{"id":107,"date":"2022-02-14T14:58:00","date_gmt":"2022-02-14T14:58:00","guid":{"rendered":"https:\/\/thehive.ai\/blog\/?p=107"},"modified":"2024-07-04T16:53:29","modified_gmt":"2024-07-04T16:53:29","slug":"super-bowl-lvi-analysis-of-in-game-sponsors","status":"publish","type":"post","link":"https:\/\/thehive.ai\/blog\/super-bowl-lvi-analysis-of-in-game-sponsors","title":{"rendered":"Elevate Sports Ventures and Hive: Super Bowl LVI Telecast Generates $170 Million in Equivalent Media Value for In-Game Sponsors"},"content":{"rendered":"\n<h2 class=\"at-a-glance-heading\">At a glance<\/h2>\n\n\n\n<ul class=\"at-a-glance\"><li>While commercials typically dominate water cooler conversation following the big game, brand exposure within the Super Bowl telecast can earn league, broadcast, and stadium naming rights sponsors as much, and in some cases more, visibility.<\/li><li>According to analysis by Elevate Sports Ventures and Hive, in-game exposure translated to $170 million in Equivalent Media Value earned by brand sponsors.<\/li><li>Excluding commercials, more than 75 minutes of cumulative in-game brand exposure was earned by brands during the Super Bowl LVI telecast, and 19 brands earned more than 10 seconds of screen time.<\/li><li>The cumulative screen time of in-game brand exposures was down 28% compared to last year\u2019s Super Bowl. The reduced exposure was primarily driven by less camera-visible in-stadium signage, most notably including branded tarps covering the lower seats of the stadium during last year\u2019s game which had limited attendance due to the pandemic.<\/li><li>According to analysis using Hive\u2019s logo detection and brand mentions models, Nike was the most visually exposed brand with more than 46 minutes of time on screen, while Pepsi received the most verbal mentions during the telecast with 11.<\/li><li>The value from in-game exposure will be amplified across TV from Super Bowl-related coverage in news and highlights; based on analysis of last year\u2019s Super Bowl, top sponsors should expect to receive an additional 3.5 to 4.5 minutes of televised logo exposure for every 1 minute of in-game exposure earned.<\/li><li>Historical analysis suggests that SoFi, which holds the host stadium\u2019s naming rights, will likely receive the most televised brand amplification relative to the brand\u2019s in-game exposure, led by an outsized share of coverage on news and entertainment programming likely to film outside of the stadium.<\/li><\/ul>\n\n\n\n<p>As is the case every year, the Super Bowl is not just the pinnacle of the NFL season but also the tentpole event for brands looking to capture the attention of fans in and around the game. On the field there was only one winner on Sunday but, off the field, a host of brands will claim victory from their roles within TV\u2019s biggest night.<\/p>\n\n\n\n<p>While commercials typically dominate water cooler conversations among viewers, brands know not to overlook the value earned from brand exposure generated within the telecast itself. With 30-second spot costs for Super Bowl LVI reported to be as high as $7 million, the value generated from in-game brand exposure can be massive.&nbsp;<a href=\"https:\/\/elevatesportsventures.com\/\" target=\"_blank\" rel=\"noreferrer noopener\">Elevate Sports Ventures<\/a>, a best-in-class sports and entertainment consulting firm, and&nbsp;<a href=\"https:\/\/thehive.ai\/\" target=\"_blank\" rel=\"noreferrer noopener\">Hive<\/a>, a leading provider of cloud-based AI solutions, teamed up to analyze in-content brand exposure within and around Super Bowl LVI.<\/p>\n\n\n\n<p>The following next-day insights were generated using Hive\u2019s AI-powered media intelligence platform,&nbsp;<a href=\"https:\/\/mensio.com\/\" target=\"_blank\" rel=\"noreferrer noopener\">Mensio<\/a>, which provides always-on measurement of in-content brand exposure for more than 7,000 brands across 24\/7 programming from national TV channels and regional sports networks. Mensio is trusted by a diverse set of leading brands, rights holders, and agencies to measure the value of and share of voice from sponsorship activations, product placement, and other in-content exposures.