TV media buyers are increasingly reluctant to rely on viewership numbers alone when valuing sponsorships and commercial space. And rightly so.

Smart brands and agencies are increasing scrutiny on the quality of impressions. They are demanding the use of attention and engagement metrics to look beyond reach and frequency to understand the true impact — and value — of their campaigns.

A food-delivery company asked Mediaprobe to measure its sponsorship of the 2020 UEFA European Football Championship (EURO 2020).