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Wednesday, December 29, 2021

Nielsen Expands its Nielsen Impact Score Offering


Nielsen announced the expansion of its Nielsen Impact Score, which helps universities recruit collegiate athletes by demonstrating the marketing value of each athletic program, to now include over 100 college football programs in its database. 

Initially launched in October for men's college basketball programs, the Nielsen Impact Score is designed to help coaches and collegiate teams position the marketing value of a program in line with new NCAA name, image, likeness rules to potential student-athletes via comprehensive recruiting and proprietary marketing data provided by Nielsen.

Nielsen announced the expansion its Nielsen Impact Score to include over 100 college football programs in its database.

Nielsen Sports, a global leader in sports media valuation, data intelligence, strategy and insights, developed the Nielsen Impact Score to help showcase the marketing impact a collegiate sports team can deliver to potential student-athletes. By tapping into Nielsen's industry-leading TV measurement tools, along with its local market research data from Nielsen Scarborough, the NIS is a first-of-its-kind solution that only Nielsen is able to deliver. The NIS database is designed to help a university team's staff showcase the impact its program can have on prospective players. This database allows universities to quantify the inherent value a program can provide to prospective student-athletes using metrics similar to those a brand would consider when evaluating sports marketing partnerships. Now, coaches can pull their program's rankings at the local or national level to help recruiting efforts, showcasing strengths in their own program as well as advantages over other programs. This allows programs that use the NIS to personalize recruiting pitches based on factors that may help a student-athlete benefit from the NCAA's new name, image, likeness rules.

The Nielsen Impact Score is a marketing value index that compares programs across three key inputs:
National Exposure – The basis for any marketing deal, this metric accounts for how much national television exposure the collegiate program provides its student-athletes. This metric is based on proprietary Nielsen TV Ratings data.

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