Category: News

Women’s football: One in five adults support the sport

Nov 22, 2019

Almost one in five adults in the United Kingdom would call themselves a women’s football fan, a survey conducted by analysts at Nielsen Sports has found. That represented a 60% increase in the past two years, while the survey also found a rise in occasions where women’s football is discussed by fans in pubs. To read the entire article click here. For more information regarding the article please contact...

Nigel Geach, Master of Motorsport at Nielsen Sports

Oct 29, 2019

Nigel Geach, Senior Vice President of Global Motorsport at Nielsen Sports, has worked in sports sponsorship for more than three decades, chiefly with clients in the Motorsport behemoth Formula One. In the latest Sport Industry Insider Meets, Geach reflects on his life and career, from witnessing Ayrton Senna’s tragic crash at Imola to the industry’s seismic shift towards data-driven sponsorship. To read the entire article click here. For more...

Summer of Sport in One Weekend

Jul 16, 2019

This past weekend, sports fans were well and truly spoiled for choice as the action-packed summer heated up once again with major sporting events such as the British Grand Prix, Men’s Wimbledon Final and Cricket World Cup Final all being televised on free-to-air television at similar times.   HOW DID EACH SPORT PERFORM? Cricket: The World Cup Final The Cricket World Cup Final was spread across multiple channels over a...

F1 Driving Sales for Heineken

Jul 12, 2019

We’re almost at the half-way point of the F1 season, and the F1 global showpiece has arrived at Silverstone to the news that the circuit has secured a 5-year extension to host the British GP until 2024. From a commercial perspective, Nielsen Sports has used the juncture to take a look at Heineken’s partnership with F1, reflecting specifically on the positive impact that the partnership has had on Heineken’s...

Women’s Football: We’re Just Getting Warmed Up

Jul 10, 2019

The growing popularity of women’s football has reached a commercial tipping point. With so much focus on this year’s FIFA Women’s World Cup, we have witnessed viewership records being broken in countries around the world throughout the tournament. This follows on from new game-changing sponsorship deals that were announced before the competition started that will only help progress the women’s game. The challenge now, however, is how women’s football...

Women’s Football 2019

Jun 3, 2019

Fan interest and commercial investments in women’s football, or soccer, are growing leading into the 2019 FIFA Women’s World Cup. According to Nielsen Sports, 40% of the people in countries with a team competing in this year’s tournament are interested in women’s football. The Nielsen Women’s Football Report, a collaboration with Leaders™, highlights where fan interest is gaining momentum and how commercial investments are growing. The report also includes...

How to holistically measure return on sponsorship investment

May 22, 2019

One of the key challenges for the sponsorship industry is to measure Return on Investment (ROI) of sponsorship investments and activity. When speaking to clients we know they are challenged to report internally and make sponsorship decisions based on data, but it can be hard to define which of many metrics to use and what they really mean. Working within Nielsen it is clear that measuring marketing, and therefore...

Esports Playbook for Brands

Apr 24, 2019

ESPORTS PLAYBOOK FOR BRANDS Esports provide a burgeoning platform for marketers looking to reach an increasingly elusive consumer. Interest in professional competitive video gaming is growing, with one in five fans globally beginning to follow esports just within the past year. Esports fans around the world include some of the hardest to reach consumers for brands because of their cord-cutting and ad-blocking tendencies. While esports unites them as a...

2018 FIFA World Cup Russia™ Report

Apr 21, 2019

Appointed as the provider of The Official Market Research Report for the FIFA Confederations Cup 2017 and the 2018 FIFA World Cup™, Nielsen took a big step together with FIFA and made a commitment to learn more about fans and how to improve their tournament experience. In the World Football 2018 report, we explore fan behavior, media consumption habits and sponsorship insights from around the world. We also look...

The 2019 Chinese GP: Another win for Lewis Hamilton on track and on social media

Apr 18, 2019

In the second part of our deep dive into the data behind F1’s most valuable driver online, Lewis Hamilton, we analyzed the monetary value he generates for brands and sponsors. Three races down in what is looking like it could be another enthralling championship, Mercedes have some competition, which is great for the sport and audience growth in general. Although both cars currently occupy the top of the driver’s...

2019 Bahrain GP: Storming F1 race in the desert

Apr 5, 2019

The 2019 Bahrain GP thrilled F1 viewiers throughout the world with lights to chequered flag excitement. First-time pole sitter Charles Leclerc pushed Ferrari’s partner brands exposure up with his 3rd place finish. A higher share of coverage went to Ferrari as they benefited from the interest around a new young race winner. There is a real mix beyond just the ‘TV Pod’ view (traditional camera position above the helmet),...

Formula 1 revs up with audience increase across the world

Mar 25, 2019

New year, new success – Formula 1 revs up with audience increase across the world! The F1 2019 season has started in Melbourne beginning a 21 race programme. First encouraging results show the local market Australia increased TV audiences by 9%, the USA reported a three times growth helped by a change of broadcast platform and 34% increase was seen for the mature market of Brazil. Europe maintained static...
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