/// Mercedes Revs Up High-Octane Super Bowl Appearance

January 30, 2013  |  Media Week

With a record eight automotive brands set to air spots in CBS’ broadcast of Super Bowl XLVII, the battle for hearts and minds will be more heated than ever. But one car company has a distinct advantage over its competition. According to data from ImageTrack, the advertising/sponsorship monitoring service from IEG Consulting and Kantar Media, Mercedes-Benz will win the day, thanks in large part to a naming rights deal that will keep the brand on the lips of CBS Sports broadcasters Jim Nantz and Phil Simms. Per ImageTrack estimates, New Orleans’ iconic sports venue, the Mercedes-Benz Superdome, will garner the automaker around 6 minutes and 19 seconds of exposure during the game broadcast. This assessment does not take into consideration pre- and post-game coverage. Based on the ImageTrack’s methodology for calculating the value of incidental exposure, the 379 seconds of on-screen shots and mentions from the booth works out to a value of roughly $4.6 million. Toss in a 60-second spot for the 2014 CLA Coupe and the total value of Mercedes’ media exposure works out to around $12.2 million. If the 90-second version of the CLA spot airs on Sunday—while the final duration has yet to be determined, the ad will air in the fourth quarter—the total media exposure will be worth a cool $16 million

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Mercedes Revs Up High-Octane Super Bowl Appearance



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