SI.com

February 8, 2007

By Melissa Segura

On the Money:  Loose Change

. . . Despite the rain splattered across the camera lenses during the Super Bowl, the logos of Motorola and Reebok came through crystal clear. With much of the game's drama focused on Dungy and Chicago's Lovie Smith, the camera transmitted 4:52 seconds worth of Motorola headsets on the coaches ears and Reebok logos on their caps. Those images along with sweaters and jackets generated nearly $25 million worth of exposure for the brands according to the research firm Joyce Julius and Associates.