{"id":624,"date":"2020-02-03T10:30:00","date_gmt":"2020-02-03T10:30:00","guid":{"rendered":"https:\/\/thehive.ai\/blog\/?p=624"},"modified":"2024-07-05T17:02:07","modified_gmt":"2024-07-05T17:02:07","slug":"super-bowl-ads-2020-bain-media-lab","status":"publish","type":"post","link":"https:\/\/thehive.ai\/blog\/super-bowl-ads-2020-bain-media-lab","title":{"rendered":"Bain Media Lab + Hive: How Brands Competed for Attention in Super Bowl LIV"},"content":{"rendered":"\n<h5 class=\"at-a-glance-heading\">At a Glance:<\/h5>\n\n\n\n<ul class=\"at-a-glance\"><li>Next-day insights using Mensio, an AI-powered TV advertising and sponsorship analytics platform developed in partnership between Bain &amp; Company and Hive, highlights insights from the commercials and sponsorships within TV advertising\u2019s biggest event.<\/li><li>League and broadcast sponsors again captured significant time on screen, with 9 brands achieving more than 1 minute of total screen time outside of commercials.<\/li><li>Analysis of engagement with Super Bowl ads, using data from TVision, shows 2.6X higher eyes-on-screen attention during ads in the Super Bowl than ads during the NFL regular season, and 2.0X higher eyes-on-screen attention with the game itself and the sponsorship placements visible within it.<\/li><li>Commercial minutes were led by advertisers also present in last year\u2019s game \u2013 25 companies representing 52% of national airtime in this year\u2019s Super Bowl. Increased share of voice came from consumer goods advertisers, whereas financial services &amp; insurance companies opted for a smaller advertising presence during the game.<\/li><li>Advertisers increased the share of commercials featuring celebrities and greater diversity.<\/li><\/ul>\n\n\n\n<p>Since winning their respective conference championships two weeks ago, the San Francisco 49ers and Kansas City Chiefs were heads down planning their schemes to achieve an on-field advantage in yesterday\u2019s big game. For many months prior, brands and agencies were drawing up their own plays to break through on game day with memorable and viral creative.<\/p>\n\n\n\n<p>What did we learn? For the second year, Bain Media Lab and Hive have partnered to analyze marketing within and around the Super Bowl using Mensio, an AI-powered TV advertising and sponsorship analytics platform developed in partnership between Bain and Hive.<\/p>\n\n\n\n<p>The research relied on analysis of Mensio\u2019s creative library, powered by metadata created using Hive\u2019s proprietary computer vision models and Hive\u2019s consensus-driven data labeling platform which leverages a distributed workforce of more than 1.5 million registered contributors.<\/p>\n\n\n\n<h2>Sponsors capture significant Super Bowl screen time<\/h2>\n\n\n\n<p>While Super Bowl ads may lead water cooler conversations this week, official league and broadcast sponsors achieved significant time on screen during yesterday\u2019s Super Bowl through camera-visible signage, product placement and digital billboards in the telecast.<br>Using Hive\u2019s proprietary logo detection model, trained to automatically detect exposure for more than 4,000 brands with more than 200 million individual pieces of human-labeled training data, Bain Media Lab measured the quantity and quality of logo placements within the TV broadcast of the game and halftime show.<br>While sponsorship placements don\u2019t offer the sight-and-sound of traditional ad units, brands and their agencies are increasingly applying more quantitative rigor to understand the level and value of exposure that these activations deliver across platforms.<br>Consistent with last year\u2019s Super Bowl, the 3 most exposed brands were Nike, Bose, and Pepsi. Nike, the NFL\u2019s uniform and on-field apparel supplier, logged more than 45 minutes of cumulative Super Bowl screen time with swooshes visible on uniforms, cleats and other sideline apparel. Bose, the league\u2019s official headset provider, and Pepsi, which again sponsored the game\u2019s halftime show, each totaled more than 3 minutes of cumulative screen time (see Figure 1).