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NFL Joins Nielsen Sponsorship Ratings Service
The US National Football League (NFL) has signed up for Nielsen Sports' Sponsorship Scorecard - a service that measures viewers' exposure to sponsored media during televised sporting events.
Sponsorship Scorecard, launched last year, measures how many TV viewers by key demographic groups see sponsored media. This allows advertisers to assess which sports, teams and locations will achieve the greatest impact. The service, which the NFL tested during the Super Bowl XXXIX, has more than 30 clients across motor sports, baseball, golf, basketball, tennis and football.
Cary Meyers, the NFL's Director of Research, said the organisation and its clubs are 'committed to helping sponsors quantify and grow their return on investment'. Ron Schneier, General Manager at Nielsen Ventures, explained how Sponsorship Scorecard can help: 'Starting with the 2005 season, the NFL can now report sponsorship television impressions and provide streaming videos of actual captures of sponsored placed media.'
Nielsen Sports, a division of VNU, is online at www.nielsensports.com
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