kansas City Chiefs y Los Angeles Rams.

REPORTE NFL - CONSEJO DE PROMOCION TURISTICA DE MEXICO

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 REPORTE DE AVANCES

REPORTE NFL - CONSEJO DE PROMOCION TURISTICA DE MEXICO

1. Estadio

No se tiene nada que reportar sobre el estadio Azteca hasta este momento.
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REPORTE NFL - CONSEJO DE PROMOCION TURISTICA DE MEXICO

2. Logística

En este período se iniciaron conversaciones y negociaciones con los hoteles que en años
anteriores se han utilizado para el hospedaje de los equipos y personal de la NFL de
Estados Unidos. Page | 5

Dichos hoteles son:
 - Hotel Presidente Intercontinental Polanco
 - JW Marriott Polanco
 - Hyatt Regency Polanco

Se espera que en los próximos meses se pueda llegar a cerrar los contratos
correspondientes de hospedaje y uso de salones.

Con respecto a la transportación terrestre, todavía no se ha contactado a ningún
prestador de servicios. Se espera que para el segundo semestre del año se pueda tener
más información.

En lo que refiere a la transportación aérea, como todos los años, cada equipo es
responsable de su transportación aérea, tanto de los jugadores como del equipo. Se
espera que para finales de agosto del presente año, personal de ambos equipos inicien el
análisis de viabilidad de los aeropuertos (tanto MEX como TLC) y las negociaciones
correspondientes.

REPORTE NFL - CONSEJO DE PROMOCION TURISTICA DE MEXICO

3. Transmisión

Ya con la fecha del 19 de noviembre como el día del partido, y siendo éste un partido de
Monday Night Football (partido de lunes por la noche), se confirmó que las televisoras que
estarán transmitiendo dicho partido serán: Page | 6

 - Televisa: México (TV abierta)
 - ESPN: México (TV paga), Estados Unidos y Latinoamérica

Hasta el término de este reporte, no se ha hecho ningún tipo de promoción en conjunto
con dichas televisoras. Se espera que terminando el Mundial FIFA Rusia 2018 se inicien
las actividades promocionales de dichas empresas.

REPORTE NFL - CONSEJO DE PROMOCION TURISTICA DE MEXICO

4. Promoción y presencia de marca TV

Por el momento no se ha realizado ningún tipo de promoción ni presencia de marca en
TV.
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REPORTE NFL - CONSEJO DE PROMOCION TURISTICA DE MEXICO

5. Promoción y presencia en otros medios

En ese momento no se tenía ningún plan de promoción ni presencia de marca.
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REPORTE NFL - CONSEJO DE PROMOCION TURISTICA DE MEXICO

6. Definición Logotipo

El logotipo del partido será el mismo que los años anteriores con el cambio de fecha
únicamente:
 Page | 9

En el reporte anterior se anexó la Guía de Estilo para el uso del logotipo de este partido.

REPORTE NFL - CONSEJO DE PROMOCION TURISTICA DE MEXICO

7. Testimoniales sobre México

En ese momento no han salido testimoniales sobre el país.
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REPORTE NFL - CONSEJO DE PROMOCION TURISTICA DE MEXICO

8. Presencia de marca en comunicaciones

El pasado 20 de abril del presente se envió un comunicado de prensa a diferentes medios
de comunicación notificando a nombre de la Secretaría de Turismo, el Consejo de
Promoción Turística de México y la NFL México dando a conocer la fecha en la que se Page | 11
llevará a cabo el tercer partido de Temporada Regular de la NFL en nuestro país.

En esta ocasión dicho partido se llevará a cabo el próximo lunes 19 de noviembre de 2018
en el Estadio Azteca a las 7:15pm, entre los Kansas City Chiefs y Los Angeles Rams. Se
menciona que es la primera vez que ambos equipos vienen a jugar a México.

En dicho comunicado se menciona que el partido en México será el cuarto juego
internacional de la NFL en 2018, sumándose a otros tres partidos que se llevarán a cabo
en Londres, Inglaterra. De igual manera, este será el tercer partido que se juega en suelo
mexicano.

