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Expertise by Nielsen Sports
Your contacts: Alexander Karduck, Markus Kreile
FIS FREESTYLE SKI WORLD CUP 2019/20TV Media Evaluation – Event Summary
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2TV Media Evaluation - FIS Freestyle Ski World Cup 2019/20
INTRODUCTION
STUDY BRIEF
SPONSORS Audi (@ Ski Cross Events only)
ANALYSIS PERIOD 2019/20 Season
EVENT FIS Freestyle Ski World Cup 2019/20 (M/L)
MARKETSAustria, Canada, China, Finland, France, Germany, Italy, Norway, Russia, Slovenia,
Spain, Sweden, Switzerland, United Kingdom, USA
TV PROGRAMME TYPES Live, Delayed, Relive, Highlights, Sport Magazines, Magazines, News
AUDIENCE SOURCESMediametrie/Eurodata TV, The Nielsen Company, MMS, TNS Gallup | Adults 3+ |
Estimations by Nielsen Sports
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MANAGEMENT SUMMARY
Copyright © 2020 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute. 4
GLOBAL OVERVIEW
LIVE NON-LIVE
FIS FREESTYLE SKI WC
Cumulative Audience* (M)
12,78 309,72
Broadcast Time(hh:mm:ss)
267:13:13 1695:12:40
Event Impressions(M)
1.318,19 5.703,97
SPONSORSHIP ANALYSIS
Visibility(hh:mm:ss)
45:58:08 220:28:54
Sponsorship Impressions(M)
300,56 572,58
QI Media Value(€)
1.164.883 1.657.065
322,50
1962:25:53
7.022,16
266:27:01
873,14
2.821.948
*Source: Mediametrie/Eurodata TV, The Nielsen Company, MMS, TNS Gallup /Adults 3+/Estimations
by Nielsen Sports
Copyright © 2020 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute. 5
KEY INSIGHTS
CUMULATIVE AUDIENCE
• After exceptional results in the years
2017 and 2018, cumulative audience is
stabilising on the level of 2014-2016
• Russia shows an especially positive
trend with an increase from 3M to 18M
year-on-year.
BROADCAST TIME
• A 50% increase in broadcast time
versus the previous season means the
second highest value in recent years.
• China, Russia and Italy are the drivers
for this increase, all three markets
almost doubled in broadcast time.
VISIBILITY
• Brand visibility of Audi dropped by 20%
(SX broadcast time by 18%).
• Just like last season, the Presentation
Wall and Start Installation were the
most visible tools.
SPONSORSHIP IMPRESSIONS
• Most impressions were generated in
Germany and Sweden – unchanged
from last season.
• Idre Fjäll and Val Thorens generate
the most impressions (150M each).
QI MEDIA VALUE
• Audi’s QI Media Value dropped by 30% compared to 2018/19.
• While the overall positive media monitoring trend for the World Cup comes
from Moguls and Big Air competitions, there is a negative trend for Ski
Cross.
Copyright © 2020 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute. 6
TV COVERAGE TREND
331269 318
436
604
322323
5.125
2.968
4.343
6.925
6.307
4.706
7.022
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
2013/14 2014/15 2015/16 2016/17 2017/18 2018/19 2019/20
Broadcast Time (h) Audience (M)* Media Impact (M)
YEAR-ON-YEAR DEVELOPMENT
• After a decline in all three media monitoring parameters in 2018/19, they all
recovered this season. Media impact increased by almost 50% and reaches
its highest value in recent years.
• While Ski Cross competitions show a slightly negative trend (-25% media
impact), the increase comes mainly from Halfpipe (+456%), Big Air (+186%)
and Aerials (+138%) competitions.
• The driver clearly is China, where coverage on CCTV5 almost tripled
compared to 2018/19.
*Source: Mediametrie/Eurodata TV, The Nielsen Company, MMS, TNS Gallup /Adults 3+/Estimations by Nielsen Sports
Copyright © 2020 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute. 7
MARKET RANKING – EVENT IMPRESSIONS(M)
MANAGEMENT SUMMARYMedia Monitoring
• The Big Air competition in Beijing drew the highest live audience -
more than half of it on CCTV 5 in host market China, but also SVT 1
in Sweden and ORF 1 in Austria make an impact.
• Ski Cross in Montafon comes closely behind with coverage on ARD
(GER), ORF 1 and SRF 2 (SUI).