<br>Among sponsors, Gatorade\u2019s camera-visible exposure grew the most year-over-year, tallying 3 minutes and 12 seconds of exposure in Super Bowl LIV spread across bottles, cups, coolers and towels, surging from 1 minute and 20 seconds of time on screen during last year\u2019s big game.<br>In total, eleven brands surpassed 30 seconds of cumulative brand exposure within the Super Bowl LIV telecast (not including the pre-game show and excluding league, team and network brands).<br>Among the top brands, Hard Rock, Amazon, and Pepsi achieved the highest average Brand Prominence Score, a proprietary measure of the size, clarity, centrality, and share of voice for a given exposure. Hard Rock, which holds stadium naming rights, earned its prominence through in-stadium signage whereas exposure for Amazon and Pepsi was highlighted by recurrent digital overlays on the telecast.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" width=\"940\" height=\"535\" src=\"https:\/\/staticblog.thehive.ai\/uploads\/2020\/02\/figure1-1.jpg\" alt=\"Source: Mensio by Bain Media Lab and Hive\" class=\"wp-image-712\" srcset=\"https:\/\/staticblog.thehive.ai\/uploads\/2020\/02\/figure1-1.jpg 940w, https:\/\/staticblog.thehive.ai\/uploads\/2020\/02\/figure1-1-300x171.jpg 300w, https:\/\/staticblog.thehive.ai\/uploads\/2020\/02\/figure1-1-768x437.jpg 768w\" sizes=\"(max-width: 940px) 100vw, 940px\" \/><figcaption>Source: Mensio by Bain Media Lab and Hive<\/figcaption><\/figure>\n\n\n\n<p>Brand Prominence Score is a proprietary metric that reflects the size, clarity and location on the screen, as well as the presence of other brands or objects, measured every second<\/p>\n\n\n\n<h2>\u2026But Are People Really Watching? (Yes, They Really Are)<\/h2>\n\n\n\n<p>The reported price of a 30 second Super Bowl spot in this year\u2019s game rose to as much as $5.6 million, powered by continued demand from advertisers. While Super Bowl advertisements are objectively differentiated in their ability to reach a uniquely large live audience, many marketers have also long contended that Super Bowl ads reach a more engaged audience. In collaboration with TVision, a company focused on measuring how viewers engage with television content, we confirmed this hypothesis applying computer vision technology to viewing behaviors during this NFL season and yesterday\u2019s finale.<\/p>\n\n\n\n<p>Compared to 2019 regular season NFL games, yesterday\u2019s Super Bowl delivered a dramatically more engaged audience. The game itself delivered 2.0X more eyes-on-screen attention as a percentage of total viewership for the game itself, and the sponsorship exposure within it. Even more significant, commercials achieved 2.6X more eyes-on-screen attention than commercials during NFL regular season games (see Figure 2).<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" width=\"940\" height=\"544\" src=\"https:\/\/staticblog.thehive.ai\/uploads\/2020\/02\/figure2-1.jpg\" alt=\"Attention to Duration Index measures the proportion of total program \/ commercial time that the viewer is in the room with eyes on screen.\nSource: TVision in collaboration with Bain Media Lab and Hive; TVision Panel, 2019-20 NFL Season, P2+, Live and Same Day, NFL Game Broadcasts Only\" class=\"wp-image-713\" srcset=\"https:\/\/staticblog.thehive.ai\/uploads\/2020\/02\/figure2-1.jpg 940w, https:\/\/staticblog.thehive.ai\/uploads\/2020\/02\/figure2-1-300x174.jpg 300w, https:\/\/staticblog.thehive.ai\/uploads\/2020\/02\/figure2-1-768x444.jpg 768w\" sizes=\"(max-width: 940px) 100vw, 940px\" \/><figcaption>Attention to Duration Index measures the proportion of total program \/ commercial time that the viewer is in the room with eyes on screen.