REPORTE NFL - CONSEJO DE PROMOCION TURISTICA DE MEXICO

9. Conferencias de prensa

Hasta el momento no se ha llevado a cabo ninguna conferencia de prensa.
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REPORTE NFL - CONSEJO DE PROMOCION TURISTICA DE MEXICO

10. Micro sitio para el partido

Por el momento no se ha hecho ningún tipo de implementación de contenido al micro sitio
www.NFL.com/mexico
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REPORTE NFL - CONSEJO DE PROMOCION TURISTICA DE MEXICO

11. Presencia de marca en medios sociales y digitales

Ambos equipos han hecho algunos posteos en sus redes sociales en referencia al partido
de la Ciudad de México. Los testigos se encuentran anexos con los Clippings y detalles
de valor de mercado e impresiones. Page | 14

REPORTE NFL - CONSEJO DE PROMOCION TURISTICA DE MEXICO

12. Stand México

Hasta ese momento no se tiene la ubicación y distribución disponible.
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NFL International Series | Mexico City
 Media Analysis Report | March 7 – May 31, 2018
 July 11, 2018

NFL International Series | Mexico City
 Executive Summary

Executive Summary
The 2018 iteration of the NFL International Series in Mexico was announced on January 31, 2018. The
media analysis from PRIME Research and Nielsen Sports monitored print, television, radio, online and
social media platforms in the window after the announcement, from March 7- May 31, generating the
following results:

 182M 2.5K $5.2M
 Gross Reach Occurrences* PR Value
 (+108%) (-14%) (-50%)

 Source: PRIME Research Source: PRIME Research and Nielsen Sports Source: Nielsen Sports

 *Occurrences sourced by vendor with the largest media scope. PRIME providing print and social; Nielsen Sports
 providing online, broadcast and radio. Samples for each respective provider can be found in the appendix.

NFL International Series | Mexico City
 Key Insights

Key Insights | March 07 – May 31, 2018
Key Takeaways Details Total Occurrences*
 • The release of the 2018 – 2019 season schedule was the largest topic within coverage, accounting for 65% of ISG’s
 From Mar 7th-May 31st,
 the Mexico
 •
 gross reach during the 12-week timeframe (same reach percentage YoY).
 ISG coverage was most visible on social media, which generated 85% of the channel mix. 2.5K Occurrences
 City International Series had a gross • YoY, 2018’s timeframe was over twice as visible compared last year’s.
 reach of 182 M, largely driven by • Three posts from @NFL generated gross reach of 73.9 M. Discounting this data, 2018 ISG visibility during this
 coverage on social media. timeframe was still +23% higher YoY. Print: 3
 • Twenty-eight percent of ISG visibility stemmed from Mexican media, which reached a potential audience of 52.5 M.
 • Player mentions were also contributors to ISG reach from March through May. Media discussed Marcus Peters and Online: 649
 Sammy Watkins both facing off against their former teams during the matchup.

 Broadcast Media: 7
 Online media coverage generated • Online media coverage captured 97% of the total PR value. This is a decrease from the 98% that online media
over $5.0MM in PR Value for the NFL coverage generated during this wave last year.
 • Print media generated over $73K in value for the NFL International Series during this monitoring period. Radio: 57
 International Series during the Mar • Radio saw an increase in value with 57 hits during the monitoring period generating $71K in value for the NFL.
 7th – May 31st monitoring period. • Similarly to the previous monitoring period, the International Series did not receive significant television exposure.
 Because the game is months away, TV occurrences generated less than 1% of the overall PR Value.
 Social: 1.8 K
 *Occurrences sourced by vendor with the largest
 media scope. PRIME providing print and social;
 Nielsen Sports providing online, broadcast and
 99% of all coverage was positive or radio. Samples for each respective provider can be
neutral, which was 8 p.p. higher YoY. found in the appendix.
 • Fan excitement for the ISG in Mexico City after the schedule release was the largest driver of positive coverage from
 The ISG date announcement drove the beginning of March through May.
 positive sentiment, while slight • Mentions of the NFL’s move to slot the game on Monday Night Football was largely received positively, though the
 criticism toward other game scheduling difficulties to reach the decision did garner minimal criticism (Sports Illustrated).
 scheduling generated minor
 negativity.

 Social Media exposure generated • Grand Rapids-Kalmzoo-B. Crk. & Phoenix (Prescott) were in the top DMA’s across ancillary television coverage of the
 over $6K during this monitoring International Series, but the vast majority of PR value across TV was driven by National news.
 • Social media generated $6,149 in PR value through over this monitoring period. This is a decrease from the $11,755
 period. during this wave last year. The International Series had 61 mentions across NFL-owned channels on Facebook, Twitter,
 and Instagram.

2018-2019 schedule release was the primary driver of favorable coverage;
Social media drove media visibility, accounting for 85% of ISG gross reach

Key Metrics Total (YoY change) Key Metrics by Channel

 Print and Online (YoY change) TV (YoY change) Social (YoY change)
2183 Occurrences (-4%) • 296 Occurrences (-37%) • 81 Occurrences (+2600%) • 1.8 K Occurrences (no change)
 • 21.2 MM Gross Reach (-48%) • 6.6 M Gross Reach (+5451%) • 154.2 M Gross Reach (+230%)
 • 71.6 K Gross Reach per Occurrence • 81.4 K Gross Reach per Occurrence • 85.7 K Gross Reach per Occurrence
182 M Gross Reach (+108%) • 91% positive/neutral sentiment • 93% positive/neutral sentiment • 93% positive/neutral sentiment

