FAN REVOLUTION GLOBAL FANS IN THE INFORMATION AGE - NIELSEN SPORTS
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NIELSEN SPORTS FAN REVOLUTION GLOBAL FANS IN THE INFORMATION AGE
CONTENTS
1 | EVOLUTION 08
How did we get to here? Why are fans fans?
2 | R EVOLUTION 12
What are the seven fan groups?
Which activations work best?
3|W
HAT NEXT 26
FAN REVOLUTION
The importance of the fan to rights-holders, sponsors and the entire
world of sport can never be underestimated. Indeed, the relationship
between fans and teams, and fans and brands, is at the core of
Nielsen Sports’ work.
THE
Mike Wragg
EVP, Global Head of Research This ‘Fan Revolution’ report examines the global fan picture detailing The word ‘fan’ – a devotee, aficionado or supporter
Nielsen Sports
the current status of those relationships, shaped as they are by major of a particular activity or person – is believed either
advances in technology, changing societal and media consumption
to be a shortening of ‘fanatic’, a word with religious
ORIGINS
trends and by the increasing sophistication of fan groups around
the world. These are major changes, shifts which require a fresh
etymology which came to be associated with baseball,
approach in terms of understanding fan behaviour and attitudes. or ‘the fancy’, an old English expression which referred
to followers of boxing. As a professional global industry
OF
In particular, it is clear that the relationships between fans and has grown up around sport the definition of the ‘fan’
brands have become more nuanced and complex; expectations have
has, inevitably, become more complex and nuanced, as
changed, as fans become more focused on authentic experiences as
has the desire to understand precisely what makes fans
THE ‘FAN’
participants in a fragmenting media world – and fans are empowered
as never before, gaining their own voice through social media. tick. Rights-holders want more of them and brands want
to be able to tap into them but in order to maximise
Fan DNATM is Nielsen Sports’ response. A pioneering behavioural
commercial returns, it is necessary to closely examine
approach, it helps rights-holders and brands identify the type of fan
their attitudes and behaviour – and how they have
most likely to react most positively to sponsorship; vital information
as sponsorship is bought, sold and activated around the world. evolved over time.
2 Copyright © 2017 The Nielsen Company 3
THE REVOLUTION IS UNDERWAY The last decade has seen seismic changes in technology,
giving fans the ability to interact directly with players,
teams, events and brands. No longer is sport, and fandom,
just about watching: There has been a move from a
THE WAY WE WATCH, ENJOY, ENGAGE AND INTERACT WITH SPORT AND passive to interactive relationship, changing people’s
expectations and demands. This new dynamic requires a
EVERYTHING THAT SURROUNDS IT IS CHANGING BEFORE OUR EYES. deeper understanding of fan behaviours and attitudes.
October 2014
Samsung White of Korea takes
on China’s Star Horn Royal Club
in the final of the 2014 League of
Legends World Championship.
40,000 esports fans are in
attendance in Seoul, watching the
teams battle it out in a stadium
built for the 2002 FIFA World Cup.
Professional gaming has grown
July 2014 rapidly over the past decade,
since technology enabled the
Germany play Argentina in the final of the FIFA World Cup at sport to exist: 27 million unique
Rio de Janeiro’s Maracana, the biggest game in what for the viewers watch the 2014 final,
past century and more has been the biggest sport in the world. while the competition as a whole
Football has grown exponentially over that time – and from the sees 288 million cumulative daily
first FIFA World Cup in 1930 to Brazil 2014, which sees record unique impressions, according to
audiences and record digital engagement. organiser Riot Games.
4 Copyright © 2017 The Nielsen Company 5
1 EVOLUTION
HOW DID WE GET TO HERE? WHY ARE FANS FANS?
Technology is changing everything. What being a ‘fan’ means –
the long-established pattern of behaviour we associate with fans –
is being disrupted by a raft of new sport and entertainment formats
and new ways of consuming them. Rights holders, broadcasters
and sponsors need a map for this new global fan landscape.
Nielsen Sports’ Fan DNA™, conceived in conversations between
Nielsen Sports and some of the world’s largest rights-holders and
sponsors and honed through dialogue with literally millions of
1 MILLION
fans over the past few years, is designed to help brands acquiring
sponsorship packages or rights-holders creating sales propositions
make more targeted and profitable decisions.
