[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"company":3,"site-settings-en":30,"legal-nav-en":65,"article-sports-sponsorship-visibility-versus-demand":92,"related-sports-sponsorship-visibility-versus-demand":459},{"id":4,"documentId":5,"denomination":6,"formeJuridique":7,"capitalSocial":8,"adresse":9,"codePostal":10,"ville":11,"pays":12,"siren":13,"rcs":8,"tvaIntracommunautaire":14,"directeurPublication":6,"emailContact":15,"emailRgpd":8,"telephone":8,"linkedinUrl":16,"hebergeurNom":17,"hebergeurAdresse":18,"hebergeurRegion":19,"fournisseurEmail":20,"dpoNom":8,"createdAt":21,"updatedAt":22,"publishedAt":23,"nomCommercial":24,"siret":25,"codeApe":26,"directeurRole":27,"directeurBio":28,"directeurLinkedin":29},1,"blgmlpdqpv4rdotwlvvj5rk2","Brice Le Ficher","",null,"29 rue du Capitaine Ferber","92130","Issy-les-Moulineaux","France","988 729 745","FR57988729745","brice@noyzee.io","https:\u002F\u002Fwww.linkedin.com\u002Fcompany\u002Fnoyzee","Microsoft Ireland Operations Limited (Microsoft Azure)","One Microsoft Place, South County Business Park, Leopardstown, Dublin 18, D18 P521, Irlande","France Central (Paris)","Google Ireland Limited (Google Workspace)","2026-07-25T17:19:58.435Z","2026-08-13T10:23:23.758Z","2026-08-13T10:23:23.751Z","Noyzee","988 729 745 00014","7022Z, Conseil pour les affaires et autres conseils de gestion","Fondateur de Noyzee","Brice Le Ficher est le fondateur de Noyzee, société incubée à Station F, à Paris, qui mesure l'intelligence de la demande des fans pour le sport business. Il publie régulièrement des analyses du secteur (audiences, droits médias, sponsoring) dont le blog de Noyzee reprend et développe les sujets. Il est directeur de la publication du site noyzee.io et l'auteur des analyses qui y paraissent.","https:\u002F\u002Fwww.linkedin.com\u002Fin\u002Fbrice-le-ficher-3b388415a\u002F",{"id":31,"documentId":32,"navSolution":33,"navProcess":34,"navCasUsage":35,"navBlog":36,"navCta":37,"footerBaseline":38,"footerLieu":39,"footerGererCookies":40,"blogTitre":41,"blogSeoDescription":42,"blogFiltreTous":43,"blogVide":44,"articleCtaTitre":45,"articleCtaDescription":46,"articleCtaBouton":37,"cookiesTitre":47,"cookiesTexte":48,"cookiesToutAccepter":49,"cookiesToutRefuser":50,"cookiesPersonnaliser":51,"cookiesEnSavoirPlus":52,"createdAt":53,"updatedAt":54,"publishedAt":55,"locale":56,"demoTitre":37,"demoIntro":57,"demoSeoDescription":58,"demoBouton":59,"demoSucces":60,"demoErreur":61,"demoMentionRgpd":62,"referencesEyebrow":63,"referencesTitre":64},2,"sqqeaziw9cclvom4d2ifob1u","Solution","How it works","Use cases","Blog","Request a demo","Search intelligence for sports and events. Incubated at Station F, Paris.","Paris · Station F","Manage cookies","Analysis and signals from the sports business.","Analysis and search signals for decision-makers in the sports business.","All","The first articles are coming shortly.","See what your audiences search for.","A demo on your sport: 30 minutes.","Your cookie choice","This site runs without any advertising tracker. Only strictly necessary cookies are used. We would like to add anonymous audience measurement to understand which pages are useful, and it will only be enabled if you accept. You can change your mind at any time.","Accept all","Reject all","Customise","Learn more","2026-07-27T12:03:44.604Z","2026-07-30T07:47:52.424Z","2026-07-30T07:47:52.416Z","en","Thirty minutes, on your sport and your territories: we show you what the searches say about your market. Reply within one business day.","Request a Noyzee demo: 30 minutes on your sport and your territories, to see what your audiences actually search for.","Send my request","Message sent. We will get back to you within one business day.","Sending failed. Try again in a moment, or email us directly.","The information you provide is used solely to handle your request. It is kept for 3 years from the last contact and is never shared with third parties.","References","They trust us",[66,72,78,85],{"id":67,"documentId":68,"title":69,"slug":70,"ordre":4,"cle":71},51,"cbtuacviyviaj0t78tjyrya0","Legal notice","legal-notice","mentions-legales",{"id":73,"documentId":74,"title":75,"slug":76,"ordre":31,"cle":77},52,"qrf2lfl1oohdopzn1tk2g70r","Privacy policy","privacy-policy","confidentialite",{"id":79,"documentId":80,"title":81,"slug":82,"ordre":83,"cle":84},53,"z2anxl5dv6pnm374ecojhb7o","Terms of use","terms-of-use",3,"cgu",{"id":86,"documentId":87,"title":88,"slug":89,"ordre":90,"cle":91},54,"i2lp531omju59q0fajpj3fkq","Cookie policy","cookie-policy",4,"cookies",{"id":93,"documentId":94,"title":95,"slug":96,"description":97,"content":98,"createdAt":195,"updatedAt":196,"publishedAt":197,"locale":56,"datePublication":198,"coverImage":199,"category":246,"localizations":359,"faq":457,"sources":458},217,"k2i3oz2ofren9sijvpw9um95","Sports sponsorship: visibility or real demand","sports-sponsorship-visibility-versus-demand","A sponsorship contract guarantees presence, not association in the minds of fans. How search signals measure what visibility actually produces.",[99,105,110,115,119,143,147,151,155,159,163,183,187,191],{"type":100,"children":101},"paragraph",[102],{"text":103,"type":104},"Coca-Cola was a partner of the Rugby World Cup. Presence on the boards, in fan zones, across official assets: contractual visibility, guaranteed, invoiced, and measurable in seconds of exposure. Yet the question that contract cannot settle is the only one that matters: do spectators spontaneously associate the brand with the event?","text",{"type":106,"children":107},"quote",[108],{"text":109,"type":104},"A sponsorship contract guarantees visibility. It does not guarantee that fans associate you with the event.",{"type":111,"level":31,"children":112},"heading",[113],{"text":114,"type":104},"Why the usual indicators do not answer the question",{"type":100,"children":116},[117],{"text":118,"type":104},"The sponsorship market is assessed through three families of indicators, none of which measures demand.",{"type":120,"format":121,"children":122},"list","unordered",[123,131,137],{"type":124,"children":125},"list-item",[126,129],{"bold":127,"text":128,"type":104},true,"Media exposure. ",{"text":130,"type":104},"Seconds on screen, advertising value equivalent, share of visibility. These measure what the advertiser bought, not what the public retained. By construction, they are independent of effectiveness.",{"type":124,"children":132},[133,135],{"bold":127,"text":134,"type":104},"Stated awareness. ",{"text":136,"type":104},"Post-event studies ask spectators to name the partners. They measure prompted memory, sensitive to question wording, to the order of the brands offered, and to social desirability.",{"type":124,"children":138},[139,141],{"bold":127,"text":140,"type":104},"Social