NEW YORK, Oct. 3, 2019 /PRNewswire/ -- Nielsen (NYSE: NLSN)
is launching a global, connected online platform to provide sports
properties, sponsor brands and event organizers with a
comprehensive view of fans' interests, media consumption behaviors,
brand attitudes and purchasing habits from around the world. At
launch, Nielsen Fan Insights will cover the U.S., U.K.,
Germany, France, Spain, Italy,
China, India and Japan. Brazil, Russia and South
Korea will come online at the end of 2019 along with an
additional 20+ countries in 2020.
The sports industry continues to face mounting competition for
fans' time and attention as the media landscape fragments and
sports content is consumed across a wider variety of devices and
platforms. This competition and fragmentation, combined with
diminishing consumer loyalty and an increasingly complex sports
sponsorship and multimedia rights marketplace, forces sports
property owners, brands and event organizers to require more
in-depth data to help guide investment decisions and determine ROI.
The need for one source of truth has never been greater.
Nielsen Fan Insights will help drive better business decisions
around sponsorship, fan engagement and media rights for both rights
holders and brands. By leveraging the unique insights gathered
from thousands of fans around the globe, sports properties,
including sports leagues and teams, will be able to better
understand how to grow and engage with their fan bases, expand into
new markets, evaluate media rights, and secure partnerships with
sponsors.
The Nielsen Fan Insights' web-based platform will also help
sponsoring brands discover how a particular sponsorship impacts
their brand equity, favorability, awareness and purchasing habits
among target consumers. It allows brands to identify and assess
partnership opportunities based on metrics directly tied to fan
segments and benchmark brand perceptions and awareness against
their competition.
"Nielsen Fan Insights captures and delivers fan data with the
depth, frequency and consistency demanded by leading brands, rights
holders and event owners," said Mike
Wragg, Head of Global Research, Nielsen Sports. "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."
Nielsen Sports Fan Insights integrates the highest quality
datasets that the industry has trusted for years. When provided
with a single point of access to exclusive datasets from Nielsen,
sports properties, sponsor brands and event organizers are able to
help answer the most pertinent business questions. Nielsen Fan
Insights include rich data from:
- Nielsen Homescan, a panel of households which
continually provide information about all of their actual purchases
across consumer segments
- Nielsen
Scarborough, a U.S. 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
- Nielsen Winning
Brands, a model that measures brand awareness,
consideration and image before, during and after an exposure to
consumers through a sponsorship activation
- Nielsen Global Fan Survey, a new monthly global tracking
survey of sports fans
With the datasets combined into a single, flexible platform,
sports properties are able to filter and benchmark fan behavior
against other properties and the general population by country, in
addition to uncovering emerging trends on a monthly basis and
exploring the types of products, services and industries most
connected to particular fan bases.
For more information go to
nielsensports.com/nielsen-fan-insights.
ABOUT NIELSEN
Nielsen Holdings plc (NYSE: NLSN) is a global measurement and data
analytics company that provides the most complete and trusted view
available of consumers and markets worldwide.
Our approach marries proprietary Nielsen data with other data
sources to help clients around the world understand what's
happening now, what's happening next, and how to best act on this
knowledge. For more than 90 years Nielsen has provided data and
analytics based on scientific rigor and innovation, continually
developing new ways to answer the most important questions facing
the media, advertising, retail and fast-moving consumer goods
industries. An S&P 500 company, Nielsen has operations in over
100 countries, covering more than 90% of the world's population.
For more information, visit www.nielsen.com.
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SOURCE Nielsen