The methodology behind TiVo’s Super Bowl Ad Report

TiVo, which has been tracking must-see Super Bowl moments and advertisements for a decade, has released its report on what viewers actually watched on Sunday. In case you missed it, here’s the link. Although the Charlotte Observer took the time to poll local Charlotte marketing agency and Charlotte advertising agency executives and gauge their opinions about the night’s best spots, it’s nice to know that there is a more empirical method to figuring out which brands got the most bang out of their $133,333 per second.

TiVo’s Super Bowl analysis is prepared using aggregated, anonymous, second-by-second audience measurement data 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, which according to TiVo offers a true reflection of change in viewership.

This means that TiVo’s second-by-second audience research rankings of commercials provides an exclusive picture of viewer the true measurement of engagement from specific advertising spots, the halftime entertainment, or highlights from the game – offering a precise look at just what matters to the viewer,

Here’s TiVo’s final list of the night’s most popular commercials, as well as when they aired:
  1. Comedians in Cars Getting Coffee (Halftime) (this may not have been a true paid ad, but it sure functioned as one to consumers)
  2. Budweiser’s “Puppy Love” (4th Quarter)
  3. GoDaddy’s “Bodybuilder” (4th Quarter)
  4. Doritos’s “Cowboy Kid” (4th Quarter)
  5. Toyota Highlander’s “Terry Crews & the Muppets” (2nd Quarter)
  6. Doritos’s “Time Machine” (1st Quarter)
  7. RadioShack’s “Phone Call” (1st Quarter)
  8. Oikos Greek Yogurt’s “The Spill” (4th Quarter)
  9. Bud Light’s “Up for Whatever #2” (1st Quarter)
  10. Squarespace’s “A Better Web Awaits” (1st Quarter)



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