Snickers Satisfies Super Bowl Viewers Once Again, Takes the Top Spot on TiVo’s Top-Ten Ad List
The only big game ad-rankings based on second by second in-game viewing behavior show strong performances from user-generated content and celebrity-driven spots that packed a powerful punchline
A bad day for the box-office and beer, as big bets from Anheuser-Busch and movie studios don’t pay off with spot on the coveted list
ALVISO, CA – February 7, 2011 – TiVo Inc.(NASDAQ: TIVO), the creator and a leader of advertising solutions and television services for digital video recorders (DVRs), today announced this year’s top ten Super Bowl most engaging moments with the Snicker’s "Logging" advertisement featuring Richard Lewis and Roseanne Barr taking the top spot. TiVo households watched and re-watched the funny lady getting clobbered by a log in the first-half.
Each of the top-ten ads used humor to cut through the clutter, with a mix of celebrity talent and user-generated wit shaping up this year’s anticipated list of top ten ads from TiVo. Best Buy turned to musical icon Ozzy Osbourne and fan-favorite Justin Bieber with its first Super Bowl ad, a space-aged take on the retailer’s "buy back" program, to land the number two rated commercial of the game. Doritos, which claimed the highest rated commercial during the 2010 Super Bowl, found success again with a user-generated commercial, earning the fifth and seventh highest rated advertisements of the night with its "The Best Part" and "House Sitting" spots.
Even after 14 million pre-game views online, in-game viewers still wanted to see more of ‘The Force,’ an ad featuring a pint-sized Darth Vader commanding a new Passat to power up. The ad earned the number four spot on the list, easily out distancing itself from other auto competition.
TiVo Highlights: The top ten rated commercials of this year’s game according to TiVo were:
Snickers "Logging"
Best Buy "Bieber and Ozzy"
Pepsi Max "Love Hurts"
Volkswagen Passat "The Force"
Doritos "The Best Part"
Teleflora "Help me Faith"
Doritos "House Sitting"
E*Trade "Tailor"
Cruze Eco "Misunderstanding"
Bridgestone "Carma"
"TiVo assesses viewership relative to the surrounding 15 minutes of programming, and therefore the top moments are not just determined by the highest overall audience which can be a function of not only the spot itself, but also where it falls in the game," said Elissa Lee, Vice President of TiVo Audience Research and Measurement. "For the second straight year it was a tale of two halves, as viewers re-watched far more commercials during the less competitive first half as they did in the second, when the game came down to the wire."
The most watched moment of the game this year was by far and away Roethlisberger’s last incomplete pass in the final minute of the fourth quarter to Mike Wallace giving Green Bay the Championship title. Last year’s most watched moment was also a play rather than an advertisement, when Tracy Porter of the New Orleans Saints intercepted for a title-clinching return. There is no doubt, TiVo users are rewinding and re-watching these crucial plays. In fact, the TiVo audience analysis shows TiVo households on average utilized the Trick Play™ features – pausing, rewinding, fast forwarding during live broadcasts – an average of 145 times during the game.
Use of the new TiVo® Premiere app for iPad shot up during the game, with a 25% spike in activity, showing users glued to the screen, both large and small.
For many viewers the commercials and half-time show give non-fans a reason to tune into the big game. With The Black Eyed Peas taking the stage, many wondered if they could beat out classics like The Who, Bruce Springsteen and Tom Petty. TiVo showed that The Black Eyed Peas could keep pace with these classic stars, measuring almost identical viewer engagement numbers as the last two years.
This information was prepared using aggregated, anonymous, second-by-second audience measurement data about how TiVo subscribers watched the game, and was determined by not just the most viewed commercials, but also the most engaging ads throughout the game. 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.
TiVo’s audience measurement analysis is based on anonymous, aggregated data from a sample of approximately 37,000 anonymous households with the Emmy-award winning TiVo® service. TiVo viewership information gauges the interest in programming content by measuring the percentage of the TiVo audience watching in "play" speed.
For more information from TiVo on Super Bowl viewership, please visit www.tivo.com.