NFL sponsors Nike, Pepsi dominates non-traditional media in Super Bowl

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 The Los Angeles Rams won the second Super Bowl in franchise history, beating the Cincinnati Bengals on Sunday. But NFL sponsors Nike, Pepsi and Bose also come out on top, according to an early version of in-game media valuation seen by CNBC.

According to data compiled by San Francisco-based software company Hive in collaboration with sports consulting firm Elevate, these brands' logos are among those that have earned millions of dollars across media. media during Super Bowl 56.

According to the report, sponsoring brands received $170 million from in-game exposure, up slightly from $169 million during the 2021 Super Bowl. The 2020 game generated $143 million.

Hive said brands received more than 75 minutes of screen time during Super Bowl 56. This is down from 104 minutes in 2021, in part due to the lifting of pandemic restrictions on the game year. now.

This is the fourth year in a row that the software company has used its artificial intelligence platform to track media sponsorships during the big game. With visibility in content gaining attention from sports leagues to boost revenue, the company's Mensio software provides brand visibility data beyond traditional advertising for events. live sports.

Hive president Dan Calpin told CNBC: “Nielsen is the currency for [measure] traditional ads. “We consider ourselves the gold standard for measuring brand exposure in content that today has no currency.”

Increase the value in the game

Hive's 2022 report combined verbal and visual exposure during Super Bowl 56. Nike scored 46 minutes of screen time, while Bose, one of the League's top sideline sponsors National Football Association, the brand logo appeared in 8 minutes

According to Hive data, Pepsi has double exposure to its brands. The beverage maker sponsored a performance midway through - perhaps the last - featuring iconic hip-hop stars Dr. Dre and Snoop Dogg. Hive estimates Pepsi's combined brands, including Gatorade, are on screen for about 9 minutes, and its brand is mentioned at the highest rate in the game 11 times.

Toyota, Verizon, and New Era followed with a total in-game display time of three minutes (one minute each). And SoFi, which agreed to a $625 million naming rights deal with Rams, has about a minute of in-game impressions that Hive values ​​at $3.5 million.

“There was a lot of focus and conversation about coolers in advertising, but when you step back, the brands that were most exposed probably didn't air the ads and people were exposed to them during the ad. some minutes during the game,” Calpin said.

That means people are having positive associations with Nike, Gatorade, SoFi and Pepsi, even if they don't buy traditional advertising, he added.

Mensio, developed in 2018, captures every second of television content; It also tracks logo appearances in post-game highlights and on social media. To determine the value, Calpin says Hive uses metrics like the duration, quality and size of a brand's logo on screen in its calculations.

During the 2022 Super Bowl, Hive spotted the company's logo on jerseys, bottles, coolers, towels, tablets, trolleys, headsets, and stadium/arena signage. Calpin says every 150 seconds of exposure in the game on average equates to the value of a 30-second commercial.

NBC charged around $6.5 million for a Super Bowl 56 ad, and several brands paid a record high $7 million for a 30-second ad. Game revenue is expected to surpass the $545 million total that ViacomCBS generated last year.

“Those commercial ratings only tell part of the story,” Calpin said. “They measure the viewership of traditional ads – 15 and 30 seconds – but ignore the brands shown in the content itself.”

A changing landscape

Hive provided its Super Bowl data to Elevate to verify valuation estimates. Elevate is run by president Al Guido of the San Francisco 49ers.

Thomas Bernstein, executive vice president of Insights at Elevate, says Hive data helps companies get a better "target return and return on investment" and "turns data into insights, into sales and partnerships”.

According to PitchBook, Hive is valued at $2 billion. Part of its revenue comes from licensing software to companies including Disney, Walmart and top NFL sponsor Anheuser-Busch. Hive also has agreements with media measurement companies Comscore and Octagon, and advertising agency Interpublic Group of Companies, known as IPG.

With Nielsen's #1 TV measurement status in jeopardy, Calpin said Hive wants to be the industry-accepted leader when it comes to "in-content" measurement.

The National Basketball Association introduced a non-traditional promotional shirt patching program in 2017. That content displays the company's logo on NBA uniforms during games. The league is also in the early stages of virtual deck ads, which are shown on the field during NBA games.

Similarly, Major League Baseball also plans to leverage virtual advertising during games, and the National Hockey League has rolled out helmets and jersey patches. Tech companies like Apple are also taking advantage of content visibility. For example, Apple showcases its products in entertainment shows, including “Ted Lasso,” streaming on Apple TV+.

“As video viewership continues to shift to ad-free or low-profile platforms like Netflix and HBO Max, the relative importance of branded content will continue to grow,” Calpin said.

Viewership stats for Super Bowl 2022 will be available this week, and that should provide additional media value around the game. P PredictHQ, a demand intelligence company, predicts the game will reach 117 million viewers, which would be a record high number.

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