<br>Source: TVision in collaboration with Bain Media Lab and Hive; TVision Panel, 2019-20 NFL Season, P2+, Live and Same Day, NFL Game Broadcasts Only<\/figcaption><\/figure>\n\n\n\n<p>Our analysis highlighted two other interesting trends specific to this year\u2019s Super Bowl commercials:<\/p>\n\n\n\n<h2>Dedicated Advertisers Lead an Evolving Mix<\/h2>\n\n\n\n<p>Super Bowl advertisements have become annual traditions for some companies \u2013 22 advertisers representing 52% of national airtime in this year\u2019s Super Bowl were also present during last year\u2019s game, where they commanded 72% of national airtime. These included stalwarts like Anheuser-Busch, which led all advertisers in airtime in both Super Bowl LIII and Super Bowl LIV, this year spread across spots for Budweiser, Bud Light, and Michelob Ultra (see Figure 3).<\/p>\n\n\n\n<p>Super Bowl LIV also brought its share of new advertisers, with 48% of airtime coming from 25 new advertisers not present during Super Bowl LIII. Some brands were returning to the Super Bowl, such as The Hershey Company, which bought its first Super Bowl ad since 2008 to amplify awareness for the newly rebranded Reese\u2019s Take5 bar. For others, this year marked a first Super Bowl commercial, including Facebook which promoted Facebook Groups. Other newcomers, ahead of the upcoming 2020 election, were the campaigns for President Trump and former New York Mayor Michael Bloomberg.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" width=\"940\" height=\"623\" src=\"https:\/\/staticblog.thehive.ai\/uploads\/2020\/02\/figure3.jpg\" alt=\"Source: Mensio by Bain Media Lab and Hive\" class=\"wp-image-714\" srcset=\"https:\/\/staticblog.thehive.ai\/uploads\/2020\/02\/figure3.jpg 940w, https:\/\/staticblog.thehive.ai\/uploads\/2020\/02\/figure3-300x199.jpg 300w, https:\/\/staticblog.thehive.ai\/uploads\/2020\/02\/figure3-768x509.jpg 768w\" sizes=\"(max-width: 940px) 100vw, 940px\" \/><figcaption>Source: Mensio by Bain Media Lab and Hive<\/figcaption><\/figure>\n\n\n\n<p>The net effect resulted in a different mix of advertisers than the regular season and playoffs. Notably, consumer goods companies claimed 33% of airtime in Super Bowl LIV, compared to just 8% during the entirety of this year\u2019s NFL regular season and playoffs. The category\u2019s Super Bowl presence was led by multiple spots from Anheuser-Busch, Proctor &amp; Gamble, and PepsiCo. Financial services and insurance shrank from 17% of airtime in the rest of the season to only 7% of Super Bowl LIV airtime, a result of several top advertisers placing ads in the pregame show or taking the game off altogether (see Figure 4).<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" width=\"940\" height=\"545\" src=\"https:\/\/staticblog.thehive.ai\/uploads\/2020\/02\/figure4.jpg\" alt=\"Source: Mensio by Bain Media Lab and Hive\" class=\"wp-image-715\" srcset=\"https:\/\/staticblog.thehive.ai\/uploads\/2020\/02\/figure4.jpg 940w, https:\/\/staticblog.thehive.ai\/uploads\/2020\/02\/figure4-300x174.jpg 300w, https:\/\/staticblog.thehive.ai\/uploads\/2020\/02\/figure4-768x445.jpg 768w\" sizes=\"(max-width: 940px) 100vw, 940px\" \/><figcaption>Source: Mensio by Bain Media Lab and Hive<\/figcaption><\/figure>\n\n\n\n<h2>Advertisers Add Celebrities, Greater Diversity<\/h2>\n\n\n\n<p>What brands choose to say on TV\u2019s largest stage is often reflective of trends and inflection points in our culture and society.<\/p>\n\n\n\n<p>Sometimes, this is explicit \u2013 with Super Bowl ads introducing us to the cars we will be driving, the movies we will be watching, and the food and drinks we will be consuming in the years ahead. 40% of this year\u2019s Super Bowl ads introduced new products, roughly constant year-over-year.<\/p>\n\n\n\n<p>More nuanced is the study of trends in casting, based on analysis of creative metadata generated through a combination of Hive\u2019s computer vision models as well as Hive\u2019s consensus-driven data labeling platform which leverages a distributed workforce of more than 1.5 million registered contributors.<\/p>\n\n\n\n<p>Cast analysis shows advertisers continuing to support the zeitgeist surrounding gender equality and diversity &amp; inclusion. Women were present in 90% of spots this year, up from 74% last year. Similarly, 82% of spots this year included people from more diverse backgrounds compared 64% of spots last year (see Figure 5).