Magellan tool to track TV brands

Media relations professionals are being offered a new tool to monitor the exposure of their brands on TV.

Sponsorship research group Sports Marketing Surveys has introduced an automated image recognition system, Magellan, to measure and analyse the coverage brands achieve on TV.

Developed by tech firm OmniPerception, Magellan records details such as image size, clarity, and the amount of clutter a brand appears in, making it more useful than manual monitoring, the company claimed.

‘The results are slightly more accurate because it eliminates human error,’ said SMS managing director Stephen Proctor.

He added that Magellan would make brand placement and ground sponsorships ‘more sophisticated and more accountable’ at a time when ad break avoidance systems like TiVo are becoming more popular.

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