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.