Total Sports Performance from Relo Metrics, VideoAmp, Offers Next-Level Media, Brand Measurement

Total Sports Performance from Relo Metrics, VideoAmp, Offers Next-Level Media, Brand Measurement By SVG Staff

Tuesday, June 17, 2025 - 9:00 am

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Relo Metrics and VideoAmp have launched Total Sports Performance, a next-generation measurement and attribution solution purpose-built for the sports media ecosystem. The disconnect between advertising, content, and sponsorship measurement has long limited the sports ecosystem's ability to prove true ROI, says Jay Prasad, CEO of Relo Metrics.

Prasad says Total Sports Performance will change that, offering currency-grade measurement and insights and shows rights holders, media companies, and especially brands their real audience reach-whether during live play, the pre-game show, and commercial breaks across.

Total Sports Performance provides greater insight into the value of media content as well as brand exposure within that content.

They can finally understand the full value of their investments across all screens, he says. Total Sports Performance isn't just a new metric. It's a new playbook for how the market will define success in sports marketing.

At a time when marketers are demanding clarity across fragmented media investments, Total Sports Performance delivers the industry's first deduplicated, single view of audience exposure and business outcomes across both sponsorship and advertising in live sports environments using big data. The solution takes the real-time detection data from Relo's computer vision AI models and resolves them to households, leveraging VideoAmp's industry-leading VALID identity graph and commingled TV viewership data for a precise view of audiences and outcomes.

Total Sports Performance measurement combines TV ad exposures leveraging VideoAmp's commingled STB and Smart TV dataset spanning 40M households and 65M devices, with sponsorship visibility to deliver deduplicated household-level reach metrics. This covers shoulder programming, whistle-to-whistle game action, all commercials, and highlight shows.

Meanwhile Relo Metrics' computer vision captures on-screen brand moments and exposures at an extreme level of granularity and speed across broadcast, streaming, social, digital and in venue, and scores them for quality, exposure, and media value. And VideoAmp's VALID Identity Graph - leveraging assets from six identity providers - resolves exposures and conversions to advanced audiences, helping clients understand precisely who was reached and the outcomes they drove for brands.

Total Sports Performance represents a major leap forward in media measurement, adds Josh Hudgins, Chief Product Officer of VideoAmp. It's no longer enough to measure ads and sponsorships separately. Brands need a complete picture of their total audience-and the power to connect exposure to outcomes. That's what this collaboration delivers.

The companies says Total Sports Performance is built for brands, agencies, and media companies as well as leagues and rights holders. The latter, for example, can prove value across the full funnel, enrich audience profiles, and better monetize inventory across channels and formats. In today's evolving media landscape, advertisers need more than siloed metrics-they need clarity across the full spectrum of exposure, adds Brian Lin, SVP of Product Management and Advanced Advertising at TelevisaUnivision. By bringing together sponsorship and ad data into one unified measurement framework, Total Sports Performance creates a more equitable and performance-driven marketplace for all stakeholders. This is a critical step forward, especially in live sports, where attention and demand continue to grow.

Following early proof-of-concept work with top global brands, the product will soon be made available through both Relo Metrics and VideoAmp platforms. Discussions around Total Sports Performance are being booked throughout the week in Cannes.

LINK:	https://www.sportsvideo.org/2025/06/17/total-sports-performance-from-r...
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