Introduction

The week leading up to the Super Bowl is more than just a prelude to a football game; it’s a cultural and commercial phenomenon that concentrates millions of eyes and wallets in a single metropolitan area. For brands, this presents a golden opportunity to create immersive, memorable experiences through temporary retail activations. However, executing a successful pop-up in this high-stakes environment requires a meticulously planned and flawlessly executed super bowl pop-up strategy. The path is littered with potential pitfalls: fierce competition for prime locations, a labyrinthine permitting process, the logistical nightmare of managing massive crowds, and the ever-present pressure to demonstrate a positive return on a significant investment. This guide is engineered to navigate these complexities, providing a repeatable framework for success.

Our methodology focuses on three core pillars: proactive planning, operational excellence, and data-driven analysis. We will break down each stage of the pop-up lifecycle, from the initial six-to-twelve-month planning window to the final ROI calculation. Key performance indicators (KPIs) will be our guideposts, including but not limited to: Cost Per Acquisition (CPA) for leads, foot traffic conversion rates (visitors vs. interacting customers), average dwell time, social media sentiment analysis, and, ultimately, the overall financial return. We will explore how to secure the necessary permits efficiently, design a space that manages flow and maximizes engagement, and implement technology to capture crucial data points that provide the value of your activation to stakeholders.

Vision, values ​​and proposal

Focus on results and measurement

The vision behind any Super Bowl pop-up should extend beyond simple brand awareness. It must be a strategic tool designed to achieve specific, measurable business objectives. Our approach is rooted in the Pareto principle (80/20 rule): 20% of the effort in planning and data strategy yields 80% of the results. We prioritize a clear definition of success before a single dollar is spent on rent or manufacturing. Is the goal to drive direct sales of exclusive merchandise, capture high-quality leads for a luxury product, generate millions of social media impressions, or shift brand perception among a key demographic? The answer dictates every subsequent decision. Our core values ​​are strategic foresight, operational transparency, and empirical validation. We adhere to technical standards for accessibility (ADA compliance), data privacy (CCPA/GDPR), and public safety (local fire and building codes).

• Strategic Alignment: Every element of the pop-up, from staff uniforms to the background music, must directly support the primary business goal.
• Data-First Mentality: We integrate data capture mechanisms (e.g., RFID wristbands, QR code scans, smart cameras) from the outset to provide real-time and post-event analytics.
• Fan-Centric Experience: The activation must provide genuine value to the visitor, whether through entertainment, exclusivity, or utility. A positive experience is the foundation of brand loyalty and positive sentiment.
• Risk Mitigation Matrix: A decision-making framework is used to evaluate locations, vendors, and concepts based on a weighted score of potential impact vs. probability of risk (e.g., permit denial, supply chain delay, inclement weather).

Services, profiles and performance

Portfolio and professional profiles

Executing a high-impact Super Bowl pop-up requires a multidisciplinary team and a comprehensive suite of services. Our portfolio is designed to provide end-to-end management of the entire activation. This includes location scouting and negotiation, architectural and experiential design, permit acquisition and legal counsel, vendor sourcing and management (fabrication, A/V, security, staffing), technology integration (POS systems, analytics platforms), and public relations/media outreach. Key professional profiles involved are the Experiential Producer (overall project lead), a Permitting Specialist with local municipal connections, a Creative Director, a Logistics Manager, and a Data Analyst.

Operational process

1. Phase 1: Strategy & Concept (Months 12-9 Pre-Event):Define goals, KPIs, budget, and creative concept. KPI: Concept approved with a projected ROI of at least 3:1.
2. Phase 2: Location & Permitting (Months 9-6):Secure prime location and initiate all necessary permit applications. KPI: Secure a signed lease and have 75% of permit applications submitted.
3. Phase 3: Design & Production (Months 6-2):Finalize design, hire vendors, and begin manufacturing. KPI: All major vendor contracts signed and production milestones met with <5% budget variance.
4. Phase 4: Pre-Launch & Staffing (Months 2-0): Hire and train staff, launch marketing campaign, and coordinate logistics. KPI: Staff fully trained with a 90%+ score on knowledge tests; pre-launch media impressions target met.
5. Phase 5: Execution & Live Management (Event Week):Manage daily operations, security, crowd flow, and real-time data monitoring. KPIs: Achieve 95% of foot traffic goal, maintain average dwell time of >10 minutes, system uptime of 99.9%.
6. Phase 6: Teardown & Analysis (1 Month Post-Event):Oversee teardown, reconcile budgets, and produce final analytics report. KPI: Final report delivered within 30 days, detailing final ROI and key learnings.