engagement. ",{"text":142,"type":104},"Views, mentions and interactions depend at least as much on amplification budget as on genuine adherence. An activation can generate a great deal of bought engagement and no lasting association.",{"type":111,"level":31,"children":144},[145],{"text":146,"type":104},"What joint searches reveal",{"type":100,"children":148},[149],{"text":150,"type":104},"There is one signal an advertiser cannot buy: the spontaneous search. When a spectator types a brand name alongside a competition, a club or a player, they express an association they built themselves. Nobody prompted them, no question steered them.",{"type":100,"children":152},[153],{"text":154,"type":104},"That signal is measurable over time, which makes it particularly useful. Joint search volume before the event gives a baseline; during, a peak; after, a residue. It is that residue which separates an effective activation from an exposure without effect: an association that falls back to its starting level as soon as the competition ends has installed nothing.",{"type":100,"children":156},[157],{"text":158,"type":104},"It also compares across assets. Two partnerships at the same price do not produce the same association, and the gap is often considerable. A secondary asset strongly identified with a community can generate a stronger association than a massive presence on a general-audience event.",{"type":111,"level":31,"children":160},[161],{"text":162,"type":104},"Three decisions this measurement enables",{"type":120,"format":121,"children":164},[165,171,177],{"type":124,"children":166},[167,169],{"bold":127,"text":168,"type":104},"Renew or not. ",{"text":170,"type":104},"At contract expiry, the question is no longer “were we visible?” (the answer is yes by construction) but “did the association grow?”. A negative answer across two consecutive cycles is a renegotiation argument that can be documented.",{"type":124,"children":172},[173,175],{"bold":127,"text":174,"type":104},"Choose between two properties. ",{"text":176,"type":104},"At equal budget, comparing the demand generated by comparable assets moves the decision from intuition to measurement.",{"type":124,"children":178},[179,181],{"bold":127,"text":180,"type":104},"Correct an activation in flight. ",{"text":182,"type":104},"Because signals are weekly, a dispositif that fails to land can be detected during the event rather than in the end-of-season review.",{"type":111,"level":31,"children":184},[185],{"text":186,"type":104},"An asymmetry that rewards those who measure first",{"type":100,"children":188},[189],{"text":190,"type":104},"The sports sponsorship market is still largely negotiated on stated audiences and price history. As long as real demand stays out of the negotiation, overpriced assets remain overpriced and undervalued ones go unnoticed. The advertiser who holds this reading before signing does not pay the same price as the one who discovers it afterwards.",{"type":100,"children":192},[193],{"text":194,"type":104},"That is what Noyzee provides: a measurement of the real association between a brand and a sports property, built on what audiences search for, not on what they declare, nor on what they were shown.","2026-07-27T12:03:45.314Z","2026-08-13T10:39:52.934Z","2026-08-09T21:04:29.730Z","2026-07-25T17:19:55.506Z",{"id":200,"documentId":201,"name":202,"alternativeText":203,"caption":8,"focalPoint":8,"width":204,"height":205,"formats":206,"hash":241,"ext":208,"mime":211,"size":242,"url":243,"previewUrl":8,"provider":244,"provider_metadata":8,"createdAt":245,"updatedAt":245,"publishedAt":245},9,"zw7veb4ffjs0csr0ajxwblyg","sponsoring-demande.webp","Match de football en nocturne, panneaux publicitaires des sponsors visibles en bord de terrain",1280,800,{"large":207,"small":217,"medium":225,"thumbnail":233},{"ext":208,"url":209,"hash":210,"mime":211,"name":212,"path":8,"size":213,"width":214,"height":215,"sizeInBytes":216},".webp","https:\u002F\u002Fnoyzeestprod6982531a.blob.core.windows.net\u002Fuploads\u002Fassets\u002Flarge_sponsoring_demande_07060a8fcc.webp","large_sponsoring_demande_07060a8fcc","image\u002Fwebp","large_sponsoring-demande.webp",36.79,1000,625,36786,{"ext":208,"url":218,"hash":219,"mime":211,"name":220,"path":8,"size":221,"width":222,"height":223,"sizeInBytes":224},"https:\u002F\u002Fnoyzeestprod6982531a.blob.core.windows.net\u002Fuploads\u002Fassets\u002Fsmall_sponsoring_demande_07060a8fcc.webp","small_sponsoring_demande_07060a8fcc","small_sponsoring-demande.webp",14.8,500,312,14802,{"ext":208,"url":226,"hash":227,"mime":211,"name":228,"path":8,"size":229,"width":230,"height":231,"sizeInBytes":232},"https:\u002F\u002Fnoyzeestprod6982531a.blob.core.windows.net\u002Fuploads\u002Fassets\u002Fmedium_sponsoring_demande_07060a8fcc.webp","medium_sponsoring_demande_07060a8fcc","medium_sponsoring-demande.webp",26.03,750,469,26034,{"ext":208,"url":234,"hash":235,"mime":211,"name":236,"path":8,"size":237,"width":238,"height":239,"sizeInBytes":240},"https:\u002F\u002Fnoyzeestprod6982531a.blob.core.windows.net\u002Fuploads\u002Fassets\u002Fthumbnail_sponsoring_demande_07060a8fcc.webp","thumbnail_sponsoring_demande_07060a8fcc","thumbnail_sponsoring-demande.webp",4.95,245,153,4950,"sponsoring_demande_07060a8fcc",54.53,"https:\u002F\u002Fnoyzeestprod6982531a.blob.core.windows.net\u002Fuploads\u002Fassets\u002Fsponsoring_demande_07060a8fcc.webp","strapi-provider-upload-azure-storage","2026-07-25T20:16:45.081Z",{"id":247,"documentId":248,"name":249,"slug":250,"titrePage":251,"seoDescription":252,"createdAt":253,"updatedAt":254,"publishedAt":255,"locale":56,"contenu":256},6,"pnx9grjh2yzsqnlm2svu6t7e","Methodology","methodology","Methodology: measuring demand rather than declaring it","How Noyzee measures fan intent: the difference between stated preference and search behaviour, the indicators, and how to turn them into activation decisions.","2026-07-27T12:03:45.015Z","2026-07-28T10:06:24.421Z","2026-07-28T10:06:24.382Z",[257,261,265,269,273,277,297,301,305,309,313,317,343,347],{"type":100,"children":258},[259],{"text":260,"type":104},"Measuring demand means observing behaviour; declaring it means asking people what they would do. Both produce numbers, but they answer different questions. This page sets out the method Noyzee applies, its indicators and its limits.",{"type":111,"level":31,"children":262},[263],{"text":264,"type":104},"Stated and revealed: a known gap, rarely corrected",{"type":100,"children":266},[267],{"text":268,"type":104},"The gap between what people say and what they do has been documented in social science for decades. In sport it takes a particular form: stated attachment to a club far exceeds observed purchasing behaviour, and stated willingness to pay for a subscription always exceeds actual