Reference/FREQUENTLY ASKED QUESTIONS
What Camaleonic measures, how the numbers are produced, and what the vocabulary of sponsorship valuation actually means.
01/The company
Camaleonic Analytics is a sponsorship intelligence company that measures brand exposure with computer vision and converts it into audited economic value. Its models detect sponsor assets across live broadcast, social video, digital press and physical venues, then price that exposure using CPM and equivalent media value models. Camaleonic is headquartered in Barcelona and has measured more than 1,000 events for over 420 clients across more than 20 countries.
Camaleonic's clients span motorsport, football, basketball, live music and the public sector. They include MotoGP, Formula E, VR46, LCR Team, HRC and SBK Bimota in motorsport; Liverpool FC, RCD Mallorca, Girona CF, Cádiz CF, Córdoba CF, FC Andorra, Kings League, Liga Portugal and Liga Pro in football; ACB and FEB in basketball; brands including Repsol, Movistar, Telefónica, CaixaBank, Iberia, Vueling, Mahou, ABANCA and Aston Martin; the Primavera Sound and BigSound festivals; and public bodies such as Ajuntament de Barcelona, Ayuntamiento de Madrid, Comunidad de Madrid and Junta de Andalucía, among many others.
Camaleonic Analytics is headquartered in Barcelona, Spain, and runs six offices worldwide. Barcelona covers EMEA, Hong Kong and Sydney cover APAC, and Mexico City, Santiago de Chile and Bogotá cover LATAM. Clients in more than 20 countries are served from those six sites.
02/Methodology
Camaleonic converts exposure into value in four stages. Detection captures more than 25 datapoints per second, frame by frame, at a confidence threshold of 0.92 or higher. Qualification weighs eight variables into a single Camaleonic Score™. Audience analysis resolves reach, frequency and demographics, deduplicated to 96% across platforms. Valuation then applies CPM and equivalent media value models to turn qualified exposure into market value. A single session can produce more than 1.5 million datapoints.
The Camaleonic Score™ is a single quality adjusted figure blending eight weighted variables that sum to 1.00: duration 0.18, size 0.16, clarity 0.14, audience 0.14, position 0.12, context 0.10, platform 0.08 and recall 0.08. The weighting exists because two exposures of identical length are not worth the same. A large, sharp, centrally placed logo in a moment of high attention earns more than a small, blurred one at the edge of frame.
Media value is the gross equivalent cost of buying the same exposure as advertising, that is screen time priced at prevailing CPM. Market value is what that exposure is worth once quality has been accounted for: Camaleonic applies the Camaleonic Score™ and its eight variables before pricing, so a briefly visible or poorly placed logo is not valued as though it held full attention. Both figures are reported, and each traces back to the frame that produced it.
Camaleonic's computer vision models analyse 25 frames per second and register a detection only at a confidence of 0.92 or above. Each detection generates 15 or more KPIs, including exposure time, screen area, clarity, number of instances and zone quality. The models classify logos, brand and team placements, objects and assets, and environments and scenes.
Yes. Every figure traces back to the individual frame that produced it, which is why Camaleonic treats auditability rather than estimation as the output. Results are delivered as structured datasets alongside CSV, PPT and PDF reports, so a rights holder or sponsor can verify any line of a valuation against the source footage or post it came from.
03/Coverage
Six signal channels feed the platform: television and broadcast, sampled at 25 frames per second; social media, at 410 posts per minute; press and media clipping across more than 5,000 sources per day; onsite analytics covering around 48 assets per venue; venue economic impact, using a 3.4× economic multiplier; and social listening running 24/7. Measuring all six in one model is what makes reach deduplicated across platforms rather than double counted.
Both. Detection runs live during coverage or afterwards against recorded material, through the same six stage pipeline: ingest, detect, quantify, value, store and visualise. Real time mode suits live broadcast and activation inside the venue. Post event mode suits season reviews, historical analysis and retrospective valuation of archived footage.
Camaleonic measures football, basketball and motorsport, including MotoGP, Formula E and Superbike, alongside ski resorts such as Courchevel and Val d’Isère, music festivals and events run at the scale of a city. Coverage is not limited to sport: the Primavera Sound and BigSound festivals and several public administrations use the same measurement model.
Yes. Onsite analytics measures footfall, dwell time and fan movement inside a venue, covering roughly 48 branded assets per venue, so physical signage is valued on the same basis as broadcast exposure. Venue analysis maps audience catchment around the site and calculates direct and induced economic impact with a 3.4× multiplier, the figure public bodies and event owners use to justify investment.
04/Working with Camaleonic
Deliverables are dashboards and timelines backed by structured datasets, exported as CSV, PPT or PDF. Custom Reports adds bespoke and white label reporting for agencies and rights holders, including automated monthly sponsorship reports carrying your own brand. Every export ships the underlying detection data, not only the summary totals.
Request a demo at camaleonicanalytics.com/request-demo or write to team@camaleonicanalytics.com. A demo covers which of the six signal channels apply to your property, how the Camaleonic Score™ would weight your specific assets, and what a valuation report looks like for a comparable event.
05/Definitions
Terms used throughout this site, and what each one means in a Camaleonic report.