Nike and Pepsi dominate funky media during the Super Bowl

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

Rob Carr | Getty Images

The Los Angeles Rams won their second Super Bowl in series history, defeating the Cincinnati Bengals on Sunday. But NFL sponsors Nike, Pepsi and Bose also took the lead, according to an early version of in-game media ratings seen by CNBC.

These brands’ logos were among the logos that racked up millions of dollars in media during Super Bowl 56, according to data compiled by San Francisco-based software company Hive in collaboration with sports consultancy Elevate.

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Sponsoring brands received $170 million from in-game bidding, according to the report, up slightly from $169 million during the 2021 Super Bowl. The 2020 game has made $143 million.

Hive said brands received more than 75 minutes of screen time during Super Bowl 56. That’s less than 104 minutes in 2021, in part due to the lifting of pandemic restrictions for the game this year.

This is the fourth year in a row that the software company has used its AI platform to track media sponsorship during the big game. With in-content display gaining traction among sports leagues looking to increase revenue, company-developed Mensio software provides brand data beyond traditional commercials for live sporting events.

Nielsen is the currency used in [measuring] “Traditional commercials,” said Dan Calpin, president of Hive for CNBC. “We see ourselves as the gold standard for measuring brand exposure within content for which there is no currency today.”

Cooper Cobb of the Los Angeles Rams scores a touchdown.

Mike Cigar | Reuters

Increase in-game value

The 2022 Hive Report combined visual and verbal exposures during Super Bowl 56. Nike clocked 46 minutes of onscreen time, while its Bose brand logo appeared for eight minutes.

Pepsi’s brand has doubled, according to Hive data. The beverage maker sponsored the halftime show – perhaps for the last time – featuring iconic hip-hop stars Dr. Dre and Snoop Dogg. Hive estimated Pepsi’s co-brands, including Gatorade, were on screen for about nine minutes and their brand was mentioned 11 times.

(LR) Dr. Dre and Snoop Dogg perform during the Pepsi Super Bowl LVI Halftime show at SoFi Stadium on February 13, 2022 in Englewood, California.

Kevin C Cox | Getty Images

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

“There’s a lot of focus and conversation of water coolers on commercials, but when you back off, the most exposed brands may not be airing a commercial, and people have been exposed to it in some cases for several minutes during the game,” Calpin said.

This, he added, means that people are forging positive relationships with Nike, Gatorade, SoFi and Pepsi, even though they’re not buying traditional commercials.

Mincio, developed in 2018, records every second of televised content; It also tracks the display of the logo in post-game highlights and videos on social media. To determine the rating, Calpin said that Hive uses metrics such as duration and the quality and size of the brand’s logo on screen in its calculations.

Throughout the 2022 Super Bowl, Hive has spotted company logos on T-shirts, bottles, coolers, towels, tablets, carts, headphones, and in-field/arena banners. Calpin said that every 150 seconds of average in-game exposure equals the value of a 30-second ad.

NBC charged about $6.5 million for 56 Super Bowl commercials, and some brands paid a record $7 million for a 30-second ad. The game’s revenue is expected to exceed the $545 million total that ViacomCBS made last year.

“These trade ratings only tell part of the story,” Calpin said. “They measure traditional ad viewership – 15 and 30 seconds – but ignore the brands that have been shown within the content itself.”

changing landscape

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

Thomas Bernstein, Executive Vice President of Insights at Elevate, said Hive data helps companies get “better return on goals and return on investment” and “turn data into insights, into sales and partnerships.”

Hive is valued at $2 billion, according to PitchBook. Some of its revenue comes from licensing programs for companies like Disney, Walmart, and NFL’s largest sponsor Anheuser-Busch. Hive also has agreements with media measurement companies Comscore and Octagon, and the advertising company, Interpublic Group of Companies, known as IPG.

With Nielsen’s No. 1 TV benchmarking status at risk, Calpin said Hive wants to be the accepted leader in the industry when it comes to “in-content” measurement.

The National Basketball Association introduced the unconventional advertising jersey patch program in 2017. These assets show the company’s logo on the NBA’s uniform during games. The league is also in the early stages of virtual floor advertisements, shown on the field throughout NBA games.

Likewise, Major League Baseball is also planning to take advantage of virtual advertising throughout the games, and the National Hockey League has launched its helmet and jersey assets. Tech companies like Apple also benefit from exposure to content. For example, Apple shows its products in entertainment programs, including “Ted Lasso”, which is broadcast on Apple TV +.

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

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

Disclosure: NBCUniversal is the parent company of CNBC.

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