The service, which is designed to create TV advertising equivalencies of sports stadium signage, to help media planners measure the value of such buys relative to TV ads and other media, is the latest in a series of new products launched by Nielsen that are redefining and expanding the notion of screen-based advertising. In just the last year, Nielsen has introduced services that measure product placements on TV and TV-like ratings for ads in movie theaters, and also on video games.
The product also is the first to be developed by Nielsen Ventures, a new unit of the media research company that is headed by Senior Vice President-General Manager Ron Schneier, a former top cable industry sales executive.
While such sponsorships historically have not been measured and tracked with the same media research rigor as conventional advertising buys, they represent a huge business and the new service comes at a time when media shops are being asked to broaden their definition of the media mix to consider other communications options, such as sponsorships, event marketing, and even public relations - anything that constitutes a consumer "contact."
According to a report released Friday by Dublin, Ireland-based Research and Markets, the global sponsorship industry reached an all-time high of $26.2 billion in 2003, up 7.4 percent from $24.4 billion in 2002. "Behind its appeal sports sponsorship is a relationship-building tool that is not just concerned about brand awareness but engages with an audience on both rational and emotional levels," states the report.
Sponsorship Scorecard: Red Sox Vs. Yankees (April 16)
Brand Occurrences Duration Persons 18+
Fleet 84 7:22 418,487
Ford 37 3:25 192,548
Volvo 45 2:24 137,017
Bob's Stores 35 2:22 132,647
McDonald's 11 1:39 88,279
Source: Nielsen Sponsorship Scorecard.