1. MICHIGAN STATE CONSUMER INSIGHTS FEBRUARY 2016 GRAND RAPIDS

2. CONTENTS FAN PROFILE DIGITAL PRESENCE ZIP CODE ANALYSIS MERCHANDISE 2

3. FAN PROFILE 3

4. MICHIGAN STATE FANS VS. DETROIT PRO TEAM FANS // AUDIENCE COMPOSITION % COMP BASED ON 18+ M / F 63% / 37% 4 DEMOGRAPHIC FAN PROFILE M / F 56% / 44% DETROIT PRO TEAM FAN AVG. Source: Scarborough, Grand Rapids, MI 2015 Release 2 (Oct 2014- Oct 2015). Based on Persons 18+. MSU Fans = Watched OR Listened OR Attended MSU football/basketball. Detroit Pro Teams Avg. = Watched OR Listened OR Attended.

5. MICHIGAN STATE FANS VS. DETROIT PRO TEAM FANS // AUDIENCE COMPOSITION % COMP BASED ON P18+ MARKET BREAK% COMP PT. DIFF. HOUSEHOLD INCOME $75K+32% 31%+1 PT. $100K+19% 16%+3 PTS. EDUCATION HIGH SCHOOL GRAD29% 33%-4 PTS. COLLEGE GRAD16% 15%+1 PT. POST GRAD DEGREE8% 8%EVEN RACE / ETHNICITY WHITE90% 89%+1 PT. BLACK7% 7%EVEN ASIAN1% 1%EVEN OTHER2% 3%-1 PT. HISPANIC3% 5%-2 PTS. 5 DEMOGRAPHIC FAN PROFILE Source: Scarborough, Grand Rapids, MI 2015 Release 2 (Oct 2014- Oct 2015). Based on Persons 18+. MSU Fans = Watched OR Listened OR Attended MSU football/basketball. Detroit Pro Teams Avg. = Watched OR Listened OR Attended. DETROIT PRO TEAM FAN AVG.

6. % VERT*INDEX% VERTINDEX LEISURE ACTIVITIES IN THE LAST 12 MONTHS GRILLING75%112 76%113 SWIMMING43%117 39%108 CAMPING41%128 37%117 BOATING41%140 33%113 GOLF29%176 23%140 JOGGING-RUNNING29%121 26%110 HUNTING22%162 18%135 BASKETBALL16%144 14%128 SOFTBALL14%167 12%142 FOOTBALL13%164 11%149 EVENTS ATTENDING IN THE LAST 12 MONTHS ANY PRO SPORTING EVENT54%139 53%135 ARTS & CRAFT FAIR35%107 30%94 LIVE THEATER21%135 16%103 ANY MUSIC CONCERT19%124 17%112 HEALTH/WELLNESS/FITNESS EXPO9%117 7%95 Read as: 75% of Michigan State fans (living in Grand Rapids DMA) grilled in the last 12 months. Michigan State fans are 12% more likely to grill in the last 12 months compared to the average Person 18+ who lives in the Grand Rapids DMA. 6 OUTDOOR & ENTERTAINMENT ENTHUSIASTS MICHIGAN STATE FANS VS. DETROIT PRO TEAM FANS // TOP 20 ZIP CODES OF RESIDENCE % COMP BASED ON P18+ DETROIT PRO TEAM FAN AVG. Source: Scarborough, Grand Rapids, MI 2015 Release 2 (Oct 2014- Oct 2015). Based on Persons 18+. MSU Fans = Watched OR Listened OR Attended MSU football/basketball. Detroit Pro Teams Avg. = Watched OR Listened OR Attended.

