BACK TO ALL BLOGS Super Bowl LIX – As Seen By AI HiveFebruary 10, 2025February 26, 2025 Next-day insights on the latest trends in marketing and culture, powered by Hive’s AI models. For more detailed analytics, download the full report below. Download Full Report Key Insights Were They Here Last Year? Brands not active during last year’s Super Bowl made up 51% of the airtime for nationally-televised ads during this year’s Big Game. Meet My Famous Friends Celebrity integration into Super Bowl commercials has become a cornerstone of the creative decisions for many brands. This year was no different, with 60% of ads featuring at least 1 celebrity, an increase from 50% last year. Actors and actresses continue to be the most common type of celebrity to be cast in Super Bowl commercials. EVs Unplugged This year’s Super Bowl featured the lowest count (1) and lowest percentage of auto ads (50%) referencing electric vehicles since at least 2020. A Part Of The Game 27 brands earned more than 5 seconds of screen time within the game and postgame telecast (excluding pregame and commercials), totaling almost two hours of cumulative screentime worth $247.8M in equivalent media value. Request a Demo
BACK TO ALL BLOGS Mensio Product Update HiveJuly 28, 2022July 4, 2024 Mensio aims to provide users with the most comprehensive and granular data available in the industry to inform better decisions on how to optimize the investment of marketing dollars. In recent months, brands, agencies, and rights holders alike have expressed interest in being able to a) measure the presence and value of verbal mentions within programming alongside visual exposures and b) within sports, understand the relative contributions of different sponsorship assets to total exposure and its associated value. We are excited to announce a set of major product upgrades to incorporate these requests now live within Mensio’s Sponsorship & Branded Content modules. While we have supported these capabilities “off-platform” using Hive’s Logo Location and Brand Mentions models for multiple years, the inclusion of these capabilities in-platform provide reduced friction, faster access to data, and richer levels of brand- and property-level analysis as well as competitive intelligence. Below is a brief summary of what’s new; as with all releases, notes will also appear as a pop-up in-platform upon your next log-in. Your Hive point of contact will additionally introduce the new capabilities live in your next scheduled meeting and, if not imminent, will be reaching out to schedule time for an overview of the new features at your earliest convenience. New Features Now Available: Reporting by Asset Type For Televised Sports Programming Sponsorship & Branded Content modules now include reporting of exposures by asset type across most televised sports programming. Reporting includes 25+ standard asset types including jerseys, TVGI / digital overlays, lower level banners (i.e., outfield wall, dasherboards, courtside LED, etc.), basket stanchions, and more. Within the platform, asset types are integrated as filters into existing reporting of visual exposures by brand, by program, and by occurrence. Additionally, two new pages have been added featuring asset-centric views of exposure by brand and by program. Data is currently available for all relevant programming since June 1, 2022, and will be available going back to September 1, 2022 shortly. Notifications will appear within the platform as additional historical information becomes available. Now Available: Reporting of Verbal Mentions Across Television Programming Sponsorship & Branded Content television modules now include reporting of verbal mentions across all television programming. Verbal mentions are integrated into summary metrics in the Competitive Insights section, and have dedicated pages for deep dives by brand, by program, and by occurrence. Data is currently available for all relevant programming since June 1, 2021, and will be available going back to October 1, 2018 shortly. Notifications will appear within the platform as additional historical information becomes available. Now Available: Updated Module Definition and Navigation To accommodate the expanded data, we have reconfigured module contents and navigation for Sponsorship & Branded Content television modules. Specifically: “Television – By Brand” merges “National TV (Branded Content)” and “Regional Sports TV (Branded Content)” into a single module, where programming across network types can be viewed in a single chart (and can be separated using the Network Type filter if desired)“Television – By Team” replaces “TV – Team Sponsorship”, maintaining the ability to additionally filter brand exposures by the associated sports team(s). The programming in this module includes all available NFL, NBA, MLB, and NHL live games and replays across national television and regional sports networks, as well as team-specific studio shows (e.g., Warriors Postgame)“Television – Teams as Brands” replaces “National TV – Team Exposure”, maintaining the ability to view team-level exposures in sports talk and highlightsThe sidebar design across the Television – By Brand and Television – By Team modules has been evolved to accommodate additional metrics and streamline access to individual charts and tables We are excited by initial feedback to these module updates, and look forward to continuing to provide product innovation on a regular basis. Please reach out to your representative with any questions or needs as you experience the module upgrades. We look forward to your continued feedback and thank you for your trust in Mensio.