<\/p>\n\n\n\n<h2>Brands earn $170 million in equivalent media value from in-game exposure\u2026<\/h2>\n\n\n\n<p>Excluding commercials as well as the official pre-game and post-game shows, more than 75 minutes of cumulative in-game brand exposure was earned by brands during the Super Bowl LVI telecast, and 19 brands earned more than 10 seconds of identifiable screen time. Coupled with the value from verbal mentions within the telecast, this translated to $170 million in equivalent media value, according to Mensio\u2019s proprietary valuation methodology.<\/p>\n\n\n\n<p>The total value earned by brands was roughly in-line with the $169 million earned from in-game brand exposure in last year\u2019s Super Bowl but was generated with 28% less cumulative in-game screen time for brands compared to last year\u2019s Super Bowl. The reduced exposure was primarily driven by less camera-visible in-stadium signage, most notably including branded tarps covering the lower seats of the stadium during last year\u2019s game which had limited attendance due to the pandemic.<\/p>\n\n\n\n<p>Predictably, a subset of top league, broadcast, and stadium naming rights sponsors dominated the in-game share of voice (see Figure 1).<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" width=\"1024\" height=\"538\" src=\"https:\/\/staticblog.thehive.ai\/uploads\/2024\/02\/figure1-1024x538.png\" alt=\"Figure 1 - Cumulative Time on Screen Within Super Bowl LVI Telecast (Excluding Commercials)\" class=\"wp-image-399\" srcset=\"https:\/\/staticblog.thehive.ai\/uploads\/2024\/02\/figure1-1024x538.png 1024w, https:\/\/staticblog.thehive.ai\/uploads\/2024\/02\/figure1-300x158.png 300w, https:\/\/staticblog.thehive.ai\/uploads\/2024\/02\/figure1-768x404.png 768w, https:\/\/staticblog.thehive.ai\/uploads\/2024\/02\/figure1-1536x807.png 1536w, https:\/\/staticblog.thehive.ai\/uploads\/2024\/02\/figure1.png 2048w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><figcaption>Figure 1 &#8211; Cumulative Time on Screen Within Super Bowl LVI Telecast (Excluding Commercials)<\/figcaption><\/figure>\n\n\n\n<p>Nike, the league\u2019s on-field apparel sponsor, led the pack with a staggering 46 minutes and 37 seconds of cumulative screen time from TV-visible brand exposure from swooshes on jerseys and cleats.<\/p>\n\n\n\n<p>Two of the NFL\u2019s official sideline sponsors \u2013 Gatorade and Bose \u2013 were the next most exposed brands in the telecast, earning more than 8 and 5-and-a-half minutes of in-game brand exposure, respectively.<\/p>\n\n\n\n<p>Pepsi again headlined the star-studded Super Bowl LVI Halftime Show, of which related in-game references contributed most of the brand\u2019s 3 minutes and 49 seconds of visual exposure within the game, along with some in-stadium signage on the stadium\u2019s second level.<\/p>\n\n\n\n<p>Broadcaster NBC provided the most opportunities for in-game exposure, with 15 brands being exposed through digital billboards and set signage \u2013 in addition to a broader set of brands featured in the official pre-game and post-game shows. Toyota, which sponsored the network\u2019s halftime report, led the group with almost 2 minutes of in-content exposure within the game.<\/p>\n\n\n\n<p>Stadium naming rights sponsor, SoFi, made headlines for reportedly paying more than $30 million in fees annually as part of a 20-year naming rights deal. The brand ranked 8th in total visual exposure and 3rd in verbal mentions during Super Bowl LVI, with whistle-to-whistle exposure within last night\u2019s telecast alone worth more than $3.5 million in equivalent media value, based on Mensio\u2019s valuation methodology. However, the brand received noticeably less identifiable exposure than last year\u2019s stadium naming rights holder, Raymond James, which earned roughly three times as much exposure in the 2021 game.