A Holistic Blend of 4 Nielsen Data Sets Delivers Unique Fan Insights

Nielsen Sports has just announced the launch of a platform called Nielsen Fan Insights to provide as the press release noted quotsports properties sponsor brands and event organizers with a comprehensive view of fans39 interests media consumption behaviors brand attitudes and purchasing habits from around the worldquot The service allows Nielsen39s customers to go directly into a dashboard to mine data for insights into the many aspects of fandomNielsen Fan Insights combines four separate sets of data amp8212 each of which offers unique viewpoints of sports fan amp8212 into one useful tool1 Nielsen Homescan household panel which continually tracks purchases across consumer segments2 Nielsen Scarborough which asks people a range of media consumption purchasing and attitudes for 210 markets on the US local level3 Nielsen Winning Brands which measures a brand39s awareness consideration and attitude before during and after an ad or sponsorship exposure4 Nielsen Global Fan Survey which is a new monthly global tracking survey of sports fans that will eventually cover over 30 countriesA brand can use the data to drill down to the fans of a particular league or even a team to better understand their demographic and attitudinal profiles purchase preferences and brand awareness Additionally global brands can use the data to get insight into the differences from country to country and across different age groups So a credit card company sponsoring a tennis event for instance can look at a beforeandafter activation of a campaign to assess whether it helped to achieve their brand39s KPIs amp8212 from awareness to brand affection to transactions amp8212 among tennis fansFor sports teams and leagues that are trying to sell sponsorships the platform enables them to target prospective advertisers as well as show proof of performance after a campaign It is also valuable for league expansion efforts discovering global advertiser interest and new fan bases and ascertaining overall fan interest by country The NBA for example could view fan interest in the US and also review fan interest in China after the exhibition and preseason games held thereIn crafting new ways to build a fan base teams can use the insights on fan interests to improve the audience experience For example a team that learns that its fan base enjoys a certain type of music could book an appropriate band for a halftime or postgame show to draw in viewersCurrently the platform covers China France Germany India Italy Japan Spain the US and the UK Brazil Russia and South Korea will come online at the end of 2019 along with an additional 20plus countries in 2020 Future efforts will also include linking other datasets to specific athletes for example Nielsen39s Thought Leadership division will release further insights in the coming monthsThis is the first time Nielsen has stitched together different systems for sports With the variety of Nielsen datasets available the potential for a range of combinations for networks advertisers and genres appears tantalizingly large and flexibleClick the social buttons to share this story with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated writers

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A Holistic Blend of 4 Nielsen Data Sets Delivers Unique Fan Insights

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Charlene Weisler

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A Holistic Blend of 4 Nielsen Data Sets Delivers Unique Fan Insights

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Charlene Weisler

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