TiVo: User-Generated Super Bowl Ads Among Most Downloaded

What’s more unusual, TiVo Inc. letting subscribers download ads produced for the Super Bowl or two of the ten most watched ads turning out to be created by users? Say hello to the evolution of user-generated content: customer-created commercials.

The DVR pioneer offered its subscribers the ability to download their favorite commercials to their TiVo box using the Product Watch advertising search service, right after the conclusion of the game.

Advertisers whom once feared that TiVo features would have viewers skipping their ads are now using rare using the functions – pausing, rewinding and fast-forwarding during live broadcasts – to let viewers and view spots over and over.

And TiVo is taking big steps like these to provide advertisers new and different ways to reach its subscribers.

The company said its audience measurement analysis shows TiVo households used the features an average of 109 times during the game.

TiVo said Anheuser-Busch, Chrysler, Emerald Nuts, Fed Ex, GM, GoDaddy.com, Honda, Michelin, Nationwide, Sprint, and Taco Bell are some of the companies offering their commercials to be downloaded.

The innovative undertaking also speaks to the appeal of user-generated content, in this instance taking the shape of two commercials that a consumer products company said won its contest to be aired during the annual NFL event.

TiVo ranked the top 10 downloaded Super Bowl ads based on aggregated, anonymous, second-by-second audience measurement data about how TiVo subscribers watched the game.

“The broadcast was a real reflection of the dramatic shift in our media culture; the time was ripe for the best user-generated spots to join the ranks of the best professionally developed spots,” said Todd Juenger, Vice President & General Manager, Audience Research and Measurement, at TiVo. “Both of the Doritos contest winners ranked among the top 10 most viewed commercials by TiVo subscribers."

TiVo said the top ten rated commercials of this year's game were:

1. Bud Light: Language Course with Carlos Mencia

2. Bud Light: Rock Paper Scissors

3. FedEx: Don't Judge

4. Nationwide: Kevin Federline Rollin' VIP

5. Doritos Crash the Super Bowl

6. CareerBuilder: Office Jungle

7. Blockbuster: Mouse

8. Doritos Crash The Super Bowl: Checkout Girl

9. Chevrolet: Everybody Loves a Chevy

10. Schick: Quarto Science

The TiVo audience measurement analysis shows TiVo households on average utilized the Trick Play features - pausing, rewinding, fast forwarding during live broadcasts — an average of 109 times during the game.

TiVo Inc. www.tivo.com

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