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Dorna teams up with Magellan to measure TV exposure

Dorna teams up with Magellan to measure TV exposure

Dorna Sports, the exclusive holder of the MotoGP World Championship's commercial and television rights, have teamed up with Applied Image Recognition Ltd to use the pioneering Magellan System to measure television exposure for advertising and sponsorship partners.

Dorna Sports, the exclusive holder of the MotoGP World Championship's commercial and television rights, have teamed up with Applied Image Recognition Ltd to use the pioneering Magellan System to measure television exposure for advertising and sponsorship partners.

Magellan is a piece of automatic image recognition software developed by advanced technology suppliers Omniperception Ltd in collaboration with the University of Surrey in the United Kingdom. Distributed world-wide by Applied Recognition Limited, Magellan sets the global standard for brand logo exposure analysis and reporting.

Magellan gives Dorna Sports the capacity to provide their commercial partners with increasingly reliable and consistent data measuring brand exposure in their International Programme Feed (IPF) broadcasts, which are produced entirely by Dorna's television team.

Analysis will take place of the IPF stream of every Saturday Qualification Practice in all three of the 125cc, 250cc and MotoGP classes, the Sunday MotoGP Warm Up session and the Sunday races in each class.

David McIntosh, Director of Applied Image Recognition Limited, commented: "Dorna Sports' use of Magellan for MotoGP will give their sponsors new higher levels of accuracy in brand exposure assessment during televised races. We are delighted that this increasingly popular sport is joining the Magellan community of world-wide sports sponsorship analysis and reporting."

Carmelo Ezpeleta, CEO of Dorna Sports, commented: "OmniPerception's Magellan System allows us to improve the accuracy of our reporting on the data we produce to demonstrate to each of our partners the levels of exposure and return on interest they receive as a result of their presence in MotoGP."

MotoGP is the world's premier motorcycling championship consisting of 18 Grands Prix around the globe and featuring the world's top motorcycle manufacturers and the world's best riders.

There are now around 200 countries and territories receiving live or same-day-delayed broadcasts of each Grand Prix, with an average of over 304 million spectators each race weekend. The total annual television audience for MotoGP is over 5,100 million, while more than 50 networks show live or SDD broadcasts of the races.

Tags:
MotoGP, 2007

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