fis freestyle ski world cup 2018/19 · tv media evaluation - fis freestyle ski world cup 2018/19 2...
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Expertise by Nielsen Sports
Your contacts: Akanimoh Umoh, Benedikt Neumayer
FIS FREESTYLE SKI WORLD CUP 2018/19 TV Media Evaluation – Event Summary
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2 TV Media Evaluation - FIS Freestyle Ski World Cup 2018/19
INTRODUCTION
STUDY BRIEF
SPONSORS Audi (@ Ski Cross Events only)
ANALYSIS PERIOD 2018/19 Season
EVENT FIS Freestyle Ski World Cup 2018/19 (M/L)
MARKETS Austria, Canada, China, Finland, France, Germany, Italy, Norway, Russia, Slovenia,
South Korea, Spain, Sweden, Switzerland, United Kingdom, USA
TV PROGRAMME TYPES Live, Delayed, Relive, Highlights, Sport Magazines, Magazines, News
AUDIENCE SOURCES Mediametrie/Eurodata TV, The Nielsen Company, MMS, TNS Gallup | Adults 3+ |
Estimations by Nielsen Sports
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SEASON SUMMARY
Copyright © 2019 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute. 4
GLOBAL OVERVIEW
LIVE NON-LIVE
FIS FREESTYLE SKI WC
Cumulative Audience (M)
13,77 308,48
Broadcast Time (hh:mm:ss)
291:17:41 1043:32:04
Event Impressions (M)
1.189,85 3.516,24
SPONSORSHIP ANALYSIS
Visibility (hh:mm:ss)
81:00:14 251:05.52
Sponsorship Impressions (M)
468,02 745,28
QI Media Value (€)
1.921.007 2.140.357
322,25
1334:49:45
4.706,09
333:06:06
1.213,30
4.061.364
Copyright © 2019 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute. 5
KEY INSIGHTS
CUMULATIVE AUDIENCE
• After exceptional results in the previous
season, cumulative audience is back on
the level as in the years 2013 to 2016.
• China (-113M) and Japan (-103M) are
mainly responsible for this negative
trend.
BROADCAST TIME
• Broadcast time slightly declined year-
on-year (-10%).
• Again, China and Japan account for the
highest losses while broadcast hours
increased in Spain and UK.
VISIBILITY
• Brand visibility of Audi increased by
one third.
• Presentation Wall and Start Installation
were the most visible tools.
SPONSORSHIP IMPRESSIONS
• Most impressions generated in
Sweden and Germany.
• Enormous increase in Canada
(+1753%) thanks to more Ski Cross
coverage on CBC.
• Blue Mountain SX comes first in the
competition ranking.
QI MEDIA VALUE
• Audi’s QI Media Value almost doubled compared to 2017/18.
• While the overall media monitoring trend for the World Cup was negative,
Ski Cross competitions increased in broadcast time and audience.
• Coverage on public broadcasters in Sweden (SVT) and Germany
(ARD/ZDF) are the main drivers for this positive development.
Copyright © 2019 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute. 6
TV COVERAGE TREND
414 331
269 318 436
604
322
2,151
5,125
2,968
4,343
6,925
6,307
4,706
0
1,000
2,000
3,000
4,000
5,000
6,000
7,000
8,000
0
500
1,000
1,500
2,000
2,500
2012/13 2013/14 2014/15 2015/16 2016/17 2017/18 2018/19
Broadcast Time (h) Audience (M) Media Impact (M)
YEAR-ON-YEAR DEVELOPMENT
• For the first time in the past 7 years, a negative trend for all three media
monitoring parameters can be observed.
• The drop in cumulative audience and media impact can mostly be explained
by less coverage of Aerials and Moguls competitions on CCTV5 in China as
well as on TBS and Nippon TV in Japan.
• In turn, Ski Cross competitions enjoyed a broader coverage mainly thanks to
Eurosport, Rai Sport, L’Equipe and ORF Sport+.
Copyright © 2019 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute. 7
MARKET RANKING – EVENT IMPRESSIONS (M)
MANAGEMENT SUMMARY Media Monitoring
• The Ski Cross competitions in Feldberg attracted the greatest live
audience thanks to wide-reaching live coverage on ZDF in host
market Germany, RTV SLO 2 in Slovenia and SVT 1 in Sweden.
• All other venues ranked in the top-5 in terms of live audience hosted
Ski Cross competitions, too. Free-to-air sports channel L’Equipe
(France) is the main driver – besides the aforementioned public
broadcasters in Germany, Sweden and Slovenia.
