Roseanne's Snickers Bowl spot tops with TiVo users

Mon Feb 7, 2011 5:55pm EST
 
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By Paul Bond

LOS ANGELES (Hollywood Reporter) - As it turns out, TV viewers love watching whiny comedian Roseanne get knocked silly by a giant log.

A Snickers commercial featuring Roseanne and a similarly irritable Richard Lewis was the most popular Super Bowl ad Sunday based on the number of TiVo users who rewound it and watched it multiple times.

But, good news for the NFL, even a Roseanne beat-down was no match for an actual football play, as TiVo noted that the most-watched/paused/rewatched moment was the last-minute pass from Steelers quarterback Ben Roethlisberger to receiver Mike Wallace that fell incomplete and spelled victory for the Green Bay Packers.

TiVo also noted that its users were largely uninterested in viewing ads for movies more than once during the big game. None of 13 came close to cracking TiVo's Top 10 list of the "most engaging" ads based on user behavior.

But for what it's worth, among movies, Marvel/Paramount's "Captain America: The First Avenger" scored highest, followed by "Super 8" from writer-director J.J. Abrams, Columbia's "Just

Go With It," Paramount's "Transformers: Dark of the Moon" and Universal's "Fast Five."

TiVo said that in determining how engaging the various moments of the Super Bowl telecast were, it looks at "trick play" activity -- pausing, rewinding, etc. -- relative to the surrounding 15 minutes of programing so that "engaging" moments aren't skewed by rising and falling audience numbers during the show.

The average TiVo user reached for their remote controls for the purpose of trick-plays 145 times during the Super Bowl.   Continued...