HomeFree ArticleNielsen Launches Stadium Platform In Australia

Nielsen Launches Stadium Platform In Australia

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Nielsen Launches Stadium Platform In Australia

Global information, data and market measurement firm, Neilsen, has launched its new client engagement platform, STADIUM, in Australia and New Zealand.

The STADIUM platform provides single sign-on access to syndicated Nielsen data sets, allowing for access to a benchmarking tool for the sports marketing landscape.

STADIUM has been designed specifically for the Australian and New Zealand client base and local market.

STADIUM provides an information source that delivers a benchmark of key property health performance criteria.

In a press release, Neilsen outlined the resources that would be available for the media landscape:

  • understanding the relative media value, top to bottom, of sponsorship assets in market
  • understanding the value and share derived at a sport, code, team & venue level
  • understanding the value and share derived at an industry category & brand level
  • correlating the share of sponsorship value derived by industry segments, verse traditional advertising trends
  • understanding key trends in advertising expenditure to help you plan and prospect against commercial partnership objectives

Fan and consumers of the STADIUM platform will also be able to access the following information:

  • understanding key consumer interests & interactions with sports entities
  • accurately sizing fan base footprints – sports, codes, leagues, events & teams
  • defining the profiles, attitudes & lifestyle connections associated with sports fans
  • defining the purchasing power traits of sports fans and their value to relevant industry categories

Nielsen Sports head of Pacific, Scott Gillham, said: “Our objective is to make it simple and easy for clients to access data that can help build unique value propositions around their fanbases and monetise their assets.”

“Our investment in Nielsen Stadium, represents the next phase in bringing together the broad range of Nielsen data into a single platform to help clients achieve their commercial goals,” he said.

Nielsen Sports head of product Pacific, Glenn Channell, said: “Bringing together media evaluation, advertising expenditure and in-depth consumer behaviour tracking into a single system delivers a comparable benchmark of key performance criteria across 200+ Pacific sports entities.”

“Whilst also segmenting key media landscape and consumer behaviour trends across 30+ industry categories that play a critical role in supporting and activating the Pacific sports landscape,” Channell said.

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