Compared with most live sports in the U.S., which air outside of traditional work and school hours, the majority of the World Cup games were held at times when many Americans would be otherwise indisposed. That fact notwithstanding, this year’s World Cup matches, especially those involving the U.S. team, attracted massive TV audiences in the U.S. In fact, three of the matches the U.S. team competed in this year are in the top 10 most-watched English broadcast World Cup matches in the U.S. dating back to 1994. And this year’s U.S.-England match boasted a U.S. audience of almost 15.5 million to the English telecast—the highest U.S. viewership of any men’s World Cup game to date.

For context, consider the viewership associated with new fall TV programming—the primary driver of the annual advertising upfronts. This year, the four primary English broadcast networks¹ attracted an average of 3.9 million viewers for primetime programming airing in the first month of the new fall TV season². The audience grows to 5.5 million when we factor in time-shifted viewing over one week, but the aggregate viewership still pales in comparison to that of the World Cup matches featuring the U.S. Those four matches engaged an average of 12.2 million viewers across English telecasts.

The viewership of this year’s tournament is perhaps more notable when Nielsen Fan Insights indicates that just 28% of U.S. respondents are interested in soccer. Overall, Americans remain most interested in the NFL, the Olympics, the NBA and MLB.

The appeal and interest in this year’s tournament has also withstood some intense competition. From an audience perspective, fall is when linear TV programming gets a boost, and this year was no exception, as sports viewing increased 222% in September as the new American football season kicked off. In October, sports viewing volume increased another 19%, just ahead of the start of the year’s World Cup, which is typically held in the summer.

By the time the tournament started, the matches that were broadcast on traditional cable began challenging other sports events for slots in Nielsen’s weekly top 10 listings. And over Thanksgiving weekend, possibly the biggest sports viewing period of the fall, survey respondents claimed the World Cup was their third choice for sports viewing, coming in behind NFL and college football. Yet perhaps more noteworthy is that the two matches listed in the top 10 cable listing for the week of Nov. 21-27, 2022, didn’t feature the U.S. men’s team:

• 4.1 million tuned in for the Argentina-Mexico match
• 3.6 million tuned in for the Spain-Germany match

Given the 90-minute matches, tuning in—especially midday—is a commitment. Most Americans acknowledge the need to balance their interest in the games with other aspects of their daily lives. While the majority of fans are keeping track of the action by watching highlights on TV, many are following on social media and hearing from others via word of mouth, including texting. And with 47% texting and 43%³ scrolling on social media, big moments in individual matches have attracted audiences who might not have already been tuned in.

Take the Group State match between Brazil and Serbia for example. Nielsen Gracenote had given Serbia a 32% chance of advancing, possibly limiting audience engagement for the Thanksgiving Day matchup with tournament-favorite Brazil. But when Brazil’s Richarlison de Andrade, known mononymously as Richarlison, made a dynamic scissor kick goal just before the 73-minute mark, viewership jumped 7% during the five minutes following the goal.

Given the wide appeal of live sports, sponsorship activations remain a key way that brands can engage with new and existing fans. And while long-term success will hinge on bridging the gap between awareness and conversion, sponsorship activations in the sports industry have risen in their ability to convert fans.

For example, our 2022 annual sports report noted that during the pandemic, when we controlled for the impact of changing levels of brand awareness and sponsorship maturity, levels of purchase intent among exposed fans were higher than levels of brand familiarity. In addition, a recent Nielsen analysis of 100 sponsorships between 2020 and 2021 in seven markets across 20 industries found that the sponsorships drove an average 10% lift in purchase intent among the exposed fanbase.

During this year’s World Cup, nearly two-thirds of those who watched or intended to watch live World Cup matches in our World Cup Viewing Habits Survey said they recalled the ads they saw during the matches they watched. And not surprisingly, food, snack and alcoholic beverage brands benefited the most, gaining the best recall among audiences.

