With the explosion of OTT services, more live sporting events are being streamed across smart device platforms than ever before. While additional platforms give audiences more ways to watch, these new services lack the traditional TV backbone and expertise to understand the value of the ecosystem. Current reporting limitations of many sports OTT services has resulted in an unfair playing field, including:

Nielsen Sports helps level the playing field because we are uniquely positioned to deliver teams the data and analysis needed to win. As an established third-party valuation and ratings company with a long history in media measurement, Nielsen Sports offers rights holders and brands an understanding of the valuation of their sponsored content.

OTT STRATEGY:A Nielsen Sports Playbook

Lack of standardization in pricing and data

Limited independent ratings

No transparent rate cards

Nielsen is tracking

and counting 710 GLOBAL OTT

PLATFORMS

FOCUS: KEEP YOUR HEAD IN THE GAME

Exposure Analysis

Rates

Audience Modeling & Estimation

STRENGTHENING THE CORE

Sports fans don’t binge watch sporting events like they do television series, rather they prefer to enjoy the game live. As the value of a sponsorship is overwhelmingly captured during live viewing, Nielsen Sports’ primary focus with OTT is on live, or near live, matches that are broadcast on OTT platforms.

Nielsen’s proven valuation methodology used across all media types, including TV, Print, Online and Social seamlessly applies to OTT. Through established computer vision technologies, deep industry knowledge and a new estimation model, Nielsen Sports provides a comprehensive view into OTT platforms to deliver accurate sponsorship valuation data and analysis.

Copyright © 2019 The Nielsen Company

Contact your Nielsen Sports representative to learn more.

Leveraging established technology and analysis capabilitiesBecause many sporting events are broadcast concurrently on TV and OTT, Nielsen automatically has the exposure data for OTT platforms from the original broadcast feeds. And, in cases where the TV feed is not available, Nielsen has developed technology to capture content from any OTT platform and apply the same linear TV analysis.

Industry knowledge to apply the most appropriate ad ratesNielsen’s methodology uses actual ad prices wherever possible and public rate cards when there is not a good ad rate source available. With deep industry knowledge, Nielsen has the ability to view rates in context and ensure your ad rates accurately reflect the value of your audience.

Developing an estimation model specifically for Sports OTT viewershipRights holders do have the ability to require OTT platforms to report audience numbers, which Nielsen can then use to provide the analysis for sponsorship valuation. However, since this data is often limited, Nielsen is introducing a new audience estimation model for sports OTT viewership in 2019.

This new model takes into account multiple variables, such as broadcast details, sports interest, historical audiences and global metered TV audiences to develop a comprehensive model to predict OTT audiences.