SBD/Issue 96/Sponsorships, Advertising & Marketing

That's G: Gatorade Has Highest Brand Exposure During Super Bowl

Gatorade Received $30.1M In Exposure
From 27 On-Air Minutes During Super Bowl
Gatorade led all brands in televised exposure during NBC's broadcast of Super Bowl XLIII, according to an analysis by K.C.-based measurement firm Image Impact. Gatorade, which used the event to showcase its "G" campaign, received $30.1M in exposure from nearly 27 minutes of on-air exposure during the broadcast. The company obtained $19.3M in exposure from serving as the presenting sponsor of the Gatorade Halftime Report, and the company received over $2M in exposure through its product placement atop the NBC desk during the net's pregame show. Meanwhile, the A-B InBev family of brands, including Budweiser, Bud Light and Bud Light Lime, yielded nearly $14M in exposure during the broadcast. Reebok received the most detections, as shots of the Reebok logo on players' jerseys accounted for over 17 minutes of on-screen time, while Bridgestone, the sponsor of the Super Bowl XLIII Halftime Show, earned $9.8M in exposure. Image Impact analyzed and monetized all in-broadcast brand exposure in the 11 hours of Super Bowl coverage on NBC, which yielded nearly $133M in brand exposure. It was estimated that the net sold each of the in-game 30-second ad spots for as much as $3M; pregame inventory sold for less. The following lists the top 10 brands that received the highest level of brand exposure (Image Impact).

Rank
Brand
Duration (MM:SS)
QI
MV
1
Gatorade
27:00
0.317
$30,147,867
2
A-B
4:43
0.48
$13,980,456
3
Reebok
17:04
0.149
$13,509,024
4
Bridgestone
3:26
0.827
$9,799,638
5
Hyundai
1:31
0.972
$8,798,551
6
Motorola
8:11
0.168
$8,136,850
7
Sprint
1:44
0.391
$2,959,629
8
State Farm
1:26
0.392
$2,811,492
9
Hess
3:38
0.174
$2,729,450
10
Pepsi
5:28
0.338
$2,716,025

METHODOLOGY: Using the various rates as a baseline for its two proprietary metrics, Image Impact was able to determine the total monetary value of the broadcasts. The QI ScoreSM (Quality Impact Score) assigns a measure of quality based on the duration, size, isolation status and types of detection appearing in a broadcast; it is a measure of potential impact. The MV (Monetary Value) is a dollar amount representing the estimated monetary value of a sponsors' detections within the context of a given broadcast presentation and is calculated using an established value of the 30-second spot rate for the broadcast as a benchmark before discounting by the percentage of the Quality Impact Score.

Return to top
Video Powered By - Castfire CMS Powered By - Sitecore

Report a Bug