Insights

A Disruptive Game Plan: Catching the Active Consumer

Disturbing a sports fanatic while they’re watching a game isn’t normally a good idea. That’s because sports fans are connected and passionate when they’re engaged. In fact, 41 percent of all TV-related Tweets are about sports programming—even though sports account for only 1.3 percent of...

Sports Marketing Data | Fan Demographics | Scarborough Case Study

The sheer array of tickets available to today’s sports fan is prolific. Single game tickets, group tickets, partial season plans, full season plans, club seats, suites and all-inclusive sections are just some of the options. And some of those prices can change, literally, game by game. Plus, you...

Consumer Purchasing Behavior | Nielsen Scarborough Case Study

As the Hispanic population in the U.S. continues to grow at unprecedented rates, there’s an on-going marketing need to understand Hispanic consumers cross-culturally and generationally. Traditional approaches – like measuring language of preference and birthplace – don’t fully measure the...

Consumer Behavior Insights | Scarborough Case Study

One of the major revenue streams for television service providers are sales of their local and regional advertising inventories. But as consumer video content consumption fragments across numerous media, providers are scrambling to demonstrate audience value for their cross-platform advertising...

Market Segmentation Process | Sponsorship | Nielsen Scarborough Case Study

Sports teams receive revenue from ticket sales, advertising and sponsorships. These sources of revenue ebb and flow along with the success and longevity of the franchise, so it’s critical for the owners to find the most efficient levels of each revenue stream within the laws of supply and demand....

Sports and Event Sponsorship Statistics | Scarborough Case Study

For brands, aligning with sports properties can produce results that increase awareness and, most importantly, drive bottom line sales. After all, there are few customer groups in the U.S. that are more passionate than sports fans. And if that passion transfers to the supportive sponsors in a...