Through meta-analysis of the huge volume of fan interviews
conducted across the world over the past decade, a vast data FAN INTERVIEWS CONDUCTED
mountain has been used to develop a unique piece of behavioural EACH YEAR BY NIELSEN SPORTS
research. We’ve also relied heavily on thousands of in depth
“fan journey” interviews across the UK, Germany, USA, China, Japan,
Australia, Malaysia and Mexico – a full account of fans relationship
with sports and the brands that support it from childhood through
to the development of the combination of attitudes and consumer
behaviour which define them as a fan now.
Despite the incredibly diverse group of markets selected, seven clearly
differentiated groups of fans emerged – each one with their own
distinctive characteristics, behavioural tendencies and attitudes to
sport and sponsors.
Each of these groups contains both men and women of all ages and
incomes. And the most ‘avid’ fans are also spread between a number
of these groups. In fact, we found that self-identified avidity was a
relatively poor predictor of the strength of response to sponsorship.
Nielsen Sports’ has developed and honed an algorithm which can
predict the Fan DNA™ segment of any fan within a minute, and all our
quantitative research (more than a million interviews each year) now
carries this technology. Our global understanding of fan behaviour is
getting deeper and deeper, helping sports teams, leagues, events
and brands not only make better sponsorship investment decisions,
but also to design much more effective communication and
French fans take in the action at activation initiatives.
the 1984 Olympic Games in Los Angeles.
6 Copyright © 2017 The Nielsen Company 7
THE 7 BEHAVIOURAL SEGMENTS
FOCUS ON FAN STORIES
GLOBAL AVERAGE %
WHERE DOES SOCIAL MEDIA FIT IN?
‘How much is a post worth?’ ‘What’s your engagement rate?’ compare their ‘score update’ posts against their ‘player Q and
‘How many “likes” have I got?’ Rather than trying to approach As’. That information allows them to approach partners and
fan engagement via social media this way, Nielsen Sports has work out which Fan Stories are best-matched to which sponsor,
13% developed Fan Stories as a means of identifying, categorising
and ultimately monetising the many types of social media
allowing them to build digital assets into sponsorships in
a more sophisticated way – score updates ‘brought to you
GAME EXPERT activities undertaken by sports teams. by Audi’, for example. Audi, in turn, have a launch-pad for
activating based on their own sponsorship objectives, as
9% 18% Fan Stories are types of content, everything from a simple opposed to a ‘tweet this’ and ‘post there’ approach.
TREND POSITIVE score update, to team announcements, event highlights,
BUSY player statistics, archive content and behind the scenes It also gives teams the opportunity to optimise their major
26% 11%
features – a major football club like Premier League champions
Chelsea have over 60.
digital platforms – Chelsea, for example, receive more
engagements per follower via Instagram. Game commentary
CONNECTION CYNIC and score updates play well on Twitter, while, by contrast, the
18% FAN By auditing a club’s digital and social media output, across content which works best on Instagram tends to be behind-
ARMCHAIR 6% web, mobile, app, YouTube, Facebook, Instagram, Twitter (and
whatever social media platform is next on the horizon), Nielsen
the-scenes content, such as footage from training sessions.
FAN DISENGAGED
Sports is able to determine a club’s digital assets – and identify Understanding where to place the right content, at the right
which are the most effective in terms of fan engagement. times, allows teams to maximise engagements and, where
Rather than focusing on the number of Facebook ‘likes’ and possible, direct fans back to official websites, where the
Source: Repucom Fan DNA Survey, August 2014.
TM
trying to examine what that means, sports properties can now advertising revenue is club-owned.
Total for eight countries (USA, UK, Germany, Mexico, Malaysia, China, Japan, Australia)
VARIATION OF INTEREST IN DIFFERENT SOCIAL MEDIA FAN STORIES
SPONSOR BRAND RECOMMENDATION
Score updates 62%
“H AVE YOU EVER ACTUALLY Cynic
Event highlights 45%
Disengaged
RECOMMENDED A SPONSOR 1% Team announcements 39%
BRAND TO A FRIEND?” 3% Connection Fans
Armchair Fans 51% Goal of the month 27%
8%
82%
Busy
Player statistics 26%
Longer name
10% OFlines
THAT 18%:
in two Historical/past content 25%
NO SPONSOR BRAND
00%
18%
Game ADVOCATES Event statistics 24%
Experts
8% Player/Team of the month 21%
YES
Player/Team interviews 19%
Trend Positives
18% Player birthdays 11%
May 2015 – respondents asked to rank top three Fan Stories by interest.
