Classified Advertisements Runner's World Publisher Talks Boston Marathon UFC Projected To Sell Out In Orlando Emmert Defends Scholarship Values, Insurance Plan New Bucks Owners Open To Local Investors Bengals, County Reach Stadium Upgrades Deal Bettman Praises Shanahan's League Office Work Dierdorf Joins Michigan Booth For Football Louisville, Adidas Ink Five-Year Extension SBJ In-Depth: Action Sports
SBD/January 30, 2013/Research and RatingsPrint All
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 NBCBRANDVALUESuper Bowl$49.9MAll corporate brands$40.6MNFL-related brands$25.7MBroadcasters$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).