Short gains for biz’s Bowl ads

TiVo, Tweets find film ads short on recall

This year’s Super Bowl may have boasted a record number of movie spots, but that doesn’t mean the 111 million viewers of the big game remembered many of them.

In tracking the most watched, most repeated moments of the Super Bowl, TiVo said none of the 15 movie ads that played during the Super Bowl or its pre-show ranked among the top 10 “most engaging” spots.

Among the film ads, those for “Captain America: The First Avenger,” “Super 8,” “Just Go With It,” “Transformers: Dark of the Moon” and “Fast Five” proved the most popular, in that order.

Each year, TiVo tracks how many times moments are paused, rewound and replayed during the Super Bowl, calling them Trick Plays. This year, households did so an average of 145 times during the game. TiVo tracked 37,000 households as part of its survey.

The most TiVo’d moment was the incomplete pass from Pittsburgh Steelers quarterback Ben Roethlisberger to receiver Mike Wallace that secured the Green Bay Packers the championship.

The top ad was the Snickers’ “Logging” spot in which Roseanne Barr was hit by a log. “Bieber and Ozzy,” from Best Buy; Pepsi Max’s “Love Hurts”; Volkswagen Passat’s “The Force,” featuring a tyke-sized Darth Vader; and Doritos’ “The Best Part” rounded out the top five.

VW’s spot had already generated 14 million views on YouTube before the Super Bowl telecast.

Reaction to studios’ Super Bowl buys were slightly better on Twitter, but still weak.

While commercials for Doritos, Best Buy and Chrysler generated the most buzz, with each generating more than 10% of tweets during the game, according to Tweetbeat, Paramount scored the best among the studios with 6.4% of messages.

Par, the biggest studio buyer of Super Bowl ads, promoted “Transformers,” “Super 8,” “Rango,” Marvel’s “Thor” and “Captain America,” as well as DreamWorks Animation’s “Kung Fu Panda: The Kaboom of Doom,” which spawned 7,327 tweets.

Universal followed with some 4,000 tweets for its “Fast Five” and “Cowboys and Aliens” ads, while Disney (“Pirates of the Caribbean: On Stranger Tides”) and Fox (“Rio”) trailed with less than 2% of tweets.

Super Bowl ads generated on average 6,000 tweets a minute during the game, Tweetbeat said.

The results essentially repeat those from past Super Bowl appearances for Hollywood, with film ads often overshadowed by spots for carmakers, beer and soda brands.

Indeed, studios Warner Bros. and Fox have usually opted not to pony up the roughly $3 million per 30-second Super Bowl spot, although Fox bought a last-minute ad this year to hype its upcoming toon “Rio.”

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