Source: Repucom Fan DNA TM
Survey, August 2014.
8 Copyright © 2017 The Nielsen Company 9
GLOBAL MARKET A question of age: Baseball, with its male-dominated demographic, has traditionally been
the dominant sport in Japan, but the announcement that the country would co-host the 2002
FIFA World Cup and the launch of the J-League in the 1990s altered the landscape significantly.
JAPAN
PERSPECTIVES The J-League saw the emergence of more regional clubs; whereas baseball has traditionally
been a big city sport, football has been able to reach more outlying areas. The ‘home town’
concept took a leap as Japanese sport decentralised from Tokyo. The 2002 FIFA World Cup
The global averages for each of the seven behavioural segments attracted a large female demographic, with more casual fans supporting the national team and
(shown on page 7) show that Connection Fans – those whose primary ultimately attending J-League matches. Japan’s ageing population (hence the high proportion
motivation for engaging with sport is about sharing an experience of Armchair Fans), however, provides rights-holders with an ongoing challenge, with the Tokyo
with friends or family – are the largest group, followed by Armchair 2020 Olympics seen as a significant moment in the country’s continued sporting development
Fans and the Busy fan group. – just as the 1964 edition ignited Japanese interest in Olympic sports.
But the Fan DNATM research revealed significant market differences
TREND POSITIVE 7% GAME EXPERT 12% CONNECTION FAN 6%
in the way sports fans have evolved and the behaviours displayed
towards sponsorship – from the high proportion of Connection Fans
ARMCHAIR FAN 22% BUSY 15% DISENGAGED 23% CYNIC 7%
in the USA to the abundance of Armchair Fans in Japan, to Germany’s
greater proportion of Game Experts; vital information for brands
and rights-holders looking to target specific pockets of a fan base.
Repucom, drawing on its global expertise, examined the development
of fans and fandom across several major markets. USA Friends and family first: Technology has been the biggest driver in the evolution of US sports
fans over the past two decades – mobile phones and Wi-Fi access are as essential as food
and water; stadiums and teams are working out how best to deploy technological solutions
to aid the fan experience in-venue. The notion of community, however, has been woven into
the US sports fan’s mindset for far longer, borne out by the proportion of Connection Fans:
in American football the longstanding general weekend structure of high school games on
Fridays, college games on Saturdays and the National Football League (NFL) on Sundays, plays
into that desire to come together with friends and family to watch sport. The attention spans
of US sports fans are shrinking: they are engaged in other activities, like texting and surfing the
internet, and have less patience for breaks in the action.
TREND POSITIVE 14% GAME EXPERT 16% CONNECTION FAN 16%
ARMCHAIR FAN 8% BUSY 8% DISENGAGED 11% CYNIC 16%
“FAN DNATM IS A PIONEERING BEHAVIOURAL APPROACH,
THAT IDENTIFIES THE FANS ACROSS THE WORLD WHO
WILL RESPOND STRONGLY TO DIFFERENT SORTS OF
From factory to football: Fan culture in Germany, much like the UK, has its roots in the
country’s working class. In football, local businesses and factories developed their own clubs –
Bayer 04 Leverkusen is a prime example – which developed into city or neighbourhood hubs.
GERMANY
SPONSORSHIP ACTIVATION – THE MISSING LINK BETWEEN The fan culture grew through attending games, local chants, regular meetings – ‘Stammtisch’
– and dressing in team jerseys, scarves and caps. New Game Experts are being created all
WHAT FANS SAY, AND WHAT THEY ACTUALLY DO” the time. Being a fan of a club has tended to be passed on from generation to generation,
whilst the popularity of football has risen among higher social classes thanks to greater media
Mike Wragg, Executive Vice President, Global Head of Research, Nielsen Sports coverage and the rise of new technology. That fan culture has now spread to other major
domestic sports like ice hockey, basketball, handball and even winter sports.