The World Cup, like the Olympics, presents a unique opportunity for brands and agencies to attract audiences who might not otherwise be inspired to watch. With an average 4.7 million⁴ people watching the 2022 men’s World Cup live on cable and broadcast—higher than the average primetime programming we saw this year—advertisers would be wise to consider global tentpole sporting events in their marketing mix.

From a soccer perspective, they won’t have long to wait to score a golden goal, as the 2023 FIFA Women’s World Cup is just around the corner. The opportunity therein speaks for itself; the 2015 final between the U.S. and Japan was the most watched World Cup match (men and women) of all time.

Notes

1. ABC, CBS, NBC, FOX
2. Sept. 20-Oct. 17, 2022
3. Nielsen World Cup Viewing Habits Survey, Nov. 27-Dec. 1, 2022
4. Nielsen National TV Panel

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The tide of popularity is turning for football in North America, to the benefit of sponsors and advertisers. Since 2015, the U.S. has added 10 clubs to the MLS, while Canada founded the Canadian Premier League in 2017 with eight current teams and Mexico’s Liga MX boasts some of the largest crowds of any North American league¹. 

This new popularity is creating hotspots of football fan bases across future host countries. In Canada, for instance, interest in football in general has increased 32.8% since the announcement that the country will host 10 2026 World Cup matches². And according to Nielsen Scarborough, in the U.S. Houston is the 2026 World Cup host city with the most football fans per capita, followed by Los Angeles and Miami/Ft. Lauderdale.

World Cup host cities are home to their own football clubs, so fan concentration in these areas makes sense. But, importantly, the popularity of local teams can spread to surrounding areas, enlarging the sphere of influence for advertisers that partner with regional teams or athletes.

To reach these fans, advertisers are using social media sites like Twitter, TikTok and Twitch. According to Nielsen’s 2022 World Football Report, while free-to-air television is still the preferred method of viewing matches (81%) for football fans who watch sports, social media is now a go-to platform, with 72% of fans claiming they use apps to watch the action. 

And when their teams do well, fans flock to social media to follow and like and engage with content. The Canadian men’s team, for example, saw a significant increase in social media content & interactions in the 2021/2022 season after qualifying for their first World Cup in 36 years. The women’s national team saw a similar increase in social media engagement when they won gold in the 2021 Tokyo Olympics.

The qualification also sparked interest in football for Canadians in general, with 35.6% saying they are now more interested in watching football than before the team qualified for the World Cup, according to Nielsen Fan Insights.

National team football fans in each host country prefer YouTube for sports news and content. While Twitch is among the lowest used by percentage, fans over index significantly on its use compared to the general population. To further expand its reach for the 2022 World Cup, Twitch is adding a live streaming component to their coverage for the first time, granting Brazilian Twitch influencer Casimiro Miguel the rights to stream matches to his millions of followers.

In addition to the notable on-screen audience exposure that sponsors receive on both live TV and social media, Nielsen’s 2021 Trust in Advertising study found that brand sponsorships in sporting events rank just behind recommendations from friends and family, as 81% of consumers reported either completely or somewhat trusting them (vs. 89% who trust recommendations). Football fans are also eager to learn more about the brands sponsoring their favorite team—56% of percent actively inform themselves about brands engaged as a sports sponsor.

But football sponsorships are more than an opportunity to increase brand awareness—they can be the key to staying top of mind with fans when it comes time to make a purchase. According to Nielsen Fan Insights, 67% of football fans think brands are more appealing when they participate in sports sponsorships, and 59% would pick a sponsor’s product over a competitor’s if price and quality are the same, compared to 45% of the general population. And Nielsen’s 2022 Global Sports Report found that the sponsorships drove an average 10% lift in purchase intent among the exposed fanbase.

As the 2022 World Cup heads to the first match, winners and losers will be decided both on the field and off, with advertisers tallying up the cost of sponsorship against the impact on brand awareness and revenue. Brands that want to get ahead of the game for the 2026 World Cup and start making early inroads in North America need to start planning now for campaigns that can build on the momentum of 2022 and turn today’s fans into tomorrow’s customers.