• While all 5 venues on this chart staged Ski Cross competitions in
2018/19, it is only Montafon and Val Thorens this season.
• Big Air (Beijing) and Moguls (Ruka, Thaiwoo) competitions also
drew high live audiences in 2019/20.
• China ranks top again in terms of media impact. Thanks to more
coverage on CCTV 5, numbers increase by 150% year-on-year.
• France (+2%) ranks 2nd again while Germany and Sweden, both
showing negative media impact trends, swap places.
3.328
771
608
587
477
303
247
121
108
101
86
70
67
52
50
47
China
France
Sweden
Germany
Italy
USA
Switzerland
Austria
Finland
Canada
Japan
Slovenia
Norway
United Kingdom
Russia
Spain
LIVE AUDIENCE BY VENUE (TOP 5) – CUMULATIVE AUDIENCE*(M)
2,33 2,23
1,341,21
0,86
Beijing Montafon Val Thorens Ruka Thaiwoo
381
412
364
145
328
138
420
321
210
114
240
240
195
157
252
219
BROADCASTS
*Source: Mediametrie/Eurodata TV, The Nielsen Company, MMS, TNS Gallup /Adults 3+/Estimations by Nielsen Sports
Copyright © 2020 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)
128:29:55
94:22:10
72:59:06
69:17:55
69:17:55
OlympicChannel (USA)
Rai Sport (ITA)
ORF Sport+(AUT)
Eurosport 2 IT(ITA)
Eurosport 2 IT(SLO)
4.343
6.9256.307
4.706
7.022
2015/16 2016/17 2017/18 2018/19 2019/20
2.408,90
711,04
653,30
522,59
415,44
CCTV5 (CHN)
CCTV5+ (CHN)
L'Equipe (FRA)
SVT 1 (SWE)
Rai Sport (ITA)
• Olympic Channel doubles its coverage compared to the previous
season and now leads the channel ranking by broadcast time.
• Last season’s top ranked channel, Italian Rai Sport, aired 9 hours
more and comes 2nd this season.
• Eurosport accounts for approx. half of the total broadcast time which
is less compared to other FIS World Cups.
• CCTV5 dominates the event impressions ranking again. Together
with CCTV5+, the Chinese public broadcaster triples in value and is
the main driver for the overall positive development compared to
2018/19.
• Again, L’Equipe and SVT follow behind while Rai Sport overtakes
German public broadcasters ARD & ZDF.
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9
141:52:08
124:00:44
89:19:20
107:01:11
232:18:40
114:48:39
139:21:53
94:49:22
123:31:05
68:26:15
71:16:37
149:41:39
97:41:27
69:36:34
China
France
Germany
Sweden
Italy
Switzerland
USA
2019/20 2018/19
3.327,74
770,51
586,66
607,82
477,12
246,95
303,15
1.330,95
753,56
696,11
638,09
279,33
247,88
176,56
2019/20 2018/19
By Country Trend (Top 7 by Event Impressions 2019/20)
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
TV Media Evaluation - FIS Freestyle Ski World Cup 2019/20
66,09
71,52
51,37
51,10
6,16
11,72
3,59
76,96
73,12
54,21
47,27
2,59
14,72
4,30
2019/20 2018/19
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10TV Media Evaluation - FIS Freestyle Ski World Cup 2019/20
Comparison of Genders
MEDIA MONITORING
57%
52%
56%
43%
48%
44%
Broadcast Time
Audience
Media Impact
TOTAL
1.962hours
322,5 M viewers
7.022 M impressions
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11TV Media Evaluation - FIS Freestyle Ski World Cup 2019/20
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
44 45 46 47 48 49 50 51 52 53 1 2 3 4 5 6 7 8 9 10 11 12
Men Ladies
0
200
400
600
800
44 45 46 47 48 49 50 51 52 53 1 2 3 4 5 6 7 8 9 10 11 12
Men Ladies
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12TV Media Evaluation - FIS Freestyle Ski World Cup 2019/20
Season Comparison by Media Impact
MEDIA MONITORING
135
1.812
707
3.167
1.071
104
846
1.187
1.976
591
November Dezember Januar Februar März
Season 2019/20
Season 2018/19
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47:53:27
29:00:21
42:18:33
17:13:49
52:29:53
68:30:49
45:00:20
53:11:11
45:42:09
48:16:49
23:56:15
48:36:48
76:22:16
59:46:21
Sweden
Germany
France
China
Switzerland
Italy
Slovenia
2019/20 2018/19
TV Media Evaluation - FIS Freestyle Ski World Cup 2019/20
By Country Trend (Top 7 by Event Impressions 2019/20)
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
401,73
448,27
