Here’s an interesting insight about last night’s Super Bowl viewing in the data that TiVo collects from 30,000 DVR users — which shows what they watched live, as well as what they went back to watch again. All of the 10 most-watched ads aired in the first half of the game. But the audience for the game itself recovered after plummeting during the third-quarter power outage at the Superdome to the most-watched moment: the whistle signaling the end of the game. Taco Bell wins bragging rights among advertisers for capturing viewer attention with its “Live Mas” spot, which showed residents of a retirement community sneaking out for a night of carousing. It was followed by Doritos’ “Goat For Sale,” Hyundai Santa Fe’s “Pick Your Team,” Doritos’ “Tea Party,” and GoDaddy.com’s “Perfect Date.”
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TiVo’s Llive+Same Day chart shows Beyonce’s halftime show spiking above any moment from the first half. Views were even bigger for for the start of the third quarter, with the kickoff leading to the 108-yard touchdown return by the Baltimore Ravens’ Jacoby Jones. That could have stood as the most-watched moment, especially after the electrical blackout. But as the San Francisco 49ers’ surged back into the game, views picked up. The second-most-watched moment was the 49ers’ 2-point safety moments before the end. And the third top moment was Michael Crabtree’s dropped ball at the 3-yard line that set up the 49ers for their fourth-down attempt to score.
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Watch the Super Bowl ads there. Comment here. This was their order: Hyundai – Epic Playdate, Century 21 – Mini Mart, World War Z Big Game Spot, Pizza Hut – Hut Hut Hut, The Lone … Read More »
Who didn’t choke up for Clint Eastwood and his ‘Halftime in America’ car pitch? But Samsung Galaxy Note cell phone spot was the absolute worst. (And giving a we-know-it’s-crappy wink at the end doesn’t forgive it.)
It sure looks that way to Kantar Media’s SVP for Research Jon Swallen, who tracks the Super Bowl ad business closely. While other sponsors use the year’s most-watched TV event to showcase their funniest, most interesting, or most touching work, “nobody remembers (movie) commercials,” he says. “That’s because they run the same ads that they run all the time. In the Super Bowl it pales in comparison (to everything else) yet they pay the same money.” Last year no movie ad ranked among the 10 most watched, and re-watched, Super Bowl spots among TiVo owners, the DVR company reported. And the competition probably will be even tougher than usual in this Sunday’s game on NBC between the New England Patriots and the New York Giants. Swallen says we should see an increase in ads that will run a full minute or more. Madison Ave was impressed by the buzz Chrysler generated last year with its two-minute ode to Detroit featuring Eminem. Last year there were 10 ads lasting at least a minute, and they accounted for about 16% of all the spots, Kantar says. Read More »