Notes

1. The Confederation of North, Central America and Caribbean Association Football
2. Nielsen Fan Insights, August 2022

The post What football’s growing popularity in North America means for 2026 World Cup sponsors appeared first on Nielsen.

According to Nielsen Sports, the average on-screen Quality Index Media Value (QIMV)¹ of a sleeve patch for the full regular MLB season is projected to exceed $12.4 million, significantly more than any other professional sports jersey sponsorship in the U.S.

Outside of the U.S., you’d be hard pressed to find a team jersey that doesn’t include some degree of corporate sponsorship—a trend that picked up momentum back in the 1970s among European soccer clubs looking for a bit of added revenue. Compared with other jersey sponsorship opportunities, however, the slower pace of baseball will showcase brands in a different perspective than they might otherwise be accustomed to.

For example, think about the screen time associated with a typical soccer player—a competitor who rarely stands still during game play and is often minimized on the screen to present viewers with large areas of the playing field at a time. These broadcast dynamics minimize the amount of time viewers can clearly see any on-jersey sponsorship branding. Season length and game duration are also uniform sponsor valuation considerations.

The approval of sponsorship sleeve patches on MLB jerseys was a part of the latest collective bargaining agreement between the league and players association. Shortly after the new agreement was signed, the San Diego Padres became the first team to enlist a sponsor, agreeing to a multiyear deal with Motorola for a reported $10 million per year. 

By the end of the season, Nielsen projects that the sleeve asset alone will deliver a 1.5:1 return on Motorola’s rights fee investment. That’s because the patches are projected to have 39.5 hours of TV exposure during the 2023 season (out of 486 hours of total game time), and the media value of that exposure is $14.9 million².

Given the metro areas they support, sponsorship patches on the New York Yankees, Los Angeles Dodgers and San Francisco Giants jerseys would generate the highest QIMVs. The QIMV for the top five teams are projected to generate an average of $24.2 million for the upcoming MLB season, while the five at the opposite end of the spectrum are projected to deliver an average of $6.9 million.

For sponsors, televised sports present significant exposure opportunity. In the U.S., 98% of the 50 most-watched broadcast programs in the first three quarters of last year were sports programming³. And in terms of ROI, a recent Nielsen Sports analysis of 100 sponsorships between 2020 and 2021 in seven markets across 20 industries found that the sponsorships drove an average 10% lift in purchase intent among the exposed fanbase⁴.

While all marketers are focused on growing sales, brand awareness topped the list of priorities among the marketers surveyed for Nielsen’s 2022 Annual Marketing Report. And in line with that, 71% of marketers in North America believe new ad formats, including sponsorships, are very or extremely important media mix considerations. The percentages are even higher in the auto and financial services industries (84% and 74%, respectively).

In addition to the notable on-screen exposure that jersey patches receive, Nielsen’s 2021 Trust in Advertising study found that brand sponsorships in sporting events rank just behind recommendations from friends and family, as 81% of consumers reported either completely or somewhat trusting them (vs. 89% who trust recommendations).

With this year’s MLB postseason almost upon us, it won’t be long before the 2023 kicks off on March 30. If each of the league’s 30 teams secures a sponsor and has a sleeve patch on opening day, those patches are projected to generate an aggregate QIMV $371.4 million for the season’s 162 games.

Notes

1. Media value of the live broadcast exposure received by the sponsor
2. Nielsen Sports QIMV
3. Nielsen National TV Panel
4. Nielsen’s 2022 Annual Sports report

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With so many eyes on the tournament, brands are sure to be investing heavily in partnerships with popular players to try and make inroads with new and enthusiastic audiences. But not all sponsorships are equally impactful, and budget-conscious marketers looking to maximize their spend need to identify the best value for their advertising bucks.

