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TiVo has compiled its post-game report highlighting this year’s most engaging commercials, promotions and in-game moments from the overtime comeback by the New England Patriots over the Atlanta Falcons.
As Tom Brady and Matt Ryan faced off, so did the advertisers. This year’s ‘tech’ bowl brought out the best in technology advertisers, including Amazon, Google, Hulu, Intel, Mobile Strike, Netflix, Nintendo, T-Mobile, Sprint, Squarespace, Wix and World of Tanks. Accompanying the tech-themed advertisements, Intel brought the latest in GPS-controlled drone technology to join Lady Gaga during the halftime show.
Commercial content spun the gamut, from cute and comedic to sweet and sentimental, often including celebrity faces and sports star cameos. Bai Brands ranked the highest overall in engagement with an appearance by Christopher Walken, who dramatically delivered the lyrics to Bye Bye Bye alongside Justin Timberlake.
Top 10 commercials and promotions
The following are the top 10 commercials and promotions from the big game, according to TiVo:
TiVo uses second-by-second data and measurement tools to rank the top commercials from this year’s championship game, based on commercial retention compared to overall programme viewership.
“As one of the biggest broadcasting events of the year, this epic showdown represents the perfect opportunity for brands and advertisers to attract and engage with fans on the grandest sports stage in the world,” said Paul Stathacopoulos, vice president of strategy, TiVo. “Marketers are often searching for the most efficient and effective platforms to reach their customers but even as commercial content continues to get flashier, strategic placement is key. Using advertising analytics and data-driven audience insights can further nurture viewer engagement, leading to better entertainment experiences.”
Top moment of the broadcast
For the seventh consecutive year, TiVo found viewership for the halftime show exceeding that of the overall game. Known for her over-the-top ensembles and electronic dance moves, Lady Gaga’s high-tech halftime performance was exceedingly well-received, generating 41 thousand tweets per minute. The pyrotechnic showcase ended with this year’s top moment of the broadcast including a theatric mic drop and jump off the stage. Based on data from the last nine years, this year’s halftime show ranked third right behind 2012’s performance by Madonna and 2015’s halftime show featuring Katy Perry and Lenny Kravitz.
Top three in-game moments
The most engaging in-game moments all took place within the last 30 minutes of the game: (1) At second and goal from the 2-yard line in overtime, Brady tosses the ball to James White, who scores a touchdown for the Patriots’ victory. (2) With three seconds left in regulation time, Brady hands off to Dion Lewis, who goes out of bounds at the New England 48-yard line, leading to the first overtime in NFL championship history. (3) At the 1-yard line, Brady hands off to James White, who crosses the goal line for a touchdown. After the 2-point conversion, the game is tied at 28-28 with less than a minute remaining in the game.
TiVo subscribers can view all this year’s top commercials from their TiVo devices.