BY THE RANKINGS (OUT OF 32 NFL TEAMS)

4TH – WATCH NFL GAMES: 95.4% of the Buffalo Market watches the NFL

6TH - NATIONAL FAN BASE RANK: 74% of the Buffalo Population is a Bills Fan, 34% are Avid Bills Fans!

8TH – FAVORITE TEAM: 53.1% of the Buffalo Market mentioned the Bills

THE BILLS BRAND IS ONE OF THE STRONGEST IN THE NFL...

THE BILLS ARE THE HOMETOWN TEAM...

NFL NHL MLB NASCAR NBA

The NFL reigns as the favorite spectator sport of the Buffalo market capturing a higher rate (28%) than the combined rating of the other three major spectator sports (NHL 15%, MLB 9%, NBA 3%).

28%

15%

9%

5%3%

Buffalo MarketBuffalo Market

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STAND OUT FACTS (NIELSON MEDIA RESEARCH)

225 MILLION: Americans watched NFL regular season games in 2008

NFL regular-season ratings EXCEED OTHER SPORTS’ PLAYOFF RATINGS

NFL viewership is 89 PERCENT HIGHER than other primetime programming

NFL accounted for 13 OUT OF THE 15 MOST WATCHED TV SHOWS among all fall programming in 2008

NFL games were the HIGHEST RATED PROGRAMS locally a record of 88 PERCENT of the time

NFL IS THE NFL IS THE MOST WATCHEDMOST WATCHED ENTERTAINMENT IN AMERICAENTERTAINMENT IN AMERICA

BILLS FANS ARE WATCHING...

ESPN’s Monday Night Football was the MOST-WATCHED SERIES on cable with an average of 12 Million viewers.

BUFFALO BILLS vs. CLEVELAND BROWNSBUFFALO BILLS vs. CLEVELAND BROWNS

Monday, November 17, 2008

11.57 MILLION VIEWERS11.57 MILLION VIEWERS

This event was the 11th most-watched basic cable TV show nationally in 2008 (only sports program above this ranking was MLB ACLS (Red Sox-Rays Game 7)

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ADVERTISING WITH THE BILLS WILL REACH YOUR TARGET MARKET….

GENDER

• 46 % of all NFL Fans in Buffalo are Female (female fan base keeps growing!)

• 69 % of Male Bills Fans are Avid! (view product 8 different ways each week!)

55 - 6414%

25 - 3415%

35 - 4417%45 - 54

24%

65 +16%

12 - 179% 18 - 24

5%

AGE

• 74 % of the Buffalo Market are Bills Fans

• There are Bills fans in every age group!

Fan, 46%

Fan, 54%

Avid Fan, 21%

Avid Fan, 69%

Female Male23%

6%

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BUFFALO HAS FOOTBALL TRADITION EMBEDDED IN THE MARKETPLACE…

– The NFL fan base of the local market continues to outpace the national level (74.0% vs. 68.7%) as well as being ahead of the average of all NFL markets. In fact, the local NFL fan base is ahead of the rate of 26 other NFL markets

– The avid NFL fan base of the local market, those most passionate about the NFL, is also ahead of the national level (33.6% vs. 31.9%).

– The NFL continues to reign as the favorite spectator sport of the Buffalo market capturing a higher rate (28%) than the combined rating of the other three major spectator sports (NHL 15%, MLB 9%, NBA 3%).

– More fans have watched NFL games during the course of the year than any other sport, and the Buffalo market delivers one of the highest rates (95.4%) among all NFL markets. In fact, Buffalo has a larger NFL viewing base than 28 other NFL teams.

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BUFFALO BILLS SEASON TICKET HOLDERS ARE ALL OVER THE MAPBUFFALO BILLS SEASON TICKET HOLDERS ARE ALL OVER THE MAP……

BUFFALO:

Zip Codes: % of Season Ticket Holder Base:

14001-14305 56.9%

ERIE:

Zip Codes: % of Season Ticket Holder Base:

16404-16514 .49%

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SYRACUSE:

Zip Codes: % of Season Ticket Holder Base:

13021-13244 1.4%

*OTHER STATES:

% of Season Ticket Holder Base:

19.3%

ROCHESTER:

Zip Codes: % of Season Ticket Holder Base:

14411-14694 11.9%

TORONTO:

Zip Codes: % of Season Ticket Holder Base:

L1,L3-L7, L9 3.91%

M1-M9

CANADA:

Zip Codes: % of Season Ticket Holder Base:

L0-L9 6.05%

H1-H4, H7-H9

K0-K9; N0-N9

P0,P1,P3,P4,P7

*Other States include areas of NY and PA excluding Buffalo, Syracuse, Rochester and Erie

BRAND ASSOCIATION SPEAKS TO BUFFALO

– “"Our partnership with the Buffalo Bills is one of the most valuable sponsorships we have anywhere in the country. Bills fans are passionate about their team, and they crave as much information about the team as they can get. That passion is demonstrated by the fact that the interactive programs we run with the Bills consistently outperform similar programs that we run with other teams in bigger markets. Through programs like our TXT alerts and Playbook Promo, we're able to give Bills fans the team information they want and showcase our own products in services in unique and entertaining ways." Marquett Smith, President of Verizon Wireless’sUpstate New York Region

– “The Bills are one of Western New York’s most important civic assets and the team has a large and passionate fan base. This type of sponsorship helps keep the Bills viable in WNY and allows M&T to stand with local fans in supporting our home team,” Peter Eliopoulos, Senior Vice President for Marketing of M&T Bank

– “I feel like we are connected with the Bills at a very real level. We don’t just see them at renewal time. We see them all the time, and you can tell they really value our partnership,” AlphonsoO’Neil-White, President and CEO of BlueCross Blueshield

– “Our partnership with the Buffalo Bills has been one of our longest and most productive marketing relationships.” Andrea Spiegel, Vice President of Marketing for JetBlue Airways

“Companies realize what the Bills mean to Buffalo. The most valuable thing we have, we own, is this intellectual property

called the Buffalo Bills.” Peter Guelli, Senior Vice President of Business Ventures

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