Nielsen a finalisé l’acquisition de Repucom

Nielsen a annoncé la semaine dernière la finalisation de l’acquisition de Repucom, le leader mondial de la mesure et de l’évaluation du marketing sportif.

L’acquisition va étoffer l’offre mondiale de Nielsen dédiée aux sports, faisant de la société le fournisseur n°1 d’études et insights au sein d’une industrie des sports particulièrement dynamique. Les dépenses mondiales en sponsoring sportif ont presque doublé depuis 2010, passant de 35 à 60 milliards de dollars. L’acquisition par Nielsen inclut l’ensemble des opérations, données, analyses et solutions, ainsi que les dossiers clients en cours.

« Le sport est une force fédératrice qui rassemble consommateurs, marques et annonceurs, et l’industrie du marketing sportif poursuit sa croissance d’année en année », déclare Howard Appelbaum, Président de Nielsen Entertainment. « L’acquisition de Repucom est historique pour Nielsen. La combinaison de ces données et solutions va nous permettre d’aider nos clients à renforcer leurs parts de marché, augmenter leur efficacité marketing et connecter leurs marques avec des fans de sports passionnés. »

Repucom a établi l’une des méthodologies les plus robustes en termes de mesure du marketing sportif. Ses technologies de reconnaissance des logos et de tracking media, plusieurs fois primées, mesurent chaque année plus de 5.3 millions d’heures de contenu et 1,1 million d’entretiens. En combinant ces atouts, la société est devenue la référence pour plus de 1700 acteurs du marché à travers le globe : détenteurs de droits de diffusion, marques, agences ou encore diffuseurs.

Les clients de Nielsen pourront dès lors bénéficier des méthodologies de pointe de Repucom, comme QI media value, qui mesure la qualité d’exposition des marques, grâce à une méthodologie propriétaire qui prend en compte la dimension, la durée, l’emplacement des messages ainsi que la communication des marques concurrentes. Les données d’exposition de marque et les indicateurs de Repucom sont considérés comme des référents du marché. La mise en regard de données de sponsoring avec les intentions d’achats et ventes réelles, va fournir aux clients Nielsen des solutions uniques et des plus puissantes, leur permettant de prendre de meilleures décisions.

We are Repucom

Paul Smith, Fondateur de Repucom, ajoute : « L’acquisition valide le business model de Repucom et marque un tournant capital pour l’ensemble de l’industrie du marketing sportif. Nielsen franchit une étape considérable pour son offre dédiée aux marchés du sport,  cette acquisition étant synonyme d’expansion vers des marchés clés comme la Chine, le Mexique et la Russie. Les acteurs du marketing sportif ont désormais une vision bien plus complète des données disponibles. Des décisions basées auparavant  sur des ressentis et de l’émotionnel,  s’appuient désormais sur des insights et données bien plus robustes. L’acquisition témoigne des performances de l’équipe Repucom qui a construit une marque d’envergure internationale et un portfolio de technologies, et de la stratégie de Nielsen qui considère le marketing sportif comme parfaitement  mûr pour combiner nos outils de mesure et analyses avancées. »

La société américaine fournit déjà depuis plusieurs années des insights aux meilleures équipes sportives et marques aux Etats-Unis. La société connecte en effet ses clients de l’industrie du sport avec les meilleures analyses, la mesure des campagnes publicitaires, l’audience TV et radio, ou encore des solutions de tout premier ordre, comme les solutions Nielsen Catalina, Nielsen Buyer Insights ou encore N-Score, solution syndiquée de Nielsen qui évalue notamment le potentiel d’engagement des fans envers une personnalité.

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