Our decades of experience and industry partnerships alongside sophisticated data platforms and intelligent research and insights helps inform effective campaign strategies and measure their performance.
Nielsen is a global measurement and data analytics company that provides the most complete and trusted view available of consumers, the fan and sporting codes worldwide. Partnering with Nielsen, we can help clients and brands understand what’s happening now, what’s happening next, and how best to act on this knowledge.
We commissioned a first-to-market Neuro-Insight research study to scientifically validate the effectiveness of advertising within live sport broadcasts across four of our major sporting codes.
Neuro-Insight explores how the brain responds to brands in sport at a subconscious state, the positive impact of sports marketing and how the emotional connection of brands in sport drives brand recall and sentiment.
The research proved that fans actively process communications in their peripheral visual field whilst watching sport. And that fans lean into and are highly receptive and responsive to advertising within live sport broadcast versus a TV ad break, which is more passively consumed.
The most compelling finding was that advertising within live sport broadcasts is at least 12% more effective than a TV ad-break alone
Measures what is being stored in the brain and correlates with decision-making.
Measures how involved people are with content triggered by personal relevance and familiarity.
Measures visual and general attention recorded in both the left brain and the right brain.
Measures the strength of the emotion being experienced whilst viewing content.
