TiVo Reveals the Most Engaging Super Bowl Commercials

Doritos turned out to be the big winner at this year’s Super Bowl, according to TiVo. The digital recording service just announced the top 10 list of the most engaging Super Bowl commercials and Doritos’ “Man’s Best Friend” ad came out on top.

Per the press release, “TiVo 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.”

TiVo’s Tara Maitra, Senior Vice President & General Manager, Content and Media Sales explained, “TiVo’s second-by-second audience research rankings of commercials provides an exclusive picture of viewer engagement during exact moments that resonate the most. This critical point of difference allows us to highlight the true measurement of engagement from specific advertising spots, the halftime entertainment, or highlights from the game – offering a precise look at just what matters to the viewer.”

Top 10 Commercials During the 2012 Super Bowl

1. Doritos “Man’s Best Friend”
2. M&Ms “Ms. Brown”
3. Doritos “Sling Baby”
4. Pepsi “King’s Court”
5. Volkswagen “The Dog Strikes Back”
6. NFL New Fantasy Game “Win a Million Bucks”
7. Acura NSX “Seinfeld”
8. FIAT 500 “Supermodel”
9. Chevy Camaro “Happy Grad”
10. E*Trade Baby “Fatherhood”

“The brands with the top three most-watched commercials did NOT preview their commercials online, proving traditional television debuts of commercials still holds value to rise to the top,” said Maitra.

In addition, TiVo reports this year’s halftime show featuring Madonna was viewed more than the game itself (by 15.7%) and garnered the highest viewership numbers in past four years. And according to TiVo, the most watched moment of the game itself was Tom Brady’s Hail Mary throw into the end zone with just seconds left on the clock.