Nielsen Ditches Scorecard for Repucom System

In the US, Nielsen has partnered with broadcast measurement firm Repucom to analyze content and measure viewers' exposure to sponsored media during televised sporting events. The new service will replace Nielsen's current Scorecard offering.

Using its proprietary image detection technology, Radiuss, Repucom analyzes and reports exposure of brands in major sports and entertainment broadcast programming.

With the addition of ratings and associated demographics to the firm's services, President and Founder Paul Smith says the partnership establishes it as the 'preeminent measurement and valuation platform of its kind in the United States'.

Existing Nielsen Scorecard clients will be able to become clients of Repucom, while Nielsen will exclusively use Repucom services where it requires such information for its broader research products.

In addition, Repucom will have exclusive access to local and national television ratings data in its area of business in the US.

Tom Ziangas, Senior VP of Nielsen Sports, comments: 'At Nielsen we recognize that we have an obligation to deliver global best practice to our clients and in this instance Repucom represents such standards'.

Web sites: www.nielsen.com and www.repucom.net .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.

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