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Super Bowl Generated $170M in In-Game Brand Exposure

  • Companies reportedly received an estimate of $170 million worth of “in-game exposure" during this year's Super Bowl.
  • Nike clocked 46 minutes of screen time.
Kirby Lee-USA TODAY/Design: Alex Brooks

There’s a reason brands of all types invest in Super Bowl advertising and sponsorship — every year, the event generates millions of dollars in brand exposure.

This year, brands have gotten more than in recent years.

Companies received an estimate of $170 million worth of “in-game exposure,” or sponsorship activation embedded in the actual game production content, according to a report by Hive and Elevate obtained by CNBC.

  • The 2021 Super Bowl generated $169 million in in-game brand exposure.
  • In 2020, the Super Bowl generated significantly less — about $143 million.

Nike clocked 46 minutes of screen time. PepsiCo’s brands, which include Gatorade, saw nine minutes — but the brands were named 11 times, more than any other company. And Bose, a major NFL sponsor, saw eight minutes of screen time.

The valuations were based on the length of time a brand was featured, as well as “quality” and “size” of its logo during exposure, CNBC reported.

Advertising Winners

Traditional ads made an impact as well. Coinbase’s commercial drew more than 20 million hits on its landing page within 60 seconds, momentarily crashing its website.

Polestar, Cue Health, and Amazon’s “Lord of the Rings” earned the top three spots for “viewer engagement” of advertisements, per EDO, Inc.

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