conversion.",{"type":100,"children":270},[271],{"text":272,"type":104},"This is not a flaw in surveys: it is their nature. A question suggests an answer, a scale shapes its distribution, and a respondent presents a coherent version of themselves. A search has no audience: nobody searches to make a good impression.",{"type":111,"level":31,"children":274},[275],{"text":276,"type":104},"The three indicators that structure the measure",{"type":120,"format":121,"children":278},[279,285,291],{"type":124,"children":280},[281,283],{"bold":127,"text":282,"type":104},"Intent volume",{"text":284,"type":104},": the number of qualified searches across a given perimeter (discipline, club, athlete, territory) over a dated window.",{"type":124,"children":286},[287,289],{"bold":127,"text":288,"type":104},"Territorial density",{"text":290,"type":104},": that volume relative to population, which reveals strong interest in a small market where gross volume shows nothing.",{"type":124,"children":292},[293,295],{"bold":127,"text":294,"type":104},"Intent depth",{"text":296,"type":104},": the share of searches close to the decision (access, price, purchase) within the total, which separates curiosity from buying intent.",{"type":100,"children":298},[299],{"text":300,"type":104},"None of the three means anything alone. High volume without depth describes awareness; high depth without volume describes a niche. It is their intersection that supports a decision.",{"type":111,"level":83,"children":302},[303],{"text":304,"type":104},"What the method cannot do",{"type":100,"children":306},[307],{"text":308,"type":104},"It does not forecast revenue. It establishes no causality: a rise in searches alongside a campaign does not prove the campaign caused it. And it says nothing about audiences who do not search: decisions made offline, by habit or by recommendation, escape it.",{"type":111,"level":31,"children":310},[311],{"text":312,"type":104},"Turning a measure into a decision",{"type":100,"children":314},[315],{"text":316,"type":104},"Data is only useful against a dated decision. The method starts from the decision, not the data: which trade-off has to be made, by when, and what difference in measurement would tip it.",{"type":120,"format":121,"children":318},[319,325,331,337],{"type":124,"children":320},[321,323],{"bold":127,"text":322,"type":104},"Choosing a sponsorship asset",{"text":324,"type":104},": compare candidate assets on territorial density against the brand’s target, not on their overall reach.",{"type":124,"children":326},[327,329],{"bold":127,"text":328,"type":104},"Opening a market",{"text":330,"type":104},": look for high intent depth in an underserved territory, the mark of demand that is already mature.",{"type":124,"children":332},[333,335],{"bold":127,"text":334,"type":104},"Calibrating an on-sale",{"text":336,"type":104},": follow the rise in intent volume to place the opening at the right moment rather than on a fixed date.",{"type":124,"children":338},[339,341],{"bold":127,"text":340,"type":104},"Defending a budget",{"text":342,"type":104},": document how intent moved before and after an action, stating plainly that it is a correlation.",{"type":111,"level":31,"children":344},[345],{"text":346,"type":104},"Reproducibility",{"type":100,"children":348},[349,351,357],{"text":350,"type":104},"A measure is only worth something if it can be repeated identically. Every analysis published here states its perimeter, its time window and its source. The definitions used are in the ",{"url":352,"type":353,"children":354},"\u002Fen\u002Fglossary","link",[355],{"text":356,"type":104},"glossary",{"text":358,"type":104},".",[360],{"id":361,"documentId":94,"title":362,"slug":363,"description":364,"content":365,"createdAt":198,"updatedAt":454,"publishedAt":455,"locale":456,"datePublication":198},227,"Sponsoring sportif : visibilité ou demande réelle","sponsoring-sportif-visibilite-vs-demande","Un contrat de sponsoring garantit une présence, pas une association dans l'esprit des fans. Les signaux de recherche mesurent ce qu'elle produit.",[366,370,374,378,382,402,406,410,414,418,422,442,446,450],{"type":100,"children":367},[368],{"text":369,"type":104},"Coca-Cola était partenaire de la Coupe du monde de rugby. Présence sur les panneaux, dans les fan zones, sur les supports officiels : une visibilité contractuelle, garantie, facturée, et mesurable en secondes d'exposition. La question que ce contrat ne permet pas de trancher est pourtant la seule qui compte : les spectateurs associent-ils spontanément la marque à l'événement ?",{"type":106,"children":371},[372],{"text":373,"type":104},"Un contrat de sponsoring garantit la visibilité. Il ne garantit pas que les fans vous associent à l'événement.",{"type":111,"level":31,"children":375},[376],{"text":377,"type":104},"Pourquoi les indicateurs habituels ne répondent pas à la question",{"type":100,"children":379},[380],{"text":381,"type":104},"Le marché du sponsoring s'évalue avec trois familles d'indicateurs, dont aucune ne mesure la demande.",{"type":120,"format":121,"children":383},[384,390,396],{"type":124,"children":385},[386,388],{"bold":127,"text":387,"type":104},"L'exposition médiatique. ",{"text":389,"type":104},"Nombre de secondes à l'antenne, équivalent achat d'espace, part de visibilité. Ces indicateurs mesurent ce que l'annonceur a acheté, pas ce que le public en a retenu. Ils sont, par construction, indépendants de l'efficacité.",{"type":124,"children":391},[392,394],{"bold":127,"text":393,"type":104},"La notoriété déclarée. ",{"text":395,"type":104},"Les études post-événement demandent aux spectateurs de citer les partenaires. Elles mesurent une mémoire sollicitée, sensible à la formulation des questions, à l'ordre des marques proposées et à la désirabilité des réponses.",{"type":124,"children":397},[398,400],{"bold":127,"text":399,"type":104},"L'engagement social. ",{"text":401,"type":104},"Vues, mentions et interactions dépendent au moins autant du budget d'amplification que de l'adhésion réelle. Une activation peut générer beaucoup d'engagement acheté et aucune association durable.",{"type":111,"level":31,"children":403},[404],{"text":405,"type":104},"Ce que les recherches conjointes révèlent",{"type":100,"children":407},[408],{"text":409,"type":104},"Il existe un signal que l'annonceur ne peut pas acheter : la recherche spontanée. Quand un spectateur tape le nom d'une marque associé à celui d'une compétition, d'un club ou d'un joueur, il exprime une association qu'il a lui-même construite. Personne ne l'a sollicité, aucune question ne l'a orienté.",{"type":100,"children":411},[412],{"text":413,"type":104},"Ce signal se mesure dans le temps, ce qui le rend particulièrement utile. Le volume de recherches conjointes avant l'événement donne une base ; pendant, un pic ; après, une rémanence. C'est cette rémanence qui distingue une activation efficace d'une exposition sans effet : une association qui retombe au niveau initial dès la fin de la compétition n'a rien installé.",{"type":100,"children":415},[416],{"text":417,"type":104},"Il se compare aussi entre actifs. Deux partenariats au même prix ne produisent pas la même association, et l'écart est souvent considérable. Un actif secondaire mais fortement identifié à une communauté peut générer une association plus forte qu'une présence massive sur un événement généraliste.",{"type":111,"level":31,"children":419},[420],{"text":421,"type":104},"Trois arbitrages que cette mesure rend possibles",{"type":120,"format":121,"children":423},[424,430,436],{"type":124,"children":425},[426,428],{"bold":127,"text":427,"type":104},"Renouveler ou non. ",{"text":429,"type":104},"À l'échéance d'un contrat, la question n'est plus « avons-nous été visibles ? » (la réponse est oui par construction) mais « l'association a-t-elle progressé ? ». Une réponse négative sur deux cycles consécutifs est un argument de renégociation objectivable.",{"type":124,"children":431},[432,434],{"bold":127,"text":433,"type":104},"Choisir entre deux propriétés. ",{"text":435,"type":104},"À budget égal, comparer la demande générée par des actifs comparables déplace la décision du terrain de l'intuition vers celui de la mesure.",{"type":124,"children":437},[438,440],{"bold":127,"text":439,"type":104},"Corriger une activation en cours. ",{"text":441,"type":104},"Les signaux étant hebdomadaires, un dispositif qui n'imprime pas se détecte pendant l'événement, pas dans le bilan de fin de saison.",{"type":111,"level":31,"children":443},[444],{"text":445,"type":104},"Une asymétrie qui profite aux premiers à mesurer",{"type":100,"children":447},[448],{"text":449,"type":104},"Le marché du sponsoring sportif se négocie encore largement sur des audiences déclarées et des historiques de prix. Tant que la demande réelle n'entre pas dans la négociation, les actifs surévalués le restent et les actifs sous-évalués passent inaperçus. L'annonceur qui dispose de cette lecture avant de signer ne paie pas le même prix que celui qui la découvre après.",{"type":100,"children":451},[452],{"text":453,"type":104},"C'est ce que Noyzee met à disposition : une mesure de l'association réelle entre une marque et une propriété sportive, construite sur ce que les publics cherchent, pas sur ce qu'ils déclarent, ni sur ce qui leur a été montré.","2026-08-13T10:39:52.737Z","2026-08-13T10:39:52.836Z","fr",[],[],[460,681,909],{"id":461,"documentId":462,"title":463,"slug":464,"description":465,"content":466,"createdAt":569,"updatedAt":570,"publishedAt":571,"locale":56,"datePublication":572,"coverImage":573,"category":607},224,"uqm9ivo2ujs2e47l5aecfa5d","What fans search for versus what they say","search-intent-versus-stated-preference","Surveys measure what audiences will state. Searches reveal what they are about to do: who to target, when to activate, which message.",[467,471,475,479,499,503,507,511,525,529,533,553,557,561,565],{"type":100,"children":468},[469],{"text":470,"type":104},"Sports marketing still leans heavily on stated preference: brand studies, panels, awareness trackers, satisfaction surveys. These tools have one virtue (they let you ask exactly the question you want) and one structural flaw: they measure an answer, not a behaviour.",{"type":106,"children":472},[473],{"text":474,"type":104},"Audiences do not lie in a search bar.",{"type":111,"level":31,"children":476},[477],{"text":478,"type":104},"Three biases stated preference cannot remove",{"type":120,"format":121,"children":480},[481,487,493],{"type":124,"children":482},[483,485],{"bold":127,"text":484,"type":104},"Social desirability. ",{"text":486,"type":104},"Claiming to follow a prestigious sport, or to remember a well-regarded sponsor, costs less than admitting the opposite. The gap between statement and practice is especially wide in image-heavy sports.",{"type":124,"children":488},[489,491],{"bold":127,"text":490,"type":104},"Memory reconstruction. ",{"text":492,"type":104},"Asking someone what they watched three months ago produces a reconstruction, not a record. Memorable events crowd out the rest.",{"type":124,"children":494},[495,497],{"bold":127,"text":496,"type":104},"Framing effects. ",{"text":498,"type":104},"A list of brands offered in a questionnaire creates recognition where there was no spontaneous memory. The question manufactures part of its own answer.",{"type":100,"children":500},[501],{"text":502,"type":104},"None of these biases is a correctable methodological defect: they follow from the nature of the exercise itself. They can be reduced, never removed.",{"type":111,"level":31,"children":504},[505],{"text":506,"type":104},"What a search adds that a statement cannot",{"type":100,"children":508},[509],{"text":510,"type":104},"A query is not an opinion: it is an action, performed unobserved, in a specific context, with a concrete intent. It has three properties stated preference lacks.",{"type":120,"format":121,"children":512},[513,517,521],{"type":124,"children":514},[515],{"text":516,"type":104},"It is timestamped: you know exactly when the interest appeared, to the hour.",{"type":124,"children":518},[519],{"text":520,"type":104},"It is located: the geographic distribution is native, with no sample weighting.",{"type":124,"children":522},[523],{"text":524,"type":104},"It is phrased by the person themselves: the vocabulary is the audience’s, not the questionnaire’s.",{"type":111,"level":31,"children":526},[527],{"text":528,"type":104},"Three decisions this guides",{"type":100,"children":530},[531],{"text":532,"type":104},"The contribution is not theoretical. It bears on the three operational questions of any activation.",{"type":120,"format":121,"children":534},[535,541,547],{"type":124,"children":536},[537,539],{"bold":127,"text":538,"type":104},"Who to target. ",{"text":540,"type":104},"Searches segment audiences by observed behaviour (what they actually look for) rather than by declared category. Two demographically comparable territories can show radically different intent.",{"type":124,"children":542},[543,545],{"bold":127,"text":544,"type":104},"When to activate. ",{"text":546,"type":104},"Intent volumes date the windows of receptivity precisely. Around an event, most exploitable demand concentrates into a few days, sometimes a few hours.",{"type":124,"children":548},[549,551],{"bold":127,"text":550,"type":104},"Which message. ",{"text":552,"type":104},"The exact phrasing of queries reveals what the audience expects. An organiser who discovers their target searches “how to get there” rather than “programme” does not run the same communication