Sports Business Daily: That's G: Gatorade Has Highest Brand Exposure During Super Bowl
From the February 5, 2009 edition of the SportsBusiness Daily:
"Gatorade led all brands in televised exposure during NBC's broadcast
of Super Bowl XLIII, according to an analysis by K.C.-based measurement
firm Image Impact. Gatorade, which used the event to showcase its "G"
campaign, received $30.1M in exposure from nearly 27 minutes of on-air
exposure during the broadcast. The company obtained $19.3M in exposure
from serving as the presenting sponsor of the Gatorade Halftime Report,
and the company received over $2M in exposure through its product
placement atop the NBC desk during the net's pregame show.
Meanwhile, the A-B InBev family of brands, including Budweiser, Bud
Light and Bud Light Lime, yielded nearly $14M in exposure during the
broadcast. Reebok received the most detections, as shots of the Reebok
logo on players' jerseys accounted for over 17 minutes of on-screen
time, while Bridgestone, the sponsor of the Super Bowl XLIII Halftime
Show, earned $9.8M in exposure. Image Impact analyzed and monetized all
in-broadcast brand exposure in the 11 hours of Super Bowl coverage on
NBC, which yielded nearly $133M in brand exposure. It was estimated
that the net sold each of the in-game 30-second ad spots for as much as
$3M; pregame inventory sold for less."
