That's according to research conducted by Joyce Julius and Associates, which specialises in measuring the impact of sponsorships across all forms of media.
Ford, General Motors (GM) and Toyota were the chief beneficiaries.
GM and its Cadillac Escalade brand owned the night with three minutes, 10 seconds (3:10) of clear in-focus exposure time to go along with 21 announcer-mentions. When comparing the exposure to the cost of a typical commercial on ABC’s broadcast, a value of more than $33.3million was achieved.
As sponsor of the host stadium in Detroit, Ford’s identity appeared for one minute 44 seconds throughout the broadcast, while the hometown automaker was also mentioned by the ABC announcing crew a half-dozen times. Altogether, the exposure topped $13.6million when compared to a typical Super Bowl commercial spot.
Signs within Ford Field accounted for the bulk of the auto company’s exposure, gathering 1:23 of on-screen time during the four-and-a-half-hour telecast.
Toyota also made a brief but significant appearance during ABC’s broadcast, securing $2million via a 'Brought To You By' promotional segment that ran in the first half of the game.
