The introduction of SPORTSi technology is said to raise the bar on the accuracy and detail with which brand exposure during television broadcasts can be measured and, subsequently, evaluated.
After a 12-month period of extensive use for clients in the UK and USA, SPORTSi has been introduced to TNSSport’s offices in Germany and France.
Created in partnership with US company Lucent Technologies, it uses advanced image recognition technology to identify and record the appearance of brand logos on screen during broadcasts.
TNSSport, the sports arm of global market and consumer research giant Taylor Nelson Soffres, was the first sponsorship research organisation to introduce bespoke image recognition technology.
The use of sophisticated software gives a massive boost to the accuracy and consistency with which the extent, position and duration of on screen brand exposure can be measured. The task had previously been carried out using manual input that, while more than adequate, has inherent inconsistencies.
Richard Ames, managing director of TNS Sport, believes the introduction of SPORTSi to the French and German markets offers a tremendous opportunity to create firm foundations on which more accurate and relevant sponsorship evaluation can be based.
“The introduction of SPORTSi to these markets allows the fruits of this sponsorship activity to be measured with an accuracy that was never previously possible. The data produced then forms a solid base from which to evaluate the impact against whatever criteria a client brand, agency or property might have set.
“In sponsorship, measurement is never an end in itself. However this is a fast developing part of the marketing sector and the provision of accurate and consistent data is a critical part of the overall picture and is the cornerstone of good strategic and spending decision making.”
The company provides a comprehensive sponsorship measurement, evaluation and market research services to stakeholders in sport including governing bodies (rights holders), sponsor brands, sponsorship agencies, teams and broadcasters.
