A Nielsen lança o Nielsen Impact Score para ajudar as equipes esportivas universitárias a recrutar de forma mais eficaz; garante o primeiro acordo com o programa de basquete masculino da Duke

A nova solução da Nielsen Sports permite que as equipes de esportes universitários avaliem a comercialização dos atletas de acordo com as novas regras de nome, imagem e semelhança da NCAA, usando dados proprietários da 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.

O banco de dados da NIS foi criado para ajudar a equipe de uma universidade a mostrar o impacto que seu programa pode ter sobre os possíveis jogadores. Esse banco de dados permite que as universidades quantifiquem o valor inerente que um programa pode oferecer a possíveis alunos-atletas usando métricas semelhantes às que uma marca consideraria ao avaliar parcerias de marketing esportivo. Agora, os técnicos podem obter as classificações de seus programas em nível local ou nacional para ajudar nos esforços de recrutamento, mostrando os pontos fortes de seu próprio programa, bem como as vantagens sobre outros programas. Isso permite que os programas que usam o NIS personalizem as apresentações de recrutamento com base em fatores que podem ajudar um estudante-atleta a se beneficiar das novas regras de nome, imagem e semelhança da NCAA.

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.

O NIS está disponível inicialmente para cerca de 100 programas de basquete universitário masculino da Divisão I da NCAA - incluindo todas as escolas da Atlantic Coast Conference (ACC), American Athletic Conference (AAC), Big 12, Big East, Pac-12, Southeastern Conference (SEC) e outras - com planos de implementação mais ampla em mais esportes universitários.

“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.

A equipe masculina de basquete da Duke abre sua temporada 2021-22 na terça-feira, 9 de novembro, contra o Kentucky.