According to Nielsen’s 2022 World Football Report, while free-to-air television is still the preferred method of viewing matches (81%) for football fans who watch sports, social media is now a go-to platform for all things football, with 72% of fans claiming they use apps to watch the action. And to meet these fans where they are, marketers should be partnering with players, turning midfielders into influencers and fan engagement into brand engagement.

In general, influencers can heavily sway campaign performance and impact. According to the 2022 Nielsen ROI Report 71% of consumers trust advertising, opinions and product placements from influencers, and influencer marketing drives 80% brand recall and a 9-point increase in both brand affinity and purchase intent relative to consumers who did not see the influencer ads².

And when it comes to the wide world of sports influencer marketing, football has some of the most powerful figures. Nielsen InfluenceScope measured the average social media value of branded posts for Instagram’s top 10 most influential footballers. This number represents the media value derived from the logo exposure a brand gets when partnering with an influencer.

Cristiano Ronaldo is the most-followed footballer—and the most-followed person overall—on Instagram, with over 471 million followers. His reach, account growth and engagement rate all make him the most impactful influencer in football. A recent Instagram post from Ronaldo promoting his partnership with Clear Haircare garnered over 4 million interactions in the first 24 hours, highlighting the footballer’s extensive reach and impressive fan engagement.

But advertisers don’t need to partner with top influencers to give campaigns a leg-up on the competition. Teaming up with less-followed players still offers the benefits of a rapidly-growing audience. Rising stars also generally have higher engagement rates than their more-followed teammates, so while overall reach is lower, penetration within the fanbase is much higher. Partnerships with up-and-coming footballers can ensure brands get in on the future Cristiano Ronaldo’s early. Because as a player’s fan base grows, so does a brand’s pool of potential customers.

This year’s top upward mover, Barcelona midfielder Gavi, has skyrocketed to social media popularity and now has a social media value eclipsing that of Sergio Ramos, even though Ramos has nearly ten times the followers. Despite his increasing popularity, Gavi’s Instagram timeline lacks any sponsored posts, signaling that brands and advertisers currently face a challenge when it comes to identifying and partnering with these up and coming sports influencers.

But, as with many marketing challenges, the answer—and opportunity—lies in data. Knowing which players have social value today is important, but by identifying the sports influencer superstars of tomorrow, brands and advertisers can maximize the impact of their marketing dollars. With billions of sports fans following the action on social media, brands that are able to harness data to dial in the right combination of influencer and message will score big with audiences—and with campaigns.

For more insights, visit our World Cup Hub or download What fans want: The 2022 world football report.

Source

1. FIFA
2. Nielsen Brand Impact Q2 2022 norms

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Deirdre Thomas, Nielsen’s Managing Director of U.S. Audience Measurement, and Mediahub Worldwide’s Cheryl Jean Claude recently spoke at Brandweek 2022 about how brands and agencies use insights to make intelligent media mix and allocation decisions when it comes to sports and streaming. 

Check out the on-demand session below to learn more about the following key takeaways:

• Audiences are increasingly gravitating to streaming options, with streaming winning the largest piece of the total viewing pie (35%) for the first time in July (Nielsen, The Gauge).

• The NFL’s Thursday Night Football streaming package on Amazon Prime (which Nielsen is measuring in a first-of-its-kind deal) and Major League Soccer’s exclusive streaming deal with AppleTV are evidence of this new streaming-first frontier when it comes to watching live sports. 

• Investing in the correct mix of advertising across broadcast, streaming, social and influencer marketing is critical in reaching a brand’s target audience. 

The post Streaming Sports: The New Frontier appeared first on Nielsen.

When I first started playing video games, it was all about escape: escaping the pressures of school and society and disappearing into another world where I got to play a character other than myself.

