Nielsen führt den Nielsen Impact Score ein, um College-Sportteams bei der effektiven Rekrutierung zu unterstützen; erster Vertrag mit Duke Men's Basketball-Programm abgeschlossen

Neue Lösung von Nielsen Sports ermöglicht Sportteams die Bewertung der Vermarktungsfähigkeit von Athleten gemäß den neuen NCAA-Regeln für Namen, Bilder und Ähnlichkeiten unter Verwendung proprietärer Nielsen-Daten

New York, NY – Oct. 26, 2021  - Following the NCAA’s landmark ruling earlier this year allowing collegiate athletes to benefit from their own name, image and likeness, Nielsen (NYSE: NLSN) has launched a new solution, the Nielsen Impact Score (NIS), which will help universities recruit student-athletes by demonstrating the marketing value of each athletic program. The Duke University men’s basketball team, five-time national champions and 16-time Final Four participants, is the first collegiate program to sign on and use the Nielsen Impact Score.

Nielsen Sports, a global leader in sports media valuation, data intelligence, strategy and insights, developed the NIS to help showcase the marketing impact a collegiate sports team can deliver to potential student-athletes. By tapping into Nielsen’s industry-leading TV measurement tools, along with its local market research data from Nielsen Scarborough, the NIS is a first-of-its-kind solution that only Nielsen is able to deliver.

Die NIS-Datenbank soll den Mitarbeitern eines Universitätsteams dabei helfen, den Einfluss ihres Programms auf potenzielle Spieler zu präsentieren. Diese Datenbank ermöglicht es den Universitäten, den Wert eines Programms für potenzielle Studenten zu quantifizieren, und zwar anhand von Kennzahlen, die denen ähneln, die eine Marke bei der Bewertung von Sportmarketing-Partnerschaften berücksichtigen würde. Trainer können nun die Rankings ihres Programms auf lokaler oder nationaler Ebene abrufen, um die Rekrutierungsbemühungen zu unterstützen und die Stärken des eigenen Programms sowie die Vorteile gegenüber anderen Programmen herauszustellen. Auf diese Weise können Programme, die die NIS nutzen, ihre Rekrutierungsmaßnahmen auf der Grundlage von Faktoren personalisieren, die dazu beitragen können, dass ein Studentensportler von den neuen Regeln der NCAA für Name, Bild und Aussehen profitiert.

Der Nielsen Impact Score ist ein Marketingwert-Index, der Programme anhand von drei wichtigen Faktoren vergleicht:

• National Exposure – The basis for any marketing deal, this metric accounts for how much national television exposure the collegiate program provides its student-athletes. This metric is based on proprietary Nielsen TV Ratings data.
• Local Market Impact – College sports marketing relies heavily on state and local market advertisers, and this metric quantifies how a program’s local market fanbase engages with its local marketing activations. This component is provided using local market research data from Nielsen Scarborough.
• Social Media Engagement – This calculates the engagement value of a program’s social media audience through metrics including followers, engagement rates, and more.

Die NIS ist zunächst für fast 100 NCAA Division I College-Basketballprogramme für Männer verfügbar - darunter alle Schulen der Atlantic Coast Conference (ACC), American Athletic Conference (AAC), Big 12, Big East, Pac-12, Southeastern Conference (SEC) und weitere - und soll in Zukunft für weitere Collegesportarten eingeführt werden.

“We had an opportunity to tap into exclusive and trusted Nielsen audience  measurement and consumer data and bring a new solution to aid college coaches with the new NCAA name, image, likeness legislation,” said Nielsen Sports Managing Director Jon Stainer. “By adding the Nielsen Impact Score to our other Nielsen Sports solutions such as Nielsen Fan Insights, Return on Sponsorship Investment and Sports Connect, we continue to raise the bar on the value we can bring to sports properties and brands through a data-driven approach. No other company is able to offer this type of solution since Nielsen has the largest breadth of TV data, and its own local market consumer research in Nielsen Scarborough.”

“We’re always looking for creative ways to elevate our brand and share our story with recruits,” said Duke Men’s Basketball Creative Director David Bradley. “The Nielsen Impact Score and corresponding data is another way to position our basketball program to potential future Blue Devils by sharing the true data points in their own marketability.  When we say “bright lights, biggest stage” – we will have comprehensive data to show what that means to a future college basketball player. We are excited to be the first program to use this new solution as we look to bring in the next generation of elite student-athletes.”

Nielsen Sports is the 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.

Das Herren-Basketballteam von Duke eröffnet die Saison 2021-22 am Dienstag, 9. November, gegen Kentucky.