Football holds a special place in the hearts and minds of Danes. With both national and club teams achieving notable success over the years, companies eagerly invest in these teams to leverage their popularity. However, one of the biggest sponsors in Danish football faced a crucial challenge: determining and proving the value of their sponsorship agreements with several clubs and national teams. The sponsor needed a robust and reliable method to quantify the return on investment and demonstrate the tangible benefits derived from these sponsorships.
MediaCatch engineered a custom solution, integrating a high-precision logo-recognition model and a speech-to-text model with attention-time and TV ratings. This advanced model scanned all soccer matches and related coverage in real-time, capturing extensive data on logo exposure and sponsorship mentions in spoken language. The dataset provided comprehensive metrics, including logo size, placement, type (e.g., board, shirt, field), and specific locations. This detailed and nuanced data collection enabled precise measurement and analysis of sponsorship impact, offering valuable insights into the effectiveness and reach of the sponsorship agreements.
The analysis of the collected data yielded several critical insights. Notably, the presence of on-screen logos did not necessarily correlate with viewer attention. The AI model, trained on eye-tracking data, revealed that actual viewer engagement times and placements varied significantly across different stadiums, placements, and competitors. This variance in exposure among sponsors underscored the necessity for optimised placement strategies to ensure equitable visibility and maximise sponsorship value. These findings provide a nuanced understanding of how sponsorship elements interact with audience behaviour, guiding more effective and targeted approaches to sponsorship placement.
MediaCatch implemented a precise logo-recognition model to deliver validated, in-depth metrics to the sponsor. This solution provided the sponsor with precise, data-driven insights, enabling them to negotiate more advantageous sponsorship deals based on the actual value delivered. Additionally, it facilitated informed decision-making regarding new placements and future sponsorship agreements. The implementation of this technology empowered the sponsor to optimize their investment strategy, ensuring maximum return and equitable visibility across their sponsorship portfolio.