Category: Insights

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),...

America’s Pastime Looks to the Future by Reaching New Audiences

Mar 26, 2019

As the frost clears and flowers begin to bloom, the “boys of summer” are back in business. Major League Baseball (MLB) is celebrating its 150th year and boasts more than 170 million fans in the U.S. and 10 million in Canada, according to Nielsen Sports Sponsorlink. MLB also had the highest average percentage of fans who’ve attended a game in 2018, according to Nielsen Scarborough research. “One of the...

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...

Women’s Sports: Going From Strength to Strength

Mar 21, 2019

In the past few weeks, we have seen a series of announcements and events that demonstrate that the shift in the Women’s sporting landscape is happening quicker than ever. Nielsen Sports’ expert Lynsey Douglas analyses the impact for brands and rights holders within the sports business. A record attendance of over 60,000 at the Wanda Metropolitano watched Atlético Madrid vs FC Barcelona’s key match in the Liga Femenina Iberdrola,...

Quantifying Lewis Hamilton’s Dominance Online

Mar 18, 2019

Lewis Hamilton’s profile makes him undeniably one of the most important commercial factors for F1 this season. In the first of a two-part series looking at the numbers that are driving Hamilton’s marketability, we take a look at just how big a fan base he has, and how influential a spokesperson he has become. Today, fan interaction exists predominantly online, something especially true in the case of a global...

A monumental year for rugby union

Feb 1, 2019

It’s a big year for rugby union as the sport welcomes two of its major events in the same year, the Guinness Six Nations, which kicks off tonight, and the Rugby World Cup in September. Both events generate significant interest and audiences that lead to strong exposure for brands and sponsors involved. With the start of the Guinness Six Nations just around the corner, we’ve seen a steady increase...

Is Bigger Better? New England Patriots and Los Angeles Rams Fans Compared

Jan 29, 2019

Bragging rights and bets are on the line for fans of the New England Patriots and Los Angeles Rams. Other than both having the opportunity to see their favorite team hoist the Vince Lombardi Trophy at the conclusion of Super Bowl LIII, Patriots and Rams fans have very little in common. The New England Patriots have reached the Super Bowl 11 times in franchise history, winning five times and...
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