The service – called ‘Sponsorship Scorecard’ - allows advertisers and teams to know how many television viewers by key demographic groups see their sponsorship elements, so as to understand their ROI with this medium.
It is said to allow advertisers and teams to assess which sports, teams and even locations within venues provide the greatest impact and the most cost efficient return in reaching their target audience.
Fourteen teams have signed up for the service. It was launched in July 2004, and already has more than 30 clients spread out over multiple sports including motor sports, baseball, golf, basketball, tennis and football.
The service was developed by Nielsen Ventures, a unit of VNU, whose mission is to develop innovative new marketing services for the media and entertainment industry.
“The NFL and its clubs are committed to helping sponsors quantify, and grow, their return on investment,” said Cary Meyers, NFL director of research. “To that end, we continue putting significant resources against assigning a value to all tangible and intangible elements of our partnerships, including media exposure.”
“The NFL is at the forefront of the sports marketing industry. With this new innovative service, the NFL will be able to more accurately demonstrate to their sponsors the media value of their investment,” said Ron Schneier, general manager, Nielsen Ventures.
“Starting with the 2005 season, the NFL can now report sponsorship television impressions and provide streaming videos of actual captures of sponsored placed media. We first tested this service with the NFL during Super Bowl XXXIX, and we were all impressed by the sizable ratings achieved by their sponsors.”
Nielsen Sports is a unit of VNU, a global information and media company.
