iQ Media Launches Real-Time Sports Sponsorship Measure

Media intelligence and monitoring specialist iQ Media has launched a tool giving professional sports franchises and their sponsors real-time data about how their TV and sponsorship activities influence fan engagement, both in-stadium and out.

iQ Media delivers paid, earned, shared and owned media analytics across TV, online, social media and first-party data. According to the firm, in-game data has typically been captured manually by analysts or agencies either physically in the stadium, or by reviewing TV clips post-game. However, these methods don't extend to out-of-stadium engagement or purchase events.

Using its human-eye logo recognition and spoken word-detection technology, the new solution enables sports marketers to measure their sponsorship investments both in-game and out-of-game, and at the national and local-market level. The company says the system reduces 'false positives', by reporting only logos and brand items that are actually visible to their audiences. Away from the game, the technology allows teams and sponsors to correlate their real-time TV data with information about consumer engagement - including social media engagement, mobile activations, and in-store purchases - from first-party sources.

CEO Kevin Kohn (pictured) comments: 'Our technology automates data collection in real-time, across national and local markets, delivering far more comprehensive and accurate data, far more quickly. Now we can also track sponsorship performance beyond the game, which will empower teams and sports marketers to understand their sponsorship investments and improve their fan activations, in-stadium and out'.

Web site: www.iq.media .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.