Reference/FREQUENTLY ASKED QUESTIONS

Answers, auditable as the data.

What Camaleonic measures, how the numbers are produced, and what the vocabulary of sponsorship valuation actually means.

Questions14
Definitions8
Sections5
Contactteam@camaleonicanalytics.com

01/The company

What is Camaleonic Analytics?

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 1,000+ events for 420+ clients across 20+ countries.

Which brands, leagues and teams use Camaleonic?

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.

Where is Camaleonic Analytics based?

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 20+ countries are served from those six sites.

02/Methodology

How does Camaleonic calculate sponsorship media value?

Camaleonic converts exposure into value in four stages. Detection captures 25+ datapoints per second, frame by frame, at the full frame rate of the feed and up to 60 frames per second. 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.

What is the Camaleonic Score™ and how is it weighted?

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.

What is the difference between media value and market value?

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.

How accurate is Camaleonic's brand detection?

Camaleonic's computer vision models analyse every frame of the feed, up to 60 frames per second, rather than a sample. Each detection generates 15+ 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. Camaleonic does not publish a single headline accuracy figure, because a confidence score describes how sure a model was rather than whether it was right. What it publishes instead is traceability: every figure links to the specific frame or post that produced it, and every export ships those detection records, so any number can be checked against the footage it came from.

Can Camaleonic's numbers be audited?

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

Which channels does Camaleonic measure?

Six signal channels feed the platform: television and broadcast, at the full frame rate of the feed and up to 60 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 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.

Does Camaleonic work in real time or after the event?

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.

Which sports and event types does Camaleonic cover?

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.

Can Camaleonic measure physical exposure, not just screens?

Yes. Onsite analytics measures footfall, dwell time and fan movement inside a venue, covering 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

What do you actually receive?

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.

How do I get started with Camaleonic?

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

The vocabulary, defined

Terms used throughout this site, and what each one means in a Camaleonic report.

Sponsorship valuation
The practice of assigning a monetary figure to the exposure a sponsor receives, so that partnership spend can be judged against a return rather than an impression count. Camaleonic performs valuation from detected exposure rather than from declared inventory.
Media value
The gross equivalent cost of buying the same exposure as advertising, priced at prevailing CPM. It answers "what would this screen time have cost to buy?" and does not account for how visible, well placed or memorable the exposure was.
Market value
Media value after quality adjustment. Camaleonic applies the Camaleonic Score™ before pricing, so exposure that was brief, small, obscured or peripheral is valued below exposure that held attention. It answers "what was this exposure actually worth?"
Camaleonic Score™
A single quality figure blending eight weighted variables summing to 1.00, namely 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. It qualifies raw exposure before any monetary value is applied.
EMV (Equivalent Media Value)
The advertising spend that would have been required to buy equivalent visibility. Camaleonic reports EMV per second of qualified exposure, which is what allows a two second logo appearance and a full page press mention to be compared on one scale.
CPM and CPT
Cost per mille and cost per thousand: two names for the same unit, the cost of one thousand impressions, which is how advertising is bought. Camaleonic uses it as the bridge between measured audience reach and a monetary figure.
CPE (Cost Per Engagement)
The cost of one interaction with an ad rather than one view of it. Where CPM prices being seen, CPE prices being acted on, which is why social results are often reported both ways.
Deduplicated reach
Audience counted once across every channel rather than summed per platform. A fan who saw a sponsor on broadcast, on social and in press is one person reached, not three, and Camaleonic resolves this to 96% deduplication across platforms.