Tivo announced this year’s top ten Super Bowl most engaging moments. This information was prepared using aggregated, anonymous, second-by-second audience measurement data about how TiVo subscribers watched the game, and for the first time, determined not just the most viewed commercials, but instead the most engaging ads throughout the game. Doritos has ridden their unique user-generated strategy all the way to the top, with the spot House Rules, featuring a young boy telling his mother’s date to keep his hands off his mom and his Doritos. Doritos has had strong top-five showings since the start of its user-generated strategy back in 2007, but this is the first time one of the ads claimed the top spot. Last year’s champion Go Daddy didn’t even make the top ten this year.
The number two and three ads both featured women getting tackled, albeit in tongue in cheek ways. Betty White absorbed a big blow for Snickers while Pam Tebow took a hit from her son Tim in their anticipated spot for Focus on the Family. In addition to the No.1 ad, Doritos also earned the No.4 spot, giving it two in the top five. Rounding out the top five was Intel, a company known for a different sort of chip altogether.
“This year TiVo was able to provide not just the most-viewed commercials, but rather information on the most engaging ads throughout the game,” said Todd Juenger, Vice President & General Manager, TiVo Audience Research and Measurement. “This year some brands returned to the well and scored big, yet other brands tried what worked in the past and didn’t receive as much fanfare. Through it all, it seems the common theme in this year’s list is yet again humor, as all of the ads that scored the highest make people laugh.”
This year, the most engaging ads were determined by looking for spots with the biggest bump in viewership relative to the surrounding 15 minutes of programming, offering a true reflection of change in viewership. In previous years TiVo had listed ads with highest overall audience, which can be a function of not only the spot itself, but also where it fell in the game. For instance, last year, most of the highest rated spots aired in the fourth quarter of the game when the overall audience for the game was also highest.
The big-play of the game this year, Tracy Porter’s title-clinching interception return, was by far and away the night’s most watched game-moment. Last year’s most watched moment was also a play rather than an advertisement, when Santonio Holmes’ tip-toe touchdown grab gave the Pittsburgh Steelers the lead in the final minute of play.
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