Giants Among Nielsen

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Major League Baseball’s San Francisco Giants struck a deal with Nielsen Media Research’s Sponsorship Scorecard, which provides verification for sponsor-placed media in televised sporting events.

Sponsorship Scorecard measures the number of times a sponsor’s brand signage appears on camera during a sporting event, the duration of the TV exposure and household and demographic impressions.

The service also determines whether sponsors received a video or audio mention, as well as the locations of the sponsor’s signage, such as whether it’s in center field or behind home plate.

With the addition of the Giants, Sponsorship Scorecard expanded its lineup of MLB clients, which includes the New York Yankees, New York Mets, Minnesota Twins, Cincinnati Reds and Arizona Diamondbacks. Those teams all renewed their deals for the 2006 season.

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