TREND POSITIVE 8% GAME EXPERT 17% CONNECTION FAN 8%
ARMCHAIR FAN 14% BUSY 14% DISENGAGED 13% CYNIC 17%
10 Copyright © 2017 The Nielsen Company 11
Looking for that national moment: Britons tend to relish the social
occasions delivered by sports events, from the traditional gathering
in front of the television to watch the FA Cup final, to watching major
UK Collective spirit: In culturally diverse Malaysia, sport plays a role as the
common interest, and when brands play to this collective spirit, fans are
responsive. Sponsorship is not only accepted, it is welcomed, and fans are
MALAYSIA
competitions like the Premier League or Six Nations at home with family keen to associate their passions for a sport with brands they interact with on
or in the pub – as borne out by the high proportion of Connection Fans an everyday basis. Malaysians are particularly happy to wear their passions
compared to the other fan groups. In recent times, this congregation of on their sleeves; a high Trend Positive population who use sponsor brands
people around their passion points has also doubtless been fuelled by the to show off their association with their favourite teams. This high propensity
UK’s major event decade and British success on the international stage, for fans to interact with sponsors can be found across the majority of the
notably during London 2012 – successful major events are often talked major sports, but interestingly not as strongly in the most popular sport,
of as having ‘captured the nation’ and as a ‘national moment’, with other badminton. While more than half the population of Malaysia are interested
examples including Andy Murray’s Wimbledon victories, and England FIFA in badminton, driven by a high participation rate, it is football and F1 fans
World Cup or UEFA European Championship matches. that display the more brand favourable behaviour traits.
TREND POSITIVE 8% GAME EXPERT 15% CONNECTION FAN 12% TREND POSITIVE 15% GAME EXPERT 15% CONNECTION FAN 13%
ARMCHAIR FAN 12% BUSY 11% DISENGAGED 9% CYNIC 17% ARMCHAIR FAN 15% BUSY 9% DISENGAGED 10% CYNIC 13%
AUSTRALIA Cynical? Us?: The Australian sports market has traditionally driven
by geography – National Rugby League (NRL) is more popular in
Sydney or Brisbane, whereas in Melbourne or Perth Australian Rules
CHINA A market in development: China’s sports market is developing rapidly,
with major investment in teams, leagues, facilities and grassroots
programmes, particularly in football. Basketball has a higher interest
Football (AFL) is stronger. Across what is a relatively small population than in many markets, thanks largely to the National Basketball
of 21 million people, these two competitions alone have sustained Association’s early broadcast moves in the country and the ‘Yao Ming-
34 teams across winter competitions. Increasing ease of accessibility effect’. In China, sports such as badminton and table tennis have large
to US and European sports, and new women’s competitions across appeal, while the concept of the superstar, particularly a home-grown
netball, cricket, and the AFL, as well as the growth of domestic football, star, plays well, as evidenced by the country’s huge Olympic programme –
which has successfully tapped into migrant subcultures, have created accelerated by the Beijing 2008 Olympics – and the huge recognition
a highly competitive landscape, flooded with a plethora of sports for the likes of now-retired tennis player Li Na.
content. Australians are increasingly being more selective about what
they choose to engage with. As the high Cynics score shows, Australian
TREND POSITIVE 25% GAME EXPERT 4% CONNECTION FAN 18%
fans tend to like their sport to be authentic: diving and faking injuries
is frowned upon; brands must demonstrate they are credible partners
ARMCHAIR FAN 7% BUSY 18% DISENGAGED 10% CYNIC 4%
for a team.
TREND POSITIVE 11% GAME EXPERT 13% CONNECTION FAN 11%
ARMCHAIR FAN 11% BUSY 12% DISENGAGED 11% CYNIC 20%
Major events, major opportunity: Major events, major opportunity: Although football
dominates in Mexico – and 67% of the football fan base is concentrated on four of the 18 top-
tier clubs - there are significant opportunities opening up for other sports to grab a share of
MEXICO
the limelight. Sports participation and fanaticism is rising, especially in the country’s largest
cities, while many rights holders are going through a process of professionalization. Major
investments in events – the return of Formula One to Mexico City and a regular-season NFL
game among them – are also helping to attract fans to different sports, while the rise of OTT
and digital broadcasting is helping to find and serve new audiences. The Rio 2016 Olympic
Games were broadcast via an OTT platform in Mexico, while Chivas, one of the country’s
leading football clubs, has also launched its own direct-to-consumer channel.
TREND POSITIVE 15% GAME EXPERT 15% CONNECTION FAN 13%
ARMCHAIR FAN 15% BUSY 9% DISENGAGED 10% CYNIC 13%
12 Copyright © 2017 The Nielsen Company 13
2 REVOLUTION
WHAT ARE THE SEVEN FAN GROUPS?