7. DIGITAL PRESENCE 7

8. DIGITAL CONSUMPTION% VERT*INDEX% VERTINDEX REGULARLY ACCESS THE INTERNET92%104 91%103 MADE A PURCHASE ONLINE IN THE LAST 12 MONTHS71%109 69%106 OWN A LAPTOP COMPUTER66%105 66%104 OWN A SMARTPHONE63%102 66%107 OWN A DESKTOP COMPUTER57%107 55%103 OWN A TABLET47%99 51%106 ITEMS BOUGHT ONLINE IN THE LAST 12 MONHTS CLOTHING OR ACCESSORIES40%113 39%110 SPORTS LOGO APPAREL12%168 10%142 HOME ACCESSORIES11%114 9%92 MOVIE TICKETS9%150 6%107 WAYS USED THE INTERNET IN THE LAST 30 DAYS LOCAL NEWS33%112 33%113 RESTAURANT INFO 32%120 30%110 SPORTS SCORES24%163 22%149 BLOG CONSUMPTION18%111 16%102 STREAMED LIVE SPORTS10%160 9%138 Read as: 92% of Michigan State fans (living in Grand Rapids DMA) regularly access the internet. Michigan State fans are 4% more likely to regularly access the internet compared to the average Person 18+ who lives in the Grand Rapids DMA. 8 LEVERAGE E-COMMERCE MICHIGAN STATE FANS VS. DETROIT PRO TEAM FANS // DIGITAL OWNERSHIP & USAGE % COMP BASED ON P18+ DETROIT PRO TEAM FAN AVG. Source: Scarborough, Grand Rapids, MI 2015 Release 2 (Oct 2014- Oct 2015). Based on Persons 18+. MSU Fans = Watched OR Listened OR Attended MSU football/basketball. Detroit Pro Teams Avg. = Watched OR Listened OR Attended.

9. ZIP CODE ANALYSIS 9

10. ZIP CODE OF RESIDENCE% VERT*INDEX% VERTINDEX 49009 (Kalamazoo)4.9%183 4.1%153 49014 (Battle Creek)4.1%206 3.2%163 49423 (Holland)3.6%140 2.3%90 49424 (Holland)2.6%98 2.6%97 49015 (Battle Creek)2.5%226 1.5%139 49426 (Hudsonville)2.5%98 2.0%78 49506 (Grand Rapids)2.4%128 2.0%108 49008 (Kalamazoo)2.0%141 1.5%103 49504 (Grand Rapids)1.9%116 2.0%123 49507 (Grand Rapids)1.9%90 1.5%71 48838 (Greenville)1.8%129 1.3%92 49341 (Rockford)1.8%104 2.1%118 49442 (Muskegon)1.8%92 1.9%93 49548 (Grand Rapids)1.8%113 1.9%116 49505 (Grand Rapids)1.7%81 1.8%84 49546 (Grand Rapids)1.7%126 1.5%113 49509 (Wyoming)1.6%95 1.9%112 49444 (Muskegon)1.5%110 1.7%123 49028 (Bronson)1.4%231 0.9%151 49036 (Coldwater)1.4%117 1.5%123 Read as: 4.9% of Michigan State fans (living in Grand Rapids DMA) live in the 49009 zip code. Michigan State fans are 83% more likely to live in 49009 compared to the average Person 18+ who lives in the Grand Rapids DMA. 10 WHERE MICHIGAN STATE FANS LIVE MICHIGAN STATE FANS VS. DETROIT PRO TEAM FANS // TOP 20 ZIP CODES OF RESIDENCE % COMP BASED ON P18+ DETROIT PRO TEAM FAN AVG. Source: Scarborough, Grand Rapids, MI 2015 Release 2 (Oct 2014- Oct 2015). Based on Persons 18+. MSU Fans = Watched OR Listened OR Attended MSU football/basketball. Detroit Pro Teams Avg. = Watched OR Listened OR Attended.

