Nielsen’s list of the most valuable brand exposure and assets in sports broadcasting

Nielsen Sport has provided Mumbrella with a list of which sponsor brands generated the highest value exposure through live sports broadcasts across 2021, as featured on yesterday’s Mumbrellacast.

The data comes from the report, Nielsen Sports’ Brand Exposure Value Through Live Sport Broadcasts Report, and lists Telstra at the top of the list. The brand has key partnerships with both the AFL and NRL.

Following Telstra on the list was Toyota, KFC, Kia and then McDonald’s. Speaking on yesterday’s Mumbrellacast. director of sports sales, Steve Whately spoke about the list, and in particular, Kia’s leveraging of its partnership with the Australian Open.

Kia’s sponsorship of the Australian Open reached number four on the list despite being only a two-week event, compared to other events which air over significantly longer periods.

Data from Nielsen also found that the sleeve sponsor on an NRL jersey is the “most valuable piece of advertising real estate in live sports broadcasting”.

Bang for your buck: the jersey sleeve offers advertisers great value

Whately spoke on the podcast about why the placement in relation to how the coverage shows the jerseys offers brands maximum value on spend.

“While it topped the list across all codes and leagues, the value of a brand’s placement varied with the sport,” Nielsen Sports said.

Second on the list is the LED board in AFL games, while the backcourt LED screens delivered top value for coverage of the Australian Open.

Kia and the Australia Open: A long-lasting and lucrative partnership

During covering of the  In the Big Bash League on Seven, the sponsor placement on the jersey-front was “the place to be seen”.

In a further statement, Whately said: “Nielsen is the only provider that measures this level of media exposure data, for all brands, all the time, across all major media types. We capture every bit of exposure a brand gets in the media, from live sports broadcasts, sports news, magazine, and panel shows, to all major websites and print. We measure the quality of the exposure, which factors in duration, size, placement, etc., then factor in our extensive audience and CPM data in order to calculate a dollar value.”

Scott Gillham, head of Nielsen Sports Pacific, said: “What this data shows is that not all sports sponsorships are equal when it comes to being seen. In an increasingly competitive market, it’s more important than ever that brands know the true value of their sponsorships, so they can make smarter decisions, with this level of measurement and analysis”.


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