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The Arena Media Networks Sponsor Scouting Report is a new monthly feature that will provide in-depth analysis on specfic sports sponsor categories with an insider's look at how a specific company within the category approaches sports marketing decisions. For more information on adding Arena Media Networks to your facility or to inquire about advertising opportunities,
click (http://www.arena-media.com) or call 212-779-2021.

Category: Wireless
Brand: U.S. Cellular
Source: Brian Mehta, U.S. Cellular, Director of Marketing for Midwest Region

Primary Objective : Initially our objective is brand awareness but it goes deeper than that. Many times teams come to use and say this piece of inventory can be had for a certain price and that does nothing for us. We want partnerships that are unique to only us that drive our brand.

Measurement: Since brand awareness is critical for us, surveys drive our ability to track how a sponsorship is doing.

Also, one area we have used to measure success in determining if a property allows us to do more with our relationship. For example, the White Sox invited our CEO to be part of their World Series parade. In our mind, this is a measurement of success because it shows that the White Sox view use as a true partner.

Sponsorship inclusions:

  1. Advertising elements: Signage, broadcast advertising, program advertisements.
  2. Fan interaction: Opportunities to truly touch fans directly
  3. Point-of-sales: Establish a retail center in the stadium

WIRELESS/CELLULAR PHONE ANALYSIS
Source: Scarborough Research

Adults 18+ (203,957 respondents) – Release 1, 2005 – Multi-Market

Wireless/cell phone carriers currently use: U.S. Cellular

  • U.S. Cellular customers are Pro Bowling and NASCAR fans

    - U.S. Cellular customers are more likely relative to market average to be Very Or Somewhat interested in:

    1. Pro Bowling (PBA) - 54% more likely than market average to be Very OR Somewhat interested in Pro Bowling (PBA)
    2. NASCAR - 40% more likely than market average to be Very OR Somewhat interested in NASCAR
    3. College Football - 37% more likely than market average to be Very OR Somewhat interested in College Football
    4. College Basketball - 30% more likely than market average to be Very OR Somewhat interested in College Basketball
    5. National Hot Rod Association (NHRA) - 27% more likely than market average to be Very OR Somewhat interested in the NHRA
    5. IndyCar/IRL - 27% more likely than market average to be Very OR Somewhat interested in IndyCar/IRL

Wireless/cell phone carriers currently use: AT&T Wireless

  • AT&T Wireless customers are soccer and tennis fans

    - AT&T Wireless customers are more likely relative to market average to be Very Or Somewhat interested in:

    1. Pro Tennis (ATP/WTA) - 14% more likely than market average to be Very OR Somewhat interested in Pro Tennis (ATP/WTA)
    2. Major League Soccer (MLS) - 12% more likely than market average to be Very OR Somewhat interested in MLS
    3. IndyCar/IRL - 10% more likely than market average to be Very OR Somewhat interested in IndyCar/IRL
    4. CART/Champ Car Racing - 7% more likely than market average to be Very OR Somewhat interested in CART/Champ Car Racing
    5. National Basketball Association (NBA) - 5% more likely than market average to be Very OR Somewhat interested in the NBA
    5. Horse Racing - 5% more likely than market average to be Very OR Somewhat interested in Horse Racing

Top Leisure Activities past 12 months of U.S. Cellular Customers:

Leisure Activities participated in past 12 months

1. Gardening – 51% of U.S Cellular customers have participated in gardening past 12 months.
2. Swimming– 36%
3. Volunteer Work – 33%
4. Fishing – 29%
5. Bowling – 26%

Adults 18+ (208,208 respondents) – Release 1, 2005 – Scarborough USA+

Top Markets for cell phone bill last month: $100+ - Market Penetration:

  • CAN YOU HEAR ME? – Texas is KING for wireless spending
    - National Average = 15%

1. Austin – 23% of all adults 18+ living in the Austin DMA spent $100 monthly on wireless
2. Houston – 22%
3. Dallas/Fort Worth – 22%
4. San Antonio – 21%
5. Jacksonville – 20%

Top Markets for planning to switch wireless provider OR buy wireless service next 12 months – Market Penetration:

- National Average = 17.3%

1. Atlanta – 21% of all adults 18+ living in the Atlanta DMA plan to switch wireless provider next 12 months OR plan to buy wireless for self or other household member next 12 months
2. Raleigh/Durham – 20%
3. Norfolk/Portsmouth/Newport News – 20%
4. San Diego – 20%
5. Chicago – 20%

Scarborough Research
 Study: Multi-Market 2005 Release 1 (12 Months only)
Release: Total Weight (February 2004 - March 2005)
Base: Total
Projected: 113973642 Respondents: 131191

