Video Essentials

Christopher Walken Won the Super Bowl, Declares TiVo Viewing Data

Super Bowl viewers didn’t want to say “Bye Bye Bye” to Bai’s Super Bowl ad featuring Christopher Walken and Justin Timberlake, notes TiVo. In a post-game analysis of commercial retention compared to overall game viewership, TiVo gave it the top spot. Next up for engagement were ads from Kia and It’s a 10 Hair Care.

TiVo notes that tech ads did especially well, with strong spots from Amazon, Google, Hulu, Intel, and Netflix.

This year, viewers preferred “lighthearted, relatable entertainment over heavy emotion, messaging, and controversial topics,” says video analytics company Ace Metrix. According to its audience ratings, Ford, Audi, and King’s Hawaiian delivered the most appealing Super Bowl ads. Ace also pointed out several game ad flops, saying 84 Lumber failed by requiring viewers go online to see the rest of the ad, while Snickers’ first-ever live spot would actually have benefited from higher viewer frequency so viewers had time to catch on.

“The country has been through an endless political food fight for more than a year and it appears that the largest television viewing audience was anxious for some relief, rather than more preaching, and most brands gauged that mood correctly,” says Peter Daboll, CEO of Ace Metrix.

Content delivery network Fastly notes that its customers with Super Bowl ads saw average traffic increases of 437 percent during the game, with Audi seeing a 1,880 percent increase.

According to online video advertising company Alphonso this was the most-watched Super Bowl ever, with 7 million people tuning into Fox Sports’ unauthenticated online stream and 108 million watching the broadcast feed. Not all streamers were happy, however: Awful Announcing reports the Fox Sports Go app crashed for several minutes during the fourth quarter, leaving viewers frustrated.

Alphonso says Avocados from Mexico had the most-viewed ad. Next up were ads by Fox APB, Michelin, and Skittles.


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