Tables and examples

Representation, campaigns and/or production

Professional development and management

The production and logistical management of a Super Bowl pop-up is a high-pressure exercise in precision. The most critical component is navigating the complex and often unforgiving permitting process of the host city. This is not a task for the inexperienced. It requires a dedicated specialist who understands the nuances of local ordinances for temporary structures, health and safety, fire marshal approval, alcohol licensing, and public assembly. The timeline is paramount; Applications often need to be submitted 6-9 months in advance. Our process involves creating a comprehensive permit binder with all required documentation, engineering drawings, and insurance certificates, and maintaining constant communication with municipal officials. Vendor coordination is the second pillar. We operate with a pre-vetted network of suppliers for manufacturing, lighting, sound, and security, ensuring reliability. The execution calendar is mapped out to the hour, from load-in to load-out, with detailed contingency plans for every potential failure point.

• Critical Permitting Checklist:
  • Temporary Structure Permit: Requires stamped architectural and engineering plans.
  • Public Assembly Permit: Based on occupancy load calculations.
  • Fire Marshal Permit: Involves inspection of materials, exits, and fire suppression systems.
  • Health Department Permit: Mandatory for any food or beverage service.
  • Electrical Permit: For any temporary power distribution.
  • Signage/Banner Permit: Governs the size and placement of exterior branding.
  • Special Event Liquor License: A complex process often requiring public hearings.
• Contingency Planning:
  • Weather: Backup plans for rain or extreme temperatures (e.g., tenting, heaters, water stations).
  • Supply Chain: Alternate suppliers identified for all critical components.
  • Power Failure: On-site generators with sufficient fuel supply.
  • Staffing: A list of on-call staff to cover for no-shows.
  • Security/Crowd Control: Scalable security plan based on real-time crowd density.

Content and/or media that converts

Messages, formats and conversions

The physical space is the stage; the content is the show. An effective super bowl pop-up strategy hinges on creating an experience that is engaging, memorable, and drives specific actions. The primary “hook” must be powerful enough to draw people away from countless other distractions. This could be an exclusive merchandise drop, a meet-and-greet with a celebrity or athlete, a one-of-a-kind immersive technology experience, or access to a VIP lounge. Calls to Action (CTAs) must be clear, simple, and integrated seamlessly into the experience. For example, “Scan this QR code to join the virtual queue and unlock an exclusive digital collectible,” or “Share a photo from our VR experience with #BrandBowl to enter to win tickets.” We advocate for A/B testing different CTAs or offers in real-time if technology allows, optimizing for the highest conversion rate. The content workflow must be meticulously planned.

1. Content Strategy (Months 6-4): The Creative Director and Brand Strategist defines the core narrative, key messages, and the experiential journey. The main CTA is finalized.
2. Asset Production (Months 4-2): Graphic designers, videographers, and copywriters create all digital and physical assets (signage, app interfaces, social media content, video loops).
3. Technology Integration (Months 3-1): The tech team integrates the POS, CRM, and interactive elements. Rigorous testing of all software and hardware components.
4. Pre-Launch Promotion (Month 1): The PR and social media teams begin seeding content, announcing the activation, and building hype. Media kits are distributed.
5. Live Content Management (Event Week): A dedicated content manager is on-site to capture real-time moments, post to social media, and interact with the online audience.
6. Post-Event Content (1 Month Post): A “wrap-up” campaign is launched, sharing highlights, user-generated content, and a thank-you message to drive post-event engagement.

Training and employability

Demand-oriented catalogue

The front-line staff are the most critical touchpoint between the brand and the consumer. Their performance can make or break the entire experience. A comprehensive training program is non-negotiable. It must go beyond basic operational instructions and empower staff to be true brand ambassadors.