• With a live audience of 0,41M the Moguls competition held in Ruka
was the most popular event outside of Ski Cross.
• With extensive coverage on CCTV5 and CCTV5+, China ranks top in
terms of event impressions. The Aerials competitions in Minsk and
Moscow were the most popular ones.
• As most of the airings were delayed or relive, China does not have a
strong impact on the venue ranking by live audience.
1,331
754
696
638
279
248
177
143
104
79
67
59
49
31
30
23
China
France
Germany
Sweden
Italy
Switzerland
USA
Slovenia
Finland
Canada
Japan
Austria
Russia
Spain
Norway
United Kingdom
LIVE AUDIENCE BY VENUE (TOP 5) – CUMULATIVE AUDIENCE (M)
2.82 2.52 2.48
2.24
0.78
Feldberg Sunny Valley Idre Fjall Innichen Blue Mountain
318
597
238
264
203
648
87
189
147
113
141
285
141
152
73
144
BROADCASTS
*Source: Mediametrie/Eurodata TV, The Nielsen Company, MMS, TNS Gallup /Adults 3+/Estimations by Nielsen Sports
Copyright © 2019 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute. 8
Media Monitoring
MANAGEMENT SUMMARY
CHANNEL RANKING BY BROADCAST TIME (TOP 5) (hh:mm:ss)
CHANNEL RANKING BY EVENT IMPRESSIONS (TOP 5) (M)
WORLD CUP EVENT IMPRESSIONS TREND (M)
85:23:22
65:04:58
64:55:07
59:16:58
57:08:34
Rai Sport (ITA)
J Sports 1 (JPN)
OlympicChannel (USA)
Eurosport 2 DE(GER)
Eurosport 2 ES(ESP)
2,968
4,343
6,925 6,307
4,706
2014/15 2015/16 2016/17 2017/18 2018/19
1,026.14
616.39
540.71
366.26
286.96
CCTV5
LEquipe
SVT 1
ZDF
ARD
*Source: Mediametrie/Eurodata TV, The Nielsen Company, MMS, TNS Gallup /Adults 3+/Estimations by Nielsen Sports
• With 78 programmes, equally distributed across the various venues
and competitions, Rai Sport ranks top in terms of broadcast time.
• Overall, the Ski Cross competitions in Innichen and Feldberg enjoyed
the broadest coverage. They rank top in all three major parameters
(broadcast time, cum. Audience & event impressions).
• With 58 broadcasts and an average audience of 1M viewers, Chinese
CCTV5 naturally generated the most event impressions.
• As there were 65 airings less on CCTV5 compared to 2017/18,
cumulative audience (-113M) and event impressions (-2.026M)
notably declined – thus heavily impacting overall World Cup results.
• The domestic event in Secret Garden had accounted for more than
one third of last year’s total numbers but was not covered by CCTV at
all this year.
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9
76.96
73.12
54.21
47.27
2.59
14.72
4.30
190.41
37.93
91.86
2.24
52.57
12.54
9.57
2018/19 2017/18
94:49:22
123:31:05
68:26:15
71:16:37
149:41:39
97:41:27
69:36:34
141:39:55
340:32:38
52:00:15
153:55:38
68:26:43
73:56:27
67:05:57
China
France
Germany
Sweden
Italy
Switzerland
USA
2018/19 2017/18
TV Media Evaluation - FIS Freestyle Ski World Cup 2018/19
By Country Trend (Top 7 by Event Impressions 2018/19)
MEDIA MONITORING
BROADCAST TIME (hh:mm:ss)
EVENT IMPRESSIONS (M)
CUMULATIVE AUDIENCE (M)
MEDIA IMPACT
TREND
*Source: Mediametrie/Eurodata TV, The Nielsen Company, MMS, TNS Gallup /Adults 3+/Estimations by Nielsen Sports
1,330.95
753.56
696.11
638.09
279.33
247.88
176.56
3,462.04
182.26
580.23
265.81
454.21
175.17
293.56
2018/19 2017/18
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10 TV Media Evaluation - FIS Freestyle Ski World Cup 2018/19
Comparison of Genders
MEDIA MONITORING
57%
50%
56%
43%
50%
44%
Broadcast Time
Audience
Media Impact
TOTAL
1.335 hours
322,25 M viewers
4.706 M impressions
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11 TV Media Evaluation - FIS Freestyle Ski World Cup 2018/19
