Nielsen has enhanced its Fan Insights platform to enable better visibility into the interests, media consumption behaviours, brand attitudes and purchasing habits of sports fans around the world. Expanded country coverage and new reporting capabilities including enhanced Crosstab functionality empower global sports properties and brands with critical data and actionable insights to inform smarter decision-making around sponsorship, fan engagement and media rights investment.
The robust Nielsen Fan Insights platform now includes data for 26 of the world’s most dynamic sports markets. Newly added are the six largest southeast Asian economies of Indonesia, Malaysia, Philippines, Singapore, Thailand and Vietnam. Data for Australia, Canada, Mexico, Poland, Turkey, Saudi Arabia, South Africa and the United Arab Emirates (UAE) is also now available. These new countries complement Brazil, China, France, Germany, India, Italy, Japan, Russia, South Korea, Spain, U.K and U.S. which have been available since 2019.
Sponsors and brands can leverage Nielsen Fan Insights data to size and make decisions about potential audiences across a wide variety of parameters. For instance, a brand could compare football fans to badminton fans in Southeast Asian countries and drill into demographics, media consumption habits and other interests to determine which audience aligns best with their unique marketing objectives.
“In today’s global sports market, data and the insights it provides have the ability to provide a clear competitive advantage,” said Marco Nazzari, Managing Director, International at Nielsen Sports. “Nielsen Fan Insights can deliver an edge in the high-stakes global sports sponsorship and marketing game – one in which a clear understanding of fans is critical.”