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- Modern Times Group has reached an agreement with Nielsen for sponsorship valuation and media measurement services for its ESL and DreamHack brands.
- Nielsen’s services will be used for the Counter-Strike: Global Offensive ESL Pro Tour, which spans 20+ events across both brands in 2020.
- Nielsen’s services use its standardized Quality Index (QI) methodology for ranking performance against other esports and traditional sports.
Modern Times Group (MTG), the parent company of tournament operators ESL and DreamHack, has announced an agreement with Nielsen for sponsorship valuation and media measurement services.
Nielsen, which launched a dedicated esports division in 2017, will measure brand impact for ESL and DreamHack sponsors, measure and track the value of media and sponsorship for their partners, provide consumer analytics, and use standardized metrics that can help companies who are considering investments in the esports space. MTG will use Nielsen’s Quality Index (QI) media methodology to provide direct comparisons against other esports, as well as traditional sports.
“Standardized, reliable data measured by an independent company like Nielsen is something that has been widely requested from brand partners, advertisers, and broadcasters as we have worked to increase monetization of media and sponsorship rights in esports,” said MTG President and CEO Jørgen Madsen Lindemann, in a release.
“This exciting new agreement represents an important step to lowering the threshold for media buyers and sponsors to fully commit their investments to esports,” he continued, “for instance via the introduction of KPI’s like Average Minute Audience (AMA), something that traditional sports have provided for years.”
Nielsen’s services will be used for the recently-announced ESL Pro Tour, a series of 20+ Counter-Strike: Global Offensive competitions that will span both the ESL and DreamHack brands and award more than $5M USD in prize money in 2020.
Nielsen has also partnered with companies such as Activision Blizzard and Riot Games to provide brand value analytics for their respective leagues and tournaments.
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