案例研究
体育赛事衡量标准的演变
世界田径锦标赛和尼尔森如何帮助主办城市取得成功
导言
了解举办体育赛事的价值
尼尔森与田径运动的国际管理机构世界田径协会（World Athletics）合作开展了新的测量工作，为举办 2022 年和 2023 年世界田径锦标赛提供了更深入的见解。
目标
评估积极成果
世界田径运动会希望展示举办赛事的广泛价值，因此该组织求助于洞察、数据和分析公司尼尔森，该公司的赛事影响评估（EIA）框架采用了新的衡量标准，能够更全面地反映赛事对主办方的积极影响。
挑战
证明对体育赛事主办的投资是合理的
举办世界田径锦标赛这样的大型赛事需要各利益相关方的支持，从地方政府和国家体育联合会到广播公司和商业合作伙伴，不一而足。除了经济影响之外，所有利益相关方都有不同的目标，无论是确保对社会产生积极影响、促进可持续发展、留下积极遗产还是促进采购。确保赛事资金的压力也越来越大。制定明确的、可以衡量的关键绩效指标比以往任何时候都更加重要，主办方需要能够证明投资的合理性、微调战略、改进活动的交付并留下遗产。
解决方案
量化活动的成功程度
Nielsen’s EIA Framework has evolved to measure the success of events through the lens of five key pillars: attendance, economic, media, social and environmental. It then puts together a holistic impact report that includes a thorough assessment within each area, having gathered information from the local organizing committee (LOC) and rights holder, surveyed athletes and spectators, and applied its own media value data.
By studying the 2022 World Athletics Championships in Oregon, Nielsen’s EIA framework found that the event provided a total impact of US$237 million across the five pillars. Together with the LOC, World Athletics identified ‘community’ as an area to improve for the next World Athletics Championships in Budapest in 2023 and set clear KPIs, encompassing attendance, social and environmental impact, and inspiring participation.
主要结论
404,000
出席情况
Seven of the nine evening sessions sold out in Budapest, bringing event attendance to 404,000, up from 150,000 in Oregon.
$240,000
社会和环境影响
Environmental initiatives put in place at the 2023 World Championships in Budapest resulted in a reduction of 1,700 tonnes of CO2 emissions–a savings of US$240,000.
77%
参与
Nielsen found that 77% of spectators at Budapest 2023 agreed that they were inspired to participate in track and field more often, an increase on 41% who felt the same having attended Oregon 2022.
$408M
活动总影响
Budapest 2023 generated US$408M in total event impact across Nielsen’s five pillars: economic, media, social, environmental, and attendance.
资料来源: Nielsen Event Impact Assessment: World Athletics 2022 and 2023
工作原理
With a network of analysts stretching across the globe, Nielsen can transform large data sets into actionable insights, helping clients connect to the audiences that matter most – regardless of sport, league, event or location.
Nielsen Sports has been working with World Athletics since 2019, measuring events including the World Indoor and Outdoor Championships, World Cross Country Championships, Road Running Championships and Relay Championships. The EIA Framework is modular and flexible, meaning it can be scaled down for smaller events and run fully for major championships.
结论
利用尼尔森的 EIA 框架展示体育赛事的价值
尼尔森的 "赛事影响评估框架 "使俄勒冈和布达佩斯两座主办城市得以展示举办赛事的整体价值，同时也为未来的竞标者提供了评估举办世界田径赛事影响的蓝图。利用尼尔森对 2022 年俄勒冈州的环境影响评估，世界田径运动会得以对 2023 年布达佩斯的环境影响评估做出进一步的积极调整。
尼尔森的 "活动影响评估 "结果有助于我们评估并不断改进我们的活动。该框架使我们能够了解哪些方面做得好、哪些方面取得了成功以及哪些方面可能需要改进。我们已经在利用这些数据帮助确定下一届世锦赛的优先领域：2025 年东京世锦赛。大型赛事的新趋势之一是提高赛事的可持续性，尼尔森的环境影响评估数据有助于我们寻找尽可能减少碳足迹的方法。
Maria Ramos
Director of Brand & Marketing
World Athletics
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