Repucom Buy Extends Sports Media Measurement

In the US, sports broadcast measurement specialist Repucom has acquired Image Impact, which measures brand placement in mass media programming. Terms of the deal were not disclosed.

Repucom measures the value and effectiveness of brand exposure within all forms of sports media. The firm uses proprietary biometric image detection software, media metrics and reporting tools, and also offers market exclusive access to Nielsen's US ratings for sports broadcast exposure.

The firm says the acquisition will bring a 'consolidated, single voice' to the measurement of content in the US and global sports markets.

Image Impact is the official provider of brand placement analysis for Major League Baseball, and also measures brand placement for broadcasters, brands and agencies.

In announcing the deal, Repucom CEO Paul Smith praised Image Impact's founder Russ Cline and his team for their efforts in building the business. 'Ten years ago Russ Cline revived the role of broadcast content analytics in sports marketing in the US by bringing sound methodology and process to the largest sports media market in the world,' said Smith. 'The opportunity to work in partnership with Russ and his entire team was one that made strategic, commercial and financial sense.'

Through this transaction Image Impact will become part of sports marketing research agency RSMG Insights, along with Sport+Markt AG and Repucom.

In 2011 Repucom America plans to launch a range of research services including consumer based research and consulting.

Web sites: www.repucom.net , www.imageimpact.tv and www.sportundmarkt.com .