25 Jun Overtime, Overdelivered: How Energizer Used Efficiency to Draw Eyes and Value
When it comes to advertising during the NHL Stanley Cup Playoffs, every second counts — and no moment is more tension-packed than overtime. This year, Energizer seized that opportunity with a distinct approach: dedicated DED signage that appeared exclusively during overtime play. Zoomph’s recent logo-AI analysis of the brand’s exposure across TNT and TruTV in Games 1 and 2 highlights just how effective (and efficient) that strategy was — and what other brands can learn from it.
The Data: Energizer vs. Fanatics and Chipotle
Zoomph compared Energizer’s performance to Fanatics and Chipotle across multiple broadcast platforms for brand exposure using machine learning logo detection for company logos. Here are some key findings:
| Broadcast | Brand | Clarity | Time on Screen | Logo Impressions | Value |
|---|---|---|---|---|---|
| Game 1 (TNT) | Energizer | 43.86% | 9m 38s | 68.2M | $2.90M |
| Game 1 (TruTV) | Energizer | 45.86% | 9m 35s | 58.1M | $351K |
| Game 2 (TNT) | Energizer | 40.76% | 14m 31s | 83.0M | $744K |
| Game 2 (TruTV) | Energizer | 41.28% | 14m 22s | 73.1M | $104K |
Despite having less total screen time than Fanatics or Chipotle, Energizer consistently delivered:
- Higher clarity (visual quality and recognizability of the logo)
- Competitive logo impressions per minute
- Strong per-second value during its limited exposure
Why It Worked: The Overtime Advantage
Energizer’s DED (Digitally Enhanced Dasherboard) signage was intentionally placed in one of the most emotionally charged windows of the game: overtime. That timing brought unique advantages:
- Viewers are highly engaged, with no distractions during sudden-death moments.
- Ad clutter is lower, making branding stand out more prominently.
- Impression quality increases, as viewers are laser-focused on every play.
This explains how Energizer, despite having up to 60% less screen time than Fanatics, delivered nearly half their value in fewer minutes and often at higher clarity.
Strengths of the Activation
High Clarity Rate: Energizer’s clarity rate consistently exceeded 40% across all networks and games — topping all other brands analyzed. This indicates strong logo presentation and strategic placement within the DED space.
Efficient Use of Time: While Fanatics dominated in total screen time, Energizer extracted higher per-second value, especially on TNT in Game 1 ($2.90M value in under 10 minutes).
Emotional Timing: Overtime isn’t just game time — it’s peak drama. Energizer aligned its brand with intensity, durability, and focus, subtly reinforcing its “keeps going” brand promise.
Key Takeaways for Marketers
Context > Quantity: Energizer proved that where and when you advertise can beat simply showing up more often.
Emotionally Timed Placement Increases Brand Recall: Overtime is the crescendo of the game — aligning with high-stakes moments amplifies emotional connection.
Clarity Drives ROI: Visual quality and strategic positioning matter more than raw duration.
Smarter Network Allocation Matters: Not all air time is equal. Prioritize premium channels with higher-value audiences for maximum return.
Conclusion
Energizer’s NHL activation wasn’t just clever — it was surgically executed. By owning the emotional heartbeat of hockey games (overtime), and maximizing clarity and screen efficiency, they showed that high-impact branding doesn’t require wall-to-wall exposure.
For marketers looking to break through in sports media, Energizer’s strategy offers a jolt of inspiration: sometimes less — when done smartly — really is more.