plan.",{"type":111,"level":31,"children":554},[555],{"text":556,"type":104},"A typical trade-off",{"type":100,"children":558},[559],{"text":560,"type":104},"An event organiser typically allocates acquisition budget by market size and sales history. Measuring intent surfaces territories where interest is dense but absent from the original plan, often secondary markets: at constant budget, the trade-off shifts. Stated preference points to the expected markets; intent points to the receptive ones.",{"type":111,"level":83,"children":562},[563],{"text":564,"type":104},"Complementary, not a replacement",{"type":100,"children":566},[567],{"text":568,"type":104},"Stated preference retains its uses: understanding motivations, testing a concept, measuring brand perception. It answers “why”. Intent measurement answers “who, where, when, and in which words”. Confusing the two, or using only one, means steering with half the instruments.","2026-07-27T12:03:46.169Z","2026-08-13T10:39:55.352Z","2026-08-09T21:04:31.375Z","2026-07-25T17:19:55.776Z",{"id":574,"documentId":575,"name":576,"alternativeText":577,"caption":8,"focalPoint":8,"width":204,"height":205,"formats":578,"hash":603,"ext":208,"mime":211,"size":604,"url":605,"previewUrl":8,"provider":244,"provider_metadata":8,"createdAt":606,"updatedAt":606,"publishedAt":606},13,"bl0jkx3w177sqpicy154k53e","intention-declaratif.webp","Mains sur un ordinateur portable ouvert sur un moteur de recherche",{"large":579,"small":585,"medium":591,"thumbnail":597},{"ext":208,"url":580,"hash":581,"mime":211,"name":582,"path":8,"size":583,"width":214,"height":215,"sizeInBytes":584},"https:\u002F\u002Fnoyzeestprod6982531a.blob.core.windows.net\u002Fuploads\u002Fassets\u002Flarge_intention_declaratif_e861ce7dcc.webp","large_intention_declaratif_e861ce7dcc","large_intention-declaratif.webp",25.36,25362,{"ext":208,"url":586,"hash":587,"mime":211,"name":588,"path":8,"size":589,"width":222,"height":223,"sizeInBytes":590},"https:\u002F\u002Fnoyzeestprod6982531a.blob.core.windows.net\u002Fuploads\u002Fassets\u002Fsmall_intention_declaratif_e861ce7dcc.webp","small_intention_declaratif_e861ce7dcc","small_intention-declaratif.webp",11.6,11602,{"ext":208,"url":592,"hash":593,"mime":211,"name":594,"path":8,"size":595,"width":230,"height":231,"sizeInBytes":596},"https:\u002F\u002Fnoyzeestprod6982531a.blob.core.windows.net\u002Fuploads\u002Fassets\u002Fmedium_intention_declaratif_e861ce7dcc.webp","medium_intention_declaratif_e861ce7dcc","medium_intention-declaratif.webp",18.95,18954,{"ext":208,"url":598,"hash":599,"mime":211,"name":600,"path":8,"size":601,"width":238,"height":239,"sizeInBytes":602},"https:\u002F\u002Fnoyzeestprod6982531a.blob.core.windows.net\u002Fuploads\u002Fassets\u002Fthumbnail_intention_declaratif_e861ce7dcc.webp","thumbnail_intention_declaratif_e861ce7dcc","thumbnail_intention-declaratif.webp",5.22,5220,"intention_declaratif_e861ce7dcc",32.97,"https:\u002F\u002Fnoyzeestprod6982531a.blob.core.windows.net\u002Fuploads\u002Fassets\u002Fintention_declaratif_e861ce7dcc.webp","2026-07-25T20:16:47.756Z",{"id":247,"documentId":248,"name":249,"slug":250,"titrePage":251,"seoDescription":252,"createdAt":253,"updatedAt":254,"publishedAt":255,"locale":56,"contenu":608},[609,612,615,618,621,624,638,641,644,647,650,653,671,674],{"type":100,"children":610},[611],{"text":260,"type":104},{"type":111,"level":31,"children":613},[614],{"text":264,"type":104},{"type":100,"children":616},[617],{"text":268,"type":104},{"type":100,"children":619},[620],{"text":272,"type":104},{"type":111,"level":31,"children":622},[623],{"text":276,"type":104},{"type":120,"format":121,"children":625},[626,630,634],{"type":124,"children":627},[628,629],{"bold":127,"text":282,"type":104},{"text":284,"type":104},{"type":124,"children":631},[632,633],{"bold":127,"text":288,"type":104},{"text":290,"type":104},{"type":124,"children":635},[636,637],{"bold":127,"text":294,"type":104},{"text":296,"type":104},{"type":100,"children":639},[640],{"text":300,"type":104},{"type":111,"level":83,"children":642},[643],{"text":304,"type":104},{"type":100,"children":645},[646],{"text":308,"type":104},{"type":111,"level":31,"children":648},[649],{"text":312,"type":104},{"type":100,"children":651},[652],{"text":316,"type":104},{"type":120,"format":121,"children":654},[655,659,663,667],{"type":124,"children":656},[657,658],{"bold":127,"text":322,"type":104},{"text":324,"type":104},{"type":124,"children":660},[661,662],{"bold":127,"text":328,"type":104},{"text":330,"type":104},{"type":124,"children":664},[665,666],{"bold":127,"text":334,"type":104},{"text":336,"type":104},{"type":124,"children":668},[669,670],{"bold":127,"text":340,"type":104},{"text":342,"type":104},{"type":111,"level":31,"children":672},[673],{"text":346,"type":104},{"type":100,"children":675},[676,677,680],{"text":350,"type":104},{"url":352,"type":353,"children":678},[679],{"text":356,"type":104},{"text":358,"type":104},{"id":682,"documentId":683,"title":684,"slug":685,"description":686,"content":687,"createdAt":743,"updatedAt":744,"publishedAt":745,"locale":56,"datePublication":746,"coverImage":747,"category":783},188,"ruogn4mgpzzmxvwhksvz20su","PSG sponsors: contracts signed through 2032","psg-sponsors-long-contracts-brand-association","Nike through 2032, Qatar Airways through 2028. When a partnership is locked for a decade, the only question left is where the association actually forms.",[688,692,696,700,704,708,712,716,720,724,735,739],{"type":100,"children":689},[690],{"text":691,"type":104},"Two contracts carry most of Paris Saint-Germain’s sponsorship revenue. Nike, the club’s kit supplier since 1989, has extended through 2032 for more than €75M a year. Qatar Airways, shirt sponsor since 2022, is committed through 2028, for a figure estimated between €55M and €70M annually. Over that horizon, the sponsor’s question is no longer whether to sign.",{"type":106,"children":693},[694],{"text":695,"type":104},"75M · euros a year from Nike to PSG, under a deal running to 2032",{"type":100,"children":697},[698],{"text":699,"type":104},"When a partnership is locked for six or ten years, the trade-off moves. It is no longer about price or perimeter, both fixed, but about what remains open: the share of the club’s audience in whom the association actually forms, and the places where it has not formed yet.",{"type":111,"level":31,"children":701},[702],{"text":703,"type":104},"A global club does not have one audience, it has several",{"type":100,"children":705},[706],{"text":707,"type":104},"PSG is followed well beyond France. That international audience is not uniform: it mixes markets where the club has long been established, markets where it is growing fast, and markets where it is known without being followed. A sponsor on the shirt is exposed identically across all of them. It is not