TAM Sports, the sports intelligence arm of TAM Media Research, has expanded its advertising monitoring capabilities to include live streaming across Connected TV (CTV) and mobile platforms. The development strengthens its cross-platform analytics framework by enabling monitoring of advertising activity across both linear broadcast and live digital streaming environments.
With sports audiences increasingly consuming content across multiple screens, advertisers and rights holders require accurate insights into brand visibility across platforms. TAM Sports’ upgraded monitoring framework addresses this shift by integrating measurement across broadcast television, live streaming, digital platforms, on-ground sponsorships, and earned media.
For over 15 years, TAM Sports has supported sports federations, leagues, teams, sponsors, and agencies with independent tracking of sponsorship visibility and brand exposure. The addition of live streaming measurement across CTV and mobile devices allows stakeholders to monitor advertising appearances and brand placements on streaming feeds alongside traditional broadcast coverage, creating a more comprehensive view of campaign performance.
LV Krishnan, CEO of TAM Media Research, highlighted the importance of evolving measurement systems in response to changing media consumption habits. He noted that sports viewership has rapidly diversified across platforms, making it essential for analytics frameworks to keep pace with these changes. According to Krishnan, TAM Sports has consistently adapted to industry needs by offering reliable and independent insights, which has helped the organisation maintain long-term partnerships with federations, sponsors, and agencies.
Anshu Yardi, head of TAM Sports, added that the fragmented nature of modern video consumption requires sponsors and franchisees to understand how their brand communication performs across different screens. TAM Sports’ integrated analytics platform helps stakeholders track brand visibility, compare competitive presence, and measure the return on investment from sports partnerships.
The platform evaluates brand exposure through multiple indicators, including advertising occurrences, in-content integrations, stadium branding visibility, audio mentions, editorial logo placements in print media, and digital and social media presence. This comprehensive approach enables rights holders and sponsors to assess the reach, prominence, and competitive share of brand exposure within the sports media ecosystem.
