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Nielsen Sports to Track Shopping by Olympics Fans
In a week when one particular Olympic brand – the peculiar new London 2012 logo – has dominated many headlines, Nielsen Sports is expanding its FANLinks™ service to identify where Olympics fans shop and which brands they buy.
FANLinks was launched in 2005 to link the interests of sports fans with their shopping and purchasing behaviour. The service uses Nielsen's Homescan® consumer panel to identify households by their interest in any of ten professional sports.
The firm says that according to Forbes magazine, next summer's Beijing Olympic games will draw $3 billion in sponsorship revenue, television rights fees and sponsorship signage, and the extended service will provide Olympic marketers with insights that could be used for improved target marketing.
Ann Marie Dumais, Senior VP of Sales and Marketing for Nielsen Ventures explained: 'Sponsors are eager to learn how an Olympic sponsorship investment might work best for their brands. FANLinks is able to guide sponsors to make the most of their investment through the entire pre-buy, activation and post-evaluation process.'
Nielsen Sports plans to release initial findings in the 3rd quarter this year. As part of The Nielsen Company, the firm also produces the Sponsorship Scorecard™ which measures television audience exposure to all sponsor-placed media in any televised sporting event. The company is online at www.nielsensports.com .
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