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.
This new service, Sponsorship Scorecard, will launch on July 1 with a limited number of advertisers and sports clubs.
Nielsen completed a test of the service by measuring the April 16 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 McDonald’s topped the list with the highest :05 equivalent total impressions among Adults 18+.
“This is a natural progression for our sports clients who have asked Nielsen to help develop a more effective tool for measuring sports sponsorships,” said senior VP-sports marketing Barbara Zidovsky in a statement.
Network