remembered identically.",{"type":100,"children":709},[710],{"text":711,"type":104},"The club’s own data does not settle this. Ticketing describes a local catchment, the store describes buyers, social platforms describe a declared audience. None of them says in which countries the club’s name and the sponsor’s are beginning to be searched together.",{"type":111,"level":31,"children":713},[714],{"text":715,"type":104},"Association is measured, not inferred",{"type":100,"children":717},[718],{"text":719,"type":104},"What people search for says it. The volume of queries pairing the club with its kit supplier or its airline, how that volume moves from one season to the next, how it splits by territory: those signals exist ahead of any brand-awareness survey, and they read market by market.",{"type":100,"children":721},[722],{"text":723,"type":104},"They separate two situations that exposure alone conflates. Markets where the association is already made, and where additional media pressure adds little. And markets where interest in the club is rising without the sponsor being attached to it yet — which is where investment still does something.",{"type":100,"children":725},[726,728,733],{"text":727,"type":104},"It is the same distinction set out in our piece on ",{"url":729,"type":353,"children":730},"\u002Fen\u002Fblog\u002Fsports-sponsorship-visibility-versus-demand",[731],{"text":732,"type":104},"visibility versus demand",{"text":734,"type":104},", applied here to one club and to contracts whose end dates are known.",{"type":111,"level":31,"children":736},[737],{"text":738,"type":104},"Whose decision this is",{"type":100,"children":740},[741],{"text":742,"type":104},"For a brand committed through 2028 or 2032, activation is the one lever that is replayed every year. Knowing where to point it is not a retrospective exercise: it is what separates a budget split in proportion to audience from a budget concentrated where the association still has to be built.","2026-07-29T07:39:34.475Z","2026-08-06T14:20:06.838Z","2026-08-06T14:18:05.448Z","2026-07-30T07:45:46.910Z",{"id":748,"documentId":749,"name":750,"alternativeText":751,"caption":8,"focalPoint":8,"width":752,"height":214,"formats":753,"hash":778,"ext":208,"mime":211,"size":779,"url":780,"previewUrl":8,"provider":244,"provider_metadata":8,"createdAt":781,"updatedAt":781,"publishedAt":782},27,"dodx1yydmg6friobrs7sdv95","psg-sponsors.webp","Vue aérienne des tribunes garnies et de la pelouse d’un grand stade de football",1600,{"large":754,"small":760,"medium":766,"thumbnail":772},{"ext":208,"url":755,"hash":756,"mime":211,"name":757,"path":8,"size":758,"width":214,"height":215,"sizeInBytes":759},"https:\u002F\u002Fnoyzeestprod6982531a.blob.core.windows.net\u002Fuploads\u002Fassets\u002Flarge_psg_sponsors_d037a84edb.webp","large_psg_sponsors_d037a84edb","large_psg-sponsors.webp",134.6,134604,{"ext":208,"url":761,"hash":762,"mime":211,"name":763,"path":8,"size":764,"width":222,"height":223,"sizeInBytes":765},"https:\u002F\u002Fnoyzeestprod6982531a.blob.core.windows.net\u002Fuploads\u002Fassets\u002Fsmall_psg_sponsors_d037a84edb.webp","small_psg_sponsors_d037a84edb","small_psg-sponsors.webp",38.22,38224,{"ext":208,"url":767,"hash":768,"mime":211,"name":769,"path":8,"size":770,"width":230,"height":231,"sizeInBytes":771},"https:\u002F\u002Fnoyzeestprod6982531a.blob.core.windows.net\u002Fuploads\u002Fassets\u002Fmedium_psg_sponsors_d037a84edb.webp","medium_psg_sponsors_d037a84edb","medium_psg-sponsors.webp",80.43,80428,{"ext":208,"url":773,"hash":774,"mime":211,"name":775,"path":8,"size":776,"width":238,"height":239,"sizeInBytes":777},"https:\u002F\u002Fnoyzeestprod6982531a.blob.core.windows.net\u002Fuploads\u002Fassets\u002Fthumbnail_psg_sponsors_d037a84edb.webp","thumbnail_psg_sponsors_d037a84edb","thumbnail_psg-sponsors.webp",10.23,10226,"psg_sponsors_d037a84edb",350.2,"https:\u002F\u002Fnoyzeestprod6982531a.blob.core.windows.net\u002Fuploads\u002Fassets\u002Fpsg_sponsors_d037a84edb.webp","2026-07-29T07:39:31.496Z","2026-07-29T07:39:31.497Z",{"id":90,"documentId":784,"name":785,"slug":786,"titrePage":787,"seoDescription":788,"createdAt":789,"updatedAt":790,"publishedAt":791,"locale":56,"contenu":792},"g06w8iybvxsr2s0tm0x270b4","Signals","signals","Demand signals: what fans are searching for","Analysis of the intent signals captured around sport: what fan searches reveal before the transaction, by discipline and territory.","2026-07-27T12:03:44.935Z","2026-07-28T10:06:24.122Z","2026-07-28T10:06:24.078Z",[793,797,801,805,813,817,821,847,851,855,859,863,867,871,897,901],{"type":100,"children":794},[795],{"text":796,"type":104},"A demand signal is a trace a fan leaves before buying: a search, a comparison, a question typed into an engine. Unlike an intention stated in a survey, it is addressed to no one: which is what makes it reliable. This page gathers what Noyzee observes of these signals in sport, and what can be decided from them.",{"type":111,"level":31,"children":798},[799],{"text":800,"type":104},"What a demand signal measures, and what it does not",{"type":100,"children":802},[803],{"text":804,"type":104},"Conventional sports business data measures exposure: how many people saw, for how long, on which screen. That is a supply-side measure, describing what was broadcast. A demand signal measures the opposite: what a person went looking for on their own, at a moment when nobody was soliciting them.",{"type":100,"children":806},[807,809,811],{"text":808,"type":104},"The difference is concrete. An audience of three million viewers says nothing about how many of them were looking for that particular match, and how many simply landed on it. Searches made in the preceding days separate the two: ",{"bold":127,"text":810,"type":104},"\"where to watch France Spain\"",{"text":812,"type":104}," is an intention, not an exposure.",{"type":100,"children":814},[815],{"text":816,"type":104},"A signal does not measure satisfaction, brand affinity or ad recall either. It does not replace awareness studies: it comes before the transaction, where they come after it.",{"type":111,"level":31,"children":818},[819],{"text":820,"type":104},"The four families of signals usable in sport",{"type":120,"format":121,"children":822},[823,829,835,841],{"type":124,"children":824},[825,827],{"bold":127,"text":826,"type":104},"Access signals",{"text":828,"type":104},": where to watch, on which channel, at what time. They reveal immediate consumption intent and cluster in the 72 hours before an event.",{"type":124,"children":830},[831,833],{"bold":127,"text":832,"type":104},"Acquisition signals",{"text":834,"type":104},": subscription comparisons, price, offer and cancellation searches. They announce a shift in the subscriber base, in either