As I’ve grown up and become more confident in myself and my identity as a queer man, gaming is no longer about escape—it’s about connection. It’s the way for me to keep in touch with my friends across the world, or even just down the road. And I’m not alone. Given the challenges that LGBTQ+ people face in daily life, games give us a place to be who we are, and build a community that lets us express ourselves in a safe space. 

Within those spaces, our digital avatars are how we represent ourselves, and over the past few years simulation and role-playing games in particular have been expanding their range of LGBTQ+ characters. And that inclusion is generating increased engagement—According to a recent Nielsen Games survey, LGBTQ+ gamers are 29% more likely to play role-playing games and 54% more likely to play simulation games than the general population.

While Nielsen’s most recent international LGBTQ+ report found that perceptions of LGBTQ+ inclusion in media are improving, that inclusion is skewed mostly towards gay and lesbian people. The gaming world is bucking that trend, with popular new titles like Overwatch 2 and Spirit Swap exploring other queer identities.

But gaming platforms aren’t the only way LGBTQ+ gamers are connecting. Over 40% of LGBTQ+ gamers watch video game trailers and 80% are on YouTube, giving game publishers an opportunity to advertise or join the conversation during livestreams to establish a deeper connection with the community.

This progress in LGBTQ+ representation in games is the work of many people and allies in the gaming community, but also groups like GLAAD which have been pushing for positive change across all media platforms. Social media is one of the most inclusive platforms for LGBTQ+ people and LGBTQ+ gamers are tuning in to social channels like Twitter, Discord and TikTok more than the general population.

I recently encountered Qweerty Gamers on Twitter, a non-profit focused on leveling-up LGBTQ+ representation in the gaming community. With the mental health crisis impacting so many young people, especially in the queer community, the group has been using their influence to raise awareness and support youth who are struggling. It’s a powerful way for LGBTQ+ gamers to help people in crisis, providing a safe space for connection and support.

The virtual universes in video games provide the opportunity for LGBTQ+ people to express our identity, and avatars and gaming add-ons help our digital selves reflect our real-life uniqueness. LGBTQ+ gamers spend 65% more than the general population—about $28 per month—on customized video game accessories, another way of expressing identity through shared tokens that connect you to others in the community. For LGBTQ+ gamers, gaming isn’t just about winning and losing, it’s about being all that you can be.

The post Beyond my avatar: Gaming in the LGBTQ+ Community appeared first on Nielsen.

With 40% of the global population taking an interest in football, it’s no surprise the sport is the most popular in the world. In fact, 10 of the 13 regions we surveyed include football in their top three most-popular sports.

The World Cup has the highest awareness of any sporting event at 95% of sports fans. And for football fans, the World Cup is the ultimate sports experience. The month-long tournament features 32 national football teams competing in 64 matches, with a final game that hundreds of millions of people will watch.

And the reach of the World Cup extends far beyond the pitch, with match updates, scores and the latest player news taking over fans’ screens, airwaves and social feeds. With so much happening, the competition for attention is almost as fierce as the face-offs happening on the field. To keep audiences engaged, brands need to create a seamless, cross-platform experience that provides relevant information, to enhance the viewing experience. Given the diversity of the World Cup audience, brands and marketers who want to make the most of the opportunity to attract new buyers need to  make sure they’re reaching the right audience on the right platform, at the right time.

When it comes to platform, fans prefer to watch live matches, and 81% tune in to free-to-air TV for their footie fix. Social media viewing is gaining in popularity with 72% of fans watching the action via apps, while 68% view on over-the-top (OTT) streaming devices and 62% paying to watch matches. This means brands, publishers and platforms have the ability to get creative with how they engage audiences across multiple devices. But the key to engagement on any platform is data.

A leading smart TV manufacturer, for example, partners with Nielsen Gracenote to elevate its audience experience by blending live action event coverage with scores, stats and play-by-play details. The manufacturer also uses Gracenote data to power its alarm feature, which keeps fans updated on the action in real-time, even when they’re viewing other content, delivering a robust, all-inclusive experience. And during the 2022 Beijing Winter Olympics, broadcasters used Gracenote data to power their results, schedules and standings content over the course of the games, providing fans with up-to-the minute information about their favorite events and athletes.

