Mumbai: TAM Sports has expanded its monitoring capabilities to track advertising across linear live broadcast as well as live streaming on Connected TV (CTV) and mobile platforms. The move strengthens the organisation’s cross-platform sports sponsorship analytics framework as viewership continues to shift across multiple screens and digital environments.
The expanded monitoring capability aims to provide advertisers, rights holders and agencies with deeper insights into brand visibility across both traditional broadcast and streaming platforms. With sports audiences increasingly consuming content through diverse channels, the initiative is designed to capture advertising presence across the evolving media landscape.
Part of TAM Media Research, TAM Sports has supported federations, leagues, teams, sponsors and agencies for over 15 years by providing independent monitoring of brand exposure and sponsorship visibility across sports properties. The addition of live streaming monitoring across CTV and mobile devices allows stakeholders to track advertising occurrences and brand appearances across streaming feeds alongside traditional television broadcasts.
Commenting on the development, LV Krishnan, CEO, TAM Media Research, said,“Media consumption around sports has evolved rapidly, and measurement frameworks must evolve with it. For more than a decade and a half, TAM Sports has continuously adapted to industry needs by providing credible, independent insights across platforms. This commitment is why federations, agencies and sponsors continue to rely on us as a trusted partner.”
Anshu Yardi, Head, TAM Sports, added,“In today’s fragmented video environment, sponsors, agencies and franchisees need a clear understanding of how their brand communication performs across screens. TAM Sports brings together cross-platform monitoring and analytics that help stakeholders track brand visibility, benchmark competitive presence and demonstrate measurable ROI from sports partnerships.”
The TAM Sports monitoring framework evaluates brand exposure across multiple dimensions, including advertising occurrences, in-content brand integrations, stadium branding visibility, audio mentions, editorial logo placements in print, and digital and social media presence. The platform also offers the option of integrating Brand Lift studies to assess the impact of sports sponsorships.
By consolidating monitoring and analytics within a single platform, TAM Sports aims to help stakeholders evaluate sponsorship performance more comprehensively and make informed decisions in an increasingly complex sports media ecosystem.
