TAM Sports, the sports intelligence division of TAM Media Research, has expanded its monitoring capabilities to include live sports streaming across Connected TV (CTV) and mobile platforms, strengthening its cross-platform measurement framework for sports advertising and sponsorship analytics.
The expansion enables TAM Sports to track brand visibility not only across traditional linear television broadcasts but also across live digital streams, reflecting the rapidly changing ways in which fans consume sports across multiple screens.
Under the expanded system, TAM will monitor advertising and sponsorship exposure across live television broadcasts alongside live streams delivered through smart TVs, streaming devices and mobile applications. The move aims to provide advertisers, rights holders, teams and sports organisations with a more comprehensive understanding of brand presence and sponsorship performance during live sporting events.
The monitoring framework evaluates multiple forms of brand integrations during sports coverage, including traditional commercial spots, in-programme sponsorship placements, on-ground stadium branding, commentary mentions and logo appearances within editorial content. The system also integrates insights from digital and social media platforms to offer a broader assessment of brand exposure across the sports media ecosystem.
LV Krishnan, Chief Executive Officer, TAM Media Research, said, “Media consumption around sports has evolved rapidly, and measurement frameworks must evolve with it. For more than a decade and a half, TAM Sports has continuously adapted to industry needs by providing credible, independent insights across platforms. This commitment is why federations, agencies and sponsors continue to rely on us as a trusted partner.”
Anshu Yardi, Head of TAM Sports, added, “In today’s fragmented video environment, sponsors, agencies, and franchisees need a clear understanding of how their brand communication performs across screens. TAM Sports brings together cross-platform monitoring and analytics that help stakeholders track brand visibility, benchmark competitive presence and demonstrate measurable ROI from sports partnerships.”
For more than 15 years, TAM Sports has provided independent monitoring of sponsorship exposure for federations, leagues, teams, sponsors and agencies. With the addition of live streaming feeds on CTV and mobile, the company now enables stakeholders to track advertising occurrences and brand appearances across streaming platforms as well as conventional television broadcasts.
The development comes at a time when connected TV and mobile streaming are playing an increasingly central role in sports broadcasting, with viewers often switching between devices during live matches. As a result, advertisers and rights holders are placing greater emphasis on cross-screen measurement to accurately evaluate the reach and effectiveness of sports sponsorships.
By expanding its monitoring framework to cover live streaming across CTV and mobile platforms, TAM Sports aims to deliver deeper and more comprehensive insights into sports advertising performance in today’s multi-screen sports viewing environment.