• Module 1: Brand Immersion & Storytelling:Deep dive into the brand’s history, values, and the specific goals of the pop-up. Staff must be able to articulate the “why” behind the activation.
• Module 2: Product & Experience Knowledge:Hands-on training with any products being sold or technology being demonstrated. Staff must be experts.
• Module 3: Operational Excellence: Training on POS systems, queue management technology, inventory procedures, and daily opening/closing checklists.
• Module 4: Crowd Management & De-escalation:Security-led training on how to manage queues, handle difficult situations calmly, and identify potential safety issues.
• Module 5: Customer Service & Hospitality:Role-playing exercises focused on greeting guests, answering difficult questions, and creating a welcoming, positive atmosphere.
• Module 6: Data Capture & Lead Generation:Training on how to effectively and politely encourage sign-ups and gather customer data in compliance with privacy regulations.

Methodology

Our training methodology is a blend of classroom-style learning, hands-on practice, and role-playing scenarios. All staff are evaluated using a standardized rubric before being approved for the floor. A final “dress rehearsal” simulates a busy period, allowing the team to practice their roles in a controlled environment. We also create a “pop-up playbook”—a pocket guide with key information, FAQs, and emergency contacts. This investment in training not only ensures a smooth operation but also improves the overall Net Promoter Score (NPS) of the event, as well-trained, enthusiastic staff create genuinely positive interactions that visitors remember.

Operational processes and quality standards

From request to execution

1. Diagnostic & Briefing:Initial meetings with the client to understand goals, target audience, budget, and brand guidelines. Deliverable: A detailed project brief and statement of work. Acceptance criterion: Client sign-off on brief and budget range.
2. Strategic Proposal: Development of 2-3 creative concepts with preliminary budgets, timelines, and projected ROI. Deliverable: Formal proposal presentation. Acceptance criterion: Client selects a concept and approves the initial budget.
3. Pre-Production & Planning:The deep dive begins. Secure location, start permitting, finalize designs, hire key vendors. Deliverable: Signed lease, submitted permit package, final architectural renderings. Acceptance criteria: All major contracts executed, permits in “pending” status.
4. Production & Execution:Manufacturing, software development, staff hiring/training, and logistics coordination. Deliverable: Fully manufactured and tested pop-up environment, trained staff. Acceptance criterion: Successful dress rehearsal and final safety inspections passed.
5. Live Event & Closure:On-site management during the event, followed by efficient teardown, site restoration, and final vendor payments. Deliverable: Site returned to original condition, all invoices paid. Acceptance criterion: Landlord sign-off on site condition.
6. Post-Event Analysis & Reporting:Data analysis, KPI reporting, budget reconciliation, and a final debrief with key learnings. Deliverable: Comprehensive post-event report. Acceptance criterion: Client acceptance of the final report and ROI calculation.

Quality control

• Roles: The Experiential Producer has ultimate responsibility. The Logistics Manager oversees physical quality control. The Data Analyst ensures data integrity.
• Escalation: A clear communication tree is established for on-site issues, from a staff lead to the on-site manager to the overall Producer.
• Indicators of Acceptance: All manufactured elements must match the approved renderings with less than 5% deviation. All technology must pass a 24-hour stress test without failure. Staff must achieve a 90% or higher score on training assessments.
• Service Level Agreements (SLAs): Key technology vendors must guarantee 99.5% uptime. Security must have a response time of under 60 seconds to any on-site incident.

Cases and application scenarios

Case 1: “Future Drive” by a Luxury Automotive Brand

Objective: To generate high-quality test drive leads for a new all-electric SUV among an affluent, tech-savvy demographic. Success was not measured by on-site sales but by CPL and post-event test drive conversion rates.
Scope & Scale:A 5,000 sq ft pop-up in a high-foot-traffic area near the main Super Bowl fan zone. Budget: $2.5 million. Duration: 5 days.
Execution: The space was designed as a sleek, futuristic gallery. The centerpiece was the vehicle on a slowly rotating platform, surrounded by interactive displays detailing its technology. Visitors could use AR-enabled tablets to customize the car’s color and features. To capture leads, a sophisticated driving simulator offered a “virtual test drive.” To participate, visitors had to register with their name, email, and zip code. The top 10 simulator scores each day won exclusive merchandise.
Challenges: Securing a location with a large enough electrical service to power the displays and vehicle charger was a major hurdle. Crowd flow was also a concern; a virtual queue was implemented for the simulator to prevent long lines and improve dwell time in other parts of the space.
KPIs & Results:

• Target Leads: 7,500. Current Leads: 8,250 (+10%).
• Cost Per Lead (CPL): Target <$350. Current: $303.
• Average Dwell Time: 18 minutes.
• Post-Event Test Drives Scheduled (within 3 months): 660 (8% conversion rate).
• Projected Vehicle Sales from Leads: 99 (assuming 15% close rate on test drives).
• Return on Investment (ROI): Assuming an average profit of $15,000 per vehicle, the total return was $1.485 million against a $2.5 million investment, resulting in an initial ROI of -40%. However, when factoring in the media value of 25 million impressions (valued at $750,000) and long-term brand equity, the project was deemed a strategic success.