direction.",{"type":124,"children":836},[837,839],{"bold":127,"text":838,"type":104},"Presence signals",{"text":840,"type":104},": ticketing, travel, accommodation, fan zones. They locate physical demand, which media audiences cannot do.",{"type":124,"children":842},[843,845],{"bold":127,"text":844,"type":104},"Affiliation signals",{"text":846,"type":104},": searches about an athlete, a club, a kit supplier. They measure attachment where it forms, often far from the historical territory.",{"type":111,"level":31,"children":848},[849],{"text":850,"type":104},"Why demand becomes visible before it converts",{"type":100,"children":852},[853],{"text":854,"type":104},"Days, sometimes weeks, pass between the moment a fan takes an interest and the moment they pay. During that interval, they search. It is the only window in which a decision can still change something: once the transaction has happened, it is nothing more than a record.",{"type":100,"children":856},[857],{"text":858,"type":104},"That gap is what gives the signal its operational value. A broadcaster who sees searches spike on a fixture three days out can still adjust promotion. The same broadcaster, told the audience figure the next morning, can do nothing with it.",{"type":111,"level":83,"children":860},[861],{"text":862,"type":104},"The case of invisible territories",{"type":100,"children":864},[865],{"text":866,"type":104},"Signals regularly reveal demand where no commercial data expected it: a country with no rights sold, a city with no club, an age bracket absent from subscriber files. These territories appear in no existing dashboard, because dashboards only count what has already been monetised.",{"type":111,"level":31,"children":868},[869],{"text":870,"type":104},"What each segment decides with them",{"type":120,"format":121,"children":872},[873,879,885,891],{"type":124,"children":874},[875,877],{"bold":127,"text":876,"type":104},"Brands and sponsors",{"text":878,"type":104},": choose between two assets on the real demand of their target audience, rather than on the asset’s gross reach.",{"type":124,"children":880},[881,883],{"bold":127,"text":882,"type":104},"Federations and leagues",{"text":884,"type":104},": identify development territories where interest already exists, before investing in structure.",{"type":124,"children":886},[887,889],{"bold":127,"text":888,"type":104},"Event organisers",{"text":890,"type":104},": time the on-sale and the promotional pressure against the search curve rather than last year’s calendar.",{"type":124,"children":892},[893,895],{"bold":127,"text":894,"type":104},"Broadcasters",{"text":896,"type":104},": separate, within a subscription spike, what reflects durable interest from what reflects a tournament.",{"type":111,"level":31,"children":898},[899],{"text":900,"type":104},"How to read the articles in this category",{"type":100,"children":902},[903,905,908],{"text":904,"type":104},"Each analysis starts from a public figure, shows what conventional data leaves out, then what search signals add. Figures are sourced at the end of each article. For the vocabulary used, see the ",{"url":352,"type":353,"children":906},[907],{"text":356,"type":104},{"text":358,"type":104},{"id":910,"documentId":911,"title":912,"slug":913,"description":914,"content":915,"createdAt":970,"updatedAt":971,"publishedAt":972,"locale":56,"datePublication":973,"coverImage":974,"category":1009},186,"lk8ygcu95cemzu3b4wsqdf8c","Champions League rights: what €480M actually buys","champions-league-broadcaster-fragmented-access","Canal+ holds every Champions League match, split across two subscription tiers. Owning the rights does not guarantee the fan finds the game.",[916,920,924,928,932,936,940,944,948,959,962,966],{"type":100,"children":917},[918],{"text":919,"type":104},"Canal+ holds the full rights to the Champions League, the Europa League and the Conference League through 2026-27, for a reported €480M. Holding every match does not mean every subscriber reaches it: the fixtures are split across two tiers, one carrying the Wednesday game, the other carrying all of them. Only the final stays free-to-air, co-broadcast by M6.",{"type":106,"children":921},[922],{"text":923,"type":104},"480M · euros committed by Canal+ for the three European competitions",{"type":100,"children":925},[926],{"text":927,"type":104},"A rights holder buying 100% of a competition buys exclusivity. It does not buy an audience: between the right acquired and the fan who finds the match, there is a journey, and that journey is often lost.",{"type":111,"level":31,"children":929},[930],{"text":931,"type":104},"Fragmentation leaves no trace at the broadcaster",{"type":100,"children":933},[934],{"text":935,"type":104},"When one competition is split across two tiers of the same operator, the viewer does not think in packages. They want a specific match, on a specific evening. Discovering their subscription does not include it, the response is rarely to buy up: it is usually to give up, or go elsewhere.",{"type":100,"children":937},[938],{"text":939,"type":104},"That giving-up produces no data. No click, no abandoned cart, no churn: the person was never a customer. They searched, did not find what they expected, and stopped there. The broadcaster will never see that loss in its own numbers.",{"type":111,"level":31,"children":941},[942],{"text":943,"type":104},"What search does show",{"type":100,"children":945},[946],{"text":947,"type":104},"It does leave a trace elsewhere. “Champions League broadcaster”, “where to watch the Champions League”, “what channel tonight”: the volume of those queries, their shape across the week and their peak as a fixture approaches, measure the gap between interest and access.",{"type":100,"children":949},[950,952,957],{"text":951,"type":104},"The same mechanism was visible at the World Cup, where more than one French viewer in three looked at the wrong channel — the subject of our piece on ",{"url":953,"type":353,"children":954},"\u002Fen\u002Fblog\u002Ftv-rights-world-cup-wrong-channel",[955],{"text":956,"type":104},"World Cup broadcast rights",{"text":958,"type":104},". The difference here is that the confusion is not between two competing broadcasters, but between two offers from the same one.",{"type":111,"level":31,"children":960},[961],{"text":738,"type":104},{"type":100,"children":963},[964],{"text":965,"type":104},"For a rights holder, that gap is close to the only part of the contract still actionable after signature. The price is paid, the perimeter is fixed; what remains in play is the share of existing interest that actually reaches a screen.",{"type":100,"children":967},[968],{"text":969,"type":104},"Measuring that share before the season, territory by territory and fixture by fixture, is not retrospective analysis. It is what tells you where to