Nielsen lancia il Nielsen Impact Score per aiutare le squadre sportive universitarie a reclutare in modo più efficace; ottiene il primo accordo con il programma di basket maschile della Duke

La nuova soluzione di Nielsen Sports consente alle squadre sportive collegiali di valutare la commerciabilità degli atleti in base alle nuove regole NCAA su nome, immagine e somiglianza, utilizzando i dati proprietari di Nielsen.

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.

Il database NIS è stato progettato per aiutare lo staff di una squadra universitaria a mostrare l'impatto che il suo programma può avere sui potenziali giocatori. Questo database consente alle università di quantificare il valore intrinseco che un programma può fornire ai futuri studenti-atleti, utilizzando metriche simili a quelle che un marchio prenderebbe in considerazione quando valuta le partnership di marketing sportivo. Ora, gli allenatori possono estrarre le classifiche del loro programma a livello locale o nazionale per aiutare gli sforzi di reclutamento, mostrando i punti di forza del loro programma e i vantaggi rispetto ad altri programmi. In questo modo, i programmi che utilizzano il NIS possono personalizzare le campagne di reclutamento in base a fattori che possono aiutare uno studente-atleta a beneficiare delle nuove regole NCAA su nome, immagine e somiglianza.

Il Nielsen Impact Score è un indice di valore del marketing che confronta i programmi in base a tre fattori chiave:

• 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.

Il NIS è inizialmente disponibile per quasi 100 programmi di pallacanestro maschile della NCAA Division I, tra cui tutte le scuole dell'Atlantic Coast Conference (ACC), American Athletic Conference (AAC), Big 12, Big East, Pac-12, Southeastern Conference (SEC) e altre ancora, con l'intenzione di estenderlo a un numero maggiore di sport collegiali.

“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.

La squadra di pallacanestro maschile della Duke aprirà la stagione 2021-22 martedì 9 novembre contro il Kentucky.