--- title: EP 37 - Inside Sponsorship - Michael Tange - Nielsen Sports And Entertainment - Unified Measurement description: How do you measure and report on sponsorships when there are so many moving parts? Michael Tange, Nielsen Sports and Entertainment joins us to explain how. image: https://blog.koresoftware.com/hubfs/Imported_Blog_Media/Inside-Sponsorship-Michael-Tange-Nielsen-Sports-Unified-Measurement-1.jpg --- New York +1 (212) 858-9700 London +44 (203) 734-1378 - - [CUSTOMER PORTAL](https://koresoftware.zendesk.com/hc/en-us/restricted) [![Koresoftware](https://blog.koresoftware.com/hs-fs/hubfs/Images/KORE-Software_New.png?width=226&height=76&name=KORE-Software_New.png) ![Koresoftware](https://blog.koresoftware.com/hs-fs/hubfs/Images/KORE-Software_New.png?width=226&height=76&name=KORE-Software_New.png)](http://koresoftware.com/) [REQUEST DEMO](https://info.koresoftware.com/demo-reques) - [PRODUCTS](http://koresoftware.com/products/) - [SERVICES](http://koresoftware.com/kpi/) - [RESOURCES](http://koresoftware.com/resource-library/) - [ABOUT](http://koresoftware.com/about-us/) - [BLOG](http://blog.KOREsoftware.com/blog) - [PODCASTS](https://blog.koresoftware.com/podcast) # EP 37 - Inside Sponsorship - Michael Tange - Nielsen Sports And Entertainment - Unified Measurement Posted by [Inside Sponsorship](https://blog.koresoftware.com/podcast/author/inside-sponsorship) On June 21, 2017 [0 Comments](https://blog.koresoftware.com/podcast/inside-sponsorship-unified-measurement-michael-tange-nielsen-sports-and-entertainment#comments-listing) [![](https://blog.koresoftware.com/hubfs/social_icons/fb.png)](https://www.facebook.com/sharer/sharer.php?u=https://blog.koresoftware.com/podcast/inside-sponsorship-unified-measurement-michael-tange-nielsen-sports-and-entertainment&text=EP%2037%20-%20Inside%20Sponsorship%20-%20Michael%20Tange%20-%20Nielsen%20Sports%20And%20Entertainment%20-%20Unified%20Measurement%20-) [![](https://blog.koresoftware.com/hubfs/social_icons/linkedin.png)](https://www.linkedin.com/shareArticle?mini=true&url=https://blog.koresoftware.com/podcast/inside-sponsorship-unified-measurement-michael-tange-nielsen-sports-and-entertainment&text=EP%2037%20-%20Inside%20Sponsorship%20-%20Michael%20Tange%20-%20Nielsen%20Sports%20And%20Entertainment%20-%20Unified%20Measurement%20-) [![](https://blog.koresoftware.com/hubfs/social_icons/twitter.png)](https://www.twitter.com/share?url=https://blog.koresoftware.com/podcast/inside-sponsorship-unified-measurement-michael-tange-nielsen-sports-and-entertainment&text=EP%2037%20-%20Inside%20Sponsorship%20-%20Michael%20Tange%20-%20Nielsen%20Sports%20And%20Entertainment%20-%20Unified%20Measurement%20-) [![](https://blog.koresoftware.com/hubfs/social_icons/gplus.png)](https://plus.google.com/share?url=https://blog.koresoftware.com/podcast/inside-sponsorship-unified-measurement-michael-tange-nielsen-sports-and-entertainment) [![](https://blog.koresoftware.com/hubfs/social_icons/email.png)](mailto:?subject=Check%20this%20news%20https://blog.koresoftware.com/podcast/inside-sponsorship-unified-measurement-michael-tange-nielsen-sports-and-entertainment%20from%20our%20blog) How do you measure and report on sponsorships when there are so many moving parts?   If you are a brand, measuring what you are receiving, and the ROI and ROO, is imperative. It’s at the pointy end of your marketing activities and, no doubt, you need to report internally on how you are achieving success with spending company budget.   