Feb. 2 (Bloomberg) -- GoDaddy.com Inc.’s “Enhanced” commercial, a parody of a congressional hearing starring race-car driver Danica Patrick, was the most-watched advertisement among TiVo users in NBC’s Super Bowl broadcast.

The half-minute spot had the most viewers, according to a second-by-second measurement of 30,000 households with TiVo Inc.’s digital video recorders. The ads were ranked in part by how many times viewers rewound them and watched again, the Alviso, California-based company said today in a statement.

GoDaddy.com benefited from its position in the fourth quarter, when the game had the most viewers and its outcome remained unclear, said Todd Juenger, vice president of audience research and measurement at TiVo. The Pittsburgh Steelers beat the Arizona Cardinals 27-23 on a touchdown in the final minute.

“It’s always a gamble to put your spot late in the game because if it’s not a good game you lose,” Juenger said today in an interview. “Clearly that was a good bet for GoDaddy.”

The game generated a 42.1 rating, New York-based NBC said today in an e-mailed statement, citing preliminary Nielsen Co. numbers. Last year’s game produced a 43.1 rating, according to Nielsen. Each rating point equals 1 percent of the 114.5 million U.S. television households.

The GoDaddy.com ad depicts women in tight, low-cut tops at a “Major League Enhancement Hearing” insisting that they weren’t “enhanced.” Patrick admits to having “enhanced” her image with a Web site from GoDaddy.com.

Most-Viewed Moments

The “Summer to Winter” commercial for Anheuser-Busch InBev NV’s Bud Light was the second most-watched ad of the game, followed by a spot from Careerbuilder Inc. The most-viewed moment of the entire game was Santonio Holmes’s final-minute touchdown, TiVo said.

The most-viewed moment of the first half was the Doritos “Crystal Ball” ad from PepsiCo Inc., which beat Steeler James Harrison’s 100-yard interception return for a touchdown. Four of the most rewound moments in the first half were ads, TiVo said.

In the Doritos spot, office workers consult a snow globe before making decisions. One tosses the globe at a snack machine, while the other hits his boss in the groin.

GoDaddy.com owner Go Daddy Group Inc., the Scottsdale, Arizona-based company that sells Internet domain names, paid $3 million for one of its two spots, up from $2.7 million last year. Go Daddy’s other ad, also featuring Patrick, ran in the first half.

General Electric Co.’s NBC said it sold all its advertising slots for a record $206 million, even as previous advertisers General Motors Corp. and FedEx Corp. passed on the game because of the recession.

An ad for DreamWorks SKG’s “Transformers 2: Revenge of the Fallen” came in fifth and was the first movie trailer to reach TiVo’s top 10 since 2003.

To contact the reporter on this story: James Callan in New York at jcallan2@bloomberg.net.

Last Updated: February 2, 2009 12:13 EST