Goodbye Baby, Hello Daddy! GoDaddy.com Replaces the Talking E-Trade Baby as the Number One Super Bowl Spot, According to TiVo

February 2, 2009

ALVISO, Calif., Feb. 2 /PRNewswire-FirstCall/ — TiVo Inc. (Nasdaq: TIVO),
the creator and a leader of advertising solutions and television services for
digital video recorders (DVRs), announced this year’s top ten Super Bowl
commercial moments. This information was prepared using aggregated,
anonymous, second-by-second audience measurement data about how TiVo
subscribers watched the game, primarily which spots were rewound and watched

(Photo: http://www.newscom.com/cgi-bin/prnh/20090202/AQM072)

GoDaddy.com finally broke through this year, snatching the coveted crown
from the E-Trade talking baby, which couldn’t repeat this year despite
similarly themed follow-up spots. This is the first top ten finish for
GoDaddy, infamous for a too-hot-for-TV campaign it has utilized the past
couple Super Bowls. The Internet domain company apparently benefited from the
game’s dramatic finish, as their fourth quarter spot had far more viewership
than the ad the company ran in the first quarter. And Bud Light does it
again, this year another clear winner holding two of the top ten spots.

With unemployment rates rising from coast to coast, two job Websites
cashed in on grabbing viewers’ attention, with Careerbuilder.com claiming the
number three slot and competitor Monster.com landing at number six. Doritos
continues to ride a user-generated strategy to strong success, with this
year’s entrant earning a number four ranking. Annual list occupants Bud
Light, Pepsi and Coke held their own, with each brand occupying a piece of the
top ten. First time Super Bowl advertiser Denny’s cracked the top ten thanks
to the last five seconds of the ad, in which the chain unveiled a free Grand
Slam breakfast offer. Also, the movie preview for the upcoming Transformers
sequel marks the first time a movie trailer landed on the TiVo top ten list
since 2003 when both Universal Pictures Bruce Almighty and Sony Pictures -
Charlie’s Angels Full Throttle made the list.

Prior to the game much was made about 3-D advertisements, but consumers
apparently didn’t grab their 3-D glasses in time, as spots such as a preview
for Monsters vs. Aliens fell well short of the pace, barely cracking the top

“This year TiVo viewers were in control of one of the greatest NFL games
ever played, a perfect example of the power of pressing pause or rewind during
a live-action event,” said Todd Juenger, Vice President & General Manager,
TiVo Audience Research and Measurement. “Topping the drama and excitement of
last year’s big game probably seemed impossible for many advertisers, but this
game truly delivered, especially for those who chose time slots towards the
end of the game. TiVo’s Stop||Watch is the only service that can release
ratings based on actual viewer behavior, rather than surveys or after the fact
polling. It is an insight that is unique to TiVo, one we can take advantage
of not only for the Super Bowl, but throughout the year, benefiting ad
agencies, TV networks, and brand customers alike.”

In the first half of the game action on the field was overshadowed by
commercials, with four of the most rewound moments involving advertisements.
The most viewed moment of the first half was the Doritos Crystal Ball spot,
impressive considering it beat out James Harrison’s record breaking
interception return at the end of the half. In the second half action
intensified on the field, with the top-replayed moments all happening inside
the hash marks. The most viewed moment was Santonio Holmes’ tip-toe touchdown
grab that gave the Steelers the lead in the final minute. Despite more
replays of game action, viewership increased in the fourth quarter enough that
GoDaddy’s spot earned more eyeballs than the Doritos ad of the first half.

    TiVo Highlights:

    The top ten rated commercials of this year's game were:

    1. GoDaddy.com: "Enhanced?"
    2. Bud Light: "Summer to Winter"
    3. Careerbuilder.com: "It May Be Time"
    4. Doritos: "Crystal Ball"
    5. Transformers: "Revenge of the Fallen"
    6. Monster.com: "Moose Head"
    7. Bud Light: "Man Thrown out the Window"
    8. Pepsi: "MacGruber/Pepsuber"
    9. Dennys: "Thugs"
    10. Coke Zero: "Mr. Polamalu"

TiVo’s audience measurement analysis is based on aggregated data from a
sample of approximately 30,000 anonymous households with the Emmy-award
winning TiVo(R) service. TiVo viewership information gauges the interest in
programming content by measuring the percentage of the TiVo audience watching
in “play” speed.

For more information from TiVo on Super Bowl viewership, please visit

About TiVo Inc.

Founded in 1997, TiVo (NASDAQ: TIVO) pioneered a brand new category of
products with the development of the first commercially available digital
video recorder (DVR). Sold through leading consumer electronic retailers,
TiVo has developed a brand which resonates boldly with consumers as providing
a superior television experience. Through agreements with leading satellite
and cable providers, TiVo also integrates its full set of DVR service features
into the set-top boxes of mass distributors. TiVo’s DVR functionality and
ease of use, with such features as Season Pass(TM) recordings, WishList(R)
searches and TiVo KidZone have elevated its popularity among consumers and
have created a whole new way for viewers to watch television. With a
continued investment in its patented technologies, TiVo is revolutionizing the
way consumers watch and access home entertainment. Rapidly becoming the focal
point of the digital living room, TiVo’s DVR is at the center of experiencing
new forms of content on the TV, such as broadband delivered video, music and
photos. With innovative features such as, TiVoToGo(TM) and online scheduling,
TiVo is expanding the notion of consumers experiencing “TiVo, TV your way.”
The TiVo(R) service is also at the forefront of providing innovative marketing
solutions for the television industry, including a unique platform for
advertisers and audience measurement research. The company is based in
Alviso, Calif.

TiVo, TiVoCast, ‘TiVo, TV your way.’ Season Pass, WishList, TiVoToGo and
the TiVo Logo are trademarks or registered trademarks of TiVo Inc. and its
subsidiaries worldwide. (c) 2009 TiVo Inc. All other trademarks are property
of their respective owners. All rights reserved.


Source: newswire

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