Von Miller #40 ntawm Los Angeles Rams tuav Vince Lombardi Trophy tom qab Super Bowl LVI ntawm SoFi Stadium thaum Lub Ob Hlis 13, 2022 hauv Inglewood, California. Los Angeles Rams yeej Cincinnati Bengals 23-20.
Rob Carr | Cov duab Getty
Los Angeles Rams yeej lawv Super Bowl thib ob hauv keeb kwm franchise tom qab ntaus Cincinnati Bengals hnub Sunday. Tab sis cov tuam txhab xws li Pepsi, Nike thiab Bose, uas muaj lawv lub logo tshwm sim thoob plaws hauv National Football League qhov kev ntaus nqi saum toj kawg nkaus, kuj yog cov yeej raws li cov npe tau txais kev pom ntau tshaj plaws nyob ib puag ncig Super Bowl 56.
San Francisco-based software tuam txhab Hive tau koom tes nrog kev sib tham kis las lub tuam txhab Elevate los tsim kev ntsuas hauv kev ua si hauv xov xwm nyob ib ncig ntawm 2022 Super Bowl. CNBC tau txais tsab ntawv tshaj tawm ntxov ntawm xyoo 2022 uas tau hais tias cov khoom lag luam tau txais $ 170 lab ntawm qhov tshwm sim hauv-kev ua si. Qhov ntawd yog piv rau xyoo tas los qhov kev ua si, uas tau tsim $ 169 lab ntawm tus nqi hauv-kev ua si. Thiab qhov kev ua si 2020 tau tsim $ 143 lab.
Hive tau hais tias cov khoom lag luam tau txais ntau dua 75 feeb ntawm lub sijhawm ntawm kev tshuaj ntsuam thaum xyoo 2022 Super Bowl. Qhov ntawd tau nqis los ntawm 104 feeb rau kev ua si xyoo tas los vim NFL muaj peev xwm puv nrog kev txwv tsis pub kis thoob qhov txhia chaw.
Hive tau tsim lub platform txawj ntse uas taug qab kev txhawb nqa xov xwm thiab siv cov software ua raws li plaub Super Bowls kawg. Nrog rau cov ntsiab lus nthuav tawm tau txais kev sib tw ntawm cov kis las ncaws pob tab tom nrhiav kev tsav cov nyiaj tau los, lub tuam txhab tsim nws cov software Mensio los taug qab cov khoom lag luam nthuav tawm sab nraud ntawm kev lag luam ib txwm muaj huab cua thaum muaj kev sib tw kis las.
"Nielsen tau yog txiaj ntsig rau [ ntsuas] kev lag luam ib txwm muaj," Hive tus thawj tswj hwm Dan Calpin hais rau CNBC. "Peb pom peb tus kheej yog tus qauv kub rau kev ntsuas cov ntsiab lus ntawm cov khoom lag luam uas tsis muaj txiaj ntsig niaj hnub no."
Los Angeles Rams 'Cooper Kupp tau qhab nia sib tw.
Mike Segar | Xov Xwm Reuters
Ua kom muaj nuj nqis hauv kev ua si
Hive's 2022 tsab ntawv ceeb toom ua ke ua ke pom kev pom thiab hais lus thoob plaws hauv Super Bowl 56. Nike tau nthuav tawm ntau tshaj plaws hauv 2022 Super Bowl nrog 46 feeb ntawm lub sijhawm ntawm kev tshuaj ntsuam, thaum Bose, uas yog ntawm NFL tus neeg txhawb nqa sab saum toj, muaj lawv lub logo tshwm rau yim feeb
Pepsi tau nthuav tawm ob npaug nrog nws cov npe tshwm sim hauv 2022 Super Bowl. Cov neeg tsim dej haus tau txhawb nqa 2022 Super Bowl Halftime qhia - tej zaum yog lub sijhawm kawg - muaj cov hnub qub hip-hop iconic Dr. Dre thiab Snoop Dogg. Hive kwv yees Pepsi cov tuam txhab ua ke, suav nrog Gatorade, tau nyob ntawm qhov screen rau kwv yees li cuaj feeb thiab nws cov hom tau hais txog kev ua si siab 11 zaug.
Toyota, Verizon, thiab New Era ua raws nrog peb feeb ua ke (ib feeb txhua) ntawm qhov tshwm sim hauv-kev ua si. Thiab SoFi, uas tau pom zoo rau $ 625 lab naming txoj cai deal nrog Rams, muaj kwv yees li ib feeb ntawm qhov kev ua si uas Hive muaj nuj nqis ntawm $ 3.5 lab.
"Muaj ntau qhov kev tsom xam thiab dej-txias sib tham ntawm kev lag luam, tab sis thaum koj thim rov qab, cov khoom lag luam nthuav tawm feem ntau yuav tsis tau tshaj tawm kev lag luam, thiab tib neeg tau nthuav tawm rau lawv hauv qee kis rau ob peb feeb thaum lub sijhawm ua si," Calpin hais. "Yog vim li cas tib neeg koom nrog Nike, Gatorade, SoFi, thiab Pepsi."
Hive tsim Mensio hauv 2018 ua "ib txwm-ntawm lub platform" uas sau txhua ob ntawm cov ntsiab lus hauv TV 24/7. Lub software taug qab cov hom siv nws "logo nrhiav tus qauv" thiab taug qab lub logo raug nyob rau hauv postgame highlights thiab social media videos.
