Sizing global sports audiences through contextual insights

A major global sporting events committee leveraged Comscore’s innovative capabilities to gain a deeper understanding of their audience and support their sponsors.

Discover how a combination of Comscore’s contextual insights and total audience data helped provide actionable insights.

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The Scenario

The success of an event digitally isn’t just about reach. Understanding the demographics of your audience and the context of activity is also vital in measuring impact.

Comscore worked with its client, a leading media agency, to help a major global sporting events committee to understand the impact of their events across the digital landscape, and more specifically on news and sports websites. The organization hoped that by investigating the volume of articles, understanding the demographic of visitors and determining the sentiment of articles, they would be able to demonstrate the value of sponsorships to their partners and make informed decisions about future events.

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The Solution

Number 1
Comscore used its rich data assets to count the content and articles of pages within the News/Information and Sports categories to understand how many people read content related to a specific event.
Number 2
With Comscore's best-in-class contextual solutions it was then possible to investigate the demographic makeup of the audience by different classifications and groupings.
Number 3
The final step was to identify and categorize opinions expressed in news articles to determine the sentiment of the pieces, indicating whether the feeling towards each event was positive, negative or neutral.

The Success

This case study highlights the power of combining Comscore’s rich data assets with the industry’s second-largest contextual crawler and Comscore’s intelligent categorization technology to draw actionable insights. After the sports events, the committee were able to make various informed decisions based on Comscore’s analysis:

  • The analysis allowed the client to better understand market sizing, as well as how to correlate digital readership to print – this in turn informed a strategy for better hosting of the events in the future
  • Quantifying the coverage related to each event demonstrated the value of sponsorship to partners and encouraged future participation
  • Having demographic visitation data increased the client’s understanding of how particular events impact content consumed
  • Gaining insights into the absolute number of websites that covered each classification and grouping of the events, helped to develop income streams, as it highlighted potential partnerships for the future.
  • The sentiment analysis helped the client to understand the perception of the event

Complete the circle of measurement

Since the completion of this project, Comscore has launched Comscore Total Digital, powered by Shareablee. This opens up the possibility for future projects to measure audiences, publications, engagement rates and sentiment in real-time, based on this new social measurement capability.

With Comscore Total Digital, it is possible to combine digital and social data to get the full circle of measurement. When it comes to sporting events, social media is a big part of the story, as audiences engage with sports content and news as well as continuing conversations on events amongst themselves.

As we continue through a packed calendar of sporting events, including the World Cup 2022 in Qatar, contact Comscore to ensure you are prepared to make business decisions with confidence.