SPORTSi system to be used in Germany and France

After a 12-month period of extensive use for clients in the UK and USA, TNSSport has introduced the on-screen brand tracking system which detail and measure brand exposure during television broadcasts to its offices in Germany and France. The system was created in partnership with US Company Lucent Technologies, and it uses advanced image recognition technology to identify and record the appearance of brand logos on screen during broadcast. “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,” Richard Ames, managing director of TNS Sport commented to media. 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.

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