Beyond viewership: using Brand Radar in streamer sponsorship reporting

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Launching an advertising campaign in livestreaming is straightforward. Evaluating its performance and deciding what to do next is harder. Effective streamer sponsorship reporting requires more than viewership analytics: audience size and broadcast duration show potential reach, but they cannot tell you how viewers responded to your brand. To understand what happened beyond the numbers, you need to examine the conversations around the campaign.

The audience size of a sponsored stream tells you how popular the broadcast was. It does not prove that viewers saw or heard your integration. Some viewers might have missed the segment or left the stream playing in the background.

Concurrent viewership also provides no context. It does not show how viewers responded to the advertisement or what they thought about your brand and its products.

Brand Radar by Streams Charts fills this gap. You can review every captured mention with its message text, author, timestamp, and channel context. This helps your team separate repetitive promotional messages from genuine audience feedback. 

How does Brand Radar work? 

Step 1. Add the keywords before the campaign starts

Choose a brand name, product model, or campaign hashtag to track in Brand Radar by Streams Charts  - the more unique the keyword, the more precise your analysis. Add up to three spelling variations and track mentions across live chats, channel bios, or both on Twitch, Kick, and YouTube. Your first keyword is free; each additional keyword costs $10 per month.

Step 2. Read bio and chat mentions separately 

Use the “Live Chats / Bio” toggle to view captured chat mentions with their author, timestamp, and channel, or mentions in streamer-written descriptions, such as sponsor banners and referral links. Bio mentions reflect the streamer’s messaging rather than viewer conversations, so interpret their context accordingly. Filter by platform and export the data as CSV or Markdown for further analysis with AI agents.

Step 3. Check the context behind each mention 

Read full messages in Brand Radar to distinguish questions, criticism, and recommendations - mentions of the same keyword can call for very different responses. Totals alone miss this context. Use it to answer recurring questions, address product issues, gather practical feedback, and spot unexpected promotional opportunities.

Brand Radar Improves Streamer Sponsorship Reporting

We previously demonstrated how Brand Radar works using the Red Bull demo report. Now, let’s explore how Brand Radar can help you analyze a new game’s launch and popularity in live streaming, using WARDOGS, the new shooter from Bulkhead and Team17, as an example.

The Brand Radar setup page, where you set the basic search parameters. This example focuses on the launch of the new shooter WARDOGS

WARDOGS was mentioned in more than 334,000 messages across Twitch, YouTube, and Kick in September. Discussion peaked on its release day, September 10, with nearly 32,500 messages in a single day.

Brand Radar showed how often WARDOGS was discussed throughout the month and on which platforms

Over the month, WARDOGS was mentioned in chats across 13,800 unique channels. Twitch was the main platform for discussion of the shooter, accounting for 78% of all mentions, followed by Kick with 17%. WARDOGS was discussed far less frequently on YouTube than on the other platforms. WARDOGS was discussed most often on relatively small channels with fewer than 100,000 followers and fewer than 1,000 Average Viewers.

WARDOGS received the most chat mentions on the channels of Argentine streamer zeko (Kick) and American VTuber TheBurntPeanut. Their viewers posted more than 6,000 mentions of the game, mainly discussing gameplay, server performance, and other game mechanics. In channel bios, streamers listed WARDOGS alongside other titles as examples of the games they stream.

In live chats, viewers discuss the game and current topics related to it, while streamers often use their channel bios simply to list the games they enjoy playing on stream

English-language channels accounted for more than 53% of all mentions, followed by Portuguese (7.6%) and German (6.7%). More than 21% of the channels where WARDOGS was discussed are registered in the United States, with Germany and Brazil also among the leading countries. Brazil’s presence suggests that the strong figures for Portuguese-language broadcasts were primarily driven by Brazilian viewers rather than viewers in Portugal.

A viewer who mentions your keyword unprompted and starts a conversation with other people sends a much stronger signal 

These findings give the publisher clear next steps: address recurring product issues, direct more of the advertising budget toward markets that generated stronger engagement, and evaluate potential collaborations with relevant creators in specific regions.

Brand Radar does not replace human analysis - at least not yet 

The audience size of a sponsored stream and the number of brand mentions in chat are two separate metrics. Both provide useful information, but neither replaces the other. Viewership measures potential exposure, while chat mentions measure visible audience discussion.

Many viewers show interest in a brand or product without posting a message. This is normal audience behavior. Chat mention volume does not equal campaign reach and does not prove advertising effectiveness on its own.

Brand Radar by Streams Charts provides the context surrounding each mention, but it does not automatically separate promotional posts from organic conversation or interpret audience sentiment. Your team must review and classify the messages.

Try Brand Radar for Free

The tool also finds written brand mentions in chat, including promotional messages. It does not verify spoken advertising commitments or confirm whether a streamer delivered the required ad copy during the broadcast. Brand Radar tracks text, not speech or video.