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Super Bowl Brand Exposure Pays Off

  • Nike was reportedly the most visible brand during Fox's broadcast of Super Bowl LVII.
  • Super Bowl ads went for around $7 million each.
Kansas City Chiefs celebrate a touchdown in front of camera operator during Super Bowl LVII.
Front Office Sports Today

Could Promotion-Relegation work in College Football?

The proposal aims to create an exciting media product while reducing travel for non-football sports.
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September 21, 2023 | Podcast
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The Kansas City Chiefs weren’t the only Super Bowl winners, as several brands used the opportunity to speak to the Big Game’s 113 million viewers.

Nike was the most visible brand during Fox’s broadcast of Super Bowl LVII, with 1,079 seconds on screen and $211.1 million in unweighted media equivalency, according to Vision Insights.

  • State Farm, the naming rights partner of the stadium, was the second-most visible with $34.6 million in unweighted media equivalency.
  • Bud Light came in third ($28.3 million), and Gatorade fourth ($27.4 million).
  • Apple Music, the Halftime Show sponsor, rounded out the top five ($19 million). 

Brand exposure wasn’t just on TV — Super Bowl ads, which went for around $7 million, made their way to YouTube as well. 

Melissa McCarthy’s spot was the most watched on the platform Sunday with 100 million views, followed by John Travolta’s T-Mobile ad (37 million) and Snoop Dogg’s Skechers commercial (26 million).

Blue Who?

Taking advantage of Anheuser Busch InBev’s decision not to renew its exclusivity deal, Molson Coors returned to the Super Bowl for the first time in more than 30 years with its Blue Moon ad — and it paid off.

The second-most searched Google term in the U.S. during the game was reportedly “Who owns Blue Moon beer?” It was beat out only by “Is Rihanna pregnant?”

Rihanna performed in Apple Music’s Super Bowl Halftime show, which averaged 118.7 million viewers.

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