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Posted by: Jon Fine on February 08, 2007
I kind of hate to put myself in the position of defending something as quaint as the 30-second TV ad, but when data comes over the transom showing just how many people saw this year’s Super Bowl ads, well, it gets you to thinkin’.
Says Nielsen in a detailed press release (forgive me, I can’t find it online):
The average commercial aired during Super Bowl XLI received a national television rating among persons older than age two of 32.1 and was viewed by 92.8 million people, according to The Nielsen Company, which today issued a summary of Super Bowl-related advertising measurement results from its media tracking businesses.
I would like to point out that any TV producer would gladly amputate a limb to get these ratings for their actual shows.
The big winner: HP’s motorcyling ad, which was seen by 99.5 million people.
Tied for number #1 in most-played back: The consumer-generated Doritos’ ad, specifically the one set at a cash register. Which pokes another hole in the arguyments about “professional” versus “amateur” content. (I do not like this argument. My next column touches on it in a broader look at—bad term alert—user-generated ads; will link to it when it goes up online.)
Getting Nielsen data on which ads get watched is going to make things very interesting.
As for me: I watched the Super Bowl. I also went through the commercials again via DVR. And, I gotta tell you, I don’t even remember seeing the HP ad. Not at all.
The media, entertainment and marketing worlds continue to shapeshift on a near-daily basis, as new forms arise and old assumptions erode. Where is it all going? No one really knows. But on this blog BusinessWeek’s media writers Tom Lowry and Ron Grover promise to provide ample helpings of scoop, provocation, and sharp analysis as they track and annotate this constantly changing terrain.