Coverage Trend by Week
MEDIA MONITORING
BROADCAST TIME (hh:mm:ss)
EVENT IMPRESSIONS (M)
0:00:00
50:00:00
100:00:00
150:00:00
36 37 43 44 45 46 47 48 49 50 51 52 53 1 2 3 4 5 6 7 8 9 10 11 12 13 14
Men Ladies
0
250
500
750
36 37 43 44 45 46 47 48 49 50 51 52 53 1 2 3 4 5 6 7 8 9 10 11 12 13 14
Men Ladies
SX Arosa &
Innichen
SX Feldberg & Sunny
Valley + AE Moscow
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12 TV Media Evaluation - FIS Freestyle Ski World Cup 2018/19
Season Comparison by Media Impact
MEDIA MONITORING
1 0
104
846
1,187
1,976
591
0 1
98
2,369
2,113
1,149
579
September October November December January February March
Season 2018/19
Season 2017/18
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13
607.48
586.26
356.06
332.93
209.77
153.20
142.23
373.84
317.78
63.77
54.49
162.26
99.21
81.47
2018/19 2017/18
53:11:11
45:42:09
48:16:49
23:56:15
48:36:48
76:22:16
59:46:21
49:43:49
27:32:59
114:04:19
21:51:00
48:04:48
57:10:51
50:13:54
Sweden
Germany
France
China
Switzerland
Italy
Slovenia
2018/19 2017/18
TV Media Evaluation - FIS Freestyle Ski World Cup 2018/19
By Country Trend (Top 7 by Event Impressions 2018/19)
MEDIA MONITORING
BROADCAST TIME (hh:mm:ss)
EVENT IMPRESSIONS (M)
CUMULATIVE AUDIENCE (M)
MEDIA IMPACT
TREND
*Source: Mediametrie/Eurodata TV, The Nielsen Company, MMS, TNS Gallup /Adults 3+/Estimations by Nielsen Sports
37.82
44.07
26.93
21.25
12.23
1.36
5.74
36.73
60.32
10.05
3.22
10.94
0.93
3.59
2018/19 2017/18
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14 TV Media Evaluation - FIS Freestyle Ski World Cup 2018/19
By Channel (Top 10)
MEDIA MONITORING
42:17:59
41:48:53
38:45:54
38:42:57
38:42:57
37:27:00
36:20:05
28:29:57
28:29:57
28:00:20
Eurosport 2 DE (AUT)
Eurosport 2 ES (ESP)
Eurosport 2 DE (DE)
Eurosport 2 IT (ITA)
Eurosport 2 IT (SLO)
Eurosport 2 RU (RUS)
Eurosport 2 UK (UK)
Eurosport 2 FI (FIN)
Eurosport 2 SE (SWE)
Rai Sport (ITA) 74
93
128
137
171
189
231
295
363
517
SVT 2 (SWE)
CCTV5+ (CHN)
Rai Sport (ITA)
RTV SLO 2 (SLO)
SRF 2 (SUI)
ARD (GER)
CCTV5 (CHN)
Lequipe (FRA)
ZDF (GER)
SVT 1 (SWE)
BROADCAST TIME (hh:mm:ss)
EVENT IMPRESSIONS (M)
56% OF
TOTAL
86% OF
TOTAL
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15 TV Media Evaluation - FIS Freestyle Ski World Cup 2018/19
Comparison of Genders
MEDIA MONITORING
54%
70%
62%
46%
30%
38%
Broadcast Time
Audience
Media Impact
TOTAL
643 hours
161 M viewers
2.550 M impressions
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16 TV Media Evaluation - FIS Freestyle Ski World Cup 2018/19
Coverage Trend by Week
MEDIA MONITORING
BROADCAST TIME (hh:mm:ss)
EVENT IMPRESSIONS (M)
0:00:00
50:00:00
100:00:00
150:00:00
51 52 53 1 2 3 4 5 6 7 8 9 10 11 12 13 14
Men Ladies
0
250
500
51 52 53 1 2 3 4 5 6 7 8 9 10 11 12 13 14
Men Ladies
SX Arosa &
Innichen
SX Feldberg & Sunny
Valley
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17 TV Media Evaluation - FIS Freestyle Ski World Cup 2018/19
Season Comparison by Media Impact
MEDIA MONITORING
556
710
1,165
120
597
431
9
285
December January February March
Season 2018/19
Season 2017/18
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METHODOLOGY
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Media Monitoring
TV MEDIA EVALUATION
MEDIA MONITORING
Media monitoring is the analysis of broadcast coverage
content. It involves the data coding of events, teams
and/or fixtures, which World Cup, etc. is reported on in
the various programmes. It requires physical recording
footage of the TV broadcast to execute.
