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Vision Insights Launches Decoder, an All-In-One Fan Insights and Media Exposure Analysis Platform

NEW YORK CITY/FEBRUARY 13, 2023 – Vision Insights is bringing to market the first-ever fan insights and broadcast analysis tool built specifically for the sports industry. The new platform “Decoder” is a purpose-built SaaS that will provide sports teams, leagues, brands and agencies the ability to monitor the effectiveness and efficiency of their sports investments all in one place.

The fan data and media exposure methodologies housed in Decoder are homegrown and offer insights into sports marketing and fan experience that have never been syndicated to date. The tool has been created with an emphasis on the complete fan journey, youth data (respondents are aged 13+), sponsorship performance, and industry-shaping topics paving the next frontiers across the sports landscape such as name, image and likeness, Web3, evolving gameday experiences, and more.  

“We have spent the past nine months pouring our experience and knowledge about sports marketing measurement and research into this system and the day is finally here to share our creation with our fellow sports colleagues and executives,” said Vision Insights COO Tracy Schoenadel. “Marrying fan insights and media exposure data has been a dream of the entire collective at Vision for a long time and we are looking forward to providing this amazing service to our clients to better fuel their business decisions.

“There were several must-haves we all decided Decoder needed to provide as we developed the platform: an easy-to-use interface, data that included an API, and the ability for users to trend the data month-over-month across the U.S., Canada and Mexico,” stated industry veteran and Vision Insights President of Product & Strategy, Zaheer Benjamin.

The capstone piece to Vision’s Decoder platform was made possible when they secured an exclusive partnership with image recognition leader, VISUA. VISUA’s services give Decoder the ability to offer full-frame rate video analysis, an unlimited logo library, and instant logo learning, allowing brand logos to be detected within hours of broadcast capture. Adding VISUA’s capabilities allows Vision Insights to address the biggest issues plaguing media exposure services in sports: speed and accuracy. VISUA’s Computer Vision technology eclipses other solutions, delivering results faster thanks to their Adaptive Learning Engine. It is also up to 2,900% more detailed as it processes footage at full frame-rate, as opposed to other providers that only process small numbers of frames per second.

“We saw that Vision Insights was building a unique platform. For the first time, a platform was being developed that married deep consumer research with precision-based media insights. We also knew that we could provide the exact missing pieces the Vision Insights team was looking for. Vision Insights deep understanding of the sports intelligence landscape would help us continue to evolve our tech alongside Decoder in subsequent years, creating an organic partnership dedicated to moving the industry forward,” said Declan McGonigle, VP of Sales & Marketing at VISUA.

Vision Insights will launch its survey-based fan insights user interface immediately, with the VISUA-backed media module set to launch in Decoder in the coming months. “We are already receiving stellar data from fans and broadcast elements, and at record speed,” said Scott Horowitz, CEO at Vision Insights. “Looking at yesterday’s Decoder output for the Super Bowl, we were already able to see that Nike was the most visible brand with 1,079 seconds on-screen and $211,060,800 in unweighted media equivalency alone. As far as non-apparel related partners, Bud Light was the top performing league partner with 146 seconds on-screen and $28,327,002 in unweighted media equivalency value. We also know that Bud Light is recognized as a league partner by 31% of NFL fans across the United States alone. You can’t get those two data streams together, and with that speed, anywhere else.”

About Vision Insights

Vision Insights is a research and insights firm built for the sports & entertainment industry. Vision provides sports marketers with the necessary products & services to learn more about who their fans are and the unique value their target audiences afford sponsors and advertisers in sports. Founded in 2022 by Tracy Schoenadel and Scott Horowitz, Vision Insights already works with some of the sports world’s most notable teams and sponsors assisting them with building syndicated and custom solutions that monitor the effectiveness and efficiency of sports investments.



VISUA boasts best-in-class Visual-AI that powers the world’s leading brand and sponsorship monitoring, cyber security, brand protection, and authentication platforms. VISUA delivers technologies such as logo/mark detection, text detection, object & scene detection, and visual search, that are used by world leading companies for applications as varied as sports sponsorship monitoring, social listening, and phishing detection, to holographic authentication and counterfeit product detection. Its Visual-AI technology is proven to deliver the highest precision with instant learning, at unlimited scale, and is adaptable for any use case. VISUA believes in People-First AI, they see a world where Visual-AI will lift humanity out of the mundane, empowering a society that focuses more on creativity and collaboration and less on binary tasks, and empowering services and solutions that humans alone simply can’t deliver. 

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