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Tag: TNSSport

  • TNSSport’s develops SportsI brand recognition software

    TNSSport’s develops SportsI brand recognition software

    LOS ANGELES: TNSSport has announced that it is developing advanced image recognition technology to track the television exposure and value of brands within sports.

    Already capable of measuring exposure from advertising boards, the new SportsI system is being developed with BrandTraX. TNSSport claims to be the world’s leading sports research company.

    An official release informs that the company is partnering with BrandTraX, which is leveraging advanced image recognition technology originally developed by Bell Labs, the R&D division of Lucent Technologies. Over the past 20 years, television exposure data has been collated manually. While this will continue to some extent the use of this technology is a pivotal moment for the sports research business, states the release.

    Requiring relatively little manual input, the recognition software measures the exposure time a brand receives during a sports broadcast. Whilst this sounds relatively simple, the technology is groundbreaking and can produce analysis currently not possible to capture using a manual process. Bell Labs first developed this technology to detect and extract data from documents such as financial statements and faxes. This image recognition technology has proven to be applicable across a range of disciplines and industries. Bell Labs has licensed this technology to BrandTrax and is providing R&D services to them to meet the evolving demands of its the sports media measurement business.

    TNSSport’s managing director Mark Cornish says, “Undoubtedly this will have a significant impact upon the industry. The technology is such that it improves both the accuracy and type of data we can extract from sports broadcasts, ultimately allowing us to precisely and consistently measure value. For years the industry has demanded that sponsors’ television exposure should be sold like advertising – but this is difficult due to accurate measurement. This new technology now makes this a distinct possibility”.

    BrandTraX’s president Dick Gold adds, “The demand for accurate electronic tracking of sponsors’ signage is mandatory for valuation of exposure. As such, our use of Bell Labs’ advanced image recognition software is the most efficient technology to electronically advance a currently manual tracking system to a fully computerised solution.”

  • WRC appoints TNSSPORT for research

    WRC appoints TNSSPORT for research

    MUMBAI: Rights holders of the FIA World Rally Championship (WRC), International Sportsworld Communicators, have announced the start of a comprehensive research programme with TNSSPORT.

    This will easure all aspects of the Championship, from global television coverage to monitoring partner exposure.

    In India, AXN recently started showing WRC action. The WRC is a year-round white knuckle ride in some of the most exotic locations in the world, featuring the ultimate test of both driver and car against the elements.

    The research programme includes use of the TNSSPORTs latest brand exposure measurement technology, Sportsi. This will provide the most accurate form of brand exposure measurement available improving both the consistency and quality of data.

    ISC MD Simon Long was quoted in an official release saying, “Having looked hard at some competing research agencies and systems, we decided TNSSPORT offered us both a technical and product advantage. TNSSPORT provides an international network and advanced products such as Sportsi, which provide us with new insights into brand exposure measurement. Importantly, this will enable us to provide better information to our commercial partners.”