Nielsen has launched an online platform to provide sports properties, sponsor brands and event organisers with a “comprehensive” view of fans’ interests, media consumption behaviours, brand attitudes and purchasing habits from around the world.
Nielsen Fan Insights will cover the US, UK, 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.
According to the analytics company, 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 organisers to require more in-depth data
Nielsen Fan Insights aims to help drive business decisions around sponsorship, fan engagement and media rights for both rights holders and brands.
“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 customised queries in real-time to inform business decisions.”