Back, and to the left. Onto his lap.

Ameriquest had two of the biggest rewinders yesterday.  I must admit to excessively rewinding a couple of those CGI-overkill ads, but I did replay "Friendly Skies" twice, once for myself and once for Mrs. TV Barn, whose interest in the Super Bowl could not be more fleeting.

TIVO SUPER BOWL DATA SHOWS ACTION ON THE FIELD RIVALED INTEREST IN COMMERCIALS BETWEEN THE SNAPS FOR FIRST TIME IN YEARS

Ameriquest Spots Land Top Two Slots on TiVo Top 10;
Replay Activity Spikes Around Controversial Touchdown, "Gadget Play"

ALVISO, Calif.   February 6, 2006   Dozens of multi-million dollar commercials got their chance to impress the largest television audience of the year during the Super Bowl, but Ameriquest may have gotten the most bang for its advertising buck as it managed to land both of its spots at the very top of the list of favorite ads, according to an annual analysis of TiVo households.

"Our annual analysis of Super Bowl commercials shows once again that if you want to get the audiences attention during the game, you've got to get them laughing," said Katie Ho, Vice President of Consumer Marketing at TiVo, which has more than 4 million subscribers nationwide. "Literally all of the ads in replayed most often in TiVo households utilized humor to deliver their brand message. And TiVo viewers were able to tickle their funny bones again and again without missing a single second of the action on the field."

TiVo bases the annual review of viewer reaction to the commercials, action on the field and the halftime entertainment on a more than 10,000 household sample of anonymous information. No personal information is gathered or collected in this review of data.

Every year TiVo has analyzed how viewers utilize the replay and rewind features, it has been the commercials that viewers most often watched again rather than the action on the field. This year may have provided an exception. A controversial touchdown call in the second quarter spurred almost as much replay and rewind activity as the most popular commercials. On average, TiVo households watched more than four times the controversial touchdown by Pittsburgh Steelers Quarterback Ben Roethlisberger and the "Gadget Play" touchdown that clinched the Steelers victory.

In fact, TiVo households found themselves reaching for the remote many times throughout the game, the analysis shows. TiVo households hit replay, pause or rewind buttons on their remote an average of about 100 times during the Super Bowl broadcast, the analysis shows. TiVo households hit the replay button alone about 30 times on average during the game.

While the Ameriquest ads used humorous scenes in a hospital and an airplane to assure viewers the mortgage lender would not "judge too quickly," TiVo viewers were quick to replay both ads many times over. And Budweiser, a perennial Super Bowl advertiser, landed four spots among the top 10 ads in TiVo households, with its streaking sheep among football playing Clydesdales landing in the third spot.

The list of top 10 most replayed ads in TiVo households included

1. Ameriquest           Friendly Skies
2. Ameriquest           That Killed Him
3. Budweiser            Streaking Sheep
4. Fed Ex               Caveman
5. Michelob             Touch Football
6. Bud Light            Hidden Bud Lights
7. Sierra Mist          Kathy Griffin
8. Bud Light            Bear Attack
9. Aleve                Leonard Nimoy
10. Bud Light           Revolving Wall

Comments

[Dan Hughes]

My favorite Superbowl spot was the one for the cellphone with a built-in "theft-deterrent" feature. Caught me by surprise; I laughed out loud (only grinned at most of the others).

And this one had to have cost about ten bucks to produce.

Am I the only one who appreciated that one?