Case Study: Major Global Sporting Events Company achieves comprehensive audience insights and sponsorship value proof with ComScore

Sizing global sports audiences through contextual insights

Comscore worked with a major global sporting events committee (via a leading media agency) that needed to better measure the digital impact of its events. The challenge was to size audiences across news and sports sites, understand who was reading event-related coverage, and assess article sentiment so the committee could demonstrate sponsorship value and make informed decisions about future events.

Comscore combined total-audience measurement with its contextual crawler and intelligent categorization to count event coverage, profile visitor demographics and pageviews by country and cohort, and run sentiment analysis on articles. The findings improved market sizing and print–digital correlation, quantified sponsorship value, revealed demographic and site-level opportunities for partnerships and revenue, and informed event-hosting strategy — outcomes later extended by Comscore Total Digital to include real-time social measurement.