Nielsen Impact Score Pro enables teams and
brands to maximize marketing and sponsorship investment
opportunities in highly competitive environment
NEW
YORK, May 31, 2022 /PRNewswire/ -- Nielsen
(NYSE: NLSN) announced the expansion of its Nielsen Impact Score
service to cover the most popular North American professional
sports leagues, changing the game for the sports sponsorship
industry. Teams in the NFL, NBA, MLB, NHL and MLS can now benefit
from Nielsen Impact Score (NIS) Pro, enabling organizations to
benchmark the relative sponsorship value of their properties and
assets to make data-informed cases to brands for marketing and
sponsorship investment. The New York Mets are the first
professional sports team to sign on and will use NIS Pro to
strengthen their local and national sponsorship sales strategy.
Nielsen Impact Score Pro enables teams and
brands to maximize marketing and sponsorship investment
opportunities.
NIS Pro provides professional teams and rights holders in some
of the world's biggest sports leagues with clear, holistic views of
their properties to inform smarter sponsorship sales activities and
packaging strategies. Alternatively, the tool provides brands
access to cross-league benchmarks spanning critical sports
marketing KPIs, allowing those brands to optimize their sponsorship
selections and portfolios. For example, NIS Pro can help brands
evaluate how their portfolio may perform in top markets across
sports, providing competitive insights on how investment in an NHL
team in the Conference Finals may perform compared to an MLS team
at midseason.
Nielsen Sports, a global leader
in sports media valuation, data intelligence, strategy and
insights, first launched the Nielsen Impact Score in fall 2021 to
showcase the marketing impact collegiate men's basketball teams
could deliver to potential student-athletes. NIS coverage has been
expanded to major collegiate football programs and its scope has
been further enhanced to meet a broader range of entities. Tapping
Nielsen's industry-leading TV measurement tools, along with its
local market research data from Nielsen
Scarborough and Nielsen Fan Insights, NIS is a
first-of-its-kind solution that only Nielsen can deliver.
"Sports teams playing in some of the world's most popular
leagues are able to effectively engage massive audiences and
deliver marketing messages on behalf of brands like no other
properties," said Jon Stainer,
Nielsen Sports Managing Director, Americas. "NIS Pro is uniquely
capable of delivering data analytics solutions that provide
benchmarking and intelligence to back up decision making by teams
and brands at the highest level of sports."
The Nielsen Impact Score Pro solution provides the
following:
- Information database featuring team-level metrics for every
team in the NFL, NBA, MLB, NHL and MLS
- Sponsor exposure benchmarks by team, asset, and season
- Viewership trends per game, team, sport, and season
segment
- Fan affinity benchmarks including fan counts and key
demographics
- Social media engagement metrics by platform, team, and
league
- Benchmarks by league, designated market area, and across all
major professional sports leagues
NIS Pro will give the Mets, who are located in the country's
largest media market along with many popular professional
franchises, the ability to compare and contrast across sports and
employ strategic decision making to benefit both the organization
and their partners. The tool provides comparative and contextual
positioning, insights to optimize the organization's rate card and
allows the Mets to measure their properties across key marketing
KPIs against local and national competitors.
NIS Pro provides the necessary contextual insights to inform
buying and selling strategies within the major North American
professional sports sponsorship market. The tool includes asset
performance rankings for every team which allows brands to identify
and maximize their sponsorship exposure.
Learn more about the Nielsen Impact Score at
https://content.nielsen.com/2022/NISPro.
Nielsen Sports is a leading
source of sports and sponsorship measurement and analytics around
the world, with solutions spanning cross-platform media valuation,
fan insights, and digital and social analysis. Nielsen Sports provides insight and analysis of
over 15,000 teams, leagues and events and for more than 150,000
brands globally. Learn more at nielsensports.com.
ABOUT NIELSEN
Nielsen shapes the world's media and content as a global leader
in audience measurement, data and analytics. Through our
understanding of people and their behaviors across all channels and
platforms, we empower our clients with independent and actionable
intelligence so they can connect and engage with their
audiences—now and into the future.
An S&P 500 company, Nielsen (NYSE: NLSN) operates around the
world in more than 55 countries. Learn more at www.nielsen.com
or www.nielsen.com/investors and connect with us on social
media.
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SOURCE Nielsen