LONDON, October 22 /PRNewswire/ --

- Fans Use Office Hours to Pick Their Fantasy Teams

- Online Newspaper Sites Benefit from Rush of Traffic to Fantasy Football
Pages

comScore, Inc. (Nasdaq: SCOR), a leader in measuring the digital world,
today released its report on U.K. online fantasy football usage, based on
data collected through the comScore World Metrix audience measurement
service.

Participation in online fantasy football leagues, which allow football
fans to pick and manage their very own dream team from the Premiership
roster, resulted in a large surge in traffic to fantasy football sites in the
month of August, as fans rushed to pick their teams ahead of the start of the
2007/08 Premiership season.

Usage of fantasy football sites grew steadily over the course of the week
leading up to the start of the new Premiership season, as fans watched
attentively for the last of the summer's transfers to go through before
finalizing their squads. Participation in fantasy football proved just as
popular during office hours as it did of an evening, with 47.9 percent of the
total time spent on these sites from Monday through Friday occurring between
9:00am and 5:00pm.

U.K. Usage of Fantasy Football Sites by Daypart(i)
    Share of Total Daily Usage Hours by Time of Day
    Monday 6 - Friday 10 August
    Total U.K., Age 15+ - Home and Work Locations(ii)
    Source: comScore World Metrix

                                                                        Total   
    Time of Day           Monday Tuesday Wednesday Thursday  Friday     Mon - 
     Segment                                                             Fri
    Total Usage Hours   995,050  92,433   92,150   141,417  234,267   655,317 
    1:00am - 9:00am        4.8%    7.4%     9.3%     13.8%     7.6%      8.6%
    9:00am - 5:00pm       51.2%   54.4%    41.9%     40.3%    51.8%     47.9%
        9:00am - 12noon   15.0%   18.3%    11.8%     13.7%    16.6%     15.1%
        12noon - 2:00pm   18.1%   12.7%    12.1%     10.2%    12.6%     13.1%
        2:00pm - 5:00pm   18.1%   23.4%    18.0%     16.4%    22.6%     19.7%
    5:00pm - 1:00am       44.0%   38.2%    48.8%     45.8%    40.8%     43.5%

    (i)  Based on data collected from the eight sites selected for the
         comScore Fantasy Football Study (see table below)
    (ii) Excludes traffic from public computers such as Internet cafes or
         access from mobile phones or PDAs

Bob Ivins, EVP of International Markets at comScore said: "The proportion
of time being spent on these sites during office hours is significant. On the
Friday before the start of the Premiership season alone, over 230,000 office
hours were spent on the fantasy football sites analyzed in this study.
Obviously, you would expect the actual amount of time being spent on these
sites to level off over the course of the season, but it will be very
interesting to see if the office share of total time spent remains the same.
There has been a lot of attention drawn recently to the impact that social
networking sites are having on the working day, but as these comScore figures
show, it is not just the social networking sector that is currently enjoying
a significant in-office following."

Increased Traffic

The most popular fantasy football site in the U.K. in August was
fantasy.premierleague.com, the official fantasy league of the FA Barclays
Premiership. The site, which is hosted on the league's official website,
Premierleague.com, attracted 1.4 million unique users in August, up 
135 percent from the previous month. Eighty one percent of all visitors to
Premierleague.com also visited the site's fantasy football pages.
Fantasyleague.com, the online offering of Fantasy League Ltd -- the creators
of the U.K.'s original fantasy football league in 1991, grew 90 percent to
858,000 unique users. The property hosts the fantasy leagues of some of the
largest online media properties in the U.K., including Sky Sports, Channel4
and the Guardian.

Andrew Wainstein, Managing Director of Premierleague.com said,
"Traditional fantasy football formats have established themselves extremely
well on the Internet because they are the ultimate user participation
platform in a Web 2.0 world. The immediacy of team statistics and injury
reports encourages fantasy managers to really engage with site content and
pushes traffic to related pages on the host website. The huge upsurge in
traffic to these sites in August is an indication of fans waiting as long as
possible to pick their team, so they can get as clear an idea as possible of
the summer transfers. The immediacy of the online world facilitates this need
extremely well".

A Selection of Leading Fantasy Football Sites(i)
    Ranked by U.K. Unique Visitors
    July - August 2007
    Total U.K., Age 15+ - Home and Work Locations(ii)
    Source: comScore World Metrix
                                                Total Unique Visitors (000)   
    Property                                 July-07   Aug 2007     % Change  
    Fantasy.Premierleague.com                    581      1,364          135 
    Dreamteamfc.com                              734      1,133           54 
    Fantasyfootball.telegraph.co.uk              N/A        189          N/A 
    Fantasyleague.com                            451        858           90 
    UK.Premiership.Fantasysports.yahoo.com        59        164          178 
    Fantasyfootball.metro.co.uk                  111        146           32 
    Playthegame.timesonline.co.uk                 60         95           58 
    Youthemanager.co.uk                           31         76          145

    (i)  Based on a selection of comparable sites, does not constitute a
         direct ranking
    (ii) Excludes traffic from public computers such as Internet cafes or
         access from mobile phones or PDAs



Online newspaper sites benefited from a surge in traffic to their fantasy
football pages. The Sun led the charge with its fantasy football service,
dreamteamfc.com, a subscription league with a cash prize pot totalling
500,000 GBP. The site grew 54 percent to reach 1.1 million unique users in
August. A similar offering from the Mirror newspaper, youthemanager.co.uk,
grew 145 percent in August to reach 76,000 unique users. Other popular
fantasy football leagues being hosted by national newspaper properties
included the Telegraph whose fantasy league pages attracted 189,000 unique
users in August. The Metro's offering, fantasyfootball.metro.co.uk, grew 
32 percent to reach 146,000 unique users, while the Times' site,
playthegame.timesonline.co.uk grew 58 percent to 95,000.

About comScore

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