Txhawm rau tsim kom muaj nuj nqis, Calpin hais tias Hive muab cov ntsuas ntsuas nrog rau lub sijhawm, qhov zoo thiab qhov loj ntawm lub cim logo ntawm lub vijtsam.
Thoob plaws xyoo 2022 Super Bowl, Hive tau tshawb pom lub tuam txhab logos ntawm lub tsho, lub raj mis, txias, phuam da dej, ntsiav tshuaj, tsheb, lub mloog pob ntseg thiab hauv-chaw ua si / chaw ua si kos npe. Calpin tau hais tias txhua txhua 150 vib nas this ntawm qhov nruab nrab hauv-kev ua si raug sib npaug rau tus nqi ntawm 30-thib ob ntawm kev lag luam.
NBC tau them kwv yees li $ 6.5 lab rau 2022 Super Bowl kev lag luam, thiab qee lub npe tau them cov ntaub ntawv siab $ 7 lab rau 30-thib ob tshaj tawm. Lub tuam txhab yuav tsum tshaj $ 545 lab hauv cov nyiaj tau los ViacomCBS tsim thaum lub sij hawm 2021 Super Bowl.
Calpin hais tias "Cov kev ntsuas kev lag luam no tsuas yog qhia txog ib feem ntawm zaj dab neeg," Calpin hais. "Lawv ntsuas qhov kev saib ntawm kev tshaj tawm ib txwm muaj - 15 thiab 30 vib nas this - tab sis tsis quav ntsej cov npe uas tau nthuav tawm hauv cov ntsiab lus nws tus kheej."
Ib tug hloov toj roob hauv pes
Hive muab nws cov ntaub ntawv Super Bowl rau Elevate los txheeb xyuas qhov kev kwv yees kwv yees. Elevate yog khiav los ntawm 49ers pab pawg thawj tswj hwm Al Guido.
Thomas Bernstein, tus lwm thawj coj ntawm kev nkag siab ntawm Elevate, hais tias Hive cov ntaub ntawv pab cov tuam txhab tau txais txiaj ntsig zoo dua "rov qab los ntawm cov hom phiaj thiab lawv cov nyiaj rov qab los ntawm kev nqis peev" thiab "tig cov ntaub ntawv rau kev nkag siab, muag thiab kev koom tes."
Hive muaj nuj nqis ntawm $ 2 nphom, raws li PitchBook. Qee qhov ntawm nws cov nyiaj tau los los ntawm kev tso cai nws cov software rau cov tuam txhab xws li Disney, Walmart, thiab sab saum toj NFL tus txhawb nqa Anheuser-Busch. Hive kuj muaj kev pom zoo nrog cov tuam txhab ntsuas xov xwm Comscore, Octagon, thiab tshaj tawm cov tuam txhab Interpublic Group ntawm Tuam Txhab, hu ua IPG.
Nrog Nielsen's "tus qauv kub" ntawm TV ntsuas qhov xwm txheej hauv kev txaus ntshai, Calpin hais tias Hive xav ua "kev lag luam-tsim ntsuas ntsuas" thaum nws los txog rau hauv cov ntsiab lus ntsuas.
Lub koom haum National Basketball Association tau ntxiv nws cov tsho tsho thaj ua rau xyoo 2017. Cov khoom vaj khoom tsev ntawd qhia lub tuam txhab lub logo ntawm NBA khaub ncaws thaum ua si. Cov pab koomtes tseem nyob rau theem pib ntawm nws qhov kev tshaj tawm hauv pem teb virtual, tso tawm hauv lub tsev hais plaub thoob plaws NBA games.
Major League Baseball tseem yuav txhawb nqa kev tshaj tawm virtual thoob plaws hauv kev ua si, thiab National Hockey League tau tshaj tawm nws cov kaus mom hlau thiab tsho lub tsho, ib yam nkaus. Cov tuam txhab thev naus laus zis zoo li Apple kuj tseem siv cov ntsiab lus nthuav tawm. Piv txwv li, Apple nta nws cov khoom hauv kev lom zem ua yeeb yam, suav nrog Ted Lasso, uas yog kwj ntawm Apple TV +.
"Raws li kev saib cov yeeb yaj kiab txuas ntxiv hloov mus rau qhov tsis muaj lossis qis tshaj tawm platform xws li Netflix thiab HBO Max, qhov tseem ceeb ntawm cov ntsiab lus ntawm cov khoom lag luam yuav nce ntxiv," Calpin tau hais.
Kev ntsuas kev saib xyuas rau 2022 Super Bowl yuav tsum muaj nyob rau lub lim tiam no, thiab qhov ntawd yuav muab tus nqi xov xwm ntxiv nyob ib puag ncig qhov kev ua si. PredictHQ, lub tuam txhab xav tau kev txawj ntse, kwv yees qhov kev ua si yuav ncav cuag 117 lab tus neeg saib, uas yuav yog cov ntaub ntawv siab.
Kev Tshaj Tawm: NBCUniversal yog niam txiv lub tuam txhab ntawm CNBC.
Tau qhov twg los: https://www.cnbc.com/2022/02/14/nfl-sponsors-nike-pepsi-dominate-2022-super-bowl-exposure.html