The acquisition will expand Nielsen’s sports offerings globally, making the company the premier provider of analytics and insights within the growing sports industry. The global spend on sports sponsorships has nearly doubled since 2010, increasing from $35 billion to $60 billion. Nielsen’s acquisition of Repucom includes all operations, data, advanced analytic IP and tools, and ongoing client work.
“Sports is a galvanizing force that unites consumers, brands and advertisers, and the sports marketing economy continues to grow each year,” said Howard Appelbaum, president, Nielsen Entertainment. “Our acquisition of Repucom creates tremendous momentum for Nielsen. This combination of data and measurement capabilities strengthens our clients’ position in the market, increases campaign effectiveness and connects their brands with passionate sports fans."
As a result of the acquisition, Nielsen clients will be able to use Repucom’s industry leading methodologies including its QI Media Value, which measures the quality of brand exposure based upon a proprietary method that considers size, duration, location and number of concurrent brands seen. Repucom’s brand exposure data and metrics are considered currency in the global sports marketplace. Coupling sponsorship data with Nielsen’s buyer intent and purchase data provides clients with uniquely powerful solutions to help them make smarter business decisions.
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