Repucom To Include Nielsen Ratings In Sponsorship Measurements

By Terry Lefton, Editor-at-Large

Repucom Deal Allows Firm To Use Nielsen  Ratings In Sponsorship Data Reports

Sponsorship measurement firm Repucom has reached agreement to include Nielsen's local and national TV ratings data in Repucom's sponsorship measurement data. The move signifies Nielsen's pullback from the sponsorship measurement business after almost five years of trying to establish its Nielsen Scorecard. Scorecard clients will be offered an opportunity to become Repucom clients. Repucom gets the exclusive right to use Nielsen ratings in its U.S. signage valuation reports. Repucom Founder & President Paul Smith said, “For now, this is a U.S. agreement, but we're looking to make this more global. A lot of sponsorship decision makers are still looking for TV ratings data when they make any purchase, so we think having the Nielsen data with our reports will really give us a leg up. It will allow us to underpin our data with information on the TV eyeballs and whose eyeballs they were.” Founded in Australia in ‘04, Repucom uses image-recognition technology to assign a cash value to a brand's broadcast exposure based on the location, size, duration and number of impressions that brand's logo receives during a game.