      Wireless/cell phone carriers currently use
  Cell Base U.S. Cellular AT&T Wireless Cingular Wireless T-Mobile Sprint PCS Nextel
Wireless/cell phone subscriber                
Yes Proj 113,973,642 1,440,122 17,605,248 20,011,462 11,578,154 13,481,562 7,484,167
Horz % 100.0% 1.3% 15.4% 17.6% 10.2% 11.8% 6.6%
Vert % 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0%
Index 100 100 100 100 100 100 100
Current level of interest in Arena Football League (AFL)                
Very /Somewhat Proj 5,633,365 59,364 785,697 1,036,939 610,320 792,344 476,402
Horz % 100.0% 1.1% 13.9% 18.4% 10.8% 14.1% 8.5%
Vert % 4.9% 4.1% 4.5% 5.2% 5.3% 5.9% 6.4%
Index 100 83 90 105 107 119 129
Current level of interest in CART/Champ Car racing                
Very/Somewhat Proj 5,612,682 83,702 930,716 1,005,633 564,154 638,662 481,120
Horz % 100.0% 1.5% 16.6% 17.9% 10.1% 11.4% 8.6%
Vert % 4.9% 5.8% 5.3% 5.0% 4.9% 4.7% 6.4%
Index 100 118 107 102 99 96 131
Current level of interest in College basketball                
Very/Somewhat Proj 28,965,710 476,911 4,256,776 5,347,866 2,715,117 3,628,327 1,813,740
Horz % 100.0% 1.6% 14.7% 18.5% 9.4% 12.5% 6.3%
Vert % 25.4% 33.1% 24.2% 26.7% 23.5% 26.9% 24.2%
Index 100 130 95 105 92 106 95
Current level of interest in College football                
Very/Somewhat Proj 37,160,980 643,508 5,593,346 7,115,920 3,251,492 4,421,482 2,627,668
Horz % 100.0% 1.7% 15.1% 19.1% 8.7% 11.9% 7.1%
Vert % 32.6% 44.7% 31.8% 35.6% 28.1% 32.8% 35.1%
Index 100 137 97 109 86 101 108
Current level of interest in horse racing                
Very/Somewhat Proj 11,387,932 148,173 1,845,964 2,003,251 1,007,092 1,304,334 770,126
Horz % 100.0% 1.3% 16.2% 17.6% 8.8% 11.5% 6.8%
Vert % 10.0% 10.3% 10.5% 10.0% 8.7% 9.7% 10.3%
Index 100 103 105 100 87 97 103
Current level of interest in IndyCar/IRL                
Very/Somewhat Proj 9,103,247 146,394 1,541,634 1,702,242 809,880 1,001,353 776,286
Horz % 100.0% 1.6% 16.9% 18.7% 8.9% 11.0% 8.5%
Vert % 8.0% 10.2% 8.8% 8.5% 7.0% 7.4% 10.4%
Index 100 127 110 107 88 93 130
Current level of interest in Ladies' golf (LPGA)                
Very/Somewhat Proj 7,445,027 115,698 1,187,736 1,173,629 629,248 754,475 454,341
Horz % 100.0% 1.6% 16.0% 15.8% 8.5% 10.1% 6.1%
Vert % 6.5% 8.0% 6.7% 5.9% 5.4% 5.6% 6.1%
Index 100 123 103 90 83 86 93
Current level of interest in Major League Baseball (MLB)                
Very/Somewhat Proj 40,626,096 450,445 6,318,250 7,103,778 3,886,109 4,754,560 2,858,319
Horz % 100.0% 1.1% 15.6% 17.5% 9.6% 11.7% 7.0%
Vert % 35.6% 31.3% 35.9% 35.5% 33.6% 35.3% 38.2%
Index 100 88 101 100 94 99 107
Current level of interest in Major League Soccer (MLS)                
Very/Somewhat Proj 7,856,952 87,567 1,353,392 1,257,829 1,026,041 1,102,263 572,689
Horz % 100.0% 1.1% 17.2% 16.0% 13.1% 14.0% 7.3%
Vert % 6.9% 6.1% 7.7% 6.3% 8.9% 8.2% 7.7%
Index 100 88 112 91 129 119 111
Current level of interest in Men's golf (PGA)                
Very/Somewhat Proj 20,076,309 300,115 3,178,264 3,554,445 1,606,171 2,210,791 1,426,259
Horz % 100.0% 1.5% 15.8% 17.7% 8.0% 11.0% 7.1%
Vert % 17.6% 20.8% 18.1% 17.8% 13.9% 16.4% 19.1%
Index 100 118 102 101 79 93 108
Current level of interest in Minor League Baseball                
Very/Somewhat Proj 8,723,284 124,652 1,363,082 1,545,781 811,682 971,635 662,448
Horz % 100.0% 1.4% 15.6% 17.7% 9.3% 11.1% 7.6%
Vert % 7.7% 8.7% 7.7% 7.7% 7.0% 7.2% 8.9%
Index 100 113 101 101 92 94 116
Current level of interest in Minor League Hockey                
Very/Somewhat Proj 3,883,725 31,841 579,892 618,378 353,376 492,513 334,759
Horz % 100.0% 0.8% 14.9% 15.9% 9.1% 12.7% 8.6%