BROADCAST SCHEDULE AUDIT (BSA)
The TV programme of a channel is researched online or
compiled on the basis of TAM protocols (audience
ratings).
Note: Due to the type of data collection, only the specific
event coverage can be attributed not secondary
coverage(news, etc.).
PROGRAMME TYPES
TIME CODING
Broadcast Time (BT)
The Broadcast Time is the total duration of team, league
or event coverage, without commercials.
Actual Playing Time (APT)
This is the portion of Broadcast Time containing
competition footage only.
AUDIENCE ANALYSIS
Audience (Average Audience)
The average number of members of a specified
population (e.g. target group of individuals or households)
viewing a TV channel over a given interval (e.g.
programme, daypart).
Cumulative (average) Audience
Cumulative Audience is the aggregate total of all
individual programme audiences (not the unique total
individuals reached). Sometimes called Gross Audience.
Not to be confused with Reach, Cover or Cume
Market Share
Viewing of a specified population, whether households or
individuals, that is tuned to a particular programme or
station during a given time interval, and expressed as a
percentage of the total TV audience during that interval.
Audience data sources
Programme ratings are sourced from official Television
Audience Measurement (TAM) providers such as
Mediametrie/Eurodata TV, The Nielsen Company, MMS,
TNS Gallup, etc.
Audience Estimation
For channels where no official audience measurement is
in place, estimated ratings are calculated using a
quantitative estimation model.
To calculate an estimate, the following information is
included: Technical universe or number of subscribers,
day and time of the program, content of the program,
interest in the sport in the broadcasting country.
Important note: The result represents an approximation of
the TV viewing potential.
EVENT IMPRESSIONS
Event Impressions are a measure of media impact or rate
of audience delivery, event impressions relate the
television broadcast time of an event programme to its
audience ratings, with one impression being equal to one
person's viewing of 30 seconds of programming.
Broadcast time is converted to the number of 30-second
units and then multiplied by the average audience
Event impressions are an important measure for the
delivery of media coverage and audience exposed to this
media coverage of a platform, as well as for
benchmarking purposes with other events / leagues /
clubs.
Formula:
Example:
60 seconds of coverage in a broadcast with 5m viewers:
(60 seconds x 5m) / 30 seconds = 10M Event Impressions
𝐵𝑟𝑜𝑎𝑑𝑐𝑎𝑠𝑡 𝑇𝑖𝑚𝑒 𝑖𝑛 𝑆 𝑥 𝐴𝑢𝑑𝑖𝑒𝑛𝑐𝑒 𝑖𝑛 𝑀
30 𝑆𝑒𝑐𝑜𝑛𝑑𝑠
Dedicated coverage
(primary coverage)
Live Live broadcast
Delayed Near-live, first broadcast airing
Re-live Repeat of a live / delayed broadcast
Highlights
Sports programme showing
event reports and summaries as
well as background information
and interviews
Secondary coverage
Magazines /
Sportmagazine
Programme with
minimal sporting content or sport mix
programmes
News Features in news programmes
TV Media Evaluation - FIS Freestyle Ski World Cup 2018/19
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20
Sponsorship Analysis
TV MEDIA EVALUATION
BRAND EXPOSURE ANALYSIS
Measurement of brand exposure differentiated by source.
An exposure is counted on the condition that it is legible
and at least 80% visible on-screen. An exposure can be
either a brand, claim, logo or product likeness.
ASSET VISIBILITY ANALYSIS
Measurement of tool exposure differentiated by sponsor
regardless of brand legibility. An exposure is counted on
the condition that the tool source is at least 80% visible
on-screen, and has an on-screen-share of 0,5% or
higher.
Note: If under 80% of the tool is visible, but the brand
exposed is legible, the exposure will be count towards the
result.
This can also be adapted to tracking of a space that does
not have a signage placement.
SPONSORSHIP IMPRESSIONS
Sponsorship impressions are a measure of sponsorship
impact or rate of audience exposure to sponsorship.
Sponsorship Impressions relate the brand visibility
duration in a television broadcast to its audience ratings,
with one impression being equal to one person's
exposure to 30 seconds of brand visibility.
Brand exposure is converted into the number of 30-
second units and then multiplied by the average
audience. Not to be confused with Event Impressions
Formula:
Example:
(120 seconds x 4m) / 30 seconds = 16M Sponsorship
Impressions.
SPONSORSHIP CPT
Calculation of a CPT based on delivery of sponsorship
impressions against a set sponsorship fee. This metric
demonstrates what price the sponsor paid to reach 1,000
viewer impressions people based on their sponsorship
visibility.
