TiVo Tallies Bowl Ad Views
By Christian Lewis -- Multichannel News, 2/5/2007 12:20:00 PM
Digital-video-recorder company TiVo revealed some audience-measurement data from Super Bowl XLI.
“Once again, the commercials were the big winner, with the top spots drawing more viewership than any of the action on the field,” TiVo vice president and general manager of audience research and measurement Todd Juenger said in a prepared statement.
Subscribers to the service were able to commercials via TiVo’s Product Watch advertising-search service. Companies that offered commercial downloads included Anheuser-Busch, DaimlerChrysler, Emerald Nuts, FedEx, General Motors, GoDaddy.com (www.godaddy.com), American Honda Motor, Michelin, Nationwide Mutual Insurance, Sprint Nextel and Taco Bell.
The top-10-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; and Schick, Quarto Science
Audience-measurement analysis also showed that TiVo households on average utilized Trick Play features -- pausing, rewinding and fast-forwarding during live broadcasts -- an average of 109 times during the game.
Measurement analysis was based on aggregated data from a sample of 10,000 anonymous households with the service. TiVo gauged viewership interest by measuring the percentage of the audience watching in “play” speed.
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