302,40
160,82
183,68
179,64
69,13
607,48
586,26
356,06
332,93
209,77
153,20
142,23
2019/20 2018/19
36,77
41,72
14,95
12,46
8,84
2,30
2,35
37,82
44,07
26,93
21,25
12,23
1,36
5,74
2019/20 2018/19
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14TV Media Evaluation - FIS Freestyle Ski World Cup 2019/20
By Channel (Top 10)
MEDIA MONITORING
28:53:33
27:26:31
25:54:58
25:54:58
24:39:27
24:38:51
24:21:39
21:47:12
20:54:58
18:57:58
Eurosport 2 UK (UK)
Rai Sport (ITA)
Eurosport 2 IT (ITA)
Eurosport 2 IT (SLO)
ORF Sport+ (AUT)
Eurosport 2 RU (RUS)
Eurosport 2 ES (ESP)
Eurosport 2 DE (GER)
Eurosport 2 DE (AUT)
Eurosport 2 FI (FIN) 43
58
66
114
141
146
159
259
284
330
CBC (CA)
ORF 1 (AUT)
RTV SLO 2 (SLO)
ZDF (GER)
SRF 2 (SUI)
CCTV5+ (CHN)
Rai Sport (ITA)
Lequipe (FRA)
ARD (GER)
SVT 1 (SWE)
BROADCAST TIME (hh:mm:ss)
EVENT IMPRESSIONS(M)
46% OF
TOTAL
84% OF
TOTAL
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15TV Media Evaluation - FIS Freestyle Ski World Cup 2019/20
Comparison of Genders
MEDIA MONITORING
54%
52%
57%
46%
48%
43%
Broadcast Time
Audience
Media Impact
TOTAL
530hours
126 M viewers
1.917 M impressions
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16TV Media Evaluation - FIS Freestyle Ski World Cup 2019/20
Coverage Trend by Week
MEDIA MONITORING
BROADCAST TIME (hh:mm:ss)
EVENT IMPRESSIONS (M)
0:00:00
25:00:00
50:00:00
75:00:00
100:00:00
49 50 51 52 53 1 2 3 4 5 6 7 8 9 10 11 12
Men Ladies
0
50
100
150
200
49 50 51 52 53 1 2 3 4 5 6 7 8 9 10 11 12
Men Ladies
Arosa,
Innichen
Idre Fjäll,
MegeveSunny Valley
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17TV Media Evaluation - FIS Freestyle Ski World Cup 2019/20
Season Comparison by Media Impact
MEDIA MONITORING
881
409
623
4
556
710
1.165
120
December January February March
Season 2019/20
Season 2018/19
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METHODOLOGY
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19
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 2019/20
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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 2019/20
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ABOUT NIELSEN SPORTS
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GLOBAL MEDIA &
GLOBAL CONNECT
NIELSEN SPORTS
ENTERTAINMENT
22
WHAT’S NEXT IN GLOBAL SPORTS AND ENTERTAINMENT
NIELSEN SPORTS IS PART OF
THE WORLD’S BIGGEST MARKET
AND MEDIA RESEARCH COMPANY
Copyright © 2020 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 STRENGTHSTO HELP YOU MAKE BETTER, EASIER DECISIONS
24
YOUR DECISION
MARKET
RESEARCH
DIGITAL
SERVICES
MEDIA
ANALYSIS
MARKET
INTELLIGENCE
Brand Performance,
Target Groups &
Fan Insights,
Consumer Behaviour… Audience,
Media Value,
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Digital KPI,
Social Buzz,
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Ad / Sponsorship
Expenditures,
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Duration…
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CONSULTING EXPERTISE
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DATA SOURCE IN SPORTS
AND ENTERTAINMENT
MEDIA
ANALYSIS
DIGITAL
SERVICES
MARKET
INTELLIGENCE
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RESEARCH
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CONSTANT
INNOVATION
With our new
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STABILITY
As the most
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We analyze consump-
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THESE ARE THE STRENGTHS THAT MAKEOUR DECISION SUPPORT UNIQUE
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Please note that this report is subject to copyright agreements. All rights are reserved by Nielsen Deutschland GmbH. In particular, copyright is reserved for the investigation design together with expert evaluations and assessment of the results,
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