Nielsen announces new sports sponsorship metrics for advertisers

Nielsen has announced new scoring metrics and insights for sports brands to measure the impact of their sponsorship activities, and compare it to other marketing activities.

The new Return on Sponsorship Investment (ROSI) solution empowers brands to make smarter decisions on resource allocation and optimize the effectiveness of their portfolios in the face of dynamic market conditions.

Using Nielsen’s leading sponsor logo tracking, media valuation, and marketing mix modeling capabilities, the new sports sponsorship analytics are set to allow advertisers to look at sponsorship alongside other promotions and advertising, then measuring on an equivalent basis.