Software company Hive projects brands received 75 minutes of in-game exposure for the 2022 Super Bowl. The company tracked logos and verbal mentions of companies during the game to measure in-game value. It projected $170 million of value generated.
Hive measured the last four Super Bowls and provided CNBC a copy of its 2022 report hours after the game.Von Miller #40 of the Los Angeles Rams holds up the Vince Lombardi Trophy after Super Bowl LVI at SoFi Stadium on February 13, 2022 in Inglewood, California. The Los Angeles Rams defeated the Cincinnati Bengals 23-20.The Los Angeles Rams won their second Super Bowl in franchise history after beating the Cincinnati Bengals on Sunday.
Hive said brands received more than 75 minutes of on-screen time during the 2022 Super Bowl. That's down from 104 minutes for last year's game as the NFL had full capacity with pandemic restrictions lifted.
Doesn't mean I'm going to run to the store in Nikes to buy all the Pepsi I can