Evolving the measurement of sports events

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World of athletics

Key findings

Seven of the nine evening sessions sold out in Budapest, bringing event attendance to 404,000, up from 150,000 in Oregon. 

Environmental initiatives put in place at the 2023 World Championships in Budapest resulted in a reduction of 1,700 tonnes of CO2 emissions–a savings of US$240,000.

Nielsen found that 77% of spectators at Budapest 2023 agreed that they were inspired to participate in track and field more often, an increase on 41% who felt the same having attended Oregon 2022.

Budapest 2023 generated US$408M in total event impact across Nielsen’s five pillars: economic, media, social, environmental, and attendance.

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How it works

With a network of analysts stretching across the globe, Nielsen can transform large data sets into actionable insights, helping clients connect to the audiences that matter most – regardless of sport, league, event or location.

Nielsen Sports has been working with World Athletics since 2019, measuring events including the World Indoor and Outdoor Championships, World Cross Country Championships, Road Running Championships and Relay Championships. The EIA Framework is modular and flexible, meaning it can be scaled down for smaller events and run fully for major championships.

Women athletics over the globe
Demonstrate the value of sports events with Nielsen’s EIA Framework
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