Media Mix Overall Sentiment* Cross-Channel Long-Term Trend (Sept. ‘17 – May ‘18)
 *Based on Reach Announcement
 Print Social Reach
 1,200
 Online Traditional Reach

Online media continues to generate the vast majority of the value
 for the NFL International Series
 Key Metrics Total
 (March 7 – May 31, 2018) Key Metrics by Channel (March 7 – May 31, 2018)

 Online Broadcast Media Social Owned
 779 Occurrences (-47%) • 7 Occurrences (-96%)
 • 649 Occurrences (-33%) • 61 Occurrences (-81%)
 • $5,011,204 PR Value (-51%) • $5,163 PR Value (-95%) • $6,149 PR Value (-48%)
 $ 5,166,668 Value (-50%)
 Print Radio
 • 5 Occurrences (-29%) • 57 Occurrences (+2750%)
 • $72,679 PR Value (-39%) • $5,163 PR Value (+3108%)
Media Mix | PR Value
(March 7– May 31, 2018) Occurrences (March 7– May 31, 2018) PR Value (March 7– May 31, 2018)
 2% 0%
 1% 0%
 Jan 31-Feb 5 Feb 6-Mar 6 Mar 7-May 31 Total Jan 31-Feb 5 Feb 6-Mar 6 Mar 7-May 31 Total
 TV 69 33 7 109 TV $69,825 $6,460 $5,163 $81,448
 Online 1,532 16 649 2,197 Online $6,960,111 $534,251 $5,011,204 $12,505,566
 Radio 56 0 57 113 Radio $121,368 $0 $71,472 $192,840
 Social 93 11 61 165 Social $37,333 $175 $6,149 $43,657
 97% Print 8 0 5 13 Print $17,682 $0 $72,679 $90,361
 Totals 1,758 60 779 2,597 Total $7,206,318 $540,886 $5,166,668 $12,913,872
 Broadcast TV Online Radio Social Print
 7

Home markets drove PR value and local social chatter; New York and
Los Angeles generated the most value through radio

 Geographic Social Media Snapshot Top Markets | PR Value

 Television
 CHICAGO: 7 posts/shares
 “Not sure if these marquee games have leaked
 but here ya go: - MNF Opening double header is
 Jets @ Lions and Rams @ Raiders. - Thanksgiving National $4,453
 Day is Bears/Lions Washington/Dallas
 Falcons/Saints - Chiefs/Rams is MNF
 in Mexico City Phoenix (Prescott) $355
 ” (@Danny Parkins, 04/19, 42.8 K followers)

 Grand Rapids-Kalmzoo-B. Crk $355

 KANSAS CITY: 92 posts/shares
 “Primetime: @Chiefs, @RamsNFL will play Radio
 Nov. 19 in Mexico City >> #ChiefsKingdom
 #NFL #NFLSchedule” (@KCTV5, 04/18, 161 K
 followers)
 New York, NY $28,100
 BOSTON: 10 posts/shares
 “RT : ICYMI: will host the Chiefs on Monday Los Angeles, Ca $25,992
 Night Football in Mexico City on November
 19th at 5:15 PM PT! ” (@iamjohnthethird, Chicago, IL $4,344
 04/19, 2.8 K followers)
 Denver,CO $3,104
 Atlanta, GA $1,452

 LOS ANGELES: 48 posts/shares
 “CHARGERS… LONDON CALLING… RAMS….
 HOLA MEXICO CITY… DIGGIN THE GLOBAL
 Print
 NFL FLAVA” (@vicfeelingyou, 04/20, 13 K
 followers)

 Los Angeles Times $72,679

 8

The release of the 2018-2019 schedule and ISG’s MNF slot were the most frequent and
positive; Marcus Peters, Sammy Watkins, and Luis Pérez news were less frequent, but
still positive; minimal negative tone around scheduling

Positive/Neutral Topics and Opportunities | Volume Overall Sentiment [Based on Volume] Critical Topics and Risks | Volume

 Negative
 Schedule 1479 Positive
 3%
 14%

 MNF Slot 762
 Schedule 44
Peters/Watkins vs. Former
 176
 Teams

 Luis Pérez Contract 30 Neutral
 83%
 Volume of Articles, Posts and Shares Volume of Articles, Posts and Shares

