The National Football League has become the first customer for FANlinks, a new service that links the interests of sports fans with their shopping and purchasing behavior, Nielsen Sports and ACNielsen said Monday.
FANlinks uses the ACNielsen “Homescan” consumer panel to identify households by their interest in any of 10 professional sports. That information is used in conjunction with household shopping and purchasing behavior, recorded by Homescan panelists via patented hand-held UPC-code scanners. All 91,500 households, increasing to 125,000 by October, are equipped with such scanners.
So with FANlinks, marketers will be able to learn what product categories and brands are purchased by fans of specific sports and where they shop.