Nielsen completed its acquisition of Repucom, described by the company as "the global leader in sports measurement, evaluation and intelligence."

The purchase expands Nielsen’s sports offerings worldwide, making Nielsen "the premier provider of analytics and insights within the growing sports industry." The global spending on sports sponsorships has nearly doubled since 2010 (from $35 billion to $60 billion).

Nielsen’s acquisition of Repucom includes all operations, data, advanced analytic IP and tools, and ongoing client work. The company's robust sports measurement methodologies and award-winning logo recognition and media monitoring technologies measure more than 5.3 million hours of content and 1.1 million interviews per year.

The acquisition gives Nielsen clients access to those methodologies, including the QI Media Value, which measures the quality of brand exposure based upon a proprietary method that considers size, duration, location and number of concurrent brands seen. Repucom’s brand exposure data and metrics are considered currency in the global sports marketplace.

"Coupling sponsorship data with Nielsen’s buyer intent and purchase data provides clients with uniquely powerful solutions to help them make smarter business decisions."