In Australia and New Zealand, Nielsen has launched a client engagement platform called STADIUM, offering a solution for media evaluation, advertising intelligence and consumer behavioural data all in one place.
STADIUM uses Nielsen's sports-related syndicated data sets, and delivers a benchmark to understand consumer interests and interactions with sports entities, while sizing fan base footprints and defining fan profiles, attitudes and lifestyle connections. It can also be used to analyse the purchasing habits of sports fans and their value to relevant industry categories.
The solution also focuses on sponsorship evaluation, helping to understand the relative media value of sponsorship assets; the value and share derived at a sport, team and venue level; and at an industry category and brand level. It can also be used to examine trends in advertising expenditure to help clients plan against commercial partnership objectives.
Nielsen Sports' Head of Product Pacific Glenn Channell (pictured) comments: 'Bringing together media evaluation, advertising expenditure and in-depth consumer behaviour tracking into a single system delivers a comparable benchmark of key performance criteria across 200+ Pacific sports entities. And it also segments key media landscape and consumer behaviour trends across 30+ industry categories that play a critical role in supporting and activating the Pacific sports landscape'.
Web site: www.nielsen.com .
All articles 2006-22 written and edited by Mel Crowther and/or Nick Thomas unless otherwise stated.