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TiVo's Annual Super Bowl Commercial Report: Taco Bell Ad Was Lights Out, User Generated Ads Win Big With Viewers

February 4
8:40 2013
TiVo's Annual Super Bowl Commercial Report: Taco Bell Ad Was Lights Out, User Generated Ads Win Big With Viewers

TiVo Research and Analytics, Inc. (TRA), a wholly-owned subsidiary of TiVo,today released this year's top ten most engaging Super Bowl commercials and moments with Taco Bell's "Live Mas" commercial taking the top spot.

User-generated ads continue to be a growing trend as fans had a hand in three of the top ten spots this year, including two humorous crowd-sourced Doritos commercials and Audi of America's "Prom," in which fans chose the ending via online voting prior to the game. In keeping with recent years, many major brands again previewed their Super Bowl advertisements on the Web before the big game, including #10-ranked Volkswagen's "Get In. Get Happy" which garnered more than 8,373,067 views on YouTube before the live airings. In fact, nine of this year's top ten commercials were previewed on the Web before the big game.

The following top ten commercials from Super Bowl XLVII according to TiVo all aired in the first half:
1. Taco Bell "Viva Young"
2. Doritos "Goat For Sale"
3. Hyundai Santa Fe "Pick Your Team"
4. Doritos "Fashionista Daddy"
5. GoDaddy.com "Perfect Date"
6. M&Ms "Anything for Love"
7. Sketchers "Man Vs. Cheetah"
8. Pepsi Next "Pepsi Next Drink it to Believe It"
9. Audi "Prom"
10. Volkswagen "Get In. Get Happy"

TiVo's TRA 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.

"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, Senior Vice President, General Manager Content & Media Sales at TiVo. "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."

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