SBD/January 30, 2013/Research and Ratings

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  • Super Bowl Telecast In '12 Delivered $40.6M In Exposure Value For Brands

    Corporate brands received $40.6M in exposure value during NBC’s broadcast of the Giants-Patriots Super Bowl last year, below the $49.9M in exposure value for the actual Super Bowl brand, according to data from sponsorship research firm Repucom. Corporate brand mentions -- including all sponsor brands in the broadcast made up of physical signage throughout Lucas Oil Stadium, all apparel and equipment branding, as well as all broadcaster controlled graphics and other assets -- did top the value seen by NFL-related branding and broadcaster branding. Super Bowl branding included all iterations of the Super Bowl brand (specific mentions to Super Bowl XLVI and other past Super Bowls, generic mentions of “Super Bowl,” as well as the Lombardi Trophy). NFL-related branding included all iterations of the NFL brand, including NFL.com, and related brands (i.e. “NFC”).

    TV BROADCAST EXPOSURE GENERATED BY BRANDS
    DURING SUPER BOWL XLVI ON NBC
    BRAND
    VALUE
    Super Bowl
    $49.9M
    All corporate brands
    $40.6M
    NFL-related brands
    $25.7M
    Broadcasters
    $7.1M

    THE NAME GAME: Mercedes-Benz should expect to see a decent return on its naming-rights deal at the Superdome during Sunday’s Super Bowl telecast. Last year, Lucas Oil Stadium saw $631,468 in exposure value during the Super Bowl telecast, which was 27 times greater than the value that Lucas Oil received during the regular season (Repucom).

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