Category: Fan Insights

Driven to watch: How a sports docuseries drove U.S. fans to Formula 1

May 5, 2022

TV programming has a long history of inspiring audiences to get more involved in their passions and pick up new hobbies. In some cases, TV shows have given a lucky few the opportunity to live out their dream jobs, such as Last Comic Standing winner Iliza Shlesinger and Top Chef winner Stephanie Izard.  But TV programming can do more than just fuel internal passions: In the case of docuseries,...

Year in review: sports consumption evolution

Apr 12, 2022

The sports industry continues to adapt to the new habits fans have developed over the last two years, with the pace of change accelerating substantially since the start of the pandemic in 2020. This is evidenced by the increasingly flexible and dynamic approaches to competition formats, fan engagement, and content distribution by the world’s biggest sports properties. TV remains a dominant player, producing large cumulative audiences and significant broadcast time....

SPOBIS Klima-Index powered by Nielsen Sports – Vierte Ausgabe

Mar 23, 2022

Marktindex für das Sportbusiness – Vierte Ausgabe Wie ist die aktuelle Stimmung im Sport(business)-Markt? Wo geht die Reise hin und welche Bereiche stehen weiterhin vor großen Herausforderungen? Das beantworten das Branchenmagazin SPONSORs und Nielsen Sports mit der bereits vierten Auflage des SPOBIS Klima-Index powered by Nielsen Sports. Der SPOBIS Klima-Index powered by Nielsen Sports liefert auf über 40 Seiten ein aktuelles, marktbasiertes Stimmungsbild der Sportbusiness-Branche, das hilft, die Trends...

Sports sponsorships are raising more than just brand awareness

Mar 16, 2022

The universal breadth and appeal of sports continues to present brand sponsors with significant upside, both through exposure and how well consumers regard brands’ involvement. Combined, sports activations are doing more than boosting brand awareness—they’re leading to higher conversion rates. The higher conversion rates reflect: Increased brand sponsorships following the global ad pullback in 2020 A high level of trust among fans with respect to sponsorships Brand advertising increased...

Sportmarketing-Trends 2022: So verändern Fans das Sportbusiness

Mar 3, 2022

London / Köln, 3. März 2022 – Der Sportmarketing-Trendreport für das Jahr 2022 zeigt auf, wie Veränderungen des Fanverhaltens seit Beginn der Corona-Pandemie bestehende Sponsoring- und Partnerschaftsmodelle beeinflussen und wie sie sich auf Content-Strategien sowie Distributionskanäle im Sportbusiness auswirken. Ein detaillierter Blick fällt zudem auf die Bereiche Kryptowährungsanbieter, E-Sport und Frauensport. Die Ergebnisse sollen Rechtehaltern und sponsernden Marken dabei helfen, wie sie den Wert von Partnerschaften im Sport bemessen...

Fans are changing the game: 2022 global sports marketing report

Feb 23, 2022

Change is certainly nothing new, but its impact is seldom as sizable—or accelerated—as what the world has experienced over the past two years. For the sports industry, the return of fans at live events midway through 2021 was cheered by all, yet life has evolved too much during the pandemic for the sports industry to simply snap back to a mirror image of its pre-COVID self. The tried and...

Consumer behavior shifts and new experiences are broadening fan engagement

Feb 23, 2022

Few industries have been immune to the effects of the global pandemic, but the impact has been particularly notable for global sports. While the return of fans at live events midway through 2021 was cheered by all, behaviors have evolved too much for the sports industry to simply snap back to a mirror image of its pre-COVID self, particularly with respect to how fans engage with sports content. The...

A tale of two teams–and their fans

Feb 9, 2022

The word fan comes from the word fanatic, meaning an enthusiastic devotee, usually as a spectator. And on Sunday, February 13, there will be inspiring moments both on the field and on screen–for fans around the globe to experience.  Not surprisingly, the NFL is the most popular sports league among Americans; 92 of the top 100 most watched telecasts in 2021 were either live NFL games or NFL studio...

Tokenización en los deportes en España

Feb 2, 2022

Mientras que las criptomonedas se han vuelto rápidamente omnipresentes en toda la industria deportiva mundial, tienen terreno que ganar antes de que sean omnipresentes entre los consumidores y sus finanzas. Como hay un aumento significativo en los acuerdos de patrocinio cripto que proporcionan una visibilidad masiva en la industria en ciernes, estas marcas de criptomonedas eventualmente necesitarán extender sus esfuerzos más allá de los derechos de nombre, los logos...

La Formule 1 accélère accélère

Jan 24, 2022

Plus d’un mois après le sacre de Max Verstapppen à l’issue d’une saison d’anthologie, Nielsen Sports vous propose à travers différentes données (audiences, intérêt, résonance digitale et engouement aux Pays-Bas) un retour sur le Championnat du Monde 2021 de Formule 1. Des audiences en forte augmentation en France Les 20 Grands Prix diffusés cette année sur Canal+ ont réuni en moyenne 1,19 million de téléspectateurs soit une augmentation de...

Slam dunk: How crypto brands are making a splash with the NBA–and fans

Dec 22, 2021

Despite the recent proliferation of cryptocurrency in Americans’ lives—hello, Elon Musk on Saturday Night Live—cryptocurrencies have some ground to gain before they become ubiquitous with consumers and their finances. But they have quickly become omnipresent across the global sports industry. The significant rise in crypto sponsorship deals provides massive visibility to the budding industry–yet these crypto brands will eventually need to extend their efforts beyond naming rights, logo patches...

Le rugby séduit toujours plus les sponsors

Nov 29, 2021

Clubs professionnels, Ligue Nationale de Rugby, comité d’organisation de France 2023 ou même les principaux joueurs du XV de France : à moins de 2 ans de l’organisation de la Coupe du Monde, les annonceurs multiplient les partenariats avec le monde de l’ovalie. Un intérêt toujours prononcé pour le rugby Le rugby s’impose comme l’un des principaux sports en termes d’intérêt chez les Français, et s’inscrit régulièrement dans le...

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