If you are a rights holder, you need to be measuring and reporting to your sponsors so that you can show you are an important part of that marketing budget.   At a bare minimum, if you are both following good goal setting process, and setting SMART objectives for the sponsorship, then measuring those objectives is a non-negotiable. That’s the M part of SMART!   No surprises there but, again, how do you measure and report when you have so many moving parts?   The answer is Unified Measurement and it isn’t just more industry jargon. Instead, it is something that you cannot ignore anymore.   Recently, Nielsen Sports produced a whitepaper, *Unified Measurement – Defining A New Sponsorship Currency*, and in this episode, I speak with Michael Tange, SVP Global Head of Strategy & Solutions, at Nielsen Sports & Entertainment, to take a look at the whitepaper in depth and unpack what it means for you.   You can download Nielsen Sports’ whitepaper here - *[Unified Measurement – Defining A New Sponsorship Currency](http://www.nielsen.com/au/en/insights/reports/2017/unified-measurement-defining-a-new-sponsorship-currency.html) - *and you can also connect with [Michael on LinkedIn](https://www.linkedin.com/in/michael-tange-160b0422/).   Mark also focuses his regular blog on the topic of measurement and discusses the importance of understanding your data and consistent measurement.   Enjoy.     [![](https://blog.koresoftware.com/hs-fs/hubfs/Imported_Blog_Media/listen-apple-podcasts-3.jpg?width=157&height=43&name=listen-apple-podcasts-3.jpg)](https://itunes.apple.com/us/podcast/inside-sponsorship/id1084325972?mt=2)   [![sponserve inside sponsorship podcast omny button](https://blog.koresoftware.com/hs-fs/hubfs/Imported_Blog_Media/button-omny-5.jpg?width=149&height=41&name=button-omny-5.jpg)](https://omny.fm/shows/inside-sponsorship)   [![Inside Sponsorship Podcast](https://blog.koresoftware.com/hs-fs/hubfs/Imported_Blog_Media/button-stitcher-5.jpg?width=149&height=41&name=button-stitcher-5.jpg)](http://app.stitcher.com/browse/feed/83334/episodes)   --- ## Want More? Did you find this blog useful? Subscribe to receive more blogs, just like this one, direct to your inbox. \* indicates required \[gravityform id="9" title="false" description="false"\] [0 Comments](https://blog.koresoftware.com/podcast/inside-sponsorship-unified-measurement-michael-tange-nielsen-sports-and-entertainment#comments-listing) [EP 36 - Inside Sponsorship -  Trent Leyshan - BOOM! Sales ![](https://blog.koresoftware.com/hubfs/Imported_Blog_Media/Inside-Sponsorship-Sales-Trent-Leyshan-1.jpg)](https://blog.koresoftware.com/podcast/inside-sponsorship-sales-trent-leyshan) [![](https://blog.koresoftware.com/hubfs/Imported_Blog_Media/Inside-Sponsorship-CDW-Dan-Frystak-1.jpg) EP 38 - Inside Sponsorship - Dan Frystak - CDW](https://blog.koresoftware.com/podcast/inside-sponsorship-cdw-dan-frystak) ### Subscribe to receive email updates when we post a new podcast! - Recent - Popular - Topics ### Lists by Topic - [Podcast (104)](https://blog.koresoftware.com/podcast/tag/podcast) - [best practice (27)](https://blog.koresoftware.com/podcast/tag/best-practice) - [activation (20)](https://blog.koresoftware.com/podcast/tag/activation) - [objectives (20)](https://blog.koresoftware.com/podcast/tag/objectives) - [managing (17)](https://blog.koresoftware.com/podcast/tag/managing) - [sponsorship