Sponsorship Scorecard provides sponsorship ratings and verification for sponsored-placed media in televised sporting events.
It measures things such as the number of occurrences and duration of time a sponsor's signage appears on screen during a sporting event, along with household and demographic impressions.
It also takes into account any audio mention of the brand. It can then work out the value of a brand's sponsorships and identify ways of making them work more effectively.
Lynn Agnello, senior vice-president of marketing partnerships for the team, said: "Sponsorship Scorecard will be an invaluable tool for evaluating sponsorships throughout our arena.
"We look forward to utilising the service to help us acquire new partners and enhance relationships with existing ones."
The Phoenix Suns are the first team in the NBA to sign up for the service. Its sponsors include Southwest Airlines and CasinoArizona.
Ann Marie Dumais, vice-president of marketing for Nielsen Ventures, said: "Scorecard enables organisations to compare sports sponsorships to other forms of measured media, and better plan and maximise their investment in the growing sports sponsorship industry."
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