Nielsen launches sports fan insight tool

The online tool will bring together insights from sports fans globally using panel data from Nielsen Homescan, insights from the Nielsen Scarborough consumer survey, the company’s Winning brands model, and a new monthly global sports fan tracking survey.

Sports properties, including leagues and teams, can use the platform to filter and benchmark fan behaviour and explore trends, while sponsors can obtain data to assess the effectiveness of their sponsorship.

The platform initially covers the US, UK, Germany, France, Spain, Italy, China, India and Japan, with plans to expand to Brazil, Russia, South Korea by the end of the year and other countries in 2020, according to Nielsen.

Mike Wragg, head of global research, Nielsen Sports, said: "Nielsen Fan Insights captures and delivers fan data with the depth, frequency and consistency demanded by leading brands, rights holders and event owners. We developed the entire user experience on a flexible platform that allows our clients to run highly customised queries in real-time to inform business decisions."