iWorld
TAM Sports expands monitoring to live streaming on CTV and mobile
New cross-platform framework tracks brand visibility across broadcast and streaming feeds
MUMBAI: TAM Sports, the sports intelligence arm of TAM Media Research, is widening its monitoring net. The company has expanded its advertising tracking to include live streaming across connected TV (CTV) and mobile platforms alongside traditional linear live broadcasts, sharpening its ability to measure brand presence in the fast-evolving sports media landscape.
The move comes as sports viewership increasingly splinters across multiple screens and streaming environments, pushing advertisers, sponsors and rights holders to seek credible data on how their brands perform across platforms.
For more than 15 years, TAM Sports has provided independent monitoring of sponsorship exposure for federations, leagues, teams, sponsors and agencies. By adding live streaming feeds on CTV and mobile to its analytics stack, the firm now enables stakeholders to track advertising occurrences and brand appearances across streaming environments as well as conventional television coverage.
LV Krishnan, chief executive officer, TAM Media Research, said media consumption around sports has transformed rapidly, and measurement systems must keep pace.
“Media consumption around sports has evolved rapidly, and measurement frameworks must evolve with it,” Krishnan said. “For more than a decade and a half, TAM Sports has continuously adapted to industry needs by providing credible, independent insights across platforms. This commitment is why federations, agencies and sponsors continue to rely on us as a trusted partner.”
Anshu Yardi, head, TAM Sports, said the increasingly fragmented video ecosystem has made unified analytics essential for stakeholders trying to assess the true impact of sponsorship investments.
“In today’s fragmented video environment, sponsors, agencies and franchisees need a clear understanding of how their brand communication performs across screens,” Yardi said. “TAM Sports brings together cross-platform monitoring and analytics that help stakeholders track brand visibility, benchmark competitive presence and demonstrate measurable ROI from sports partnerships.”
The platform evaluates brand exposure across several dimensions. These include advertising occurrences during live coverage, in-content brand integrations, stadium branding visibility, audio mentions, editorial logo placements in print, and presence across digital and social media. Clients can also combine the data with brand-lift studies to assess the depth and prominence of sponsorship exposure.
By consolidating these monitoring and analytics capabilities within a single platform, TAM Sports aims to give rights holders and sponsors a clearer view of how their investments perform across broadcast, streaming, digital and on-ground environments.
The company says the expanded system allows stakeholders to gauge competitive share of voice and sponsorship visibility across the broader sports media ecosystem.
In a world where fans switch effortlessly between television, phones and connected screens, the message from TAM Sports is blunt: follow the audience everywhere—or risk losing sight of the brand game altogether.
iWorld
Guru Randhawa clocks 19.8 billion YouTube views, tops global charts
Punjabi star outpaces global acts as streaming surge fuels new phase
MUMBAI: Guru Randhawa is striking a powerful chord on the global music stage, clocking 19.8 billion views on YouTube and emerging as one of the most-watched Punjabi artists worldwide.
The milestone puts him ahead of several global heavyweights, including Dua Lipa and Drake, underlining the growing international pull of Punjabi music. Alongside the viewership numbers, Randhawa has amassed 108.9 million hours of watch time, reflecting sustained engagement from audiences across markets.
His strong run comes on the back of a standout 2025, where he crossed 500 million audio streams, driven largely by his album Without Prejudice. The project marked a turning point, blending his signature style with a more global, polished sound.
That momentum carried forward with releases like Azul and Shkini, before rolling into 2026 with Dopamine, signalling a consistent and fast-paced release strategy.
On Spotify, Randhawa has also secured multiple top 10 entries on the India top 200 chart, reinforcing his cross-platform appeal. His independent streak appears to be paying off, with each release building on the last in both scale and reach.
As the lines between regional and global music continue to blur, Randhawa’s rise offers a glimpse into the future of Indian pop on the world stage. With numbers climbing and momentum firmly on his side, the next chapter could well be his biggest yet.