 Positive/Neutral Comments Critical Comments
 • “Think of the game: Two division champs, each likely to be very good in 2018, exporting the game to a • “They [Rams] should be having a home game on Monday Night Football, not a fake home game in a
 place sure to draw 100,000, in what is likely to be a frenzied atmosphere. There was the added zest of the foreign land.“ (Jalen & Jacoby, ESPN NEWS TV, 4/21)
 Chiefs trading one of the best young corners, Marcus Peters, to the Rams this year, and Peters wanted to
 exact revenge on the Chiefs.” (Sports Illustrated, 4/23) • “The only schedule I actually studied is the @Chiefs and they get a brutal out of division road schedule. At
 Pitt, at NE (SNF), at Rams in Mexico (MNF) and Wk16 at Seattle (SNF).” (@geoffschwartz, 60.8 K followers,
 • “#NOTA | ¡Aparten el calendario! Ya sabemos cuándo jugarán @Chiefs y los @RamsNFL jugarán en el 4/19)
 Estadio Azteca [Set aside the calendar! We already know when they will play @Chiefs and @RamsNFL will
 play at Estadio Azteca]” (@laaficion, 399 K followers, 4/18) • “Rams-Chiefs in Mexico City caused some scheduling issues for the NFL.” (@RamsWire, 2.6 K, 4/23)

 • “Attn: Schedule Logistics Nerds. You’ll want to read how Rams-Chiefs in Mexico ended up on Monday and
 not Thursday or Sunday. Fun story, in a nerdy way.” (@peter_king, 1.9 M followers, 4/23)

 • “Logistically, this is going to be as marketable as it gets for a regular season game. And based on the
 success we've seen in previous Mexico City games, it's going to be extremely popular.” (Forbes, 4/19)

 9

PRIME Research Methodology
PRIME Research is a social and traditional media monitoring, measurement and consulting company tracking print, broadcast, online and social media
coverage for the NFL on an ongoing basis, with all data accessible in real time via the Media Insights Suite portal. For this report, PRIME has focused on
overall volume, gross reach and key positive and negative topics in connection with the International Series game being hosted in Mexico City.

PRIME Media Scope PRIME Portal

 Traditional Media
 • 160 Opinion-Leading Print Outlets
 • 80 k Online News Sites, Blogs and Forums
 • TV news broadcasts from the top 60 DMAs

 Social Media
 • All relevant content (organic and owned) across
 Twitter, Facebook Pages and YouTube

PRIME Key Metrics Glossary

 Volume: The total number of individual stories, broadcasts or social posts

 Gross Reach: The total number of possible people exposed to a story or social post based upon the unique visitors to a website, reach of a broadcast, circulation of a
 print publication or followers on a social channel

 Sentiment: The percentage of positive, negative and neutral mentions of the NFL, based upon high-quality human coding

 10

NIELSEN SPORTS METHODOLOGY
 GAME NEWS &
 EDITORIAL TV ONLINE MEDIA ONLINE MEDIA
 BROADCASTS
 COVERAGE
 RADIO

• Nielsen Sports will track any • Utilizing IQ Media, Nielsen Sports • Nielsen Sports partners with Meltwater • Nielsen Sports tracks the top • Nielsen Sports partners with Critical
 mention of the event during will track any mention of the NFL News to deliver online media tracking and 20 USA based panel for sport Mention to track the top 46 radio
 valuation. Meltwater News tracks more and NFL related websites for markets in the USA as well as national
 NFL regular season games in International Series in Mexico
 than 180,000 news sources including any branding/imagery related broadcasters for mentions of the NFL
 the 2016 NFL season through across national cable channels as major news outlets, blogs, etc. to monitor exposure for the NFL International Series in Mexico.
 December 31st, 2016. well as local broadcast network key words, topics, and trends. International Series in
 coverage within 210 DMA’s. Mexico. • Values are calculated utilizing data
• Details will be broken down by • Values are calculated based on gathered from Critical Mention and
 game. • Details broken down by network. Meltwater’s methodology which utilizes • Values are based on Nielsen sourced radio rates from Gaebler.
 the number of unique visitors to a website Sports methodology.
 • Values based on IQ Media and average online advertising rates. • Results filtered by market and station
• Values based on Nielsen
 • Results filtered by specific affiliate.
 Sports Methodology. methodology.
 • Results filtered by specific website. website.

 KEY NOTE:
 • Nielsen Sports removes any textual exposure from our results if it has already been
 valued through Meltwater’s results.

 SOCIAL MEDIA PRINT

• Nielsen Sports tracks any content produced and shared on NFL owned social media • Nielsen Sports tracks the top 10 USA newspapers by Nielsen Sports PRINT PANEL:
 channels across Twitter, Facebook, and Instagram. circulation, ESPN the Magazine, and Sports Illustrated for
 Washington Post
 mentions of the NFL International Series in Mexico. Wall Street Journal Chicago Sun-Times
• Values are calculated utilizing Nielsen Sports’s social media exposure methodology. New York Times Denver Post
 • Values are based on Nielsen Sports methodology. Los Angeles Times Chicago Tribune
• Results filtered by social media source. Daily News of New York ESPN Magazine
 • Results are shown by publication. New York Post Sports Illustrated