For many brands, sponsorships are a way to build awareness and engagement with football audiences. For example, in May of 2022, TikTok announced it would be the official partner of the UEFA Women’s EURO 2022. Through the partnership, TikTok users are able to access exclusive behind-the-scenes tournament footage. This content amplifies TikTok’s own video content with dynamic effects, and reinforces the platform as a go-to space for all things football fandom.

And these sponsorships just don’t drive brand affinity—they drive sales. Our survey found that 59% of football fans would favor a sponsor’s product over a rival’s brand if price and quality were the same.

With roughly 80% of fans browsing social media or using an app during a game, there are even more possibilities for brands to connect with their target audience through influencer marketing. And when it comes to influencers, football has some of the most impactful.

Footballer Cristiano Ronaldo is the most-followed person on Instagram, with over 461 million followers. And when HUGO BOSS launched its international #BeYourOwnBoss campaign, German footballer Grischa Promel was one of only three influencers out of 200 in the campaign who achieved more than a 25% engagement rate, outperforming top social media influencer Kylie Jenner and popular Marvel actor Chris Hemsworth.

And all this fan engagement is helping convert viewers to buyers. Nielsen’s Brand Impact service has measured the effectiveness of influencer ads in nearly 200 campaigns. According to the Q1 2022 norms from this research, influencer ads drove a nine-point increase in purchase intent relative to consumers who did not see the influencer ads.

With its massive global audience, the World Cup represents a unique opportunity to capture the attention, and win the loyalty, of new audiences. And the brands that will score big are the ones able to harness the power of data to deliver a responsive viewing experience that immerses fans in the drama of the game and never leaves them guessing on where to find the information or entertainment they want.

Check out our FIFA World Cup 2022™ data hub for the latest football insights!

The post Brand and platforms are using data to score big with fans appeared first on Nielsen.

Welcome to Nielsen’s essential data hub for the FIFA World Cup 2022™. We’ll keep you updated on the predictions, standings, sponsorship trends, fan insights and our perspective on it all.

Follow along as we track the intel you need—on and off the field.

2022 Predictions

Forecasts for who will advance and win World Cup Qatar

Gracenote’s 2022 World Cup predictions bracket

See our forecast for who will win

Last Updated December 4, 2022

Last Updated 11/16/2022

Round of 16

Quarter Final

Semi Final

Final

Semi Final

Quarter Final

Round of 16

1

New Hampshire

2

New Hampshire

3

New Hampshire

4

New Hampshire

5

New Hampshire

6

New Hampshire

7

New Hampshire

8

New Hampshire

17

New Hampshire

18

New Hampshire

19

New Hampshire

20

New Hampshire

25

New Hampshire

26

New Hampshire

29

New Hampshire

30

New Hampshire

27

New Hampshire

28

New Hampshire

21

New Hampshire

22

New Hampshire

23

New Hampshire

24

New Hampshire

9

New Hampshire

10

New Hampshire

11

New Hampshire

12

New Hampshire

12

New Hampshire

14

New Hampshire

15

New Hampshire

16

New Hampshire

Predictions are based on over one million simulations that produce estimates showing the most likely team to fill each position in the knockout stages. During the 2022 World Cup, the simulation will be run after each day’s results to produce a new forecast which takes account of the latest information. The new forecast will be uploaded daily to this hub.

2022 World Rankings

The top influencers and current standings of the men's national teams

Men’s World Ranking powered by Gracenote

See the men’s national team standings.

