Nielsen merges existing data sets to create Fanlinks
Measurement company Nielsen has merged its Consumer and Media View and SportsLink data sets to create Fanlinks.
The new information source will link sports fan engagement insights with profiling data across retail, media and sports industries.
Through doing this, Nielsen will allow sporting bodies, rights owners, venues, agencies, publishers and brands to identify, plan, execute and measure their sports business initiatives effectively, the company said.
Nielsen Sports Australia product leader Glenn Channell said Fanlinks would support the industry in making more accurate and informed decisions.
“Nielsen is eager to provide the Australian sports industry with a singular data source that can link the value of sports fans to their commercial growth objectives. Fanlinks is a versatile information source that supports practical applications and decision making,” said Channell.
Fanlinks will provide users with enhanced fan insights, targeted communication planning, partnership prospecting and pipeline validation, partnership review and assessment and enhancement of sports marketing and partnership campaigns.
Nielsen Consumer and Media View associate director, Kate Kopczynski said the new data set will give users a unique understanding of the information.
“Nielsen Consumer and Media View is a rich data set that provides a 360 degree view of consumers across all areas of their lives.
“Combining this with Nielsen SportsLink which has a unique understanding of Australian fan engagement and their behaviour across the sports entertainment landscape will mean that the sports industry has a unique understanding of the thoughts and actions of Australian fans,” said Kopczynski.
Nielsen’s measurement techniques have been criticised in the past for being inaccurate and not reflecting the requirements of the media industry. In 2018, the Interactive Advertising Bureau (IAB) refused to endorse Nielsen’s video metric because of concerns with accuracy, and there has long been concerns about the digital content ratings (DCR) and their ability to give accurate figures for digital publishers.