sales (17)](https://blog.koresoftware.com/podcast/tag/sponsorship-sales) - [relationships (16)](https://blog.koresoftware.com/podcast/tag/relationships) - [value (16)](https://blog.koresoftware.com/podcast/tag/value) - [Marketing (14)](https://blog.koresoftware.com/podcast/tag/marketing) - [new sponsors (14)](https://blog.koresoftware.com/podcast/tag/new-sponsors) - [benefits (13)](https://blog.koresoftware.com/podcast/tag/benefits) - [digital (13)](https://blog.koresoftware.com/podcast/tag/digital) - [markets (13)](https://blog.koresoftware.com/podcast/tag/markets) - [Analytics (12)](https://blog.koresoftware.com/podcast/tag/analytics) - [business intelligence (12)](https://blog.koresoftware.com/podcast/tag/business-intelligence) - [Selling (11)](https://blog.koresoftware.com/podcast/tag/selling) - [agencies (11)](https://blog.koresoftware.com/podcast/tag/agencies) - [content (11)](https://blog.koresoftware.com/podcast/tag/content) - [sponsor retention (10)](https://blog.koresoftware.com/podcast/tag/sponsor-retention) - [proposals (9)](https://blog.koresoftware.com/podcast/tag/proposals) - [Strategy (8)](https://blog.koresoftware.com/podcast/tag/strategy) - [portfolio (8)](https://blog.koresoftware.com/podcast/tag/portfolio) - [Best Practices (7)](https://blog.koresoftware.com/podcast/tag/best-practices) - [ROI (7)](https://blog.koresoftware.com/podcast/tag/roi) - [sponsorship (7)](https://blog.koresoftware.com/podcast/tag/sponsorship) - [CRM (5)](https://blog.koresoftware.com/podcast/tag/crm) - [ISBI (5)](https://blog.koresoftware.com/podcast/tag/isbi) - [Sports Business (5)](https://blog.koresoftware.com/podcast/tag/sports-business) - [Fan Management (4)](https://blog.koresoftware.com/podcast/tag/fan-management) - [broadcast (4)](https://blog.koresoftware.com/podcast/tag/broadcast) - [data (4)](https://blog.koresoftware.com/podcast/tag/data) - [fan data (4)](https://blog.koresoftware.com/podcast/tag/fan-data) - [Russell Scibetti (3)](https://blog.koresoftware.com/podcast/tag/russell-scibetti) - [contacting (3)](https://blog.koresoftware.com/podcast/tag/contacting) - [events (3)](https://blog.koresoftware.com/podcast/tag/events) - [jobs (3)](https://blog.koresoftware.com/podcast/tag/jobs) - [league (3)](https://blog.koresoftware.com/podcast/tag/league) - [measurement (3)](https://blog.koresoftware.com/podcast/tag/measurement) - [sponsorship staff recruitment (3)](https://blog.koresoftware.com/podcast/tag/sponsorship-staff-recruitment) - [staff (3)](https://blog.koresoftware.com/podcast/tag/staff) - [NFL (2)](https://blog.koresoftware.com/podcast/tag/nfl) - [attention (2)](https://blog.koresoftware.com/podcast/tag/attention) - [china (2)](https://blog.koresoftware.com/podcast/tag/china) - [meetings (2)](https://blog.koresoftware.com/podcast/tag/meetings) - [mistakes (2)](https://blog.koresoftware.com/podcast/tag/mistakes) - [packages (2)](https://blog.koresoftware.com/podcast/tag/packages) - [up-sell (2)](https://blog.koresoftware.com/podcast/tag/up-sell) - [COVID-19 (1)](https://blog.koresoftware.com/podcast/tag/covid-19) - [Contracts (1)](https://blog.koresoftware.com/podcast/tag/contracts) - [charity (1)](https://blog.koresoftware.com/podcast/tag/charity) - [hiring (1)](https://blog.koresoftware.com/podcast/tag/hiring) - [hospitality (1)](https://blog.koresoftware.com/podcast/tag/hospitality) - [relationship (1)](https://blog.koresoftware.com/podcast/tag/relationship) - [revenue (1)](https://blog.koresoftware.com/podcast/tag/revenue) - [skills (1)](https://blog.koresoftware.com/podcast/tag/skills) - [video (1)](https://blog.koresoftware.com/podcast/tag/video) ### Posts by Topic - [activation (20)](https://blog.koresoftware.com/podcast/tag/activation) - [agencies (11)](https://blog.koresoftware.com/podcast/tag/agencies) - [Analytics (12)](https://blog.koresoftware.com/podcast/tag/analytics) - [attention (2)](https://blog.koresoftware.com/podcast/tag/attention) - [benefits (13)](https://blog.koresoftware.com/podcast/tag/benefits) - [best practice (27)](https://blog.koresoftware.com/podcast/tag/best-practice) - [Best Practices (7)](https://blog.koresoftware.com/podcast/tag/best-practices) - [broadcast (4)](https://blog.koresoftware.com/podcast/tag/broadcast) - [business intelligence (12)](https://blog.koresoftware.com/podcast/tag/business-intelligence) - [charity (1)](https://blog.koresoftware.com/podcast/tag/charity) - [china (2)](https://blog.koresoftware.com/podcast/tag/china) - [contacting (3)](https://blog.koresoftware.com/podcast/tag/contacting) - [content (11)](https://blog.koresoftware.com/podcast/tag/content) - [Contracts (1)](https://blog.koresoftware.com/podcast/tag/contracts) - [COVID-19 (1)](https://blog.koresoftware.com/podcast/tag/covid-19) - [CRM (5)](https://blog.koresoftware.com/podcast/tag/crm) - [data (4)](https://blog.koresoftware.com/podcast/tag/data) - [digital (13)](https://blog.koresoftware.com/podcast/tag/digital) - [events (3)](https://blog.koresoftware.com/podcast/tag/events) - [fan data (4)](https://blog.koresoftware.com/podcast/tag/fan-data) - [Fan Management (4)](https://blog.koresoftware.com/podcast/tag/fan-management) - [hiring (1)](https://blog.koresoftware.com/podcast/tag/hiring) - [hospitality (1)](https://blog.koresoftware.com/podcast/tag/hospitality) - [ISBI (5)](https://blog.koresoftware.com/podcast/tag/isbi) - [jobs (3)](https://blog.koresoftware.com/podcast/tag/jobs) - [league (3)](https://blog.koresoftware.com/podcast/tag/league) - [managing (17)](https://blog.koresoftware.com/podcast/tag/managing) - [Marketing (14)](https://blog.koresoftware.com/podcast/tag/marketing) - [markets (13)](https://blog.koresoftware.com/podcast/tag/markets) - [measurement (3)](https://blog.koresoftware.com/podcast/tag/measurement) - [meetings (2)](https://blog.koresoftware.com/podcast/tag/meetings) - [mistakes (2)](https://blog.koresoftware.com/podcast/tag/mistakes) - [new sponsors (14)](https://blog.koresoftware.com/podcast/tag/new-sponsors) - [NFL (2)](https://blog.koresoftware.com/podcast/tag/nfl) - [objectives (20)](https://blog.koresoftware.com/podcast/tag/objectives) - [packages (2)](https://blog.koresoftware.com/podcast/tag/packages) - [Podcast (104)](https://blog.koresoftware.com/podcast/tag/podcast) - [portfolio (8)](https://blog.koresoftware.com/podcast/tag/portfolio) - [proposals (9)](https://blog.koresoftware.com/podcast/tag/proposals) - [relationship (1)](https://blog.koresoftware.com/podcast/tag/relationship) - [relationships (16)](https://blog.koresoftware.com/podcast/tag/relationships) - [revenue (1)](https://blog.koresoftware.com/podcast/tag/revenue) - [ROI (7)](https://blog.koresoftware.com/podcast/tag/roi) - [Russell Scibetti (3)](https://blog.koresoftware.com/podcast/tag/russell-scibetti) - [Selling (11)](https://blog.koresoftware.com/podcast/tag/selling) - [skills (1)](https://blog.koresoftware.com/podcast/tag/skills) - [sponsor