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TiVo's Annual Super Bowl Commercial Report: Taco Bell Ad Was Lights Out, User Generated Ads Win Big With Viewers
Posted: 04-Feb-2013 [Source: TiVo]

[Super Bowl commercials continue to see increased user generated ads garnering top spots in most watched ads.]

San Jose, CA -- TiVo Research and Analytics, Inc. (TRA), a wholly-owned subsidiary of TiVo Inc. ( NASDAQ : TIVO ), the creator of and leader in advanced television services including digital video recorders (DVRs), today released this year's top ten most engaging Super Bowl commercials and moments with Taco Bell's "Live Mas" commercial taking the top spot.

User-generated ads continue to be a growing trend as fans had a hand in three of the top ten spots this year, including two humorous crowd-sourced Doritos commercials and Audi of America's "Prom," in which fans chose the ending via online voting prior to the game. In keeping with recent years, many major brands again previewed their Super Bowl advertisements on the Web before the big game, including #10-ranked Volkswagen's "Get In. Get Happy" which garnered more than 8,373,067 views on YouTube before the live airings. In fact, nine of this year's top ten commercials were previewed on the Web before the big game.

The following top ten commercials from Super Bowl XLVII according to TiVo all aired in the first half:

1. Taco Bell "Viva Young"

2. Doritos "Goat For Sale"

3. Hyundai Santa Fe "Pick Your Team"

4. Doritos "Fashionista Daddy"

5. "Perfect Date"

6. M&Ms "Anything for Love"

7. Sketchers "Man Vs. Cheetah"

8. Pepsi Next "Pepsi Next Drink it to Believe It"

9. Audi "Prom"

10. Volkswagen "Get In. Get Happy"

TiVo's TRA is the only second-by-second audience research service which ranks these top ten commercials based on actual commercial retention and viewership relative to the program viewership numbers.

"We're seeing more Super Bowl commercials created by users and voted on before the game, as well as brands previewing their spots on the web well before Super Bowl Sunday," said Tara Maitra, Senior Vice President, General Manager Content & Media Sales at TiVo. "This shift reduces the element of surprise in making a commercial successful and TRA's unique ability to help networks and marketers determine what's really resonating with viewers can help improve the effectiveness of ad campaigns and ultimately the ROI of an ad buy."

Beyoncé's energetic 12 minute long halftime show featured a spike in viewership when the pop icon was joined on stage by her Destiny Child's bandmates Michelle Williams and Kelly Rowland.

With the game on the line, the top plays from the game all occurred in the final minutes. In fact, the most watched play in the game was the final whistle, followed by the safety by the Ravens' Sam Koch. Prior to the game's final minutes, the top moment in the game was Jacoby Jones' 108 yard kick-off return.

TiVo has been tracking and releasing its unique Super Bowl data for over a decade. In analyzing the past most engaging advertisements with viewers have most often been comedy-based. The top past commercials include:

2003: Reebok - "Office Linebacker Terry Tate" 2004: Anheuser-Busch (Bud Light) - "Sleigh Ride" 2005: Emerald Nuts - "Unicorn" 2006: Ameriquest - "Friendly Skies" 2007: Anheuser-Busch (Bud Light) - "Language Course with Carlos Mencia" 2008: E*Trade - "Baby" 2009: - "Enhanced?" 2010: Doritos - "House Rules" 2011: Snickers - "Logging" 2012: Dorito's - "Sling Baby"

TRA's Super Bowl analysis was prepared using aggregated, anonymous, second-by-second audience measurement data from a sample of 30,000 anonymous households with the Emmy-award winning TiVo® service. TRA gauges the interest in programming content by measuring the percentage of the TiVo audience watching in "play" speed. The most engaging ads are 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.

For more information from TiVo on Super Bowl and other audience viewership, please visit


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