Nielsen Sports has launched an online platform to provide a view of fans' interests, media consumption, brand attitudes and purchasing habits from around the world.
The division says its new 'Sports Fan Insights' solution taps into data from thousands of fans around the globe, to help sports properties (including leagues and teams) grow and engage with their fan bases, expand into new markets, evaluate media rights, and secure partnerships with sponsors. Users can analyse how a particular sponsorship impacts their brand equity, assess partnership opportunities based on metrics directly tied to fan segments, and benchmark brand perceptions and awareness against their competition.
Sports Fan Insights integrates data from Nielsen datasets including Homescan purchase insights panel of households; Nielsen Scarborough, a US local market consumer survey that asks what people watch, attend or listen to and also where they shop, what they buy and what interests they have; Winning Brands, a model that measures brand awareness before, during and after an exposure to consumers through a sponsorship activation; and Global Fan Survey, a new monthly global tracking survey of sports fans. Combining these into a single platform, sports organizations will be able to filter and benchmark fan behavior against other properties and the general population by country, while uncovering emerging trends on a monthly basis and exploring the types of products, services and industries most connected to particular fan bases.
The service currently covers the US, UK, Germany, France, Spain, Italy, China, India and Japan; and will be rolled out in Brazil, Russia and South Korea at the end of 2019. More than twenty additional countries will be added next year. Mike Wragg (pictured), Head of Global Research, Nielsen Sports, comments: 'Nielsen Fan Insights captures and delivers fan data with the depth, frequency and consistency demanded by leading brands, rights holders and event owners. We developed the entire user experience on a flexible platform that allows our clients to run highly customized queries in real-time to inform business decisions'.
Web site: www.nielsensports.com .
All articles 2006-22 written and edited by Mel Crowther and/or Nick Thomas unless otherwise stated.