Case 2: “The 58th Collection” by an Athleisure Wear Brand

Objective: To drive massive hype and sales for a limited-edition, Super Bowl-themed collection of apparel. The primary goal was revenue and brand heat, measured by sell-through rates and social media impact.
Scope & Scale:A 2,000 sq ft retail pop-up in a trendy downtown district. Budget: $1.2 million. Duration: 4 days.
Execution: The strategy was built around exclusivity and hype. The location was announced only 72 hours in advance via social media influencers. The pop-up was designed like a high-security vault. Customers had to pre-register online for a time slot to enter. Inside, the product was displayed like art. A live DJ, appearances by brand-sponsored athletes, and a “social media-powered” vending machine that dispensed free accessories in exchange for an Instagram post created a high-energy environment.
Challenges: Crowd control was the single biggest challenge. The pre-registration system was crucial, but a large walk-up crowd still formed. The brand had to work closely with a private security firm and local police to manage the line and ensure safety. Inventory management was also critical; a real-time system was used to prevent overselling.
KPIs & Results:

• Target Revenue: $1.5 million. Current Revenue: $1.85 million (+23%).
• Revenue per Square Foot: $925.
• Sell-Through Rate: 95% of the collection sold out in 4 days.
• Social Media Hashtag Mentions: 50,000+.
• Media Impressions: 40 million+.
• Return on Investment (ROI): ($1.85M Revenue – $1.2M Cost) / $1.2M Cost = 54% ROI on direct sales alone. The PR value was estimated at an additional $1 million.

Case 3: “Gridiron VR” by a Gaming Technology Company

Objective: Shift brand perception from a hardware manufacturer to an immersive entertainment ecosystem. The goal was to maximize user engagement and social sharing, not direct sales.
Scope & Scale:A 3,000 sq ft “black box” space inside a larger convention center hosting a fan festival. Budget: $800,000. Duration: 6 days.
Execution: The company created a 5-minute, multiplayer VR experience that allowed fans to feel like they were a quarterback on the field during the final two minutes of a game. High-end haptic suits and motion platforms enhanced the immersion. The experience culminated in a shareable video clip of the player’s “game-winning throw,” branded with the company’s logo. A leaderboard displayed the top scores, fostering competition.
Challenges: Throughput was the main operational challenge. The experience was 5 minutes long, with another 3 minutes for setup and takedown. With 10 VR pods, the maximum capacity was only about 60 people per hour. A robust online booking and virtual queue system was essential to manage expectations and prevent visitor frustration. Ensuring hygiene for the VR headsets was also a top priority.
KPIs & Results:

• Total Participants: ~2,500 over 6 days.
• Average Dwell Time (including wait): 25 minutes.
• Video Shares on Social Media: 1,875 (75% share rate).
• Total Social Media Impressions from Shares: 8 million+.
• Net Promoter Score (NPS) from Post-Experience Survey: +72.
• Return on Investment (ROI): The ROI was not financial but based on brand metrics. A post-event survey of participants showed a 40% increase in “intent to purchase” and a 60% increase in their perception of the company as an “innovative entertainment brand.” This data was invaluable for future marketing efforts.

