TV

It is common place in the sponsorship research industry to assign a value to sponsor exposure times using average advertising spot costs. As ZenithOptimedia buys TV advertising for its clients around the world, we know that the use of average figures can produce wildly inaccurate valuations.

Through the ZenithOptimedia global network of 160 offices in some 60 markets, we value sponsor exposure based on the most accurate of spot costs, in most cases using the actual cost of advertising bought in and around programmes that feature the sponsor branding.

When coupled with our very precise sponsor exposure measurement systems, we believe our equivalent advertising values to be the most accurate available in the industry.

SI offers two solutions to measuring sponsor branding that appears during TV programmes. The choice depends on the requirements of the client:

IN-HOUSE PC-ASSISTED SOLUTION

Our frame-by-frame PC assisted DVD monitoring system, named Cerberus, enables us to measure on screen exposure to a fraction of a second accuracy.

The ZenithOptimedia Systems Team developed a three tiered measurement application which allows SI to judge the quality of individual sources, the scores for each we then weight accordingly. Furthermore, Cerberus' compatibility with DVDs allows us to analyse coverage digitally and makes it possible for us to store and re-display monitored sources to allow our clients to audit measured scores.

We also provide diagnostic appraisals of sponsor branding and, with our considerable experience in the sports marketing industry, can suggest ways of maximising brand exposure scores and opportunities.

THIRD PARTY FULLY AUTOMATED SYSTEM

Recent IT innovation means that sponsor exposure can now be measured on fully automated systems. SI has partnered with the best in industry solution for the benefit of its clients. This new software makes significant advances. The key benefits over our in house solution are the reporting of size and position of logo on screen as well as the number of sponsor brands in view at any point in time.

An extension of the TV audit is the policing of programmes to ensure contractual rights are being delivered. Sponsorship Intelligence can establish if the appearance of on-screen credits and break bumpers is in line with what has been promised.

Also TV adverts appearing during the broadcasts of events can be monitored. This can help establish if an event is being ambushed and help explain misattribution of sponsor awareness.

Again through the global network of ZenithOptimedia offices and sister companies, we are able to offer this service in most markets.

As part of ZenithOptimedia, a global media planning and buying business, we have access to television broadcast data from around the world. Furthermore we are adept at interpreting and analysing TV audience figures. Learning from our parent company, our TV reports go beyond the norm in employing diagnostics that are commonplace in TV advertising effectiveness research.