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College Towns and Powerhouse Programs: Launching the Nielsen Scarborough...
Another season of college football is underway, following a record-breaking year where viewers consumed more than 179 billion minutes across Nielsen-rated networks—a 9% increase year-over-year....
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Why the U.S. Open Plays in the Best Tennis Fandom Market in America
New York doesn’t just host the U.S. Open; it’s the most engaged tennis market in the country. The gap between New York and the rest of the nation highlights the deep link between home-court advantage...
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Local Roots, National Passion: Unveiling the Nielsen Scarborough NFL Fandom...
As the NFL prepares to kick off another season following record-breaking viewership in 2025, Nielsen has officially launched the inaugural “Nielsen Scarborough NFL Fandom Index.” This comprehensive...
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Nielsen’s Podcast Listen & Watch Report
@media (max-width: 639px) { .mobile-block{display: block;!important} .inverted-columns{flex-direction: column-reverse;} } Nielsen’s Podcast Listen & Watch Report Lean In vs. Lean Back: Profiling...
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Connecting with AANHPI sports fans for FIFA World Cup™ and beyond
AANHPI audiences carry deep sports loyalties that reflect their global roots and represent opportunities for U.S. advertisers ahead of the FIFA World Cup 2026™. Soccer is the dominant sport across...
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Inside the multibillion-dollar U.S. soccer ad market
Four years of advertiser investment. Eight tournaments. One global stage. Nielsen Ad Intel explains the seismic shift of soccer fandom in the U.S., revealing who’s watching, who’s winning the ad game...
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Tops of Sports
@media (max-width: 639px) { .mobile-block{display: block;!important} .inverted-columns{flex-direction: column-reverse;} } Top of Sports The new fan formula:How pop culture and global talent aredriving...
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Nielsen unpacks how the NFL draft became a number one pick for fans
To say that the NFL Draft has become a cultural moment is an understatement. When Tom Brady was selected by the New England Patriots with the #199 pick in the 2000 NFL Draft on Sunday, April 16, he...
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Record World Baseball Classic viewership shows baseball’s attention-grabbing...
Twenty years ago, the first pitch was thrown in a World Baseball Classic game between South Korea and Chinese Taipei in the Tokyo Dome. Over the last two decades, the tournament has emerged as a...
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Tops of Sports – Media trends shaping sports marketing for 2026
Tops of sports Media trends shaping sports marketing for 2026 Discover sports fan behavior trends from 2025 and insights fueling the industry to plan your sports sponsorship strategy with confidence....
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Engaging U.S. soccer fans ahead of FIFA World Cup 2026™
Soccer fandom in the U.S. is gaining momentum in anticipation of the 2026 FIFA World Cup™. And with this growing audience, brand sponsors and advertisers need to understand who these fans are and how...
View ArticleServing success: How tennis, padel and pickleball can elevate brands and...
For over a century, tennis has captivated fans worldwide, evolving into one of the globe’s most popular sports. While the sport’s fandom continues to grow, newer racket sports—like padel and...
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Undervalued to unstoppable
Case study Undervalued to unstoppable Why and how women’s football is reshaping global sports Download report Case Study Undervalued to unstoppable Why and how women’s football is reshaping global...
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2025 Global Sports Report
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Multicultural audiences are reshaping the fan experience—and giving brands a...
Baseball is having a cultural moment—and Nielsen data shows that much of it is being driven by fans who see the sport as more than a game. Multicultural audiences are changing how, where, and why fans...
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The global cricket market: Connecting with fans and driving ROI
Cricket, a sport often associated with Commonwealth nations, is experiencing a remarkable surge in global appeal.1 While its traditional strongholds remain undeniable, the sport is attracting new...
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From fandom to fortune: Leveraging US soccer growth for sponsorship success
Webinar From fandom to fortune: Leveraging US soccer growth for sponsorship success Unlock game-changing insights into soccer fans Watch the webinar Webinar From fandom to fortune: Leveraging US soccer...
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Tops of 2024: Sports
With the Olympics and major soccer tournaments like the UEFA Euro 2024 and Copa América scheduled, many anticipated 2024 to be a big year for sports. In the U.S., fans (and brands) eagerly followed...
View ArticleTop brands are like Olympic athletes
Visa first partnered with the Olympics in 1986, Samsung in 1988, Coca-Cola in 1928. Talk about long-term brand building. Like Olympic athletes who train their whole lives for a moment in the...
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What’s next for women’s sports: Fueling growth by proving value
Women’s sports are having more than just a moment. Thanks to a confluence of forces, elite womens’ sports are enjoying unprecedented highs across interest, viewership and attendance. This is a boon...
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