And the winner is… Doritos.
The snack chip maker’s Ultrasound commercial during Sunday’s Super Bowl was the most engaging commercial aired during the game, according to TiVo,
The second-most engaging spot during the NFL championship game, aired on CBS, was Mountain Dew’s PuppyMonkeyBaby spot, TiVo reported Monday morning in its annual analysis of Super Bowl commercials.
The Ultrasound spot was built around the ultrasound image of a late third trimester fetus that responds as the expectant, but semi-disinterested chip-loving dad waves a Doritos left then right and then left again.
Finally, the exasperated mom-to-be grabs the chip and tosses it across the room — which convinces the fetus to propel himself or herself out of the mom and across the room to get the chip.
Mom, dad and the doctor are all surprised — to say the least.
Each year, TiVo measures 30,000 anonymous households to find which customers were watching which commercials in play speed — and then looking at the spots with the biggest increase in viewership relative to the viewership of the surrounding 15 minutes.
The TiVo analysis also found:
- The halftime show was more popular than the game for the sixth year in a row. The Coldplay, Beyoncé and Bruno Mars performance was the third-ranked show in the last eight years behind Madonna in 2012 and Katy Perry, with Lenny Kravitz, last year.
- The final touchdown by the Broncos — C.J. Anderson’s fourth quarter score that put Denver up 22-10 — was the most engaging moment of the game.
- Six of the top ten spots contained celebrities, from Steven Tyler to George Takei.
“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,” Tara Maitra, Senior Vice President, General Manager Content and Media Sales at TiVo, said in a statement. “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.”