Fan attention is fragmented across platforms, and the race to measure it accurately has never been tougher. Nielsen Sports VP Jessica Forrest joins David to share how the industry’s most trusted data company is redefining what (and who) gets counted in the next generation of sports measurement.
Jessica breaks down Nielsen’s hybrid approach to ratings and why person-level panel data still matters in a streaming world. She also explains how Nielsen’s AI technology tracks EVERY on-screen logo to determine true sponsorship value, helping brands and properties compare performance across sports, events, and placements.
The conversation widens to live exclusive streams that require streamer-enabled measurement, the trade-off between short-term discoverability and long-term audience rejuvenation, and how fan profiling across 50 global markets informs expansion strategies.
In this episode, you’ll hear:

• How Nielsen blends panel data with big data from tens of millions of devices to paint a true picture of who’s actually watching sports
• All about AI-powered logo detection, and how quality indexes reveal the real media value behind sponsorships
• How Nielsen captures streaming audiences for live-exclusive events like Thursday Night Football when traditional ratings can’t
• Why nearly 40% of viewers who watched NASCAR’s Netflix docuseries Full Speed later tuned into a live race.
• Global fan profiling across 50 markets, for helping rights holders and leagues tailor content and sponsorship strategies for growth

Resources and Links:

Connect with Jessica Forrest on LinkedIn.

Learn more about Next League on our website and LinkedIn. We are leading sports organizations into the digital future.

Next League is partnering with Sports Business Journal for the Rising Woman of the Year Award. Nominations are now open! Learn more here.