Super Bowl Ads More Interesting Than The Game

Feb 6th, 2007 | By | Category: Citizen Media, Podcasting Research, Video

TivoTiVo has announced this year’s top Super Bowl broadcast moments, based on aggregated, anonymous, second-by-second audience measurement data about how TiVo subscribers watched the game.

The company’s analysis shows that viewers were as interested in the ads as the game, with several user-created ads among the top moments of the broadcast.

“Commercials were the big winner with the top spots drawing more viewership than any of the action on the field,” said Todd Juenger, Vice President & General Manager, Audience Research and Measurement, at TiVo.

“The broadcast was a real reflection of the dramatic shift in our media culture; the time was ripe for the best user-generated spots to join the ranks of the best professionally developed spots. Both of the Doritos contest winners ranked among the Top 10 most viewed commercials by TiVo subscribers.”

The top ten rated commercials of this year’s game were:

  • Bud Light: Language Course with Carlos Mencia
  • Bud Light: Rock Paper Scissors
  • FedEx: Don’t Judge
  • Nationwide: Kevin Federline Rollin’ VIP
  • Doritos Crash the Super Bowl
  • CareerBuilder: Office Jungle
  • Blockbuster: Mouse
  • Doritos Crash The Super Bowl: Checkout Girl
  • Chevrolet: Everybody Loves a Chevy
  • Schick: Quarto Science

The TiVo audience measurement analysis shows TiVo households on average utilized the Trick Play features — pausing, rewinding, fast forwarding during live broadcasts — an average of 109 times during the game.

TiVo’s audience measurement analysis is based on aggregated data from a sample of 10,000 anonymous households with the acclaimed TiVo service. TiVo viewership information gauges the interest in programming content by measuring the percentage of the TiVo audience watching in “play” speed.

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