TiVo's Annual Super Bowl Commercial Report: Taco Bell Ad Was Lights Out, User Generated Ads Win Big With Viewers

TiVo's Annual Super Bowl Commercial Report: Taco Bell Ad Was Lights Out, User 
Generated Ads Win Big With Viewers 
11th Annual TiVo Report Also Finds Final Moments of Close Game Most
Re-Watched Plays and Destiny's Child Reunion Halftime's Highlight 
Doritos Ranks in the Top 5 for 7th Year in a Row 
SAN JOSE, CA -- (Marketwire) -- 02/04/13 --  TiVo Research and
Analytics, Inc. (TRA), a wholly-owned subsidiary of TiVo Inc.
(NASDAQ: TIVO), the creator of and leader in advanced television
services including digital video recorders (DVRs), today released
this year's top ten most engaging Super Bowl commercials and moments
with Taco Bell's "Live Mas" commercial taking the top spot.  
User-generated ads continue to be a growing trend as fans had a hand
in three of the top ten spots this year, including two humorous
crowd-sourced Doritos commercials and Audi of America's "Prom," in
which fans chose the ending via online voting prior to the game. In
keeping with recent years, many major brands again previewed their
Super Bowl advertisements on the Web before the big game, including
#10-ranked Volkswagen's "Get In. Get Happy" which garnered more than
8,373,067 views on YouTube before the live airings. In fact, nine of
this year's top ten commercials were previewed on the Web before the
big game. 
The following top ten commercials from Super Bowl XLVII according to
TiVo all aired in the first half:
 1. Taco Bell "Viva Young"
Doritos "Goat For Sale"
 3. Hyundai Santa Fe "Pick Your Team"
Doritos "Fashionista Daddy"
 5. GoDaddy.com "Perfect Date"
 6. M&Ms
"Anything for Love"
 7. Sketchers "Man Vs. Cheetah"
 8. Pepsi Next
"Pepsi Next Drink it to Believe It"
 9. Audi "Prom"
 10. Volkswagen
"Get In. Get Happy" 
TiVo's TRA is the only second-by-second audience research service
which ranks these top ten commercials based on actual commercial
retention and viewership relative to the program viewership numbers. 
"We're seeing more Super Bowl commercials created by users and voted
on before the game, as well as brands previewing their spots on the
web well before Super Bowl Sunday," said Tara Maitra, Senior Vice
President, General Manager Content & Media Sales at TiVo. "This shift
reduces the element of surprise in making a commercial succes
sful and
TRA's unique ability to help networks and marketers determine what's
really resonating with viewers can help improve the effectiveness of
ad campaigns and ultimately the ROI of an ad buy." 
Beyonce's energetic 12 minute long halftime show featured a spike in
viewership when the pop icon was joined on stage by her Destiny
Child's bandmates Michelle Williams and Kelly Rowland. 
With the game on the line, the top plays from the game all occurred
in the final minutes. In fact, the most watched play in the game was
the final whistle, followed by the safety by the Ravens' Sam Koch.
Prior to the game's final minutes, the top moment in the game was
Jacoby Jones' 108 yard kick-off return. 
TiVo has been tracking and releasing its unique Super Bowl data for
over a decade. In analyzing the past most engaging advertisements
with viewers have most often been comedy-based. The top past
commercials include:  

--  2003: Reebok - "Office Linebacker Terry Tate"
--  2004: Anheuser-Busch (Bud Light) - "Sleigh Ride"
--  2005: Emerald Nuts - "Unicorn"
--  2006: Ameriquest - "Friendly Skies"
--  2007: Anheuser-Busch (Bud Light) - "Language Course with Carlos
--  2008: E*Trade - "Baby"
--  2009: GoDaddy.com - "Enhanced?"
--  2010: Doritos - "House Rules"
--  2011: Snickers - "Logging"
--  2012: Dorito's - "Sling Baby"

TRA's Super Bowl analysis was prepared using aggregated, anonymous,
second-by-second audience measurement data from a sample of 30,000
anonymous households with the Emmy-award winning TiVo(R) service. TRA
gauges the interest in programming content by measuring the
percentage 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, offering a true reflection of change in viewership. 
For more information from TiVo on Super Bowl and other audience
viewership, please visit stopwatch.tivo.com. 
About TiVo Research and Analytics, Inc. (TRA)
 TiVo Research and
Analytics, Inc. (TRA), a subsidiary of TiVo Inc., is a leading media
marketing and analytics software company whose products help
advertisers, agencies and television networks improve advertising
targeting, accountability and return on media investment within the
Automotive, Consumer Packaged Goods, and Pharmaceutical industries,
as well as a growing number of client CRM engagements. TRA's
web-based Media TRAnalytics(R) platform matches the TV advertising
households actually receive with the products the same households
actually buy, enabling TRA clients to find "The Right Audience(R)"
while providing an unmatched level of transparency, measurement,
media planning/selling and improved ROI. TRA clients include Procter
and Gamble, CBS, A&E Television Networks, ION Media, Oscar Mayer and
Starcom MediaVest Group. More information at: www.traglobal.com. 
About TiVo Inc.
 Founded in 1997, TiVo Inc. (NASDAQ: TIVO) developed
the first commercially available digital video recorder (DVR). Today
TiVo is a global leader in advanced television service for virtually
any platform or device. TiVo offers its service directly to
consumers, and also distributes its technology and services through
solutions tailored for cable, satellite and broadcasting companies.
Since its founding, TiVo has evolved into the ultimate
single-solution media center by combining its patented DVR
technologies and universal cable box capabilities with the ability to
aggregate, search and deliver millions of pieces of broadband, cable
and broadcast content directly to the television. TiVo also continues
to weave itself into the fabric of the media industry by providing
interactive advertising solutions and audience research and
measurement ratings services to the television industry www.tivo.com. 
TiVo and the TiVo Logo are trademarks or registered trademarks of
TiVo Inc. or its subsidiaries worldwide. Copyright2013 TiVo Inc. All
rights reserved. All other trademarks are the property of their
respective owners. 
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Seana Norvell 
Molly Luby
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