Most Digitally Influential Tennis Players Revealed
fter the end of the 2021 Australian Open (AO) last week, Nielsen has revealed the most digitally influential tennis players who take part in the Grand Slam at Melbourne Park.
Nielsen’s InfluenceScope examines resonance score of athletes across social media by looking at how fans respond to athlete personality via engagement and associated sentiment, as well as reach score and quality of reachable audience.
Leading all other competitors from the 2021 Australian Open was Austrian, Dominic Thiem, who recorded a resonance score of nine and a reach score of eight giving him a total score of 17.
Following behind Thiem is Australian Open winner, Naomi Osaka, and Bianca Andreescu, who both recorded a total score of 16.
Rounding out the top 10 is Stefanos Tsitsipas with 13, AO winner, Novak Djokovic, Australian Nick Kyrgios, Alexander Zverev, Grigor Dimitrov, Daniil Medvedev, and Iga Swiatek, all tied with a total score of 12.
Speaking on the role of social media in athletes’ professional careers, Nielsen Sports head of Pacific, Scott Gillham, said: “With the constant evolution of social media, marketers have the opportunity to uncover influencers that will help clients drive content distribution, reach, engagement, and unlock new revenue streams.”
Discussing the success of Australian tennis players in the rankings, Nielsen said in the report Nick Kyrgios, who currently ranks 48th in the ATP rankings, ranked even with world number one, Novak Djokovic.
“In terms of reach, his performance was outstanding, accounting for the third-highest fan base after Nadal and Djokovic,” Nielsen said in the report.
World number one in the WTA rankings, Australian Ash Barty, however, did not make the top 10 rankings for female participants, but recorded an engagement rate of 6.45%, helping her rank 6th for resonance alone.