retention (10)](https://blog.koresoftware.com/podcast/tag/sponsor-retention) - [sponsorship (7)](https://blog.koresoftware.com/podcast/tag/sponsorship) - [sponsorship sales (17)](https://blog.koresoftware.com/podcast/tag/sponsorship-sales) - [sponsorship staff recruitment (3)](https://blog.koresoftware.com/podcast/tag/sponsorship-staff-recruitment) - [Sports Business (5)](https://blog.koresoftware.com/podcast/tag/sports-business) - [staff (3)](https://blog.koresoftware.com/podcast/tag/staff) - [Strategy (8)](https://blog.koresoftware.com/podcast/tag/strategy) - [up-sell (2)](https://blog.koresoftware.com/podcast/tag/up-sell) - [value (16)](https://blog.koresoftware.com/podcast/tag/value) - [video (1)](https://blog.koresoftware.com/podcast/tag/video) see all ### Recent Posts ##### Latest Tweets [My Tweets](https://twitter.com/koresoftware) ##### Recent Posts - ![](https://blog.koresoftware.com/hubfs/Burger-Kings-Sponsorship-of-Stevenage-FC.jpg) [Ep 89 - Inside Burger King's Sponsorship of Stevenage FC - Alex Tunbridge - Chief Executive](https://blog.koresoftware.com/podcast/inside-burger-kings-sponsorship-stevenage-fc) [Read More](https://blog.koresoftware.com/podcast/inside-burger-kings-sponsorship-stevenage-fc) - ![](https://blog.koresoftware.com/hubfs/Crisis-Communications-Sponsorship-Jim-Rocco-Isaac-Benjamin-PRCG-Sports.jpg) [Ep 88 - Inside Crisis Communications in Sponsorship - Jim Rocco and Isaac Benjamin - PRCG Sports](https://blog.koresoftware.com/podcast/crisis-communications-sponsorship-jim-rocco-isaac-benjamin-prcg-sports) [Read More](https://blog.koresoftware.com/podcast/crisis-communications-sponsorship-jim-rocco-isaac-benjamin-prcg-sports) - ![](https://blog.koresoftware.com/hubfs/Inside-Sponsorship-Fuse-Stephen-Hutchison.jpg) [Ep 87 - Inside Fuse with Stephen Hutchison, Managing Director](https://blog.koresoftware.com/podcast/inside-fuse-stephen-hutchison-managing-director) [Read More](https://blog.koresoftware.com/podcast/inside-fuse-stephen-hutchison-managing-director) - ![](https://blog.koresoftware.com/hubfs/Inside-Current-Agency-Perspective-Sponsorship-with-Andrew-Clarke-Agency-Director-Octagon-Australia.jpg) [EP 86 - Inside a Current Agency Perspective - Andrew Clarke - Agency Director at Octagon Australia](https://blog.koresoftware.com/podcast/agency-perspective-andrew-clarke-agency-director-octagon-australia) [Read More](https://blog.koresoftware.com/podcast/agency-perspective-andrew-clarke-agency-director-octagon-australia) - ![](https://blog.koresoftware.com/hubfs/Inside-the-Rajasthan-Royals-with-Jake-Lush-McCrum-2-1.jpg) [EP 85 - Inside the Rajasthan Royals with Jake Lush McCrum - COO](https://blog.koresoftware.com/podcast/inside-rajasthan-royals-jake-lush-mccrum) [Read More](https://blog.koresoftware.com/podcast/inside-rajasthan-royals-jake-lush-mccrum) ##### Contact [259 W 30th St., 16th Floor New York, NY 10001 United States](https://maps.google.com/maps?z=16&q=259+w+30th+st.,+ste+802+new+york,+ny+10001+united+states) +1 (212) 858-9700 +44 (207) 890-7611 **[Info@koresoftware.com](mailto:Info@koresoftware.com)** @2021 All Rights Reserved, KORE Software, Inc. - [Home](http://koresoftware.com) - [Careers](http://koresoftware.com/careers/) - [About Us](http://koresoftware.com/about-us/) - [Contact Us](http://koresoftware.com/contact-us/) - [Blog](https://blog.koresoftware.com/blog/) - [Privacy Policy](http://koresoftware.com/privacy-policy/)