Nielsen has launched SPONSORLAB in Australia, an intuitive data system delivering holistic partnership (sponsorship) support to the sports industry.
It leverages Nielsen’s suite of existing individual data sets. Modelling Nielsen’s individual data sets within the lab allows users to control inputs and variables important to the appraisal of sponsorship rights – including property health status, consumer category connections, asset bundling and market level valuations.
Nielsen product inputs into SPONSORLAB include: SPORT24, SPORTSLINK, FANLINKS, N-SCORE, SOCIAL CONTENT RATINGS SPORTS, and RIGHTS VALUATIONS.
SPONSORLAB brings these existing datasets to life to help the user easily assess the Australian sporting landscape. It empowers the user to assess the performance of key sponsorship properties, and understand the true market value of sponsorship rights.
The SPONSORLAB platform is constructed into two main phases:
1. Property Selection Scorecard: identifying and benchmarking best fit properties in market, delivering adaptable, indexed market metrics against desired brand objectives.
2. Market Valuation Toolkit: providing the ability to build asset offerings, predict asset values and apply market relative bench.
Glenn Channell, Head of Product Pacific, Nielsen Sports said, “SPONSORLAB powers up decision making capabilities for industry practitioners, allowing selection, construction and valuation of sponsorship properties and portfolios.
“Our data coverage ensures an independent and competitive assessment of the entire landscape for sponsorship trading purposes. SPONSORLAB allows for robust assessment across any event, league, team or venue in the market.”
Scott Gillham, Head of Sport Pacific, Nielsen Sports said, “Nielsen Sports sits on a vast array of existing Nielsen datasets currently used and trusted across our client base. Whilst all serve an individual purpose, “making them talk to one another” has been a key priority for the business. SPONSORLAB delivers against this priority, moving towards a singular, efficient and independent sponsorship decision making tool for clients.”
Advertising has a rich history of being daring. From DDB’s 1960 Lemon ad for Volkswagen, to Salvador Dali designing Chupa Chup’s logo in 1969, to Droga5 pretending it was making a new Crocodile Dundee movie for Tourism Australia, the creative we crave dare to stand out! So, tomorrow B&T has teamed-up with our good friends […]
One of Australia’s largest groups of privately-owned public relations and marketing agencies has rebranded under one name, The Recognition Group. The group is comprised of three separate agencies: Recognition PR; Outsource and Write Away Communication. The Recognition Group is owned by Liz Marchant [feature image] and Adam Benson, employs 31 full-time staff members and supports […]
Premium mixer brand Fever-Tree has launched its largest advertising campaign in Australia to date via indie agency New Colony. With summer on the horizon, Fever-Tree’s latest campaign encourages consumers to ‘mix with the best’ with new messaging that reinforces its brand promise as a premium, high quality mixer complementing light and dark spirits. The out-of-home […]
Frameplay today announced its first global integration with Magnite to provide advertisers with the ability to buy intrinsic in-game advertising programmatically. The combination of Frameplay’s software developed for in-game advertising and Magnite’s scale and experience in programmatic technology across any format and screen provides advertisers with greater access to engaged audiences. Current RTB programmatic capabilities […]