Super Bowl LIII was an American football game played to determine the champion of the National Football League (NFL) for the 2018 season.The American Football Conference (AFC) champion New England Patriots defeated the National Football Conference (NFC) champion Los Angeles Rams, 13–3. MORE: Get the latest Super Bowl 54 odds & betting trends at Sports Insider. Super Bowl prop bets 2020: Commercials How many commercials will have a dog in it? O/U 3.5 commercials; Everyone loves dogs.
- Top five sponsors by media value were Pepsi (US$31.6m), Verizon (US$26.5m), Gatorade (US$20.6m), DraftKings (US$11.1m) and Bud Light (US$6m)
- NFL replaced seat coverings with LED message boards for showpiece fixture, leading to US$38.6m in sponsor media value
- Pepsi received around US$13.5m in value from broadcast graphic and signage during the Weeknd’s halftime show
The top five most visible sponsors during the national broadcast of Super Bowl LV received some US$95.8 million in media value, according to research by GumGum Sports.
Based on analysis of six assets across 353 exposures and 2,300 seconds on screen, the AI-powered sponsorship analytics platform found that Verizon, Pepsi, Anheuser-Busch brand Bud Light, Gatorade and DraftKings gained the most visibility during the National Football League’s (NFL) showpiece fixture, which saw the Tampa Bay Buccaneers storm to a 31-9 win over the Kansas City Chiefs.
Bud Light Super Bowl
The sideline LED seat tarp proved to be the most valuable inventory, generating US$38.6 million in sponsor media value, equal to 40 per cent of the overall total.
The NFL started offering branded seat coverings to sponsors for the 2020 season as a way to boost revenue during the pandemic. The league opted to swap those for LED message boards during the Super Bowl, a move which GumGum said proved to be ‘extremely profitable’ as it meant sponsors could be rotated throughout the game.
NHL’s new sponsorship assets could drive US$16m per team in media value
Elsewhere, the halftime broadcast graphic produced US$9.4 million in media value for Pepsi, which was the presenting partner of the Weeknd’s halftime show. That contributed to the soft drinks giant receiving a total US$31.6 million in media value across four placements, which was the highest of the five sponsors being tracked.
A brand-by-brand breakdown shows that Verizon received the most media value after Pepsi, with the telco’s three placements generating US$26.5 million in value.
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Gatorade’s sideline setup delivered 39 per cent of the total exposure count and saw the sports drink brand benefit from US$20.6 million in media value for just one placement, while DraftKings received US$11.1 million in value and Bud Light US$6 million.
Bud Light Ad Super Bowl
The second most valuable asset proved to be broadcast graphics, which drove around US$20.7 million in sponsor media value. Meanwhile, halftime signage contributed US$4.1 million in media value, with stadium signage generating around US$2.4 million.