Super Bowl LIX

Super Bowl LIX brought the world a unique broadcast experience that showcased the changing landscape of broadcasts and partnerships across sports. With the Philadelphia Eagles notching a 40-22 victory over the Kansas City Chiefs, the game saw the highest recorded viewership of any Super Bowl to date despite the Eagles' early, dominant lead. For those watching at home as well as the fans in attendance at Caesars Superdome, the FOX broadcast of Super Bowl LIX showcased the value of brand engagement around marquee events while simultaneously bringing advertisers like Rocket into the stadium in first-of-their-kind commercial breaks.
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Our report details viewership trends throughout Super Bowl LIX with special emphases on minute-to-minute performance as well as differences across the United States’ 210 designated market areas to determine what branding exposure meant in terms of value. But more importantly, we use MVP’s in-house computer vision and research-backed methodologies to dissect the value of moments from this year’s game and showcase the impact for sponsors of the NFL and FOX's broadcast of the event.

By Placement

Exposure Overview

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

Coming Soon: Exposure by Brand

Setting the Stage

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.

Big Moments Across the Big Game

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.

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