Minnesota Wild crazy for Nielsen Sponsorship Scorecard

Nielsen Sports and the Minnesota Wild have renewed their license agreement for Sponsorship Scorecard, the first service providing both a ratings currency and a reliable means of verification for sponsor-placed media in all televised sporting events.

Under the terms of the agreement Sponsorship Scorecard will measure sponsor-placed media seen during telecasts of Wild home games throughout the 2006-2007 NHL season. Measurement results include the number of occurrences and duration of time a sponsor s brand signage appears on-camera during a sporting event, along with household and demographic impressions.
The service also distinguishes if a sponsor s signage actually appears in-stadium or is digitally inserted onto the screen. Moreover, Sponsorship Scorecard determines whether a sponsor receives a video or audio mention, as well as the location of each occurrence, such as Dasher Board or On-Ice .

Nielsen s Sponsorship Scorecard service was an invaluable tool last season as we renewed partnerships with existing sponsors and negotiated opportunities with new advertisers, says Carin Anderson, Senior Director of Corporate Sales for the Minnesota Wild. We look forward to utilizing this tool again as we continue to work hard to meet and exceed our sponsor s expectations.

The Minnesota Wild s renewal of terms to use Scorecard for this upcoming season further demonstrates the value this service offers to NHL clubs, adds Ann Marie Dumais, Vice President, Marketing for Nielsen Ventures. Scorecard is allowing organizations the ability to evaluate sports sponsorships in comparison to other forms of measured media, enabling companies to better plan and maximize their investment in the growing sports sponsorship industry.