Case study
Nielsen Study Proves Strong Advertising Impact on DAZN
Campaign for the Samsung Galaxy Watch 8 Achieves Major Brand Success
Introduction
DAZN and Samsung have reached an impressive conclusion thanks to Nielsen measurement
As media consumption habits continue to evolve, understanding the real impact of advertising in modern environments is essential. A recent Nielsen Brand Lift Study on the Samsung Galaxy Watch8 campaign demonstrates the effectiveness of brand presence in DAZN’s premium environments. The presence in the UEFA Champions League and the Google Pixel Women’s Bundesliga achieved high reach and led to significant increases in key brand metrics.
Objective
Evaluating the effectiveness of premium environments
The primary objective of this joint study by Nielsen, DAZN, and Samsung was to scientifically measure and examine the impact of the Samsung Galaxy Watch8 campaign within DAZN’s premium environments. Specifically, the study aimed to provide objective data regarding how high-attention viewing environments influence consumer perception, ad recall, and purchase intent across different target groups.
Challenge
Navigating Intense Competition and Hard-to-Reach Demographics
Advertisers in the modern media landscape face significant hurdles, which this study sought to address:
Diminishing Returns: Further increasing key brand parameters like sympathy (favorability) and readiness to buy for an established brand that already possesses high market awareness.
Intense Competition: Capturing consumer attention in a highly competitive market with intense advertising pressure.
Hard-to-Reach Demographics: Reaching younger sports fans and specific target groups who are traditionally difficult to engage via traditional media.
Solution
Combining Premium Live Sports with Modern Creatives and Data-Driven Measurement
The solution lied in combining the premium, highly emotional streaming environment of DAZN with a tailored, modern creative approach:
Rigorous Measurement: Utilizing Nielsen’s independent Brand Lift methodology. Conducted in Germany between October 23, 2025, and November 3, 2025, Nielsen surveyed 800 people aged 18 and older, comparing individuals who did not use DAZN with those who watched the UEFA Champions League and/or the Women’s Bundesliga on the platform.
Premium Inventory: Positioning the campaign within DAZN’s premium live sports broadcasts, including the UEFA Champions League and the Women’s Bundesliga.
Diverse and Modern Creatives: Developing commercials by Samsung that closely reflect the everyday life of the target groups, utilizing a diversely conceived cast and broad thematic settings.
Key findings
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Advertising Works Across All Target Groups
While all demographics benefited, women and young adults (18–34-year-olds) showed a very high response.
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Highly Effective for New Customers:
Large leaps in metrics came from people who do not currently use a Samsung Watch, proving the environment’s power to unlock potential new customers.
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Strong Creative Resonance
Nielsen data confirms that the positioning of the Galaxy Watch8 and the diversity of the cast stuck in the minds of the viewers, leading to strong recall.
Results
Quantifiable Uplifts in Key Brand Metrics
The Nielsen Brand Lift Study measured strong, measurable percentage uplifts across key brand metrics:
- Ad Recall: +34 percentage points overall.
- Favorability: +21 percentage points overall.
- Purchase Intent: +27 percentage points overall.
The study shows that all target groups benefited, but some particularly strongly. For example, women showed a particularly high purchase intent (+30 percentage points), while the 18-34 age group stood out with a purchase intent increase of +33 percentage points. Also particularly valuable for Samsung: significant gains came from people who did not previously use a Samsung Watch. They experienced substantial uplifts in brand perception (+28 percentage points) and purchase intent (+32 percentage points). This demonstrates that DAZN is also an attractive option for acquiring potential new customers.
Conclusion
The Value of Independent Measurement in High-Attention Environments
This case study demonstrates the powerful synergy between high-quality streaming environments, targeted creative execution, and independent performance verification. By leveraging DAZN’s premium, high-attention live sports inventory, Samsung successfully bypassed traditional reach limitations to drive significant uplifts in brand awareness and purchase intent for the Galaxy Watch8, particularly among highly coveted young demographics and new customer segments. Ultimately, as validated by Nielsen’s independent Brand Lift methodology, this campaign proves that when context, content, and creative are precisely aligned, brands can achieve measurable, full-funnel impact across the entire customer journey.
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