Audience Measurement

TiVo Cites 'Most-Engaging' Super Bowl Ads, Moments

Three plays, 10 ads that drew viewers' attention 2/05/2018 4:25 PM Eastern
TakeAway

Crucial plays, catch ads entice TiVo viewers.

TiVo has released its annual post-game analysis of commercials and game action that TiVo households found most engaging, based on watching or re-watching moments relative to the programming immediately before and after. The game, played indoors at U.S. Bank Stadium in frigid Minneapolis, went down to the last play, with the Philadelphia Eagles holding on to beat the favored New England Patriots by 41-33. A desperate, long pass by Patriots' quarterback Tom Brady toward tight end Rob Gronkowski fell incomplete to end the game. 

The top three in-game moments were crucial plays, including one that was particularly unexpected: 

-- Eagles tight end Zach Ertz making a touchdown catch to give the Eagles the lead by 38-33 late in the fourth quarter.

-- Nick Foles, the Eagles quarterback, catching a pass from reserve tight end Trey Burton in a trick play on fourth down and goal to go, shortly before the end of the first half.

-- Patriots quarterback Tom Brady being sacked and fumbling away the ball with about 2 minutes to go in the game.

As for the most engaging commercials, these were the top 10, as reported by TiVo (with links to YouTube's Adblitz site):

PepsiCo: Doritos Blaze vs. Mountain Dew Ice: “Battle

NFL: “Board Games

Pringles: “Wow

Michelob: “The Perfect Fit

Squarespace: “Make It Happen"

M&Ms: “Human

Febreze: “The Only Man Whose Bleep Don’t Stink

Movie Trailer: “Solo: A Star Wars Story"

Tide: “It’s a Tide Ad

Tourism Australia: “Dundee: This Isn’t a Movie

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