(Nielsen is a proud partner of Front Office Sports)
For sports teams, properties, and sponsors, gathering data about the purchasing behavior of fans just became even easier.
Nielsen has announced the launch of Nielsen Fan Insights. This online platform will provide users with a comprehensive view of fans’ interests, media consumption behaviors, brand attitudes and purchasing habits all over the globe. At launch, Nielsen Fan Insights will cover the U.S., U.K., Germany, France, Spain, Italy, China, India and Japan. The platform will include Brazil, Russia and South Korea by the end of 2019 along with more than 20 additional countries in 2020.
Here’s How It Works
Nielsen 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, users can access rich data from a variety of Nielsen’s trusted sources. This includes the following:
● Nielsen Global Fan Survey, a new monthly global tracking survey of sports fans
● 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
Users are also able to filter and benchmark fan behavior against other properties and the general population by country. The platform can also be used to uncover emerging trends on a monthly basis and explore the types of products, services and industries most connected to particular fan bases.
“We understand the importance to our clients of an online tool which interfaces directly with their decision-making processes – so this platform has been built from the bottom up by people who work with this data to make sports marketing investment decisions all day every day,” said Mike Wragg, Global Head of Research, Nielsen Sports.” As a result there are many smart features that surface the most useful facts quickly, even for users with no technical research background.”
It has never been more difficult to keep the attention of sports fans. This can be attributed to sheer amount of distribution platforms as well as diminishing consumer loyalty and a complicated sports sponsorship and multimedia rights marketplace. This means that sports property owners, brands, and event organizers need the most in-depth and specific data available to help guide investment decisions and determine ROI. Nielsen Fan Insights will help drive better business decisions in all the aforementioned areas by leveraging the unique insights gathered from thousands of fans around the globe. Through this tool, fans 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 includes all major professional sports properties and events across the world, and more than 150 sponsor brands in each country,” Wragg added. “This scope widens every month as we include more and more brands, and focus on new events and sports formats.”
For Nielsen, the most important aspect of Nielsen Fan Insights is that researchers, sponsorship managers and event organizers can quickly access and view on-demand analytics in an easy to access online platform. This way, the research is directly in their hands quickly and easily.
For more information go to nielsensports.com/nielsen-fan-insights.