Corporate sponsors seek positive results from their investments. By automatically monitoring TV programmes and print media, a new system promises to keep sponsors and media analysts well informed and happy.
Developed within the IST project DIRECT INFO, a prototype of the Web Services-based system was successfully tested in the sports arena. “We tracked sponsorship of the Italian football team Juventus,” says Herwig Rehatschek, the project coordinator, “looking at videos of the games played and relevant press articles.”
Sponsorship tracking involves monitoring lots of media, which is normally done manually or not at all. Machines struggle to do this because they must get the context (e.g. sport events in connection with the sponsored team) right and exclude analysis of traditional commercials from TV programmes. Commercials are a different marketing instrument and have to be regarded separately from sponsorship analysis.
Tara Morris | alfa
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