By Lisa Johnston
New products on display at the American International Toy Fair, held in N
San Jose, Calif. — TiVo viewers gauged Taco Bell’s “Live Mas” and Doritos’ “Goat For Sale,” commercials as the most engaging of Super Bowl XLVII, according to data released Monday by the company’s research and analytics division.
User-generated ads played a part in determining three of the top 10 spots this year, including two crowd-sourced Doritos commercials and Audi of America’s “Prom,” in which fans chose the ending via online voting prior to the game, TiVo said.
In keeping with recent years, many major brands again previewed their Super Bowl advertisements on the web before the big game, including, at No. 10 Volkswagen’s “Get In. Get Happy,” which garnered more than 8,373,067 views on YouTube before the live airings.
Nine of this year’s top 10 commercials were previewed on the web before game.
The following top 10 commercials from Super Bowl XLVII, according to TiVo, all aired in the first half:
TiVo’s TRA is a second-by-second audience research service that ranks top 10 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, TiVo content and media sales senior VP and general manager. “This shift reduces the element of surprise in making a commercial successful 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 12-minute-long halftime show featured a spike in viewership when the pop icon was joined on stage by her Destiny Child’s band mates Michelle Williams and Kelly Rowland, TiVo said.
With the game on the line, the top plays all occurred in the final minutes. The most-watched play of the night was the final whistle, followed by the safety by the Raven’s Sam Koch. Prior to the game’s final minutes, the top moment in the game was Jacoby Jones’ 108-yard kickoff return.
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