Nielsen Launches Sponsorship Data Tool 'Sponsorlab'

In Australia, Nielsen has launched a sponsorship data platform called Sponsorlab, using its existing data sets to help assess the performance of key sponsorship properties, and understand the market value of sponsorship rights.

The new platform offers a property selection scorecard, which identifies and benchmarks 'best fit' properties in the market, and delivers indexed market metrics against desired brand objectives. In addition, the platform's market valuation toolkit helps predict asset values, and apply market-relative benchmarks. Nielsen Sports Head of Product Pacific Glenn Channell says the new 'lab' allows for 'robust assessment' of the entire landscape for sponsorship trading purposes - across any event, league, or venue in the market.

Head of Sport Pacific Scott Gillham (pictured) adds: 'Nielsen Sports sits on a vast array of existing Nielsen datasets. While all serve an individual purpose, making them talk to one another has been a key priority for the business. Sponsorlab delivers against this priority, moving towards a singular, efficient and independent sponsorship decision making tool for clients'.

Web site: www.nielsen.com .