Live sponsor recall, how CoViewer measures it

The whole industry counts logo time on screen. CoViewer counts what the audience actually remembers and mis-attributes, live, on the people co watching the broadcast.

Live sponsor recall

Live sponsor recall is unaided recall of a sponsor measured on an audience co watching a live broadcast. It is the share of the audience that remembers and correctly attributes a sponsor without being shown the logo first. Recognition asks whether a logo looks familiar. Recall asks whether the sponsor is remembered on its own. The gap between the two is where sponsorship money is won or wasted.

Validated logo attention

While the broadcast plays, the co watching audience taps the sponsor logos it notices. Each tap is timecoded and checked against whether that logo was really on screen at that moment. A tap on a logo that was present is a real spot. A tap on a logo that was absent is a false memory. Counting both is how CoViewer separates genuine attention from the impression a viewer only thinks they had.

Sponsor confusion

Sponsor confusion is the share of the audience that credits a sponsor to a rival brand or to nobody. A logo can be on screen for the whole race and still be remembered as a competitor. CoViewer reports this as ownership, leakage to a rival and vacancy, the three ways a sponsor slot can pay off or leak away.

The method, signal detection

From real spots, false alarms and planted decoys CoViewer computes the signal detection numbers used in perception research: hit rate, false alarm rate, d prime for how cleanly the audience tells a present sponsor from an absent one, and criterion for how ready it is to claim a sponsor it did not see. Random responders and reflex taps are filtered out, so the figures come from a reliable panel, not noise.

A continuous panel, measured as lift

The same audience returns race after race and carries one identity across events, so recall is read as a lift against a control rather than a one off survey. A brand can see recall before and after an activation, on the audience that actually watched, and prove the change instead of estimating it.

Source, the CoViewer live audience by BoxBoxd. See the audience data for brands at boxboxd.fun/for-brands, and the motorsport data hub at boxboxd.fun/data.