尼尔森推出 "尼尔森影响力评分"，帮助大学体育团队更有效地进行招生；与杜克大学男子篮球项目达成首份协议

尼尔森体育的新解决方案使大学体育团队能够利用尼尔森专有数据，根据新的美国大学生体育协会（NCAA）名称、形象、肖像规则评估运动员的市场价值

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.

NIS 数据库旨在帮助大学球队的工作人员展示其项目对未来球员的影响。该数据库允许大学使用类似于品牌在评估体育营销合作关系时所考虑的指标，量化项目能为潜在学生运动员提供的内在价值。现在，教练员可以调出自己项目在当地或全国的排名，以帮助招生工作，展示自己项目的优势以及与其他项目相比的优势。这样，使用 NIS 的项目就可以根据各种因素进行个性化的招生宣传，从而帮助学生运动员从 NCAA 新的姓名、形象、肖像规则中获益。

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.

NIS 最初适用于近 100 个 NCAA 一级联盟男子篮球项目，包括大西洋海岸联盟 (ACC)、美国体育联盟 (AAC)、12 大联盟、东部联盟、太平洋 12 大联盟、东南联盟 (SEC) 等联盟的所有学校，并计划在更多大学体育项目中推广。

“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.

杜克大学男子篮球队将于 11 月 9 日星期二对阵肯塔基大学，开启 2021-22 赛季的征程。