Findings from TiVo Research, giving second-by-second data insight into Super Bowl viewers’ most-watched commercials and moments, revel that comedy was a prevailing theme. While ‘Deflategate’ may have dominated much of the talk leading up to the game, the recurring theme of comedy lost no air – despite the emotional spots attracting attention, suggests TiVo.
The cross media research, measurement and analytics unit of TiVo says that this year there were more serious, dramatic and sentimental spots than in previous Super Bowl broadcasts – including Budweiser’s ‘Lost Dog’ that won the top spot – but overall, comedy came through again with five of the top 10 spots having comedic appeal. This year, a public service announcement (PSA) ranked second with game viewers, ranking second among the top spots.
The top ten commercials and promotions from Super Bowl XLIX according to TiVo:
1. Budweiser – ‘Lost Dog’ (Song by Sleeping at Last)
2. Joyful Heart Foundation – ‘911 Delivery’
3. Doritos – ‘Middle Seat’
4. Nationwide Insurance – ‘Invisible Mindy Kaling’
5. Supercell: Clash of Clans – ‘Revenge’ Feat with Liam Neeson
6. FIAT 500X – ‘Blue Pill’
7. Snickers – ‘The Brady Bunch’ featuring Danny Trejo
8. Avocados From Mexico – ‘First Draft Ever’
9. Coca-Cola – ‘Make Someone Happy’ (Song by Jimmy Durante)
10. Nissan – ‘With Dad’ (Song by Harry Chapin)
Comparing Super Bowl XLIX with Super Bowl XLVIII:
* There were only three beer spots in this year’s game, half the number aired in the previous two years
* There were five insurance spots, the combined total of the three prior Super Bowls
* There were ten movie spots. More than in the past two years combined
* NBC aired 27 promos, 27, to the Fox count, 28, in 2014
* NBC aired 23 sixty second spots and 20 for Fox last year
* This year’s Super Bowl was a full 40 minutes longer than last year’s Seahawks blowout of the Denver Broncos
“From start to finish this year’s Super Bowl was full of emotion, but humorous spots still resonated the most with viewers. Our research highlights the most watched nail biting game moments, the always present humorous ads, as well as more substantive ads and a half time performance of a lifetime,” said Tara Maitra, Senior Vice President, General Manager Content and Media Sales at TiVo. “TiVo Research’s second-by-second behavioural insights into Super Bowl viewership will again provide networks and brands access to the big data they need to optimise media efficiency.”
For the fifth year in a row, TiVo found viewership for the half-time show exceeding that of the overall game.
The top re-watched moments from the game itself were (1) 10:04 p.m. ET the fight in the final seconds of the game, (2) 10:00 p.m. ET Tom Brady and Richard Sherman’s reaction to Malcolm Butler’s goal-line interception and (3) 9:56 p.m. ET Jermaine Kearse’s crazy catch.