For this special report, in collaboration with Leaders, a global sports business organization, Nielsen Sports has focused on the social media endorsement power—and potential—of a younger generation of global athletes.
Only 8% of global consumers are committed to the brands they purchase. That’s an alarming stat, and it highlights the challenge brands face as they seek to engage with consumers and retain them.
Nielsen Ad Intel data shows that over the last five years, there has been a significant reduction in the number of advertisers in the top five advertising categories. In Entertainment & Leisure, advertisers have dropped from 28k to 18k; Finance from 6k to 5k; Food from 2k to 1k; Auto down from 7k...
With digital now a critical channel for brands, it’s no surprise that they’re actively looking to better understand and measure returns in the space. They’re also actively looking to social media and sponsorships as a way to amplify their digital returns.
At the halfway point of the 2017-2018 season, the team uniform providers of the top 40 football clubs in Europe had received more than 80 billion social media impressions, providing $70.6 million in QI media value.
Global sports are thriving, but media consumption is changing before our eyes. And as the media world grapples with these issues, so too must the sports industry. But these challenges aren’t the only obstacles facing the sports realm.
The Sunday of Memorial Day Weekend is one of the most valuable days of the year in global motorsports. Sponsors appearing in the races stand to garner more than $300 million in exposure on just one day.
El Clásico—any match between rivals Real Madrid and FC Barcelona—is consumed on smartphones, tablets, computers and televisions in more than 90 countries around the world, allowing the teams’ rivalry and value to grow.
The quest for the coveted green jacket is on, as the best golfers from around the world head to Augusta, Ga., to compete in the Masters tournament. But it’s not just the players vying for exposure during the historic tourney: companies are eager to cash in as well.
Motorsport’s stakeholders are operating in a changed world, and rights holders and sponsoring brands need to adapt. With the help of our experts around the world, this whitepaper outlines what we regard as the 10 major commercial trends in motorsport.