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"

02-06-2006

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