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TiVo: Bud Light Wins Ad Bowl
February 05, 2007
By David Gianatasio, Adweek
BOSTON A pair of 30-second spots for Anheuser-Busch's Bud Light were the most viewed Super Bowl commercials, according to data provided by TiVo, which measured both live and recorded viewing in 10,000 subscriber households.
Bud Light's "Language Course," with comic Carlos Mencia, created by Austin, Texas-based Hispanic ad agency LatinWorks, was the most viewed spot, followed by a commercial titled "Rock. Paper. Scissors," TiVo said. Though most media ran the spot as "Language Course," LatinWorks named it "Classroom." LatinWorks Creates Spots for Super Bowl
Ameritrade had held the lead slot among TiVo viewers in each of the last two years, but that company did not run any ads on yesterday's Super Bowl.
This marks the fifth overall year that TiVo has measured Super Bowl viewing.
A FedEx spot called "Don't Judge" placed third, the much-hyped Nationwide Insurance ad starring Kevin Federline as a fast-food worker came in fourth and a user-generated spot for Doritos, which dealt with a car crash, took fifth place.
During CBS' telecast, "There was no buildup, no fall off. Viewing was steady for the whole game," both during the on-field action and the commercial breaks, said Todd Juenger, vp, gm of audience research and measurement at TiVo. In past years, controversial plays had generated significant playback and caused "peeks and valleys" in home viewing.
Rounding out TiVo's top 10 were spots from Careerbuilder.com, Blockbuster Video, Doritos, Chevrolet and Schick.
Thirty-second spots on yesterday's Super Bowl cost in excess of $2.5 million. About 90 million viewers watched the game.
TiVo would not divulge the actual viewing figures. The service operates in 4.4 million households nationwide.
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