note “most engaging” includes not just viewing, but people who hit rewind to watch it again.  Based on the chart below, more people re-watched Tracy Porter’s interception than anything else (including commercials) during the game.

via TiVo:

Power to the People! Doritos User Generated Ads Score Big Again, Crowned #1 Spot According to TiVo 9 of 10 Most Engaging Commercials Aired in First-Half of the Game, Proving Once Again That When the Action Increases, the Audience Is Glued to Game

ALVISO, CA — (MARKET WIRE) — 02/08/2010 — TiVo Inc. (NASDAQ: TIVO), the creator and a leader of advertising solutions and television services for digital video recorders (DVRs), announced this year’s top ten Super Bowl most engaging moments. This information was prepared using aggregated, anonymous, second-by-second audience measurement data about how TiVo subscribers watched the game, and for the first time, determined not just the most viewed commercials, but instead the most engaging ads throughout the game.

Doritos has ridden their unique user-generated strategy all the way to the top, with the spot “House Rules,” featuring a young boy telling his mother’s date to keep his hands off his mom and his Doritos. Doritos has had strong top-five showings since the start of its user-generated strategy back in 2007, but this is the first time one of the ads claimed the top spot. Last year’s champion Go Daddy didn’t even make the top ten this year.

This graph from TiVo Stop||Watch depicts the top 10 most engaging ads and the top five game moments over the course of the Super Bowl.

The number two and three ads both featured women getting tackled, albeit in tongue in cheek ways. Betty White absorbed a big blow for Snickers while Pam Tebow took a hit from her son Tim in their anticipated spot for Focus on the Family. In addition to the #1 ad, Doritos also earned the #4 spot, giving it two in the top five. Rounding out the top five was Intel, a company known for a different sort of chip altogether.

“This year TiVo was able to provide not just the most-viewed commercials, but rather information on the most engaging ads throughout the game,” said Todd Juenger, Vice President & General Manager, TiVo Audience Research and Measurement. “This year some brands returned to the well and scored big, yet other brands tried what worked in the past and didn’t receive as much fanfare. Through it all, it seems the common theme in this year’s list is yet again humor, as all of the ads that scored the highest make people laugh.”

This year, the most engaging ads were 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. In previous years TiVo had listed ads with highest overall audience, which can be a function of not only the spot itself, but also where it fell in the game. For instance, last year, most of the highest rated spots aired in the fourth quarter of the game when the overall audience for the game was also highest.

Many pundits wondered in advance if The Who could command a half-time audience in the same fashion as last year’s show featuring Bruce Springsteen. TiVo showed that The Who could keep pace with the Boss, measuring almost identical viewer engagement numbers as last year.

The big-play of the game this year, Tracy Porter’s title-clinching interception return, was by far and away the night’s most watched game-moment. Last year’s most watched moment was also a play rather than an advertisement, when Santonio Holmes’ tip-toe touchdown grab gave the Pittsburgh Steelers the lead in the final minute of play.

TiVo Highlights:

The top ten rated commercials of this year's game were:

1. Doritos                    "House Rules"
2. Snickers                   "You're Not You When You're Hungry"
3. Focus on the Family        "The Tebows Celebrate Family, Celebrate Life"
4. Doritos                    "Underdog"
5. 2010 Intel Core Processors "Jeoffrey the Robot Gets Hurt"
6. E*Trade Financial          "Baby Love Triangle"
7. Bud Light                  "Observatory"
8. CareerBuilder              "Casual Fridays"
9. TruTV's NFL Full Contact   "Punxsutawney Polamalu"
10.Hyundai Sonata             "Brett Favre MVP and Still Playing at 50"

TiVo’s audience measurement analysis is based on anonymous, aggregated data from a sample of approximately 30,000 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

About TiVo Inc.
Founded in 1997, TiVo (NASDAQ: TIVO) pioneered a brand new category of products with the development of the first commercially available digital video recorder (DVR). Sold through leading consumer electronic retailers, TiVo has developed a brand which resonates boldly with consumers as providing a superior television experience. Through agreements with leading satellite and cable providers, TiVo also integrates its full set of DVR service features into the set-top boxes of mass distributors. TiVo’s DVR functionality and ease of use, with such features as Season Pass® recordings, WishList® searches and TiVo KidZone have elevated its popularity among consumers and have created a whole new way for viewers to watch television. With a continued investment in its patented technologies, TiVo is revolutionizing the way consumers watch and access home entertainment. Rapidly becoming the focal point of the digital living room, TiVo’s DVR is at the center of experiencing new forms of content on the TV, such as broadband delivered video, music and photos. With innovative features such as TiVoToGo™ and online scheduling, TiVo is expanding the notion of consumers experiencing “TiVo, TV your way.” The TiVo® service is also at the forefront of providing innovative marketing solutions for the television industry, including a unique platform for advertisers and audience measurement research. The company is based in Alviso, California.

TiVo, TiVoCast, ‘TiVo, TV your way.’ Season Pass, WishList, TiVoToGo and the TiVo Logo are trademarks or registered trademarks of TiVo Inc. and its subsidiaries worldwide. (c) 2010 TiVo Inc. All other trademarks are property of their respective owners. All rights reserved.

Posted by:TV By The Numbers

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