OMAHA, Neb. (AP) — Unless Peyton Manning changes his habits, the Super Bowl-watching world will get to hear “Omaha!” again and again this Sunday.

The Denver Broncos quarterback’s word choice at the line of scrimmage has cast a bright light on the Midwestern city over the past few weeks. Omaha has been mentioned thousands of times on Twitter and in media stories, and visitors have included ESPN and the NFL Network.

A company that monitors the breadth and impact of print, broadcast and social media exposure for about 700 clients says the mentions have been worth $619 million in publicity value to Omaha.

Todd Murphy of Universal Information Services says the free advertising number is based on a formula that takes into account the potential number of people exposed to the message through broadcast, print and web traffic.