SBD/5/Sports Media

NFL ACCESSES NIELSEN FOR AUDIENCE INFORMATION

     Following the lead of the NBA, the NFL and its teams will
have access to a range of national and local TV audience info
under a new five-year deal with Nielsen Media Research.
Nielsen's newly-formed Sports Marketing Service will provide the
league and teams with customized audience information, mixing and
matching data across all syndicated services (broadcast, cable,
syndications, Hispanic service, cable systems and local
stations).  The league will also have access to custom reports on
audience profiles, including: minute-by-minute analysis including
halftime breakouts for key games; reach and frequency analysis by
key demographics; ethnic viewing analysis; audience flow;
comparative viewing analysis to other sports or programs; who's
watching with whom.  Robert Taragan, Exec VP of Marketing for
Nielsen Media Research:  "This agreement with the NFL reflects
how Nielsen has literally restructured itself to deal with the
unique needs of modern sports and entertainment organizations"
(Nielsen).  Nielsen Nielsen and the NBA announced a similar deal
in March.
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Related Topics:

NBA, NFL, Nielsen, Media

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