Determining Sports Sponsorship Media Value

Valuing brand sponsorship during a live sports broadcast is inexact and highly subjective. We built a Brand Valuation Engine using Twelve Labs AI and Qibb to detect and calculate sponsorship value.

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Determining the broadcast value of in-venue sponsorships is a highly subjective and inexact science. Brands want to quantify the value of brand impressions. Venues want to merchandise value of brand exposure in measurable terms (so they know how much to charge). There are no good measures today. Watching and monitoring is cost prohibitive (not quantifiable because no one is doing it).

Our solution is built on a qibb application utilizing TwelveLab’s video AI tools to determine:

  • How much time a brand logo or message is on screen?
  • How prominent is a brand logo or message displayed?
  • What is the equivalent value compared to a benchmark (:30 spot)?

The solution impact is there is now a solution where no practical solution previously existed.

Target Customer

The target customer are marketers who want to be able to quantify the media value of brand sponsorships. Today brand marketers know they need to do it, but don’t have a way to measure its value. The second target customer is sponsorship salespeople. Events and venues sell sponsorship packages need a verifiable way to calculate the value of brand exposure on broadcast in addition to brand exposure to attendees. A third customer set are sponsors of athletes, race teams, and the like.

Integration Story

This is a standalone app. A required input is viewership data, which could be contained in a Nielsen (audience measurement) feed. Other inputs would be standard ad rates for :30 spots.

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