Final whistle blows for Nielsen's Scorecard

US-- Nielsen has axed its sports sponsorship measurement service Scorecard, but is offering clients access to a similar service through a new partnership with broadcast monitoring firm Repucom.

Scorecard manually tracked brand exposure during televised sporting events. Nielsen Sports senior vice president Tom Ziangas told Research the firm was looking to move the service to “the next level” when it came across Repucom's image detection technology.

“We wanted to look at what was available before spending money developing our own technology,” Ziangas said.

Under the terms of the partnership, Scorecard clients will be offered the chance to become clients of Repucom, whose existing measurement service will be supplemented by local and national TV ratings and demographic data provided by Nielsen.

Ziangas said that Scorecard staff had been moved to other positions within Nielsen.

Repucom was launched in Australia in 2004 and opened in the US in 2007. President and founder Paul Smith said he was “delighted” with the three-year rolling deal.

Smith said that the addition of Nielsen ratings to its product offering would help Repucom “be the best measurement and valuation product in the market”.

Author: James Verrinder