<\/p>\n\n\n\n<p>While season-long league sponsors led the pack in visual exposure in-game, the leaderboard for verbal mentions told a different story (see Figure 2). Halftime show sponsor Pepsi, NBC\u2019s halftime report sponsor Toyota, and stadium naming rights holder SoFi captured more than half of all brand mentions, with 11, 6, and 5 whistle-to-whistle mentions during the telecast, respectively, excluding commercials and promotional units for the halftime show.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" width=\"1024\" height=\"503\" src=\"https:\/\/staticblog.thehive.ai\/uploads\/2024\/02\/figure2-1024x503.png\" alt=\"Figure 2 \u2013 Visual vs. Verbal In-Game Brand Exposures Within Super Bowl LVI Telecast (Feb 13, 2022; Excluding Commercials)\" class=\"wp-image-398\" srcset=\"https:\/\/staticblog.thehive.ai\/uploads\/2024\/02\/figure2-1024x503.png 1024w, https:\/\/staticblog.thehive.ai\/uploads\/2024\/02\/figure2-300x147.png 300w, https:\/\/staticblog.thehive.ai\/uploads\/2024\/02\/figure2-768x377.png 768w, https:\/\/staticblog.thehive.ai\/uploads\/2024\/02\/figure2-1536x755.png 1536w, https:\/\/staticblog.thehive.ai\/uploads\/2024\/02\/figure2.png 2048w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><figcaption>Figure 2 \u2013 Visual vs. Verbal In-Game Brand Exposures Within Super Bowl LVI Telecast (Feb 13, 2022; Excluding Commercials)<\/figcaption><\/figure>\n\n\n\n<p>While we can close the book on brand exposure within last night\u2019s official telecast, the value of media exposure earned by featured brands will continue to accumulate in the days ahead as Super Bowl LVI remains topical in content across television and social media.<\/p>\n\n\n\n<p>Using Hive\u2019s Mensio platform, which provides always-on measurement of brand exposure across 24\/7 television programming, a comprehensive view of the incremental value from televised brand exposure can be understood. Based on analysis of last year\u2019s Super Bowl LV, top sponsors should expect to earn an additional 3.5 to 4.5 minutes of televised logo exposure next-day for every 1 minute of in-game exposure (see Figure 3). Although those equivalent ad units are not valued at the same spot cost as the game itself, they produce a meaningful amplification of brand exposure beyond the whistle-to-whistle measurement.<\/p>\n\n\n\n<p>\u201cThe amplification from in-game exposure in highlights and news coverage has long been notoriously undermeasured, namely due to limitations from legacy measurement solutions that have relied on largely manual processes,\u201d said Dan Calpin, President, Hive \u2013 Enterprise AI. \u201cThe ability to measure the amplification of sponsorship placements accurately and at scale provides brands and rights holders alike the opportunity to more fully value their placements.\u201d<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" width=\"1024\" height=\"501\" src=\"https:\/\/staticblog.thehive.ai\/uploads\/2024\/02\/figure3-1024x501.png\" alt=\"Figure 3 - 2021 Case Study: Increase in Total Time on Screen from Super Bowl-Related Exposure\" class=\"wp-image-397\" srcset=\"https:\/\/staticblog.thehive.ai\/uploads\/2024\/02\/figure3-1024x501.png 1024w, https:\/\/staticblog.thehive.ai\/uploads\/2024\/02\/figure3-300x147.png 300w, https:\/\/staticblog.thehive.ai\/uploads\/2024\/02\/figure3-768x376.png 768w, https:\/\/staticblog.thehive.ai\/uploads\/2024\/02\/figure3-1536x752.png 1536w, https:\/\/staticblog.thehive.ai\/uploads\/2024\/02\/figure3.png 2048w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><figcaption>Figure 3 &#8211; 2021 Case Study: Increase in Total Time on Screen from Super Bowl-Related Exposure<\/figcaption><\/figure>\n\n\n\n<p>As measurement capabilities have further developed in recent years, marketers have jockeyed not just for which sports and programming to align their brands with but also for how to increase both the impact and efficiency of their investments.