TAM Media Research has launched TAM Sports to provide integrated data and insights service on various sports including football, cricket, F1, rugby, wrestling and basketball to advertisers, broadcasters and sports associations.
TAM Sports will offer four special sports services. ‘Serve’ is targeted at broadcasters and will analyse and understand the TV audience’s absorption of different sporting activities. ‘Bulls Eye’ will look at helping advertisers judge their brand’s fit with a sports property and its performance. ‘Goal’ is aimed at helping sports associations in understanding the nuances of TV viewing of a particular sport and help them find ways to market their sports to prospective sponsors. ‘Third Umpire’ will monitor copy right violation done by any TV channel.
TAM Sports also plans to hold bi-annual round tables to help sports federations share their calendars and for stake holders to provide their feedback. The ‘TAM Sports Barometer’ is a monthly report which will include aggregating audiences by sport, pacing each sport year on year, gauging media affection through Eikona PR measurement and quantifying sponsor entitlements and level of support. The ‘TAM Sports Follow Through’ will include outcomes from the round tables and customised solutions for the concerned stake holders.
LV Krishnan, CEO, TAM Media Research mentioned that while in the USA, the sports sponsorship spends are 16% of the annual TV ad spends, in India, this figure is just 5%. Thus, there is a huge market that is still untapped. He said, “TAM Sports will help sports bodies know where their properties stand among audiences and which stars to promote. It will help broadcasters with the size of their potential audiences.” He gave the example of soccer which has huge viewer potential in India but needs to be tapped effectively.
He added, “It will help brands to understand what properties to ride on and how to identify the most visible platform for maximum ROI.”
