- Nielsen enhances Consumer & Media Insights with Sports Fans at a team level
- Over 10,000 New Zealanders sample size
- Unlock insights from 10 national sports teams and 14 domestic sports teams
Auckland: 22 September 2021: Today, Nielsen (NYSE: NLSN) announced the latest enhancements to Consumer & Media Insights (CMI) now featuring new insights on sports fans, allowing clients to link sports teams to brand data leveraging a sample size of over 10,000 New Zealanders.
Team fans1 make up more than 3M New Zealanders, 74% of Kiwis aged 15+, and Nielsen is now in a position to provide the New Zealand sports industry with an ongoing information source that can link the value of sports fans to their commercial growth objective.
At launch, Nielsen will be able to unlock insights on fans for 10 national sports teams – All Blacks, Black Caps, Black Ferns, Silver Ferns, Tall Blacks, and many more – and 14 domestic sports teams – ranging from the Blues to Warriors, Northern Mystics to Southern Steel, NZ Breakers, Wellington Phoenix, and more.
This versatile information source supports practical applications and decision making. It provides the sports industry with:
- Enrichment and enhancement of fan insights
- Development of targeted communication planning
- Partnership prospecting and pipeline validation
- Partnership review and assessment
- Enhancement of sports marketing and partnership campaigns.
Helene Maurer, Director, Client Development, Nielsen said, “As a sports-mad nation with 3.7M sports fans2, it is crucial for sports organisations, sports rights holders, advertisers, sponsors, and media owners to profile and understand their fans and prospective fans to unlock new partnership and growth opportunities.”
KNOW YOUR FANS
Nielsen has the inside track on fan data at a team level, meaning you get a peek inside how they think, why they cheer and where they live.
With the new Nielsen dataset, sports rights holders can identify opportunities with over 100 different brands by category, for example within the Fast Food category: on average, 2.5M fans would dine out in an average month, of which 1.9M (61% of fans) patronised the top five quick-serve restaurant brands: McDonald’s, KFC, Dominos, Subway and Burger King.
The enhanced datasets provide a unique understanding of New Zealander fan engagement and their behaviour across the sports entertainment landscape and allow brands to uncover emerging trends on a quarterly basis and explore the types of products, services and industries most connected to a particular fan base.
Note 1: Team fans are defined as New Zealanders aged 15+ that are interested in at least one of the 24 national or domestic sports teams on the CMI survey.
Note 2: Sport fans are defined as New Zealanders aged 15+ that are interested in, participated or attended last year, or likely to take up/participate in a range of sports in the next 6 months.