Vert % 3.4% 2.2% 3.3% 3.1% 3.1% 3.7% 4.5%
Index 100 65 97 91 90 107 131
Current level of interest in Monster trucks                
Very/Somewhat Proj 8,107,329 118,074 1,117,604 1,432,056 806,930 913,000 905,812
Horz % 100.0% 1.5% 13.8% 17.7% 10.0% 11.3% 11.2%
Vert % 7.1% 8.2% 6.3% 7.2% 7.0% 6.8% 12.1%
Index 100 115 89 101 98 95 170
Current level of interest in NASCAR                
Very/Somewhat Proj 22,395,173 397,480 3,199,178 4,011,304 1,712,875 2,275,684 2,313,321
Horz % 100.0% 1.8% 14.3% 17.9% 7.6% 10.2% 10.3%
Vert % 19.6% 27.6% 18.2% 20.0% 14.8% 16.9% 30.9%
Index 100 140 92 102 75 86 157
Current level of interest in Nat'l Basketball Assoc (NBA)                
Very/Somewhat Proj 28,619,625 283,276 4,657,594 5,033,446 3,224,286 3,885,583 1,978,788
Horz % 100.0% 1.0% 16.3% 17.6% 11.3% 13.6% 6.9%
Vert % 25.1% 19.7% 26.5% 25.2% 27.8% 28.8% 26.4%
Index 100 78 105 100 111 115 105
Current level of interest in National Football League (NFL)                
Very/Somewhat Proj 52,411,598 716,496 8,006,777 9,118,935 4,992,550 6,413,340 3,985,475
Horz % 100.0% 1.4% 15.3% 17.4% 9.5% 12.2% 7.6%
Vert % 46.0% 49.8% 45.5% 45.6% 43.1% 47.6% 53.3%
Index 100 108 99 99 94 103 116
Current level of interest in National Hockey League (NHL)                
Very/Somewhat Proj 14,962,120 135,434 2,384,517 2,341,865 1,543,870 1,866,007 1,311,095
Horz % 100.0% 0.9% 15.9% 15.7% 10.3% 12.5% 8.8%
Vert % 13.1% 9.4% 13.5% 11.7% 13.3% 13.8% 17.5%
Index 100 72 103 89 102 105 133
Current level of interest in NHRA (National Hot Rod Assoc)                
Very/Somewhat Proj 8,695,578 139,524 1,269,412 1,576,136 720,752 870,899 939,615
Horz % 100.0% 1.6% 14.6% 18.1% 8.3% 10.0% 10.8%
Vert % 7.6% 9.7% 7.2% 7.9% 6.2% 6.5% 12.6%
Index 100 127 95 103 82 85 165
Current level of interest in Olympics                
Very Or Current level of interest in Olympics: Somewhat Proj 62,893,379 750,202 9,854,549 10,897,755 6,187,920 7,501,324 3,932,720
Horz % 100.0% 1.2% 15.7% 17.3% 9.8% 11.9% 6.3%
Vert % 55.2% 52.1% 56.0% 54.5% 53.4% 55.6% 52.5%
Index 100 94 101 99 97 101 95
Current level of interest in Pro bowling (PBA)                
Very/Somewhat Proj 5,300,938 103,118 725,003 886,163 541,328 609,671 387,511
Horz % 100.0% 1.9% 13.7% 16.7% 10.2% 11.5% 7.3%
Vert % 4.7% 7.2% 4.1% 4.4% 4.7% 4.5% 5.2%
Index 100 154 89 95 101 97 111
Current level of interest in Pro Bull Riding (PBR)                
Very/Somewhat Proj 9,115,840 115,198 1,285,754 1,747,656 746,495 877,784 797,836
Horz % 100.0% 1.3% 14.1% 19.2% 8.2% 9.6% 8.8%
Vert % 8.0% 8.0% 7.3% 8.7% 6.4% 6.5% 10.7%
Index 100 100 91 109 81 81 133
Current level of interest in Pro Rodeo                
Very/Somewhat Proj 8,586,440 111,672 1,266,923 1,615,442 718,333 827,318 702,137
Horz % 100.0% 1.3% 14.8% 18.8% 8.4% 9.6% 8.2%
Vert % 7.5% 7.8% 7.2% 8.1% 6.2% 6.1% 9.4%
Index 100 103 96 107 82 81 125
Current level of interest in Pro tennis (ATP/WTA)                
Very/Somewhat Proj 12,982,234 107,967 2,280,310 2,214,811 1,523,437 1,761,755 678,480
Horz % 100.0% 0.8% 17.6% 17.1% 11.7% 13.6% 5.2%
Vert % 11.4% 7.5% 13.0% 11.1% 13.2% 13.1% 9.1%
Index 100 66 114 97 116 115 80
Current level of interest in Supercross/Motocross                
Very/Somewhat Proj 7,053,660 90,621 1,052,936 1,104,925 743,995 765,656 767,052
Horz % 100.0% 1.3% 14.9% 15.7% 10.5% 10.9% 10.9%
Vert % 6.2% 6.3% 6.0% 5.5% 6.4% 5.7% 10.2%
Index 100 102 97 89 104 92 166
Current level of interest in Women's Nat'l Basketball (WNBA)                
Very/Somewhat Proj 7,062,070 71,131 1,052,960 1,239,009 863,507 991,300 446,984
Horz % 100.0% 1.0% 14.9% 17.5% 12.2% 14.0% 6.3%