WHICH ACTIVATIONS WORK BEST FOR EACH ONE?
AND HOW DO WE MAKE THESE INSIGHTS
WORK FOR US?
TM
FAN DNA : NFL and European football: The data on the next
couple of pages offers a comparison of fan groups between National
Football League (NFL) fans in the United States and European football
fans in Europe. It shows a substantially higher proportion of NFL fans
in the United States than European football fans across Europe.
For NFL fans in America, team affiliation is evidently an important part
32%
of their personal branding – the data breaking down fan segmentation
amongst the top five NFL teams bears this out; NFL team fan bases
tend to include more Trend Positive fans than the top Premier League
teams in England.
There is also a larger proportion of Armchair Fans in the NFL in the OF EUROPEAN
United States than of European football in Europe, which is driven FOOTBALL FANS ARE
largely by the broadcast coverage of the two sports: NFL games are CONNECTION FANS
widely available on free-to-air networks across the United States,
whilst European top-level football tends to have moved from free
television to pay services. European football’s higher proportion of
Cynics suggests these fans have been turned off by what they may
perceive as over-commercialisation of the beautiful game.
By identifying different types of
fan, content and activations can
be tailored to specific groups.
14 Copyright © 2017 The Nielsen Company 15
SEGMENT BREAKDOWN BY FAN BASE SIZE
TOP 5 TEAMS
Trend Positive Connection Fan Game Expert Armchair Fan
Premier League
NFL Teams Teams
Dallas Cowboys 18% 17% 18% 12% Manchester City 7% 41% 19% 5%
Denver Broncos 17% 15% 29% 10% Manchester
11% 34% 18% 7%
United
New England
12% 17% 20% 13%
Patriots Arsenal 6% 39% 16% 8%
Pittsburgh Steelers 16% 13% 25% 13% Chelsea 7% 42% 17% 8%
Green Bay Packers 13% 14% 24% 12% Liverpool 9% 30% 23% 6%
Oakland Raiders fans ahead of the NFL team’s November 2016 game against Houston Texans in Mexico City.
Source: Repucom SDNA May 2015, Europe = average across UK, DE, IT, ES, FR
FAN DNATM SEGMENTS
Schalke 04 supporters backing their team during a Bundesliga game versus Wolfsburg in April 2015.
NFL EUROPEAN
FOOTBALL
Trend Positive 11% Trend Positive 6%
Connection Fan 30% Connection Fan 32%
Game Expert 15% Game Expert 14%
Armchair Fan 14% Armchair Fan 7%
Busy 4% Busy 4%
Disengaged 11% Disengaged 11%
Cynic 16% Cynic 26%
Source: Repucom SDNA May 2015, Europe = average across UK, DE, IT, ES, FR
16 Copyright © 2017 The Nielsen Company 17
TREND POSITIVES ACTIVATIONS WHICH THIS
THEY LOVE SPORT –
FAN GROUP LOVE
Trend Positives tend to respond strongly to activations
involving a celebrity and a fashionable cause, a celebrity and
AND WHAT IT SAYS ABOUT THEM something wearable, and activations which are highly creative
and visual – things they can share, be seen singing or dancing
along to, wear or display!
Who they are? With Trend Positives, their principal underlying reason for being a fan is
that it identifies them as a member of a group they aspire to belong to –
so activations that help them project that identity will work really well GLOBAL AVERAGE: TREND POSITIVE 9% GAME EXPERT 13% CONNECTION FAN 25% ARMCHAIR FAN 18% BUSY 18% DISENGAGED 6% CYNIC 11%
GENDER Male 51% with this group.
Female 49%
AGE Sport plays a very important part in the life of Trend Positives – they’re JOSE MOURINHO – HUBLOT ACTIVIA AND SHAKIRA –GAME EXPERTS ACTIVATIONS
THEY WANT FACTS,
STATISTICS AND TACTICS WHICH THIS FAN GROUP LOVE
Who they are? Game Experts’ principal underlying motivation for being a fan is a deep GLOBAL AVERAGE: TREND POSITIVE 9% GAME EXPERT 13% CONNECTION FAN 25% ARMCHAIR FAN 18% BUSY 6% DISENGAGED 6% CYNIC 11%
interest in and connection to the intrinsic detail of the game. Activations
that enhance their appreciation of that detail therefore work really well
GENDER Male 65% for them. Conversely, sponsor activity seen to ‘get in the way’ of the US OPEN – IBM VOLKSWAGEN TALK – WERDER BREMEN POWER PLAYER – YINGLI
Female 35% game will receive a pretty negative reaction from this group.
