Purchasing power of an Olympic Games
11/06/2007 |
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Nielsen Sports announced it will expand its existing FANLinks™ service to capture the purchasing power of Summer Olympic fans. By measuring the Summer Olympics, Nielsen will provide marketers with consumer insights about where Olympic fans shop and what brands they buy.
This addition to the Nielsen FANLinks service will be a tremendous tool for advertisers and brands that participate in what may be the largest and most viewed sporting event ever. According to Forbes magazine, next summer’s Olympic games will take in more revenue than any other sporting event, drawing $3 billion in sponsorship revenue, television rights fees and sponsorship signage. Nielsen FANLinks can provide Olympic marketers with new insights that could be used for improved target marketing, product placement, sponsorship return on investment (ROI) and more.
“Sponsors are eager to learn how an Olympic sponsorship investment might work best for their brands,” said Ann Marie Dumais, Senior Vice President of Sales and Marketing for Nielsen Ventures. “FANLinks is able to guide sponsors to make the most of their investment through the entire pre-buy, activation and post-evaluation process.”
Nielsen Sports will release initial findings that highlight how Summer Olympic fans shop for and consume major household brands in 3rd quarter this year.
(Source: Sportsbusinessnews.com)
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