닐슨, 대학 미식축구팀을 포함하도록 닐슨 임팩트 스코어 서비스 확장

남자 대학 농구를 위해 출시된 닐슨 스포츠의 새로운 솔루션은 이제 100개 이상의 대학 축구 프로그램을 포함하며, 더 많은 대학 스포츠 팀들이 새로운 NCAA 이름, 이미지, 유사성 규칙에 따라 독점적인 닐슨 데이터를 사용하여 선수의 시장성을 평가할 수 있게 되었습니다.

New York – Dec. 29, 2021 - Nielsen (NYSE: NLSN) announced the expansion of its Nielsen Impact Score, which helps universities recruit collegiate athletes by demonstrating the marketing value of each athletic program, to now include over 100 college football programs in its database. Launched in October for men’s college basketball programs, the Nielsen Impact Score is designed to help coaches and collegiate teams position the marketing value of a program in line with new NCAA name, image, likeness rules to potential student-athletes via comprehensive recruiting and proprietary marketing data provided by Nielsen.

Nielsen Sports, a global leader in sports media valuation, data intelligence, strategy and insights, developed the Nielsen Impact Score 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 Nielsen Impact Score is a first-of-its-kind solution that only Nielsen is able to deliver. The Nielsen Impact Score database is designed to help a university team’s staff showcase the impact its program can have on prospective players. This database allows universities to quantify the inherent value a program can provide to prospective student-athletes using metrics similar to those a brand would consider when evaluating sports marketing partnerships. Now, coaches can pull their program’s rankings at the local or national level to help recruiting efforts, showcasing strengths in their own program as well as advantages over other programs. This allows programs that use the NIS to personalize recruiting pitches based on factors that may help a student-athlete benefit from the NCAA’s new name, image, likeness rules.

미국체육대회(AAC), 대서양 연안 컨퍼런스(ACC), 빅 12, 빅 텐, 메트로 대서양 체육대회(MAAC), 마운틴 웨스트, Pac-12, 동남부 컨퍼런스(SEC) 및 독립 학교를 포함한 100개가 넘는 축구 프로그램이 있습니다. 여기에는 AAC, ACC, Big 12, Big East, Pac-12, SEC 등 약 100개에 달하는 NCAA 디비전 I 남자 대학 농구 프로그램도 포함됩니다.

대학 풋볼 플레이오프에 진출한 최종 4개 팀은 전국적으로 닐슨 영향력 지수에서 상위권에 랭크된 학교들로 앨라배마, 조지아, 미시간이 상위 10위 안에 들었고 신시내티는 그룹 오브 파이브 컨퍼런스 학교 중 가장 높은 순위에 올랐습니다. 4개 프로그램 모두 대학 풋볼 팬덤이 45% 이상인 주에서 진행되며, 이 중 3개 학교는 소셜 미디어 참여 지수 점수에서 상위 8위 안에 들었습니다.

닐슨 임팩트 스코어는 세 가지 주요 입력 항목에 걸쳐 프로그램을 비교하는 마케팅 가치 지수입니다:

• 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.

“It is exciting to see the continued momentum and demand for Nielsen Sports and the types of data-driven solutions we’re able to bring to the market to help sports leagues, teams, governing bodies, brands, rights-holders – and in this case, university athletic programs,” said Nielsen Sports Managing Director Jon Stainer. “Our rich portfolio with the Nielsen Impact Score, as well as Nielsen Fan Insights, Return on Sponsorship Investment and Sports Connect, positions us as the global leader in sports media valuation, data intelligence, strategy and insights. We know that no other company can offer this suite of solutions, and by tapping into the breadth and depth of Nielsen’s larger portfolio it’s a further example of the benefits we bring to the global sports industry.”

Duke University’s men’s basketball team, five-time national champions and 16-time Final Four participants, was the first collegiate program to sign on and use the Nielsen Impact Score. The Nielsen Impact Score is also now being used by the University of Dayton’s men’s basketball team. 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.