Nielsen Expands Fan Insights Business into Asian Markets

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Crosstab feature gives rights holders, teams, brands additional data

The Golden State Warrior are big in the Philippines (Image credit: NBA)

Nielsen said it has expanded its Fan Insights platform into 26 new countries, including several large Asian markets.

Fan Insights gives sports rights holders, teams and brands data about the interests, media behaviors, brand attitudes and purchasing habits of fans around the world.

In addition to expanding geographically, Fan Insights has added a new Crosstab function that lets users run customized queries across Nielsen data sets integrated into Fan Insights. For example, an NFL team could try to attract potential sponsors with data showing how likely fans are to purchase a new car or switch mobile carriers within the next year.

Related: Nielsen Estimates 121M U.S. TV Homes for ‘20-21 Season

The new markets covered by Fan Insights include Indonesia, Malaysia, Philippines, Singapore, Thailand and Vietnam. Also being added are Australia, Canada, Mexico, Poland, Turkey, Saudi Arabia, South Africa and the United Arab Emirates (UAE).

Fan insights have been available since 2019 for Brazil, China, France, Germany, India, Italy, Japan, Russia, South Korea, Spain, U.K. and U.S. 

“In today’s global sports market, data and intelligence have the ability to provide a clear competitive advantage,” said Marco Nazzari, managing director, international at Nielsen Sports. “Nielsen Fan Insights makes the world’s most trusted data available through the industry’s most powerful connected platform resulting in highly actionable intelligence. In the high-stakes global sports sponsorship and marketing game in which clear understanding of fans is critical, it can serve as the winning edge.”

Nielsen shared a few insights it has gleaned from its data on sports fans:

  • Football is the most popular sport in Singapore, Thailand and Vietnam and second most popular in Indonesia and Malaysia.
  • Basketball reigns supreme as the most popular sport in the Philippines and the NBA is the league generating the highest fan interest there.  
  • The Golden State Warriors, Los Angeles Lakers, Chicago Bulls, Miami Heat and Cleveland Cavaliers are the five most popular NBA teams in the Philippines.
  • Badminton is the most popular sport in Indonesia and Malaysia and second most popular in Singapore.y list
Jon Lafayette
Jon Lafayette

Jon has been business editor of Broadcasting+Cable since 2010. He focuses on revenue-generating activities, including advertising and distribution, as well as executive intrigue and merger and acquisition activity. Just about any story is fair game, if a dollar sign can make its way into the article. Before B+C, Jon covered the industry for TVWeek, Cable World, Electronic Media, Advertising Age and The New York Post. A native New Yorker, Jon is hiding in plain sight in the suburbs of Chicago.