Nielsen announces new sports sponsorship metrics for advertisers

Nielsen has announced new scoring metrics and insights for sports brands to measure the impact of their sponsorship activities, and compare it to other marketing activities.

The new Return on Sponsorship Investment (ROSI) solution empowers brands to make smarter decisions on resource allocation and optimize the effectiveness of their portfolios in the face of dynamic market conditions.

Using Nielsen’s leading sponsor logo tracking, media valuation, and marketing mix modeling capabilities, the new sports sponsorship analytics are set to allow advertisers to look at sponsorship alongside other promotions and advertising, then measuring on an equivalent basis.

ROSI aims to provide brands a new, holistic view of the effectiveness of each of their sponsorship investments, delivering critical intelligence for sports rights holders on the sell-side, allowing them to ideally unlock new revenue solutions.

It is built around four primary measurement datasets: Sponsorship logo exposure, sales impact, fan impact and brand/sponsorship impact.

Combining these four benchmarks, brands can use ROSI to gain new insights into total return and return against individual sponsorship investments, plus relative return compared to traditional media, and more.

Nielsen Sports managing director, international, Marco Nazzari, said a holistic view of marketing activities is critical for brands to succeed today.

“To succeed in today’s fast-changing market, a holistic view of marketing activities and the ability to compare activities and channels over time are more critical than ever,” said Marco.

“Nielsen’s ROSI capabilities provide analytics-driven CMOs and bottom line-focused CFOs with all new metrics and benchmarks to enable the best use of their budgets and most effective sponsorship activations possible.”

The launch of ROSI comes off the back of Nielsen’s recent report into global sports marketing trends, which found that, on average, on average 15% of brand marketing budgets is allocated to sponsorship but is often not measured in relation to direct sales.

It also found that the industry has been calling for a measurement framework that validates sponsorships’ contribution to sales revenue both in the short and long term, with COVID-19 bringing return on investment under tighter scrutiny.


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