In-game exposure totalled 85% more screen time than national commercials, comScore-Hive next day Super Bowl LV analysis shows.
While Super Bowl commercials stand on their own, the telecast itself consistently provides significant in-content brand exposure for official league and broadcast sponsors through camera-visible signage, product placement and digital billboards.
Nike alone ( with swooshes visible on uniforms, cleats and other sideline apparel) had more time on screen during the telecast (44 minutes and 51 seconds) than the sum of all national commercial airings during the game.
Together, 24 brands visible on screen for at least 5 seconds collectively earned more than 70 minutes of exposure during the telecast, roughly 1.85 times as much as the total airtime for national commercials (excluding network promotional spots and local commercials).
Hive’s proprietary logo detection model was used to measure the quantity of logo placements within the TV broadcast of the game and halftime show.
In total, 12 brands surpassed 30 seconds of cumulative brand exposure within the Super Bowl LV telecast (not including the pre- and post-game shows and excluding league, team and network brands). Nike achieved the greatest exposure by a large, followed by Verizon, Gatorade, Bose, and Pepsi.
Hive’s propietary logo detection model has been trained to automatically detect exposure for more than 5,500 brands with more than 220 million individual pieces of human-labeled training data.
The reduction in fans appeared to boost the level of TV exposure for the league’s sideline sponsors. Gatorade (on bottles, cups, coolers and towels) and Bose (on coaches’ headsets) totaled more than 10 minutes of time on screen, up nearly 60% from last year’s game.
This continues a season-long trend, where league sponsors Gatorade, Bose, and Microsoft, which each have branded products and signage placed on sidelines, collectively experienced a 33% increase in their cumulative seconds of screen time per hour during the 2020 NFL regular season and playoffs.
And this has happened, while COVID-19 significantly changed the game day experience throughout the 2020 NFL season and Super Bowl LV.
Image over the headline.- Image of the Super Bowl LV final match. Note the Nike logo exposure on the players sweaters.
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