Step-by-step guides and templates

Guide 1: Securing Your Super Bowl Pop-Up Permit: A 9-Month Checklist

1. Month 9: Research & Legal Counsel.Engage a local law firm or permitting consultant specializing in special events. Research the host city’s specific codes and past precedents for similar events. Create a master list of all potential permits required.
2. Month 8: Finalize Your Footprint. You cannot apply for most permits without a specific address and a detailed site plan. Finalize your location and have an architect create preliminary drawings including ingress/egress, occupancy load, and placement of all structures.
3. Month 7: The Big Three – Building, Assembly, and Fire. Submit applications for the Temporary Structure Permit, Public Assembly Permit, and begin dialogue with the Fire Marshal’s office. These have the longest lead times and the most stringent requirements.
4. Month 6: Ancillary Permits – Health, Electrical, Signage. If serving any food or beverage, submit your Health Department application, including a detailed plan for storage and service. Submit your electrical plan for an Electrical Permit. Submit renderings and dimensions for any external Signage Permits.
5. Month 5: Liquor Licensing. If applicable, this is a separate and often complex process. It may require neighborhood notification and a public hearing. Start immediately.
6. Month 4: Follow-Up & Revisions.Begin weekly check-ins with all municipal departments. Be prepared to receive requests for revisions or additional information. Respond to all requests within 48 hours.
7. Month 3: Insurance & Indemnification.Ensure your general liability insurance meets or exceeds the city’s requirements (often $2 million+). The city will need to be named as an additional insured. Provide these certificates to all departments.
8. Month 2: Schedule Final Inspections. Coordinate a schedule for all required on-site inspections (fire, building, health, electrical) to occur after build-out but before opening to the public.
9. Month 1: The Final Push. Consolidate all issued permits and inspection schedules into a single on-site binder. Distribute copies to your event producer, site manager, and legal counsel. Do not open your doors until you have a green tag from every required inspector.

Guide 2: Designing for Maximum Foot Traffic, Flow, and ROI

1. The “Decompression Zone”: The first 5-10 feet inside the entrance should be open space. This allows visitors’ eyes to adjust and helps prevent a bottleneck at the door. Use this area for high-level branding, not critical information.
2. Establish a Circular Path: Design the layout to guide visitors on a clear path, typically counter-clockwise. This ensures they see the entire space and maximizes exposure to all products or experiences.
3. Create “Speed ​​Bumps”: Place your most engaging, interactive, or “wow” moments at key points along the path. These “speed bumps” slow down traffic and increase dwell time and engagement.
4. The Power Wall: The wall immediately to the right upon entering is the most valuable real estate. Place your key product, message, or experience here.
5. Integrate a “Peak” Experience: The path should lead to a climactic moment or central focal point, such as a main stage, a celebrity meet-and-greet area, or the most exclusive product.
6. Separate Transaction & Dwell Zones:Keep points of sale (POS) separate from experiential areas. This prevents people making purchases from disrupting the flow of those exploring. If lines are expected, use a virtual queue system.
7. Lighting & Sound Design:Use lighting to draw attention to key areas and create a mood. Sound should be engaging but not so loud that it prevents conversation or makes staff communication difficult.
8. Data Capture Points: Strategically place QR codes, registration stations, or RFID touchpoints at locations where visitors are already pausing (e.g., waiting for an experience, near a display).
9. Clear Egress: Ensure the exit path is as clear and well-marked as the entrance, and that all emergency exits are unobstructed.

Guide 3: Post-Event ROI Calculation for Experiential Activations

1. Step 1: Tally All Costs (The “I” in ROI). Consolidate every single expense. This includes: space rental, design/fabrication, staffing, permits/legal, technology/software, marketing/PR, travel, security, insurance, and teardown/logistics. Be exhaustive. Let’s say your total investment is $500,000.
2. Step 2: Quantify Direct Revenue (The “R” – Part 1). This is the easiest part. Tally the total gross revenue from all on-site sales of merchandise or services. Example: $300,000 in merchandise sales.
3. Step 3: Quantify Lead Value (The “R” – Part 2). This requires data. Multiply the number of qualified leads captured by your average Lead-to-Customer Lifetime Value (LTV). (Number of Leads) x (Lead-to-Customer Conversion Rate %) x (Average Customer LTV $) = Total Lead Value. Example: 2,000 leads x 5% conversion rate x $4,000 LTV = $400,000.
4. Step 4: Quantify Media Value (The “R” – Part 3). This is often called Earned Media Value (EMV). Use a media monitoring service to calculate the total reach and impressions of all press articles and social media mentions. Multiply this by a standard CPM (Cost Per Mille/Thousand) rate for your industry. Example: 20 million impressions x $25 CPM = $500,000 in EMV.
5. Step 5: Calculate Total Return. Sum all the return components: Direct Revenue + Total Lead Value + EMV. Example: $300,000 + $400,000 + $500,000 = $1,200,000 Total Return.
6. Step 6: Calculate Final ROI. Use the standard formula: [(Total Return – Total Investment) / Total Investment] x 100. Example: [($1,200,000 – $500,000) / $500,000] x 100 = 140% ROI.