Last Updated

• 1-30
• 31-60
• 61-90
• 91 -120
• 121 -150
• 151- 180
• 181 - 210
• 211 - 222

Rank		Team	Points

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Rank		Team	Points

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Rank		Team	Points

Rank		Team	Points

Rank		Team	Points

Rank		Team	Points

Rank		Team	Points

Rank		Team	Points

Rank		Team	Points

The Gracenote World Football Ranking is a proprietary methodology created in 2002 and based on the Elo system used for ranking chess players. Every time two teams compete, one wins points from the other depending on the result, the winning margin, who is at home and the relative strength of the two teams playing, and the importance of the competition.

The Road to 2026

Looking ahead to the 2026 North American World Cup

Insights

Latest articles

• U.S. sports fans push pause on their daily routines to watch the 2022 World Cup

  This year’s U.S. viewership of the World Cup illustrates that the allure of live sports is strong enough to entice many...

  Read more: U.S. sports fans push pause on their daily routines to watch the 2022 World Cup

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• What football’s growing popularity in North America means for 2026 World Cup sponsors

  Sixteen cities across North America will host the 2026 World Cup, giving brands a chance to connect with football...

  Read more: What football’s growing popularity in North America means for 2026 World Cup sponsors

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• Sponsor patches on MLB jerseys are more than what they seam

  For brands thinking about the opportunity that sleeve patches will bring when the 2023 MLB season kicks off, the upcoming...

  Read more: Sponsor patches on MLB jerseys are more than what they seam

  ---

• Social currency: How much is a World Cup influencer worth?

  With billions of fans following the World Cup on social media, brands that harness the power of rising football...

  Read more: Social currency: How much is a World Cup influencer worth?

  ---

Fans are changing the game

This global report looks at the consumer shifts over the last two years and their impact on sports sponsorship models and content distribution.

Download report

The ultimate World Cup viewing experience 

Boost your World Cup broadcast with a comprehensive sports menu that gives viewers live stats, integrated match info, and details on the matches they care about.

See for yourself

Want to talk with our team of experts?

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The post FIFA World Cup 2022™: The essential sports data hub appeared first on Nielsen.

How brands, broadcasters and platforms can capitalize on the FIFA World Cup™ and it’s billion-plus views

Download the report today

Close

The FIFA World Cup 2022™ is a singular chance for broadcasters, platforms and brands to connect with a massive global audience. The pressure is on, and Nielsen is uniquely positioned to help.

Nielsen’s 2022 world football report details how to deliver the ultimate World Cup experience by unpacking:

• Who football fans are 
• How sports viewing has changed 
• What sponsorships resonate 
• Where data is key

Check out our FIFA World Cup 2022™ data hub for the latest football insights!

The post Discover what World Cup fans really want appeared first on Nielsen.

変化自体は、それほど珍しいものではありません。しかし、新型コロナウイルスの影響で世界が過去２年間に経験したように、変化が非常に大きく、急速であったことは、これまでにほとんどないでしょう。スポーツ業界にとって、2021年半ばにスポーツ観戦へファンが戻ってきたことは、歓迎されました。一方、私たちの生活はパンデミックの間にあまりに進化しすぎてしまい、スポーツ業界がコロナ禍以前の姿に戻ることは容易ではなくなっていました。

ファンダムというこれまで試行錯誤を経たモデルも危機に晒されています。結果として、ファンはファン同士、そして、お気に入りの選手やチームとの結びつきを強めるためのデジタルコミュニティを構築しました。ファンダムは大勢の観客が物理的に一緒にいる形から、離れた場所にいながらにして、より積極的に行動する形に変化をしています。チケットの売上が落ち込む中、ファンはコミュニティを構築するための新しい方法として、チャット、共有、ベッティング、共同観戦などを見つけたのです。

本レポートでは、過去２年間における世界の消費者の動きと、それがスポーツのスポンサーシップモデルやコンテンツ配信に与えた影響について検証しています。

「ファンがゲームチェンジャーになる」の内容

• 消費者とファンの行動変容
• スポンサーシップモデルへの影響
• スポーツメディアとコンテンツ配信への影響
• ブランドとスポーツライツホルダーのためのヒント

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