SBC SUMMIT NORTH AMERICA Meadowlands Exposition Centre, New Jersey, US May 7-9, 2024


Sports bettors are the perfect viewing audience for sports. They are younger, more affluent, more diverse, they come back more often and watch longer. It’s literally the perfect combination for what you want from ratings. It feeds the cycle for television because if you've got younger, more diverse people coming back more often and staying longer, it'll raise your overall ratings for the show that you're doing, making it more saleable for non-sports book partners.


Sports bettors are the perfect viewing audience for sports. Tey are younger, more affluent, more diverse, they come back more often and watch longer. It’s literally the perfect combination for what you want from ratings. It feeds the cycle for television because if you've got younger, more diverse people coming back more often and staying longer, it'll raise your overall ratings for the show that you're doing, making it more saleable for non-sportsbook partners.


Now we can sell commercial advertising potentially at a better level. A rising tide lifts all boats. Tat first market data we get from our partners is to say who's betting, who's tuning in to these shows, and that alternative telecasts are compelling in nature. Tey don't cannibalise the main show at all. It’s not like we're detracting from the non-betting telecast. It allows us to then get first party data where we can market to those folks on a one-to-one basis and hopefully provide them with marketing opportunities that they're interested in. We


P160 WIRE / PULSE / INSIGHT / REPORTS


view this as an interesting way to speak to viewers in a much more targeted manner than probably anything else we've done on TV.


What gaming operators is NBC working with and how are those agreements structured? Are they domestic or global in nature?


All of this is done for domestic rights. We were lucky enough to work with the IOC on our Olympics deal, and if we could do something on a global nature we would. Each sport category has different rules that we must operate within. Te NFL is different from the PGA Tour, which is different from NASCAR, which is different from the Premier League. We abide by the rules that the leagues and the governing bodies set for their sport’s gaming rights. Ten it's really about what is most interesting or most desired from the sportsbook.


We've partnered with DraftKings this past season for NFL content, BetMGM for our Big Ten collegiate football content, and PointsBet for the


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