Golf fans can keep up with the US Open A series of short YouTube interviews with As part of its premium partnership with Bayern
AGECONNECTION FANS ACTIVATIONS WHICH THIS
COMING TOGETHER TO
FAN GROUP LOVE
Connection Fans tend to respond strongly to activations
which promote or celebrate family, friendship, community
ENJOY SPORTS and the causes which are most relevant to their communities.
Think about what you can do for the grassroots, for mass
participation, for their children – and celebrate how powerful
Connection Fans’ principal underlying motivation for being a fan is the these bonds can be in changing lives for the better.
Who they are?
opportunity it creates for doing things with their friendship group and/or
family. Activations that celebrate, enhance, or amplify these connection GLOBAL AVERAGE: TREND POSITIVE 9% GAME EXPERT 13% CONNECTION FAN 25% ARMCHAIR FAN 18% BUSY 18% DISENGAGED 6% CYNIC 11%
GENDER Male 54% opportunities strike a strong chord with this group.
Female 46%
Connection Fans are likely to enjoy watching sport with friends and PLAY 60 CHALLENGE – #SOSLAUNDRY – ALL AND SNUGGLE HYPED FOR HALFTIME –
AGEARMCHAIR FANS BUSY DISENGAGED CYNIC
CONNECTING TO THE WORLD, FAMILY, WORK – JUST LEAVE ME ALONE – SPONSORSHIP IS
FROM HOME AND THAT’S ABOUT IT I JUST DON’T CARE A NECESSARY EVIL
Who they are? Armchair Fans’ principal underlying motivation for being a fan is the The key to understanding Busy Fans The Disengaged group really just Cynics are sports fans – but their
ability to connect out to the wider world from the comfort and safety of is that they are relatively disengaged don’t care about sport – beyond it love of sport is highly coloured
their own living space. A much harder audience for sponsors to activate, from sport due to other priorities being something else to watch on by what they perceive as over-
GENDER Male 45% the key will be thinking about what’s useful and relevant for this more in their busy lives, not because TV, a big event their friends might commercialisation. Sport and those
Female 55% isolated audience. they don’t enjoy it. The challenge be drawn into. They follow what is who play it are regarded as spoilt by
in engaging them is to find a way of happening around them; but sport money and business.
AGETHE REVOLUTION
CONTINUES
The Fan Revolution journey has taken us through billions of data
points and right around the world. What we’ve found is that the key to
unlocking greater value for sponsors – actual behaviour change amongst
fans – is simply understanding the few different reasons why fans are
fans in the first place and then engaging them in ways that resonate with
that underlying motivation. And this pattern holds across fans of sports
and entertainment worldwide.
Growing numbers of rights-holders, sponsor brands and broadcasters
around the world using technology like Fan DNATM and digital Fan
Stories to select and design sponsorship activations and measure the
performance of those investments. Others have spotted the opportunity
to innovate with this approach to build a much broader and more
consumer-centric approach to managing all aspects of their global fan ABOUT NIELSEN
CRM model.
Nielsen Holdings plc (NYSE: NLSN) is a global performance
management company that provides a comprehensive understanding
of what consumers watch and buy. Nielsen’s Watch segment
provides media and advertising clients with Nielsen Total Audience
measurement services for all devices on which content — video,
The next step audio and text — is consumed. The Buy segment offers consumer
packaged goods manufacturers and retailers the industry’s
only global view of retail performance measurement. By integrating
BEGIN YOUR
information from its Watch and Buy segments and other data
FAN REVOLUTION WITH
sources, Nielsen also provides its clients with analytics that help
NIELSEN SPORTS AT
improve performance. Nielsen, an S&P 500 company, has operations
in over 100 countries, covering more than 90% of the world’s
entertainment@
population. For more information, visit www.nielsen.com.
nielsen.com
Photography: Front-Cover: istockimages / AfricaImages, Page 14:
istockimages / piola666, Page 24: istockimages / kizilkayaphotos.
All the others are provided by AFP.
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