Methodology

How our ProprietaryMethodology Works

THE CoMPLETE PACKAGE

Our computer vision technology tracks every logo impression and relevant brand image on broadcast TV, online streaming and social media. With social, we monitor team and fan accountAs in one platform using a single methodology. Our one-stop solution provides a holistic view of media valuation for rights holders, properties, brands and agencies.

Channels

  • espn
  • youtube
  • twitter
  • facebook
  • instagram

Placements

  • apparel sponsor
  • jersey patch
  • basket stanchion
  • basket stanchion
  • nascar

the Media Value Percentage

Our unique technology tracks logo impressions across broadcast TV, online streaming and team- and fan-owned social media accounts across all platforms. We then use a Media Value Percentage (MVP) methodology to measure what it would have cost to buy an equivalent amount of reach. We do all of this in less than a week, and we use the following six factors to keep score:

01Clarity

The clarity of a sponsor’s exposure matters. It’s worth less if you can’t see it.

04Size

What’s the size of a sponsor relative to the entire frame? The bigger, the better.

02Prominence

There’s a big difference between a logo front and center in the foreground and one that’s hidden in the backgound.

05Share of voice

Determine the amount of signage locations that are in view and yell it out.

03Visibility

The percent of exposure actually in view is supremely important to its value.

06Placement

From floor signage to courtside LEDs to basket stanchions, always know the true position.

Valuations in action

US Open Tennis Semifinals and Finals

sponsor's edition

During the 2017 US Open, GumGum's computer vision technology analyzed all social media activity to determine the value generated by each sponsor, placement and network. It found $3.14M of media value and 18.32M engagements.

View infographic