push awareness of the offer, and which of the two tiers to lead with.","2026-07-29T07:39:34.148Z","2026-08-06T14:20:06.594Z","2026-08-06T14:18:05.081Z","2026-07-30T07:45:46.597Z",{"id":975,"documentId":976,"name":977,"alternativeText":978,"caption":8,"focalPoint":8,"width":752,"height":214,"formats":979,"hash":1004,"ext":208,"mime":211,"size":1005,"url":1006,"previewUrl":8,"provider":244,"provider_metadata":8,"createdAt":1007,"updatedAt":1007,"publishedAt":1008},26,"ktm5owt7ftybdxqqc8mmr868","ldc-acces.webp","Portillon d'accès en acier affichant une croix rouge, passage refusé",{"large":980,"small":986,"medium":992,"thumbnail":998},{"ext":208,"url":981,"hash":982,"mime":211,"name":983,"path":8,"size":984,"width":214,"height":215,"sizeInBytes":985},"https:\u002F\u002Fnoyzeestprod6982531a.blob.core.windows.net\u002Fuploads\u002Fassets\u002Flarge_ldc_acces_46bb31a533.webp","large_ldc_acces_46bb31a533","large_ldc-acces.webp",23.7,23704,{"ext":208,"url":987,"hash":988,"mime":211,"name":989,"path":8,"size":990,"width":222,"height":223,"sizeInBytes":991},"https:\u002F\u002Fnoyzeestprod6982531a.blob.core.windows.net\u002Fuploads\u002Fassets\u002Fsmall_ldc_acces_46bb31a533.webp","small_ldc_acces_46bb31a533","small_ldc-acces.webp",9.91,9912,{"ext":208,"url":993,"hash":994,"mime":211,"name":995,"path":8,"size":996,"width":230,"height":231,"sizeInBytes":997},"https:\u002F\u002Fnoyzeestprod6982531a.blob.core.windows.net\u002Fuploads\u002Fassets\u002Fmedium_ldc_acces_46bb31a533.webp","medium_ldc_acces_46bb31a533","medium_ldc-acces.webp",16.32,16320,{"ext":208,"url":999,"hash":1000,"mime":211,"name":1001,"path":8,"size":1002,"width":238,"height":239,"sizeInBytes":1003},"https:\u002F\u002Fnoyzeestprod6982531a.blob.core.windows.net\u002Fuploads\u002Fassets\u002Fthumbnail_ldc_acces_46bb31a533.webp","thumbnail_ldc_acces_46bb31a533","thumbnail_ldc-acces.webp",4.36,4358,"ldc_acces_46bb31a533",50.31,"https:\u002F\u002Fnoyzeestprod6982531a.blob.core.windows.net\u002Fuploads\u002Fassets\u002Fldc_acces_46bb31a533.webp","2026-07-29T07:39:30.505Z","2026-07-29T07:39:30.506Z",{"id":1010,"documentId":1011,"name":1012,"slug":1013,"titrePage":1014,"seoDescription":1015,"createdAt":1016,"updatedAt":1017,"publishedAt":1018,"locale":56,"contenu":1019},5,"osh0oulyyf866namy6am6tj2","Analysis","analysis","Analysis: audiences, media rights and sponsorship","Data-driven breakdowns of the sports business: OTT audiences, TV rights, awareness effects and sponsorship decisions grounded in real demand.","2026-07-27T12:03:44.973Z","2026-07-28T10:06:24.286Z","2026-07-28T10:06:24.251Z",[1020,1024,1028,1032,1036,1040,1044,1048,1052,1056,1060,1086,1090,1094],{"type":100,"children":1021},[1022],{"text":1023,"type":104},"Sports audiences and media rights have been measured for a long time. What those measures lack is not precision: it is what comes before them. This page brings together what audience data tells us, what it leaves out, and how demand observed upstream changes the trade-offs.",{"type":111,"level":31,"children":1025},[1026],{"text":1027,"type":104},"What an audience figure does not say",{"type":100,"children":1029},[1030],{"text":1031,"type":104},"An audience is an outcome. It merges, into a single number, strong intent and passive exposure: the person who looked up the fixture, and the person who left the television on. For a broadcaster the distinction is strategic: the first will come back, the second will not.",{"type":100,"children":1033},[1034],{"text":1035,"type":104},"The same blind spot applies to rights. A deal is negotiated on past audiences and coverage projections. It says nothing about demand that found no offer: territories where interest exists without accessible broadcast appear nowhere, precisely because they produced nothing.",{"type":111,"level":31,"children":1037},[1038],{"text":1039,"type":104},"Churn is not a law of the model",{"type":100,"children":1041},[1042],{"text":1043,"type":104},"Sports platforms regularly lose half the subscribers won during a major competition. That figure is presented as the price of capturing a peak. It is less so than it looks: tournament subscribers and sport subscribers leave different traces before they subscribe.",{"type":100,"children":1045},[1046],{"text":1047,"type":104},"Someone searching \"how to watch the World Cup\" is buying an event. Someone searching a club, a league or a fixture list is buying a season. Both sign the same subscription on the same day; they are not retained by the same means.",{"type":111,"level":83,"children":1049},[1050],{"text":1051,"type":104},"The awareness effect and its invisible half",{"type":100,"children":1053},[1054],{"text":1055,"type":104},"A major arrival lifts audiences: measured, published, commented on. Less visible: the interest it creates well beyond the broadcast perimeter, among audiences the coverage never reaches. That gap between captured attention and available attention is the industry’s most expensive blind spot.",{"type":111,"level":31,"children":1057},[1058],{"text":1059,"type":104},"What upstream demand adds to a negotiation",{"type":120,"format":121,"children":1061},[1062,1068,1074,1080],{"type":124,"children":1063},[1064,1066],{"bold":127,"text":1065,"type":104},"Valuing a package",{"text":1067,"type":104},": documenting existing, underserved demand country by country, rather than projecting audience from history.",{"type":124,"children":1069},[1070,1072],{"bold":127,"text":1071,"type":104},"Weighing exclusivity",{"text":1073,"type":104},": measuring whether interest concentrates on an event or spreads across a season.",{"type":124,"children":1075},[1076,1078],{"bold":127,"text":1077,"type":104},"Setting a window",{"text":1079,"type":104},": timing the go-to-market against the actual rise in interest, which does not always match the sporting calendar.",{"type":124,"children":1081},[1082,1084],{"bold":127,"text":1083,"type":104},"Justifying a renewal",{"text":1085,"type":104},": showing demand growing before it shows up in audience figures.",{"type":111,"level":31,"children":1087},[1088],{"text":1089,"type":104},"Reading sports business figures without fooling yourself",{"type":100,"children":1091},[1092],{"text":1093,"type":104},"Three cautions recur in every analysis in this category. An audience figure is only comparable at identical measurement perimeter. A percentage rise on a small base says almost nothing. And an event-driven peak is never a level: compare it to the same point in the previous cycle, not to the month before.",{"type":100,"children":1095},[1096,1098,1101],{"text":1097,"type":104},"The analyses published here follow those rules and cite their sources at the end. The vocabulary is defined in the ",{"url":352,"type":353,"children":1099},[1100],{"text":356,"type":104},{"text":358,"type":104}]