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Margaux Matrix is an independent media monitoring company supplying clients with exposure data from the televised events that sponsors are involved with. We supply information using our own standard quality criteria to allow clients to make informed judgements as to their achieved ROI and those of the other sponsors at the events in question.
We concern ourselves with the facts only and believe that our clients should be the ones making the judgements on what is good, bad or indifferent. We work with a number of brand owners and agencies alike who value the integrity of our data as the key basis on which to judge any sponsorship exposure. A client can use their own valuations or those that we source from independent suppliers (usually major media buyers).
We can supply top line or in-depth analysis depending on requirements and deliver in a variety of formats including examples of brands in situ. Above all we are prepared to back-up our analysis with verification discs of a client's exposure.
Outlined below are some of the areas that we work in together with some examples of the varieties of events and broadcast material we analyse.
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Technology
Margaux Matrix has acquired the rights to use improved image detection software for its brand recognition projects. The "Magellan" software is used widely across the globe, but partnered with Margaux Matrix's own processes forms a uniquely powerful tool detecting brand exposure across a wide range of sources. Magellan is an adaptation of programmes which have been developed for such applications as security and defence. As the first company to offer this type of analysis to the market in 2004 we are always looking at developments within the technological side of brand recognition and we believe this system to be the best of breed.
Product Placement
Whilst currently not permitted in the EU, product placement is widely used around the globe. We have wide experience of detecting brand exposure in both broadcast TV and also film, from countries such as Australia, Mexico, Switzerland, Brazil and Russia. Programmes include
- Cookery shows
- Daytime magazine programmes
- 'Celebrity Fit Club'
- Fishing championships
- Sporting Pre-Game shows
- Big Brother
- Beauty Pageants
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Monitored Events
We have covered the widest possible range of prestigious events for clients, including:
| FIBA 2007 |
Euro Champs 2008 |
| FIFA World Cup 2006 |
Baseball World Series |
| Roland Garros French Open Tennis |
Open Golf, US Masters, The US Open |
| Indianapolis 500 |
Flora London Marathon |
| Kentucky Derby |
Six Nations Rugby |
| X-Games (Premier Extreme Sports Event) |
CocaCola 600 (NASCAR Auto Racing) |
| Barclays Premiership and FA Cup football |
FIS Alpine Skiing World Cup Finals |
| The Orange BAFTA's |
Chelsea Flower Show |
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F1 Yearbooks: 2004 - 2007
Our fifth year tracking every brand seen throughout the season - we can now not only say how brands perform, but whether they are improving year-on-year. In 2007 nearly 250 brands were detected in F1 in over 900 unique locations. Studies were conducted to analyse 'empty spaces'. Such studies included:
- Monaco GP - we identified a number of locations for additional circuit perimeter branding - one suggestion became this year's 4th most visible location.
- Blank spaces on cars - a study of the French Grand Prix found nearly 10 minutes of screen time could have been gained by improved branding of car.
The value of TV brand exposure is around 2.2bn € (2007 figure). Margaux Matrix currently has F1 race reports available, complete with valuations. |
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Simple philosophy
The Margaux Matrix philosophy is simple:
Quality analysis of broadcast content + independent valuations = informed client decisions on ROI.
Our experience of running this type of analysis means that we offer not only consistency over time but a valuable comparative database for clients to use in making decisions on their brands return from these events. This depth of data and experience is being used to change clients' engagements with events involving TV exposure, for example size of logos, positioning, locations and even whether potential spaces should be utilised.
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