Australian sporting bodies, rights owners, venues, agencies, publishers and brands face increasing competition for fan engagement as they battle through the fragmentation of audiences and proliferation of brands available to them. To enable the sports industry and associated brands to better understand sporting fans’ everyday behaviour as well as measure the ROI of sports sponsorship efforts Nielsen has launched FANLINKS.
体育爱好者
除了一般声称的体育迷之外，体育迷的定义也随着捕捉活跃体育消费者的需求不断增长而演变。通过了解体育迷的狂热程度和参与行为，可以更准确地评估整个体育领域的体育迷覆盖率和参与度。在顶层设计上，尼尔森 FANLINKS 的关键指标包括
- Claimed sports fan – a stated personal interest in itemised sports
- Active sports consumers – measures whether an Australian actively engages with a sport (if not claimed fans). This is based on past 12 month behaviours – consumed the sport on TV or online (more than 30 minutes), attended an event or actively sought information in the media
- Total Fan Base (claimed fans + active consumers) – a measure of the overall health of the sport and total available audience
根据这一球迷识别框架，澳式橄榄球（AFL）是澳大利亚最受欢迎的体育运动，吸引了 950 多万潜在消费者。此外，全国排名前 18 位的体育运动至少吸引了超过 400 万澳大利亚消费者，这凸显了品牌在市场中与消费者的广泛联系。
将体育迷的日常行为联系起来
除了第一层的一般体育兴趣之外，还有大量的行为选项，品牌可以选择这些选项与球迷互动。以下是尼尔森 FANLINKS 可以细分的行为示例，营销人员可以根据其独特的产品，制定专门针对球迷的计划，并横跨国内所有主要球队的球迷群体。
体育赞助是否能带来丰厚的投资回报？
最终，从目标消费者身上获得的内在价值将取决于以有意义的方式切入和联系的能力。以下是能够回忆起 BBL、AFL、NRL 和 Supercars 主要赞助商的球迷比例。确定类别和品牌层面的行为变异有助于确定通过赞助商直接联系可以实现的净商业收益。
案例研究：澳洲袋鼠队球迷与澳航的积极联系
65% of avid Wallabies fans positively identify Qantas as a sponsor of the national team, equating to close to 1.4 million consumers. Within this Wallabies fan segment, ‘positive travel intentions’ and ‘preference towards Qantas’ strongly over-index against the Australian population norm – resulting in a net 4.3% (% point) market share uplift for Qantas (domestic and/or international ‘very likely’ brand travel intention).
在所需目标受众中逐项列出关键绩效指标的差异，可让体育营销人员解读粉丝参与的真正价值。反过来，这也提供了一种合作评估，将品牌的一般市场条件从最终等式中剔除。
通过叠加详细的旅行行为，包括时间范围、目的地、消费、交通和品牌意向，可以根据目标 Wallabies 投资为澳航得出增量收入回报预测。
尼尔森 FANLINKS 在了解该合作关系的狂热的 Wallabies 球迷中进行的逐项调查结果显示，预计该品牌的收入回报将超过 3020 万美元。
方法
关于尼尔森粉丝链接
FANLINKS Australia brings together two existing Nielsen data sets, Nielsen Consumer & Media View (CMV) and Nielsen SportsLink, providing a unique and in-depth market understanding of Australian sports fans and their connection & behaviour towards key industries and brand categories. By fusing these data sets together sporting bodies, rights owners, venues, agencies, publishers and brands will be able to identify, plan, execute & measure their sports business initiatives.
FANLINKS 是一个多功能信息源，支持实际应用和决策--将体育迷的价值与商业增长目标联系起来。
