Modern Times Group and Nielsen have inked an eSports data measurement agreement encompassing MTG’s ESL and DreamHack properties.

The “comprehensive esports measurement agreement” will see Nielsen and MTG collaborate in measuring sponsor valuation, consumer analytics and brand impact through the leagues. 

Nielsen will be in charge of assessing the value brought in by DreamHack and ESL’s brand partners, as well as benchmarking their performance. The analytics company will also standardize and research the league’s audiences. DH and ESL will access Nielsen’s Quality Index Media in order to quantify the cash value brought in by advertisers and partners. 

“Standardized reliable data measured by an independent company like Nielsen is something that has been widely requested from brand partners, advertisers and broadcasters as we have worked to increase monetization of media and sponsorship rights in esports,” said Jørgen Madsen Lindemann, MTG president and CEO. “This exciting new agreement represents an important step to lowering the threshold for media buyers and sponsors to fully commit their investments to esports, for instance via the introduction of KPI’s like Average Minute Audience (AMA), something that traditional sports have provided for years,” he concluded

Nielsen thus cements itself in the eSports industry, having closed a partnership with League of Legends’ Riot Games earlier in 2019.