Nielsen meluncurkan Nielsen Impact Score untuk membantu tim olahraga perguruan tinggi merekrut pemain secara lebih efektif; mendapatkan kesepakatan pertama dengan program bola basket putra Duke

Solusi baru dari Nielsen Sports memungkinkan tim olahraga perguruan tinggi untuk menilai daya jual atlet di bawah aturan nama, gambar, kemiripan NCAA yang baru dengan menggunakan data Nielsen yang eksklusif

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.

Basis data NIS dirancang untuk membantu staf tim universitas menunjukkan dampak dari programnya terhadap calon pemain. Basis data ini memungkinkan universitas untuk mengukur nilai yang melekat pada sebuah program yang dapat diberikan kepada calon mahasiswa-atlet dengan menggunakan metrik yang serupa dengan metrik yang dipertimbangkan oleh sebuah merek ketika mengevaluasi kemitraan pemasaran olahraga. Kini, para pelatih dapat melihat peringkat program mereka di tingkat lokal atau nasional untuk membantu upaya perekrutan, menampilkan kekuatan dalam program mereka sendiri serta keunggulan dibandingkan program lain. Hal ini memungkinkan program yang menggunakan NIS untuk mempersonalisasi pitching perekrutan berdasarkan faktor-faktor yang dapat membantu siswa-atlet mendapatkan keuntungan dari aturan nama, gambar, dan kemiripan NCAA yang baru.

Nielsen Impact Score adalah indeks nilai pemasaran yang membandingkan program-program di tiga input utama:

• 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.

NIS pada awalnya tersedia untuk hampir 100 program bola basket perguruan tinggi pria Divisi I NCAA - termasuk semua sekolah dari Atlantic Coast Conference (ACC), American Athletic Conference (AAC), Big 12, Big East, Pac-12, Southeastern Conference (SEC), dan banyak lagi - dengan rencana untuk diluncurkan lebih luas di lebih banyak olahraga perguruan tinggi.

“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.

Tim bola basket putra Duke membuka musim 2021-22 pada hari Selasa, 9 November melawan Kentucky.