Nielsen Sports, a unit of Nielsen Media Research, is launching a new service to measure televised sports sponsorship media including in-stadium signage, live broadcast promotions, and audio mentions.
National sports teams, advertisers, agencies, television stations, and broadcast and cable networks will now be able to access viewership and length of exposure across all sponsorship placed media on any televised sporting event.
Nielsen completed a test of the service by measuring the April 16th Fox telecast of the Boston Red Sox vs. New York Yankees in Fenway Park. Among in stadium sponsors, Fleet Bank, Ford, Volvo, Bob’s Store and McDonalds topped the list with the highest :05 equivalent total impressions among Adults 18+.
‘The sports sponsorship industry has grown to become a multi-billion dollar business, as advertisers have recognized the value of their association with sports teams and sport franchises,’ said Barbara Zidovsky, Senior Vice President of Sports Marketing for Nielsen Media Research. ‘This is a natural progression for our sports clients who have asked Nielsen to help develop a more effective tool for measuring sports sponsorships.’
‘We are happy to work with Nielsen on developing a tool that could help our clients/customers assess the impact of a key part of their sponsorship with the Red Sox. This type of information can only help their decisions and ultimately, return on investment. We look forward to further analyzing the data with Nielsen and sharing the information with our sponsors’, said Chuck Steedman, Senior Director, Business Services, Boston Red Sox.
This new service, which is called Sponsorship Scorecard, will launch on July 1st with a limited number of advertisers and sports clubs. Barbara Zidovsky, SVP Nielsen Sports, explains,’ Nielsen will roll out an initial launch of this new service in July with a limited number of clients, allowing them to provide us with feedback for enhancements of the web delivered service’. ‘A full launch will be available for all clients beginning with the fall 2004 sports season’.
‘This is the first service developed from Nielsen Ventures where Nielsen Media Research expands on their assets and expertise to enable the sports industry to maximize the effectiveness of sponsorships,’ said Ron Schneier, SVP and General Manager, Nielsen Ventures.’
Nielsen Ventures, a unit of VNU Media Measurement and Information, was recently created to leverage the assets of VNU to deliver valuable and insightful new products and services for the media and entertainment industries.
Contact:
Kerry Kielar
646-654-8357