Formula:
Example:
A sponsor pays 1,2m EUR for a sponsorship
which generates 600m sponsorship impressions:
(1,2M EUR x 1.000) / 600m = 2 EUR
100% MEDIA VALUE
Also known as "advertising value equivalency" (AVE),
each brand exposure is valued by equivalating it against
the commercial airtime rate of the programme it is
captured in. The rates are either sourced from the
broadcasters official rate cards or calculated with a 30’
Second advertising CPT and the corresponding audience
of the programme that the exposure was captured in.
Note: This measure is the cash equivalent “cost” of a
media exposure, not its market value
Formula:
Example:
120 seconds of visibility in a programme with a
commercial airtime rate of 2,000 EUR for a 30-second
advertisement:
(120 seconds x 2,000 EUR) / 30 seconds = 8,000 EUR
QUALITY INDEXED MEDIA VALUE
The Quality Index Score (QI Score) is a comparison of the
actual exposure quality and impact between and logos
and properties, based on four factors that influence visual
impact: size, location on Screen, brand hits & duration per
exposure, and the impact of the asset itself (impact
factor). The QI Media Value combines the 100% Media
Value and the QI Score to a QI weighted Media Value.
The following five criteria combine to derive the QI score:
Example:
Brand exposure with a 100% Media Equivalency of 1,000
EUR and a QI Score of 27.5 would equal 275 EUR
𝑉𝑖𝑠𝑖𝑏𝑖𝑙𝑖𝑡𝑦 𝑖𝑛 𝑆 𝑥 𝐴𝑢𝑑𝑖𝑒𝑛𝑐𝑒 𝑖𝑛 𝑀
30 𝑆𝑒𝑐𝑜𝑛𝑑𝑠
𝑆𝑝𝑜𝑛𝑠𝑜𝑟𝑠ℎ𝑖𝑝 𝑓𝑒𝑒 𝑥 1,000
𝑆𝑝𝑜𝑛𝑠𝑜𝑟𝑠ℎ𝑖𝑝 𝑖𝑚𝑝𝑟𝑒𝑠𝑠𝑖𝑜𝑛𝑠
𝑉𝑖𝑠𝑖𝑏𝑖𝑙𝑖𝑡𝑦 𝑖𝑛 𝑆 𝑥 𝐶𝑃𝑇 𝑖𝑛 𝐸𝑈𝑅 𝑥 𝐴𝑢𝑑𝑖𝑒𝑛𝑐𝑒 𝑖𝑛 𝑀
30 𝑆𝑒𝑐𝑜𝑛𝑑𝑠 𝑥 1.000
𝑉𝑖𝑠𝑖𝑏𝑖𝑙𝑖𝑡𝑦 𝑖𝑛 𝑆 𝑥 𝐴𝑑 𝑟𝑎𝑡𝑒 30 𝑆 𝑖𝑛 𝐸𝑈𝑅
30 𝑆𝑒𝑐𝑜𝑛𝑑𝑠
TV Media Evaluation - FIS Freestyle Ski World Cup 2018/19
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ABOUT NIELSEN SPORTS
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GLOBAL MEDIA &
GLOBAL CONNECT
NIELSEN SPORTS
ENTERTAINMENT
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WHAT’S NEXT IN GLOBAL SPORTS AND ENTERTAINMENT
NIELSEN SPORTS IS PART OF
THE WORLD’S BIGGEST MARKET
AND MEDIA RESEARCH COMPANY
Copyright © 2019 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute.
AT NIELSEN SPORTS, IT IS ALL
ABOUT THE DECISIONS YOU
MAKE IN SPORTS BUSINESS
23
BRANDS
RIGHTS HOLDERS
PUBLIC SECTOR
MEDIA COMPANIES
AGENCIES
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WE CAN LEVERAGE OUR STRENGTHS TO HELP YOU MAKE BETTER, EASIER DECISIONS
24
YOUR DECISION
MARKET
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MEDIA
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Brand Performance,
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CONSTANT
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THESE ARE THE STRENGTHS THAT MAKE OUR DECISION SUPPORT UNIQUE
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26 Copyright ©2019 The Nielsen Company. Confidential and proprietary.
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CONTACT DETAILS
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Copyright ©2019 The Nielsen Company. Confidential and proprietary.
Please note that this report is subject to copyright agreements. All rights are reserved by Nielsen Deutschland GmbH. In part icular, copyright is reserved for the investigation design together with expert evaluations and assessment of the results,
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