Sports remains a big-dollar business for both broadcast radio and television companies.
Look no further than Entercom and Sinclair Broadcast Group, each of whom have invested heavily in recent months in sports-focused initiatives. Then, there is Vegas Stats & Information Network (VSiN), a company founded by the Musberger family with former CBS Radio President/CEO Dan Mason in a lead role.
With so much riding on sports media’s success, a new global, connected online platform from Nielsen designed to service sports properties, sponsor brands and event organizers could be of high interest for those in the C-Suite all the way down to the sponsorship and sales specialist at a local station.
The new fan insights platform from Nielsen promises “a connected and comprehensive view of fans’ interests, media consumption behaviors, brand attitudes and purchasing habits” on a global level.
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.
What’s prompted Nielsen to launch the platform?
“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,” it says. “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.”
Specifically, Nielsen Fan Insights aims to 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,” it says.
It is a digital platform, and it could 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 explains.
Mike Wragg is the head of Global Research for Nielsen Sports. He says, “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 Fan Insights includes 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; and the new monthly Nielsen Global Fan Survey.
A ‘MAJOR MILESTONE’ FOR LOCAL TV MEASUREMENT
Nielsen on Thursday also announced that it has completed its multi-year effort to combine its PPM-derived TV ratings with “big data” and “people-powered panels” into its Local TV measurement service.
The Nielsen “enhancements” began with the summer 2018 replacement of paper diary measurement with electronic measurement in 137 DMAs.
Starting Friday (10/4), delivery of data in the 71 remaining DMAs will now include Portable People Meter (PPM) measurement integrated with existing TV panels in all 25 Local People Meter markets and 19 Set-Meter markets.
The inclusion of PPM measurement creates a panel that, on average, doubles the number of households and people in samples that produce the Nielsen Local TV ratings, the company says.
The balance of the 27 markets receiving data tomorrow feature the integration of return path data and National People Meter homes in 12 Set Meter and 15 Code Reader markets.
“This addition of 2 million+ return path data households and national panel homes provides clients increased sample size for improved stability and reliability,” Nielsen notes.