TAM Sports geared to measure & manage brand performance this IPL season

The Indian Premier League, which has been consistently gaining popularity since its first edition in 2008, has become a prime property attracting many advertisers. Over the years, the League has built a massive fan base across the nation, resulting in increased viewership. Be it team sponsorships or League associations, brands have left no stone unturned in bringing brand awareness among viewers. 

To understand this massive rush among brands to associate with this tournament, TAM launched TAM Sports in 2009 to monitor, measure, and manage brand sponsorship, content infringement and provide consultancy in sports research. To provide client-centric objective-based solutions, TAM Sports’ main objective is to boost investments and evaluate returns via data monetisation. 

TAM Sports works alongside Sports Bodies, Federations, Franchisees, Broadcasters, and advertisers to provide accurate data on advertisements, exposures, and brand ROI on multiple platforms. Its Algorithm-based technology Tool enables easy capture of In-Program/ Sponsorship Branding on Television and Video across Digital Platforms. This Automated tool captures brands visible across On-Ground, On-Player, On-Screen, On-Video (Digital/ OTT Platforms). 

With IPL generating immense traction, Nitin Kamat, Chief Marketing Officer, TAM Media Research, said, “IPL serves as a platform for consumers to interact with brands. Brands across sectors allocate nearly 30% of their marketing budget to IPL sponsorships. Our in-house technology and strong understanding of the media research landscape monitors both planned and accidental brand visibility. To date, our data has helped many brands plan their marketing spends by measuring ROI.”

What TAM Sports brings to the table is a strong understanding of the Television landscape and cross-media integration. It monitors deliberate and intentional brand visibility, along with diagnosing factors affecting brand visibility. TAM Sports offers impact based customised suite of solutions using real-time technology in a digitised set up with cutting edge technology (Algorithm based tool).

Genres serviced

TAM Sports works with Global and Local clients (Glocal) to provide evaluation for all sporting events across markets in Europe, Asia, and North America. It partners with Sports Bodies & Federations, Franchisees/ Clubs, Sports Marketing companies, Agencies, Sponsors/ Advertisers, as well as Broadcasters.