닐슨, 대학 스포츠 팀의 보다 효과적인 모집을 지원하기 위해 닐슨 임팩트 스코어(Nielsen Impact Score) 출시, 듀크대학교 남자 농구 프로그램과 첫 계약 체결

닐슨 스포츠의 새로운 솔루션을 통해 대학 스포츠 팀은 독점적인 닐슨 데이터를 사용하여 새로운 NCAA 이름, 이미지, 초상화 규칙에 따라 선수의 시장성을 평가할 수 있습니다.

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.

NIS 데이터베이스는 대학 팀 담당자가 해당 프로그램이 유망 선수에게 미칠 수 있는 영향을 보여줄 수 있도록 설계되었습니다. 이 데이터베이스를 통해 대학은 브랜드가 스포츠 마케팅 파트너십을 평가할 때 고려하는 것과 유사한 지표를 사용하여 프로그램이 예비 학생 운동선수에게 제공할 수 있는 고유한 가치를 정량화할 수 있습니다. 이제 코치들은 지역 또는 전국 단위로 프로그램의 순위를 매겨 다른 프로그램과 비교하여 자신의 프로그램의 강점과 장점을 보여줌으로써 학생 모집 활동에 도움을 줄 수 있습니다. 이를 통해 NIS를 사용하는 프로그램은 NCAA의 새로운 이름, 이미지, 초상화 규칙에 따라 학생 운동선수가 혜택을 받을 수 있는 요소를 기반으로 모집 홍보를 맞춤화할 수 있습니다.

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.

NIS는 우선 대서양 연안 컨퍼런스(ACC), 미국 체육 컨퍼런스(AAC), 빅 12, 빅 이스트, Pac-12, 동남부 컨퍼런스(SEC) 등의 모든 학교를 포함한 약 100개의 NCAA 디비전 I 남자 대학 농구 프로그램에 적용되며, 더 많은 대학 스포츠에 확대 적용할 계획입니다.

“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.

듀크대 남자 농구팀은 11월 9일 화요일 켄터키를 상대로 2021-22 시즌을 개막합니다.