Internal and external resources (without links)

Internal resources

• Super Bowl Pop-Up Budget Template (Spreadsheet)
• Project Timeline & Milestone Chart (Gantt Chart)
• Staffing Plan and Training Manual (Document)
• On-Site Incident Report Form (Template)
• Post-Event Analytics Report (Presentation Template)
• Vendor RFP and Scoring Matrix (Template)

External reference resources

• Americans with Disabilities Act (ADA) Standards for Accessible Design
• National Fire Protection Association (NFPA) 101, Life Safety Code
• Occupational Safety and Health Administration (OSHA) guidelines for event sites
• Host City’s Municipal Code and Special Event Permitting Office website
• Experiential Marketing Measurement Coalition (EMMC) Standards

Frequently asked questions

What is the realistic all-in budget for a Super Bowl pop-up?

There is a wide range, but it is rarely a low-cost endeavor. A small, simple 1,000 sq ft pop-up in a secondary location might start around $250,000. A medium-sized, highly interactive 3,000 sq ft experience in a prime location will typically be in the $750,000 to $1.5 million range. Large-scale, custom-built activations from major brands can easily exceed $3-5 million.

How far in advance do I need to start planning?

The ideal planning window is 12-14 months before the Super Bowl. This allows enough time for strategic planning, securing a prime location (which are often booked more than a year out), and navigating the lengthy permitting processes without incurring rush fees or making compromises.

What is the single biggest mistake brands make?

Underestimating the complexity and timeline of the permitting process. Many brands assume it’s a simple paperwork exercise. In reality, it’s a multi-departmental, politically-sensitive process that can derail an entire project if not managed by an expert from day one. The second biggest mistake is not having a clear definition of success and the KPIs to measure it.

How do I manage crowds and long lines?

The best strategy is to use a virtual queueing system. Visitors scan a QR code to join a digital line and are notified via text message when it’s their turn to enter. This allows them to explore other nearby attractions instead of waiting in a physical line, dramatically improving the guest experience. For walk-up traffic, a well-organized and clearly marked physical queue managed by trained staff and security is essential.

Is a pop-up better for sales or brand awareness?

It can be excellent for both, but you must choose a primary goal. A sales-focused pop-up (like for exclusive merchandise) will be designed differently than a brand-awareness-focused one (like a VR experience). Trying to do both equally well often results in doing neither effectively. A successful super bowl pop-up strategy clearly prioritizes one goal while using the other as a secondary benefit.

Conclusion and call to action

The Super Bowl offers a stage of unmatched scale for brand activations. However, success in this environment is not accidental; it is the direct result of a robust, forward-thinking, and meticulously detailed super bowl pop-up strategy. From the early stages of securing permits and managing stakeholder expectations to the final moments of crowd control and data analysis, every step must be executed with precision. The financial and logistical barriers to entry are significant, but the potential rewards—in terms of sales, leads, media value, and brand equity—are immense. By focusing on a clear objective, designing a fan-centric experience, managing logistics proactively, and committing to rigorous measurement, brands can cut through the noise and create a truly memorable and profitable activation. The key takeaway is this: treat your pop-up not as a marketing expense, but as a strategic business investment, and build the plan to deliver a quantifiable return.

Glossary

ROI (Return on Investment)

A performance measure used to evaluate the efficiency of an investment. It is calculated as [(Total Return – Total Investment) / Total Investment] x 100.

KPI (Key Performance Indicator)

A quantifiable measure of performance over time for a specific objective. KPIs provide targets for teams to shoot for, milestones to gauge progress, and insights that help people across the organization make better decisions.

Dwell Time

The amount of time a visitor spends in a specific area or within the pop-up activation as a whole. Longer dwell times often correlate with higher engagement.

POS (Point of Sale)

The system and technology used to process financial transactions in a retail environment, such as a cash register or payment terminal.

Experiential Marketing

A marketing strategy that directly engages consumers and invites and encourages them to participate in the evolution of a brand. Instead of just looking at an ad, consumers can experience the brand itself.

EMV (Earned Media Value)

A metric used to measure the monetary value of publicity gained through promotional efforts other than paid advertising.