Of all earned media generated by 11 brands, 57% was related to the Super Bowl, not to the rest of the schedule, MikeWorldWide found in a study, Sports Business Journal reports.
“The NFL is an eight-month platform,” said Bret Werner, a partner in MikeWorldWide. “You could argue it’s a 12-month platform. … People activate the Super Bowl, and it is the
apex, but as we start the NFL season, where’s the program that kicks it off?”