尼尔森将其 "尼尔森影响力评分 "产品扩展至大学橄榄球队

尼尔森体育的新解决方案最初针对大学男子篮球项目推出，现已纳入 100 多个大学橄榄球项目，使更多大学运动队能够根据新的 NCAA 名称、形象、肖像规则，利用尼尔森专有数据评估运动员的市场价值。

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.

有 100 多个橄榄球项目，包括来自美国竞技联盟 (AAC)、大西洋海岸联盟 (ACC)、12 大联盟、10 大联盟、大大西洋竞技联盟 (MAAC)、山西联盟、太平洋 12 大联盟、东南联盟 (SEC) 和独立学校的学校。此外，还有近 100 个 NCAA 一级联盟男子篮球项目，分布在 AAC、ACC、Big 12、Big East、Pac-12、SEC 等联盟中。

进入大学橄榄球季后赛的最后四支球队代表了全国尼尔森影响力得分最高的几支球队，其中阿拉巴马、佐治亚和密歇根排名前十，辛辛那提是五校联盟中排名最高的学校。这四支球队都来自大学橄榄球球迷比例超过 45% 的州，其中三所学校的社交媒体参与指数得分排名前八。

尼尔森影响得分是一种营销价值指数，通过三个关键投入对项目进行比较：

• 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.