<\/p>\n\n\n\n<p>The most significant increase in casting this year was a surge in spots featuring actors and actresses, musicians, and other public figures, featured in 65% of Super Bowl LIV ads compared to just 36% of spots last year.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" width=\"940\" height=\"585\" src=\"https:\/\/staticblog.thehive.ai\/uploads\/2020\/02\/figure5.jpg\" alt=\"Source: Mensio by Bain Media Lab and Hive\" class=\"wp-image-716\" srcset=\"https:\/\/staticblog.thehive.ai\/uploads\/2020\/02\/figure5.jpg 940w, https:\/\/staticblog.thehive.ai\/uploads\/2020\/02\/figure5-300x187.jpg 300w, https:\/\/staticblog.thehive.ai\/uploads\/2020\/02\/figure5-768x478.jpg 768w\" sizes=\"(max-width: 940px) 100vw, 940px\" \/><figcaption>Source: Mensio by Bain Media Lab and Hive<\/figcaption><\/figure>\n\n\n\n<p>A resurgent NFL season is now complete. The bounce back in viewership versus the 2018 season yielded a sigh of relief for the league and its broadcast partners, and further validated the continued role of the NFL in the TV advertising landscape. However, the Super Bowl is not the only tentpole TV advertising event this month. Next Sunday, brands will be on stage again, this time targeting the <a href=\"https:\/\/www.bain.com\/insights\/who-watched-the-oscars\/\" target=\"_blank\" rel=\"noreferrer noopener\">premium audience watching The Oscars<\/a> on ABC.<\/p>\n\n\n\n<p><em>Dan Calpin is President of Hive Media and a Senior Advisor with Bain &amp; Company based in Los Angeles; he was a founding partner of Bain Media Lab. Laura Beaudin is a Bain partner in San Francisco and leads Bain\u2019s Global Marketing Excellence practice. Andre James is a Bain partner in Los Angeles and leads Bain&#8217;s Global Media &amp; Entertainment practice; he was a founding partner of Bain Media Lab. Sharona Sankar-King is a partner with Bain &amp; Company based in New York and a senior leader in Bain\u2019s Customer Strategy &amp; Marketing practice.<\/em><\/p>\n\n\n\n<p><em>Hive is an AI company specialized in computer vision and deep learning, focused on powering innovators across industries with practical AI solutions and data labeling. For more information, visit <a href=\"https:\/\/thehive.ai\/\" target=\"_blank\" rel=\"noreferrer noopener\">thehive.ai<\/a>.<\/em><\/p>\n\n\n\n<p><em>TVision is a TV performance metrics company focused on measuring how viewers engage with television content. For more information, visit <a href=\"https:\/\/www.tvisioninsights.com\/\" target=\"_blank\" rel=\"noreferrer noopener\">www.tvisioninsights.com<\/a>.<\/em><\/p>\n\n\n\n<p>Note: Published Bain Media Lab research relies solely on third-party data sources and is independent of any data or input from clients of Bain &amp; Company.<\/p>\n\n\n\n<p><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Highlights from next-day analysis of the commercials and sponsorships within Super Bowl Sunday, TV advertising&#8217;s biggest event.<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"kia_subtitle":"Super Bowl Sunday is more than a sporting event. Here are the highlights from next-day analysis of the commercials and sponsorships within TV advertising\u2019s biggest event."},"categories":[8,5],"tags":[],"_links":{"self":[{"href":"https:\/\/thehive.ai\/blog\/wp-json\/wp\/v2\/posts\/624"}],"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=624"}],"version-history":[{"count":3,"href":"https:\/\/thehive.ai\/blog\/wp-json\/wp\/v2\/posts\/624\/revisions"}],"predecessor-version":[{"id":725,"href":"https:\/\/thehive.ai\/blog\/wp-json\/wp\/v2\/posts\/624\/revisions\/725"}],"wp:attachment":[{"href":"https:\/\/thehive.ai\/blog\/wp-json\/wp\/v2\/media?parent=624"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/thehive.ai\/blog\/wp-json\/wp\/v2\/categories?post=624"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/thehive.ai\/blog\/wp-json\/wp\/v2\/tags?post=624"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}