TiVo Announces Most Engaging Commercials and Moments From the Golden Year of the Big Game

SAN JOSE, CA--(Marketwired - Feb 8, 2016) - TiVo® Inc. (NASDAQ: TIVO), the premiere source of second-by-second data insight into Super Bowl® viewers' most-watched commercials and moments, today released this year's most engaging Super Bowl commercials, promotions and game moments. From a variety of takes on patriotic messages, quirky humor, and a bit of the odd, commercials tended to lack the usual sizzle of the biggest TV event of the year.

Unlike in recent years, TiVo's analysis did not find that a specific genre or theme dominated the big game, as the highly anticipated matchup on the field and halftime show surpassed any standout ad spots in terms of viewer engagement. The National Football League tapped into the always-popular "baby-appeal" by airing a highly engaging promotion highlighting babies born nine months following last year's game. CBS, the airing network, increased the number of promotions of its own content to 31, versus last year when host network NBC aired 26.

The following are the top ten commercials and promotions from Super Bowl 50, according to TiVo:

1. Doritos - Ultrasound
2. Mountain Dew - PuppyMonkeyBaby
3. Taco Bell Quesalupa - Bigger Than Everything
4. Buick Cascada - That Convertible's a Buick
5. Pepsi - The Joy of Dance
6. Marmot - Fall in Love with the Outside
7. Apartments.com - MovingOnUp
8. Bud Light - Raise One to Right Now
9. Skittles - The Portrait
10. Toyota Prius - Prius 4

TiVo Research is the most reliable audience research service using second-by-second data measurement tools to rank top Super Bowl spots based on actual commercial retention relative to overall program viewership.

This year's big game versus last year's by the numbers:

• While brands such as Doritos and Budweiser clung to spots on the top 10 list, there was a notable omission from this tier of insurance companies, among other big-name brand categories which have run commercials in past years.
• Six of the top ten spots contained celebrities, from Steven Tyler to George Takei.
• 14 spots were related to tech products or companies.

"Super Bowl 50 may not have been a nail-biter on the field, but the entire event is a bigger spectacle every year and fans around the world can't seem to get enough," said Tara Maitra, Senior Vice President, General Manager Content & Media Sales at TiVo. "Ratings for the game and the price tag for 30-second ad spots may have risen as usual, but ads this year felt 'safer' and less edgy. Additionally, spots are created for splintered audiences on various social media platforms and for online promotion -- diverting from the genres and traditions of past years."