Nielsen has enhanced its Fan Insights platform, to provide a better understanding of the interests, media consumption behavior, brand attitudes and purchasing habits of sports fans across Southeast Asia.
Launched last year, Fan Insights taps into data from thousands of fans, 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. Expanded country coverage and new reporting capabilities including enhanced crosstab functionality, the platform now includes data for 26 markets, including the Southeast Asian economies of Indonesia, Malaysia, Philippines, Singapore, Thailand and Vietnam. Data for Australia, Canada, Mexico, Poland, Turkey, Saudi Arabia, South Africa and the United Arab Emirates (UAE) is also now available, expanding on the existing markets of Brazil, China, France, Germany, India, Italy, Japan, Russia, South Korea, Spain, UK and US which have been available since 2019.
Sponsors and brands can use Fan Insights data to size and make decisions about potential audiences across a wide variety of parameters - for instance, comparing football fans to badminton fans in Southeast Asian countries, and then drilling into demographics, media consumption habits and other interests, to determine which audience aligns best with their marketing objectives. Crosstab enhancements also provide table analysis capabilities for researchers tasked with uncovering insights from large data sets. For example, a sports rights holder could target potential sponsors based on how likely their fans are to purchase a new car or switch mobile carriers within the next year.
Marco Nazzari (pictured), MD, International at Nielsen Sports, comments: 'In today's global sports market, data and the insights it provides have the ability to provide a clear competitive advantage. Nielsen Fan Insights can deliver an edge in the high-stakes global sports sponsorship and marketing game - one in which a clear understanding of fans is critical'.
Web site: www.nielsensports.com .
All articles 2006-21 written and edited by Mel Crowther and/or Nick Thomas unless otherwise stated.