A Nielsen expande sua oferta do Nielsen Impact Score para incluir times de futebol americano universitário

A nova solução da Nielsen Sports, originalmente lançada para o basquete universitário masculino, agora inclui mais de 100 programas de futebol americano universitário, permitindo que mais equipes esportivas universitárias avaliem a comercialização dos atletas usando dados proprietários da Nielsen sob a nova regra de nome, imagem e semelhança da NCAA.

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.

Existem mais de 100 programas de futebol americano que incluem escolas da American Athletic Conference (AAC), Atlantic Coast Conference (ACC), Big 12, Big Ten, Metro Atlantic Athletic Conference (MAAC), Mountain West, Pac-12, Southeastern Conference (SEC) e escolas independentes. Isso se soma aos quase 100 programas de basquete universitário masculino da NCAA Division I na AAC, ACC, Big 12, Big East, Pac-12, SEC e outras.

As quatro equipes finalistas do College Football Playoff representam alguns dos programas com maior Nielsen Impact Score em todo o país, com Alabama, Geórgia e Michigan classificadas entre as 10 melhores, e Cincinnati como a escola da conferência Group of Five com a melhor classificação. Todos os quatro programas são provenientes de estados com mais de 45% de fãs de futebol americano universitário, e três das escolas estão entre as oito melhores no Índice de Engajamento nas Redes Sociais.

O Nielsen Impact Score é um índice de valor de marketing que compara programas em três entradas principais:

• 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.