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NFL sponsors Nike and Pepsi dominate 2022 Super Bowl exhibition


Von Miller #40 of the Los Angeles Rams holds the Vince Lombardi Trophy after Super Bowl LVI at SoFi Stadium on February 13, 2022 in Inglewood, California. The Los Angeles Rams beat the Cincinnati Bengals 23-20.

Rob Carr | Getty Images

The Los Angeles Rams won their second Super Bowl in franchise history after defeating the Cincinnati Bengals on Sunday. But companies like Pepsi, Nike and Bose, which showed their logos throughout the National Football League’s highest-rated event, were also winners as the brands received maximum exposure around the Super Bowl. 56.

San Francisco-based software company Hive collaborated with sports consulting firm Elevate to project in-game media ratings around the 2022 Super Bowl. CNBC has obtained an early version of the 2022 report that says brands have received $170 million in in-game exposure. That’s up from last year’s game, which generated $169 million in in-game value. And the 2020 game generated $143 million .

Hive said Marks received over 75 minutes of screen time during the 2022 Super Bowl. That’s down from 104 minutes in last year’s game as the NFL had full capacity with the lifting of pandemic restrictions.

Hive created an artificial intelligence platform that tracks media sponsorships and used the software to track the last four Super Bowls. As content exposure gains traction among sports leagues looking to generate revenue, the company has developed its Mensio software to track brand exposure outside of traditional ads shown at live sporting events.

“Nielsen has been the motto of [measuring] traditional ads,” Hive President Dan Calpin told CNBC. “We see ourselves as the gold standard for measuring brand exposure in content that there is no currency for today. today.”

Los Angeles Rams’ Cooper Kupp scores a touchdown.

Mike Segar | Reuters

Increase the value of the game

Hive’s 2022 report combined visual and verbal exposures throughout Super Bowl 56. Nike had the most exposure in Super Bowl 2022 with 46 minutes of screen time, while Bose, which is among the top sponsors NFL secondary, had his brand logo appear for eight minutes

Pepsi had a double exposure with its brands appearing in the 2022 Super Bowl. The beverage maker sponsored the Super Bowl 2022 halftime show – perhaps for the last time – featuring the iconic hip stars -hop Dr. Dre and Snoop Dogg. Hive estimates that Pepsi’s combined brands, including Gatorade, remained on screen for approximately nine minutes and its brand was mentioned 11 times.

(L-R) Dr. Dre and Snoop Dogg perform during the Pepsi Super Bowl LVI Halftime Show at SoFi Stadium on February 13, 2022 in Inglewood, California.

Kevin C. Cox | Getty Images

Toyota, Verizon and New Era followed with a combined three minutes (one minute each) of in-game exposure. And SoFi, which agreed to a $625 million naming rights deal with the Rams, got about a minute. of in-game exposure that Hive valued at $3.5 million.

“There’s so much attention and conversation about ads, but when you take a step back, the most exposed brands may not have been running ads, and people have been exposed to them in some cases for several minutes during the game”, Calpin mentioned. “That’s why people associate themselves with Nike, Gatorade, SoFi and Pepsi.”

Hive developed Mensio in 2018 as an “always-on platform” that records every second of TV content 24/7. The software tracks brands using its “logo detection model” and tracks logo exposure in post-match highlights and social media videos.

To establish the rating, Calpin said Hive combines metrics such as the duration, quality and size of a brand’s logo on screen.

Throughout Super Bowl 2022, Hive detected corporate logos on jerseys, bottles, coolers, towels, tablets, carts, headphones, and stadium/arena signage. Calpin said every 150 seconds of average in-game exposure equals the value of a 30-second commercial.

NBC charged around $6.5 million for Super Bowl 2022 ads, and some brands paid a record $7 million for a 30-second ad. The company is expected to exceed $545 million in revenue generated by ViacomCBS in the 2021 Super Bowl.

“These trade ratings only tell part of the story,” Calpin said. “They measure audience for traditional ads – 15 and 30 seconds – but ignore brands that have been exposed in the content itself.”

A changing landscape

Hive provided its Super Bowl data to Elevate to verify valuation estimates. Elevate is led by 49ers team president Al Guido.

Thomas Bernstein, executive vice president of insights at Elevate, said Hive data helps companies get better “return on goals and ROI” and “turn data into insights, sales, and insights.” partnerships”.

Hive is valued at $2 billion, according to PitchBook. Part of its revenue comes from licensing its software to companies such as Disney, Walmart and the NFL’s main sponsor, Anheuser-Busch. Hive also has deals with media measurement companies Comscore, Octagon, and advertising firm Interpublic Group of Companies, known as IPG.

With Nielsen’s “gold standard” for TV measurement status in jeopardy, Calpin said Hive wants to be the “industry accepted measurement practice” for content measurement.

The National Basketball Association added its jersey patch program in 2017. This asset shows a company’s logo on NBA uniforms during games. The league is also in the early stages of its virtual floor advertisements, displayed on the court throughout NBA games.

Major League Baseball will also leverage virtual ads throughout games, and the National Hockey League has also launched its helmet and jersey patch assets. Tech companies like Apple also benefit from exposure to content. For example, Apple features its products on entertainment shows, including Ted Lasso, which airs on Apple TV+.

“As video viewership continues to shift to zero or weak advertising platforms like Netflix and HBO Max, the relative importance of branded content will continue to increase,” Calpin said.

Viewership metrics for the 2022 Super Bowl should be available this week, and it will provide additional media value around the game. PredictHQ, an on-demand intelligence company, predicted that the game would reach 117 million viewers, which would be a record.

Disclosure: NBCUniversal is the parent company of CNBC.


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