Nielsen will evaluate the effectiveness of investments in esports for Riot Games
The information and analytical company Nielsen has signed a two-year cooperation with Riot Games. Nielsen’s work will allow advertisers to evaluate the effectiveness of investments in esports using the example of League of Legends.
According to the contract with Riot, Nielsen is assigned two tasks:
- measure the return on investment in esports;
- evaluate the recognition of advertisers.
The company will carry out measurement work within the framework of League of Legends tournaments in North America, Europe and possibly Asia. To do this, it uses aggregated data on the streaming of esports matches and the Pro View Internet camera. The latter usually helps fans monitor the behavior of specific esports players during matches.
Previously, Nielsen has already been engaged in a general analysis of the esports audience. For example, she found out that every fifth fan has been interested in esports only since last year. In addition, according to the study, 60% of American viewers of virtual matches with Twitch do not watch TV for weeks.
Riot expects that new, in-depth and independent measurements will help advertisers evaluate this growing segment of the advertising market. The studio is confident that advertising in esports can bring as high income as in traditional sports. Advertisers’ awareness of the value of investments will allow Riot to monetize its platform more effectively, VentureBeat writes.
It should be noted that the League of Legends World Championship is one of the largest esports events. Last year, more than 200 million people watched its final.
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