XLIX: Year of the #EmotionBowl

SAN JOSE, CA--(Marketwired - Feb 2, 2015) - TiVo Inc. (NASDAQ: TIVO), the source of second-by-second data insight into Super Bowl viewers most-watched commercials and moments*, today released this years top most-engaging Super Bowl commercials and moments from the game. While Deflategate may have dominated much of the talk leading up to the game, the recurring theme of comedy lost no air -- despite the emotional spots attracting attention.

This year there were more serious, dramatic and sentimental spots than in previous Super Bowl broadcasts -- including Budweisers Lost Dog that won the top spot -- but overall, comedy came through again with five of the top 10 spots having comedic appeal. This year, a public service announcement (PSA) ranked second with game viewers, ranking second among the top spots.

The top ten commercials and promotions from Super Bowl XLIX according to TiVo:

1. Budweiser - Lost Dog (Song by Sleeping at Last)

2. Joyful Heart Foundation - 911 Delivery

3. Doritos - Middle Seat

4. Nationwide Insurance - Invisible Mindy Kaling

5. Supercell: Clash of Clans - Revenge Feat with Liam Neeson

6. FIAT 500X - Blue Pill

7. Snickers - The Brady Bunch featuring Danny Trejo

8. Avocados From Mexico - First Draft Ever

9. Coca-Cola - #MakeItHappy

10. Nissan - With Dad (Song by Harry Chapin)

TiVo Research is the only audience research service using second-by-second viewership data to rank top Super Bowl spots based on actual commercial retention relative to overall program viewership.

Super Bowl XLIX versus Super Bowl XLVIII by the numbers:

There were only three beer spots in this years game, half the number aired in the previous two years

There were five insurance spots, the combined total of the three prior Super Bowls

There were ten movie spots. More than in the past two years combined (see list below)

NBC aired 27 promos, 27, to the Fox count, 28, in 2014

NBC aired 23 sixty second spots and 20 for Fox last year

This years Super Bowl was a full 40 minutes longer than last years Seahawks blowout of the Denver Broncos

From start to finish this years Super Bowl was full of emotion, but humorous spots still resonated the most with viewers. Our research highlights the most watched nail biting game moments, the always present humorous ads, as well as more substantive ads and a halftime performance of a lifetime, said Tara Maitra, Senior Vice President, General Manager Content & Media Sales at TiVo. TiVo Researchs second-by-second behavioral insights into Super Bowl viewership will again provide networks and brands access to the big data they need to optimize media efficiency.

For the fifth year in a row, TiVo found viewership for the half-time show exceeding that of the overall game. Katy Perry did not disappoint, as the entire show was a jaw-dropping performance with superstar guest appearances. From fireworks inside and out of the stadium to Perry being suspended on a shooting star, Perrys performance kept eyes glued to the television.

The top re-watched moments from the game itself were (1) 10:04 p.m. ET the fight in the final seconds of the game, (2) 10:00 p.m. ET Tom Brady and Richard Shermans reaction to Malcolm Butlers goal-line interception and (3) 09:56 p.m. ET Jermaine Kearses crazy catch.

TiVo has been tracking and releasing its unique Super Bowl data for over a decade. Analysis of the past most-engaging advertisements and promotions with viewers shows that many have been comedy-based. The top commercials of past Super Bowls include the following:

2004: Anheuser-Busch (Bud Light) - Sleigh Ride

2005: Emerald Nuts - Unicorn

2006: Ameriquest - Friendly Skies

2007: Anheuser-Busch (Bud Light) - Language Course with Carlos Mencia

2008: E*Trade - Baby

2009: GoDaddy.com - Enhanced?

2010: Doritos - House Rules

2011: Snickers - Logging

2012: Doritos - Sling Baby

2013: Taco Bells - Viva Young

2014: Comedians in Cars Getting Coffee (Halftime)

The Super Bowl commercials can be viewed via your TiVo unit in the Super Bowl Commercials Collection. To the find the collection, click Browse TV & Movies and then click on the New & Notable category.

To view the Super Bowl commercials online, visit iSpot.tv, the only platform to track TV ads correlated with digital responses in real time.

Methodology

TiVo Researchs Super Bowl analysis was prepared using aggregated, anonymous, second-by-second audience measurement data from a sample of approximately 30,000 anonymous households with the Emmy -award winning TiVo service. TiVo Research gauges the interest in programming content by measuring the percentage of the TiVo audience watching in play speed. The most engaging ads and promotions are determined by looking for spots with the biggest bump in viewership relative to the surrounding 15 minutes of programming, offering a true reflection of change in viewership.

About TiVo Research and Analytics, Inc.

TiVo Research and Analytics, Inc., a wholly-owned subsidiary of TiVo Inc. (NASDAQ: TIVO), is a leading cross media research, measurement and analytics company whose solutions help advertisers, agencies and television networks improve advertising targeting, accountability and return on media investment. TiVo Researchs web-based Media TRAnalytics and TV Health Ratings platforms match the TV and online advertising that households actually receive with the products that the same households actually buy, enabling clients to find The Right Audience while providing an unmatched level of transparency, measurement, media planning/selling, and improved ROI. More information at: www.tivoresearch.com.

About TiVo

TiVo Inc. (NASDAQ: TIVO) is a global leader in next-generation television services. With global headquarters in San Jose, CA and offices in New York, NY, Boston, MA and Durham, NC, TiVos innovative cloud-based Software-as-a-Service solutions enable v

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