<\/p>\n\n\n\n<p>\u201cThere are many ways for brands to deliver content, ranging from official league partnerships, team partnerships, broadcast partnerships, athlete endorsements, to name a few. Across sports, brands are looking for what will deliver the most connectivity and relevancy to its target audience. The data now allows us to help brand\u2019s decide where to invest to yield the greatest return.\u201d said Cameron Wagner, Chief Client Officer at Elevate Sports Ventures who leads the company\u2019s brand-specific consulting services.<\/p>\n\n\n\n<p>In Super Bowl LVI, apparel brands commanded two-thirds of total screen time among brands within the telecast. This group was led by ubiquitous Nike swooshes, but also included exposure by Oakley-branded helmet visors and New Era-branded hats as well as a handful of native exposures for Adidas, Under Armour, and Air Jordan.<\/p>\n\n\n\n<p>Among the other asset types, league sideline sponsorships earned the greatest exposure with 57% of the remaining screen time, followed by promotion for the Super Bowl LVI Halftime Show (15%), and broadcaster-controlled assets (13%).<\/p>\n\n\n\n<p>Interestingly, the amplification of sponsorship assets appears to be non-linear, according to data from Mensio on Super Bowl-related exposures across all nationally televised programming following 2021\u2019s Super Bowl LV (see Figure 4). These trends are expected to be representative of expected brand exposure following 2022\u2019s Super Bowl LVI.<\/p>\n\n\n\n<p>While exposure for 2021\u2019s stadium naming rights holder Raymond James earned only 9% of all visual brand exposure within the game (excluding apparel sponsors like Nike), the brand earned a staggering 45% of the amplification within non-sports programming across national television, led by numerous news and entertainment programs across TV networks filming coverage onsite on the night of and the day following 2021\u2019s Super Bowl LV. This year\u2019s stadium naming rights holder, SoFi, is likely to earn a similar boost in exposure in the days to follow.<\/p>\n\n\n\n<p>Within sports programming, including the official post-game show as well as SportsCenter and other sports highlights shows on the night of and day following the game, post-game amplification favored the sponsorship assets on and nearest to the field. The league\u2019s three official sideline sponsors (Gatorade, Bose, and Microsoft) and a handful of other in-stadium sponsors amassed 89% of the Super Bowl-related exposure among non-Apparel brands within sports programming through the Monday after the 2021 game, compared to 68% in-game.<\/p>\n\n\n\n<p>While attention paid to broadcast sponsors \u2013 which typically include paired visual exposures and verbal mentions \u2013 may well be higher within game, those types of sponsorship placements typically earn less post-game amplification since those placements predominantly occur in between plays.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" width=\"1024\" height=\"535\" src=\"https:\/\/staticblog.thehive.ai\/uploads\/2024\/02\/figure4-1024x535.png\" alt=\"Figure 4 \u2013 2021 Case Study: Cumulative Time on Screen from Super Bowl-Related Exposures, Mix by Asset Type (Feb 7-12, 2021; Excluding Commercials and Apparel Brands)\" class=\"wp-image-396\" srcset=\"https:\/\/staticblog.thehive.ai\/uploads\/2024\/02\/figure4-1024x535.png 1024w, https:\/\/staticblog.thehive.ai\/uploads\/2024\/02\/figure4-300x157.png 300w, https:\/\/staticblog.thehive.ai\/uploads\/2024\/02\/figure4-768x401.png 768w, https:\/\/staticblog.thehive.ai\/uploads\/2024\/02\/figure4-1536x803.png 1536w, https:\/\/staticblog.thehive.ai\/uploads\/2024\/02\/figure4.png 2048w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><figcaption>Figure 4 \u2013 2021 Case Study: Cumulative Time on Screen from Super Bowl-Related Exposures, Mix by Asset Type (Feb 7-12, 2021; Excluding Commercials and Apparel Brands)<\/figcaption><\/figure>\n\n\n\n<p>In-game signage and product placement may not make you laugh or cry in the same way that Super Bowl commercials do, but it\u2019s hard to argue the volume of in-game exposure earned by top sponsors doesn\u2019t help brands break through.