BACK TO ALL BLOGS The Race for Automotive Sponsorship HiveMay 25, 2022March 4, 2025 At a glance: Auto manufacturers earned an estimated $1.1 billion in media value from visual logo exposures on national and regional TV over the past year, with Toyota capturing the highest share of voice across programmingTV exposures for auto brands are correlated with sports seasons, with official league sponsors dominating in playoff and championship months; additionally, in the fight for share of voice on TV, auto manufacturers strategically invest in specific categories, with a different brand leader across each sportThe return on investment of different placement types can vary; for example, looking at Major League Baseball in the month of April as a case study, exposures of Toyota and Ford outweighed those of league champion ChevroletMeasuring amplification of exposures in shoulder programming and highlights – typically overlooked by sponsors today – doubles the number of unique programs with auto logos exposed and increases media value by 17% As TV viewership continues to fragment across different platforms, the ability of sponsorships to ensure brand exposure within desired content has never been more important. However, sponsorship activations themselves are fragmented across sports and rights holders (e.g., teams, leagues, broadcast partners), resulting in demand for better data to measure the effectiveness of automakers’ own investments and to monitor a dynamic competitive environment. The sponsorship landscape among automakers was analyzed using data from Mensio, Hive’s AI-powered media intelligence platform. Here’s what we learned. 1. In aggregate, auto manufacturers (OEMs) garnered an estimated $1.1 billion in media value from visual logo exposure on national and regional TV over the past year. Over 80% of this value was owned by the top 10 most exposed brands (out of a total compared dataset of 67 brands), speaking to market concentration on TV. Toyota led the pack by a large margin as the “Let’s go places” manufacturer indeed went everywhere on TV. With half the estimated media value of Toyota, Ford was the second-highest earning OEM, followed by Kia, Honda, and Chevrolet. 2. While sports sponsorships are typically rooted in the objective of aligning automakers’ brands with a given sport and/or team and its fans, sports sponsorship also dictate the time of year when different brands capture outsized share of voice. Each of the official league sponsors of the four largest US sports leagues experienced spikes in their share of voice of in-content brand exposures during playoff and championship periods: Kia (NBA) in April/May, Honda (NHL) in June/July, Chevrolet (MLB) in October, and Toyota (NFL) in February (its most exposed month, despite high visibility throughout the year). Additionally, Mercedes-Benz’ sponsorship of the U.S. Open rockets up its exposures in the month of September, with over $2M in estimated media value from the Men’s Championship match alone. 3. In the fight for share of voice within in-content brand exposure on television, brands placed differing bets across genres. Within sports, a different brand dominates each league, with official league partners leading the way. However, exposure wasn’t limited to league partners; Ford’s sponsorship of NFL pre-game programming is one example among many team- and broadcast-level activations where brands have competed for share of voice within a sport outside of official league sponsorships. Outside of sports, other genres of entertainment saw other investments by auto companies, such as Mercedes-Benz’ top feature in talk shows and awards/special programming. 4. Zooming in on the first month of the 2022 Major League Baseball season across national TV and regional sports networks presents an interesting early season case study. While Chevrolet – the official league sponsor – will likely increase exposures as the season continues, the brand started the year ranked #3 in share of voice for in-game brand exposures. Heavy team and broadcast sponsorship investments made by Toyota and Ford outweighed Chevy, illustrating alternate tactics to reach the same audience at different points during the season. 5. Given the massive investment and competition for the best placements, it is important for brands to fully measure their onscreen exposures. Currently, most brands are limited to “whistle to whistle” measurement focusing on in-game exposures, and sometimes the additional exposure from social media. The fragmentation of shoulder programming and highlights has traditionally been difficult to measure at scale; however, doing so provides a far more comprehensive understanding of performance from a given activation. Using always-on measurement from Mensio, which reports across every second of every program from 100+ national TV networks and regional sports networks, we estimate that amplification from shoulder programming and highlights almost doubles the number of unique programs with auto brand logos exposed, increasing duration of in-content brand exposures by 32% and the associated equivalent media value by 17%. Credible competitive intelligence data is critical in making decisions on the best sponsorship placements. Mensio, Hive’s AI-powered media intelligence platform, provides always-on measurement of in-content brand exposure for more than 7,000 brands across 24/7 programming from 100+ national TV channels and regional sports networks. Access to credible competitive intelligence data is critical for branded content and sponsorship decisions. Mensio allows brands to understand how their share of voice compares to that of competitors at the program-level and in aggregate. For more information on Mensio or to schedule a demo and learn how Mensio can support your brand, reach out to Hive at demo@thehive.ai. Note: This analysis looked at in-program auto manufacturer logo exposures from May 2021 to April 2022 on national and regional TV (excluding commercials) and includes Tier 1, Tier 2, and Tier 3 placements.
BACK TO ALL BLOGS How AI Unlocks Better Sponsorship Measurement HiveApril 8, 2022March 4, 2025 Dan Calpin, President of Hive, spoke at the 2022 MIT Sloan Sports Analytics conference. Watch Dan’s presentation for insights on how Hive’s AI powers more scalable and comprehensive sponsorship measurement and branded content intelligence, enabling brands to more fully capture the value of their investments and rights holders to better price their assets. Presentation: How AI-Powered Measurement Can Increase the Value of Your Sponsorships by 30% or More For more sponsorship measurement insights, check out our Super Bowl LVI brand exposure insights and 2022 March Madness sponsorship analysis. This analysis leverages Mensio, Hive’s media solution. Mensio uses AI to power faster and more granular sponsorship measurement and branded content intelligence across platforms.