Nielsen Media Research is testing a new service to gauge the impact of in-game ads and promos on TV sports watchers.
The first pitches it tracked were in Fenway Park, where Nielsen Sports, a division of Nielsen Media Research, tried out the Sponsorship Scorecard system at the April 16 Boston Red Sox-New York Yankees game.
The new web-delivered service measures in-stadium occurrences, duration, and location of all sponsorship media, including visuals and audio inside the sports venue, in- game audio, and promotions.
For the Fenway test, locations for ads included bases, dugouts, scoreboards, billboards and on-screen graphics including computer-generated ads often featured behind home plate. Also included were in-stadium and national broadcast promos.
In-stadium sponsors Fleet Bank, Ford, Volvo, Bob’s Store and McDonald’s made the strongest impressions on adult viewers (18-plus).
On July 1, the service will get a limited roll-out with a select group of advertisers and teams. Nielsen Sports will then tweak the service and make it available to all clients in the fall 2004 sports season.
The smarter way to stay on top of broadcasting and cable industry. Sign up below.
Thank you for signing up to Broadcasting & Cable. You will receive a verification email shortly.
There was a problem. Please refresh the page and try again.