<\/p>\n\n\n\n<h2>About Hive<\/h2>\n\n\n\n<p>Hive is the leading provider of cloud-based enterprise AI solutions, helping companies use AI to interpret video, image, audio, and text. The company offers end-to-end AI services, including pre-trained AI models served via API and a suite of enterprise applications. Hive\u2019s technology enables use cases including automated content moderation, brand protection and platform integrity, content-based ad targeting, advertising and sponsorship measurement, and more. Hive processes billions of API requests per month, with industry-leading accuracy enabled by Hive\u2019s full-stack approach. For more information, visit&nbsp;<a href=\"https:\/\/thehive.ai\/\" target=\"_blank\" rel=\"noreferrer noopener\">thehive.ai<\/a>&nbsp;or follow on&nbsp;<a href=\"https:\/\/www.linkedin.com\/company\/hiveai\" target=\"_blank\" rel=\"noreferrer noopener\">LinkedIn<\/a>.<\/p>\n\n\n\n<h2>About Elevate Sports Ventures<\/h2>\n\n\n\n<p>Elevate Sports Ventures is a best-in-class sports and entertainment consulting firm, providing proven, innovative solutions to organizations across the global sports and entertainment landscape. Elevate taps into the extensive resources, relationships, and expertise of its partners to innovate and execute comprehensive strategies and solutions in Venue Renovations, Sales and Marketing, Stadium Licenses, Premium Ticketing, Corporate Hospitality, Customer Research, Strategy and Analytics, Sales Training, and more. Formed in partnership between the San Francisco 49ers and Harris Blitzer Sports &amp; Entertainment (HBSE) in 2018, Elevate welcomed Oak View Group (OVG), Ticketmaster and Live Nation as partners in June, 2018. For more information, visit:&nbsp;<a href=\"https:\/\/linkprotect.cudasvc.com\/url?a=https%3a%2f%2furldefense.proofpoint.com%2fv2%2furl%3fu%3dhttp-3A__www.ElevateSportsVentures.com%26d%3dDwMGaQ%26c%3dFtw_YSVcGmqQBvrGwAZugGylNRkk-uER0-5bY94tjsc%26r%3dbg93T3WJDkXLzg4fbGD_jdwmY6v3BHcBR1oRrf_oaAU%26m%3ddOCh5mWCvq5IMnKQKRYY03UkZ9uVmyvluk0WFSqcjgQ%26s%3dRei1YdoY83hGGZYXxwVW08Fx6n1Bk5grWmqSuGBDeQA%26e%3d&amp;c=E,1,hh3shneaqUH49FABahwbqRcY2SS8MD2RzYy-qH7AWAO15CU7kdfykFsX3-5EDWTvQKiHk6ydqnfOtvvjKWZQgdyU-R5-HnvSOFT2BN_v2A,,&amp;typo=1\" target=\"_blank\" rel=\"noreferrer noopener\">www.ElevateSportsVentures.com<\/a>&nbsp;or follow&nbsp;<a href=\"https:\/\/twitter.com\/elevatesv?lang=en\" target=\"_blank\" rel=\"noreferrer noopener\">@ElevateSV<\/a>&nbsp;on Twitter or&nbsp;<a href=\"https:\/\/www.linkedin.com\/company\/elevate-sports-ventures\/\" target=\"_blank\" rel=\"noreferrer noopener\">LinkedIn<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Hive and Elevate Sports Media partner to perform a next-day analysis of in-game sponsorship in Super Bowl LVI<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"kia_subtitle":"Top sponsors are expected to receive an additional 3.5 to 4.5 minutes of televised screen time from Super Bowl-related news and highlights per minute of in-game exposure earned"},"categories":[8,5],"tags":[],"_links":{"self":[{"href":"https:\/\/thehive.ai\/blog\/wp-json\/wp\/v2\/posts\/107"}],"collection":[{"href":"https:\/\/thehive.ai\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/thehive.ai\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/thehive.ai\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/thehive.ai\/blog\/wp-json\/wp\/v2\/comments?post=107"}],"version-history":[{"count":10,"href":"https:\/\/thehive.ai\/blog\/wp-json\/wp\/v2\/posts\/107\/revisions"}],"predecessor-version":[{"id":859,"href":"https:\/\/thehive.ai\/blog\/wp-json\/wp\/v2\/posts\/107\/revisions\/859"}],"wp:attachment":[{"href":"https:\/\/thehive.ai\/blog\/wp-json\/wp\/v2\/media?parent=107"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/thehive.ai\/blog\/wp-json\/wp\/v2\/categories?post=107"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/thehive.ai\/blog\/wp-json\/wp\/v2\/tags?post=107"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}