11. MERCHANDISE 11

12. Read as: 15% of Michigan State fans (living in Grand Rapids DMA) shopped at Woodland Mall in the last 3 months. Michigan State fans are 7% more likely to have shopped at Woodland Mall in the last 3 months compared to the average Person 18+ who lives in the Grand Rapids DMA. 12 MALLS WHERE MICHIGAN STATE FANS SHOP MICHIGAN STATE FANS VS. DETROIT PRO TEAM FANS // MALLS SHOPPED IN THE LAST 3 MONTHS % COMP BASED ON P18+ MALLS SHOPPED IN THE LAST 3 MONTHS% VERT*INDEX% VERTINDEX RIVERTOWN CROSSINGS22%9924%109 WOODLAND MALL15%10713%91 CENTERPOINTE MALL12%9911%95 LAKEVIEW SQUARE MALL9%1667%122 THE CROSSROADS7%958%98 LAKES MALL9%997%102 WESTSHORE MALL6%1404%107 BRETON VILLAGE5%1042%52 ROGERS PLAZA3%943%77 GREENRIDGE SHOPPING CENTER3%1203%107 OUTLETS AT HOLLAND3%1091%45 SOUTHLAND1%273%88 DETROIT PRO TEAM FAN AVG. Source: Scarborough, Grand Rapids, MI 2015 Release 2 (Oct 2014- Oct 2015). Based on Persons 18+. MSU Fans = Watched OR Listened OR Attended MSU football/basketball. Detroit Pro Teams Avg. = Watched OR Listened OR Attended.

13. MICHIGAN STATE FANS LOVE TO SHOP Read as: 41% of Michigan State fans (living in Grand Rapids DMA) purchased Men’s casual clothing in the last 12 months. Michigan State fans are 7% more likely to have purchased Men’s casual clothing in the last 12 months compared to the average Person 18+ who lives in the Grand Rapids DMA. 13 MICHIGAN STATE FANS VS. DETROIT PRO TEAM FANS // SHOPPING % COMP BASED ON P18+ % VERT*INDEX% VERTINDEX ITEMS PURCHASED IN THE LAST 12 MONTHS MEN’S CASUAL CLOTHING41%10740%105 WOMEN’S CASUAL CLOTHING37%9041%99 ATHLETIC CLOTHING32%12331%122 SPORTS EQUIPMENT27%15623%137 SHOPPED AT IN THE LAST 3 MONTHS MEIJER (Department Store)85%10283%99 WALMART (Department Store)54%9063%104 TARGET (Department Store)44%11041%101 KOHL’S (Department Store)42%11038%100 DICK’S SPORTING GOODS (Sports)28%13925%121 COSTCO (Department Store)25%12722%111 CABELA’S (Sports)20%15417%135 MACY’S (Department Store)20%12017%104 MC SPORTS (Sport)15%17111%128 DUNHAM’S (Sport)13%11413%109 BOUGHT SPORTS APPAREL WITH TEAM LOGOS IN THE LAST 12 MONTHS COLLEGE SPORTS32%15625%122 MLB21%13823%153 NFL14%12716%144 NHL9%11211%137 NBA2%983%122 DETROIT PRO TEAM FAN AVG. Source: Scarborough, Grand Rapids, MI 2015 Release 2 (Oct 2014- Oct 2015). Based on Persons 18+. MSU Fans = Watched OR Listened OR Attended MSU football/basketball. Detroit Pro Teams Avg. = Watched OR Listened OR Attended.

14. Michigan State reaches a more affluent consumer than the average Detroit Pro Sports team fan in the Grand Rapids DMA. Michigan State fans are outdoor and entertainment enthusiasts. Strong e-commerce presence, especially among sports-related products. Mass-merchants such as Meijer, Walmart and Target are the most common stores Michigan State fans in the Grand Rapids DMA shop at. Sporting good stores are fertile ground, as Spartan fans are more likely to shop at a variety of sporting goods retailers compared to the Detroit Pro fans living in the Grand Rapids DMA. 14 KEY FINDINGS

15. MICHIGAN STATE CONSUMER INSIGHTS FEBRUARY 2016 GRAND RAPIDS