In 2018 the insurance sector spent nearly $79 million in New Zealand on advertising to reach potential insurance buyers. Whether it is car, contents, house, life, medical, travel or other insurance, 2,861,000 New Zealanders aged 20+ hold at least one insurance policy.
While the 2018 census data isn’t due for release until 2019, marketers should be prepared to answer two key questions - “are we adjusting to the changing needs of our target market? and how do we acquire new customers that are gaining relevance in NZ?”
Consumer trust is crucial for e-commerce growth. Trust includes many aspects for shoppers to feel comfortable in selecting the crucial “add to basket” button. For example, shoppers need to be sure they are purchasing genuine products, that what they purchased will arrive safely on time and in good condition, and that the payment is secure.
The 2019 Formula 1 season commences in Melbourne this weekend, and as always, there is much discussion around the value of one of Australia's major sporting events. Nielsen's SportsLink survey shows the overall popularity of Formula 1 has held strong in recent years despite recent changes to competition and racing formats.
Today, the 'value' of a sport is primarily based on TV viewership and attendance. For women’s sport, it is widely assumed that ‘the attendance and viewing is just not there.’ While these traditional yardsticks are an important trading currency, our research shows that women's sport has broader engagement, influence and value.
With focus on minimising the link of traditional advertising and excessive drinking, alcohol brands are increasingly considering indirect and responsible ways of engaging sporting fans. Sports partnerships with governing bodies, teams, events and stadia serve as an opportunity to establish and extend alcohol brand reach and meaningful consumer connection opportunities.
While they often don’t receive the same level of attention as men’s sports, a new Nielsen Sports research project highlights untapped potential and new commercial opportunities for rights holders, brands and media.
The rate of change in women’s sports is one of the most exciting trends in the sports industry right now. For rights holders, brands and the media, this represents a chance to develop a new commercial proposition and engage fans in a different way.
Regardless of whether you call it football or soccer, it’s a sport with massive global appeal and fan interest. In fact, more than 40% of people 16 or older in major population centers around the world consider themselves interested or very interested in following football, more so than any other sport.
The global reach of football, or soccer, is unequalled among sports in terms of value to media and sponsors. With the FIFA World Cup Russia 2018 upon us, Nielsen offers a snapshot of the vast collection of data and insights surrounding the world’s most popular sport.
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.
We are at a time of unprecedented commercial opportunity in global sports. Barriers to entry have never been lower. More markets around the world than ever before are receptive to the power of sports. It’s never been easier to reach millions—even billions—of fans.
The esports industry is growing quickly, with new leagues, teams and distribution channels. And this growth is attracting new high-profile esports investment from brands, media organizations and traditional sports rightsholders.
When identifying how valuable sponsorships and brand activation can be in esports, it’s worth exploring the issue from the perspectives of the many stakeholders involved: leagues, franchisees and teams.
This year’s Emirates Melbourne Cup well and truly lived up to its reputation as one of the biggest events on the Australian sporting calendar. Nielsen’s Social TV Ratings revealed that our nation’s most prestigious horse race was the biggest social episode on TV this year.
For the sports industry, one challenge stands above all others. How, in a truly multimedia environment, can sponsorships be accurately measured to provide a true picture of value generated for rights holders and brands?
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.
Nielsen Digital Ratings (Monthly) data revealed 11.2 million Australians visited online content related to the sports category via any device during the month of March 2017, up 8% compared to February 2017.
With global sponsorship spend forecast to reach over $62 billion in 2017 and global media rights spend expected to hit $45 billion, the top-line metrics remain positive. This report detail what we regard as the 10 major commercial trends in sports.
Nielsen Sports' latest report examines not only the rising interest in para-sports and the Paralympics, its growing status as a media product and how the Games already works for partners, but also notes the opportunity it provides to change attitudes – and, critically, what that might mean for current and future para-sports sponsors.
In addition to representing their countries and competing for medals, para-sports athletes participating in the Rio 2016 Paralympic Games this month will be challenging stereotypes, increasing inclusion and breaking down social barriers—something these competitors have been doing since the first Paralympic Games in Rome, Italy in 1960.
Sports thrill and influence audiences everywhere. But how do brands and publishers engage fans with the increasing number of sports available and at least four screens to ‘watch the game’ across? Here are the rules for marketers engaging with New Zealand fans.
New Zealand is changing in many ways and often at a faster rate than people may assume. Understanding this change has never been more important. Media owners, brand owners and agencies need this knowledge of past, present and future trends to ensure we continue to meet the needs of the target groups and segments that are important to our businesses.
Australian cricket fans took to Twitter to cheer on their teams and favourite players as the ICC Cricket World Cup played out across the country last month. With more than half a million tweets being viewed over 64 million times, the ICC Cricket World Cup lit up the social stadium as viewers flocked to second screen devices to take part in the real time conversation unfolding on Twitter.
This year’s Year in Sports Media report from the U.S. highlights consumers’ global love of sports, which continues to grow. 2014 was a big year for sports, beginning with the Sochi Winter Olympics and then featuring one of the most exciting World Cups ever held.