Raymond James, the title sponsor for the stadium in Tampa, Florida, where the championship game was played on Sunday, got almost half its exposure during the NBC telecast, according to Joyce Julius & Associates.
The brokerage's signs appeared clear and in focus for almost two minutes during the game, said Joyce Julius, which measures the scope of sponsorships across all forms of media.
The stadium name also was mentioned on seven occasions by the game announcers, earning a combined in-broadcast exposure value of $18.1 million compared with the cost of a 30-second TV commercial on the NBC television network, which aired the game, of $3 million, Joyce Julius said.
The stadium sponsor at last year's Super Bowl, the University of Phoenix, got about 90 seconds of on-screen time for its signs and two verbal mentions, earning exposure worth $10.2 million, Joyce Julius said.
This year, pregame TV coverage in and around the stadium on NBC, ESPN and NFL Network during the hours leading up to the game, chipped in another $3.6 million of exposure value for Raymond James, according to Joyce Julius.
Mentions of the stadium by name also were monitored during 2,601 national, local and regional TV programs in the two weeks preceding the Super Bowl, garnering another $2.9 million.
Joyce Julius also cited 1,884 newspaper and magazine articles referencing Raymond James Stadium from Jan. 15 through Feb. 2. When compared with the cost of reaching the same number of potential readers through traditional advertising, the brand was credited with a print media exposure value of $7.1 million.
Another 8,900 articles on the Internet also referred to the stadium sponsor by name throughout the same two-week time period, accumulating an additional exposure value of $5.6 million, Joyce Julius said.