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Nielsen Debuts Collegiate Sports Team Analysis Tool

October 26 2021

Nielsen Sports has launched a solution to help universities demonstrate the marketing impact a collegiate sports team can deliver to potential 'student-athletes'.

Jon StainerThe new Nielsen Impact Score (NIS) database uses the firm's TV measurement tools, alongside local market research data from in-market consumer insights service Nielsen Scarborough, to help universities showcase the impact their programs can have on prospective players. This service provides metrics similar to those a brand would consider when evaluating sports marketing partnerships. It also allows programs that use the NIS to personalize recruitment pitches based on factors that may help a student-athlete benefit from the National Collegiate Athletic Association's (NCCA) new 'name, image, likeness' (NIL) legislation, which allows them to monetize their NIL while still studying.

NIS analyzes collegiate programs' national TV exposure, based on Nielsen TV Ratings data. It also quantifies how a program's local market fanbase engages with it, using data from Nielsen Scarborough; and defines the engagement value of a program's social media audience, through metrics such as followers and engagement rates. The NIS is initially available for nearly 100 NCAA Division I men's college basketball programs, with plans to roll out across more collegiate sports.

Nielsen Sports MD Jon Stainer (pictured) comments: 'By adding the Nielsen Impact Score to our other Nielsen Sports solutions such as Fan Insights, Return on Sponsorship Investment and Sports Connect, we continue to raise the bar on the value we can bring to sports properties and brands through a data-driven approach. No other company is able to offer this type of solution'.

Web site: www.nielsensports.com .

All articles 2006-22 written and edited by Mel Crowther and/or Nick Thomas unless otherwise stated.

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