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With the general cleanliness of an NFL sideline and field, it is unsurprising that graphics integrations accounted for the majority of the exposures. Heavily influenced by how FOX integrated NFL partners YouTube TV (Google) and ABInBev (Bud Light and Michelob Ultra) into the broadcast, these positions brought the brand to the foreground across lead-in/out integrations.
Further, the static venue signage for the lightly-branded Caesars Superdome was beat out by the upper-level LED ribbon and video board signage. These premium placements delivered exceptional value by leveraging dynamic Skycam footage captured from behind the line of scrimmage and prominently featuring Verizon’s sideline headset branding. The clear, close-up shots of coaches—free from distracting visual clutter—ensured that these branded elements stood out, maximizing their impact and overall effectiveness
Anticipation for the Super Bowl LIX halftime show built for months after the NFL announced Kendrick Lamar would be the halftime show performer. As the Apple Music Halftime Show continues
to bring a younger, more modern experience to the performance, Lamar brought out guests Samuel L. Jackson, SZA, Serena Williams, and DJ Mustard to add to the excitement of the evening.
Looking at the value of the Super Bowl LIX logo throughout the game as placed on the players and NFL referees, MVP found nearly $82M and $7.7M in value for this single game, respectively, should these assets ever be activated as positions for NFL partners. Similar to asset placements across the NHL, NBA, MLB, and MLS, these assets provide substantial sideline and break-in-game value during sideline shots, penalties, and close-in replays. Further, the on-field placement for the Super Bowl LIX logo garnered more than $300M in value for the event logo, despite the low likelihood that the NFL would look to put on-field brand placements into games.
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The chart below highlights each instance during Super Bowl LIX when MVP’s in-house computer vision detected logos from NFL and broadcast partners on FOX's broadcast. It shows in detail when the branding was present on screen, how long it was featured, and the value generated as a result. We encourage you to use your cursor to explore the game's moments through brand exposure and placements.
Minute-to-Minute (M2M) viewership for Super Bowl LIX followed a similar trend of recent years, which saw a drop off as the game went on, though in recent years, there has been more of an toward the halftime show and the period that follows. Likely a result of the Eagles' rout of the Chiefs, it is understandable that viewers would turn off the game or change the channel without much question of the result.
By understanding the flow of M2M over the course of the game, we can also help uncover which periods of the game provide the best return on investment for a typical :30 commercial within the game and which positions should be bought or sold at a premium relative to others. At the same time, we can look at brands like RayBan x Meta and Cirkul, which spread out multiple commercials over the broadcast in addition to Z-Suite (Tubi) and look at the cumulative value of these ads and consider how a multi-commercial strategy could evolve.
Finally, as we consider each of these placements, components like Rocket's singing of John Denver's 'Take Me Home Country Roads' as a lead-in from a commercial with the same song can be considered in a similar context of the Bud Light lead-in with Peyton Manning in the stadium that represent considerable '4th Wall Breaks' that were a departure from traditional commercial spots in the past.
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