HP Tops Nielsen’s Bowl Ratings

NEW YORK Hewlett-Packard topped the ratings during CBS’ Sunday telecast of the Super Bowl, according to Nielsen Media Research.

Nielsen said that HP’s spot was the highest rated commercial minute in the game, drawing 99.5 million viewers at 9:25 p.m. A Toyota Tundra spot was No. 2 with 99.1 million viewers at 8:55 p.m., and a FedEx spot was third with 98.2 million at 8:58 p.m.

Rounding out the top five were a CBS promotion for CSI at 9 p.m., seen by 97.9 million viewers, and the Nationwide ad with Kevin Federline, which drew 97.7 million at 8:59 p.m.

The average commercial in the game was viewed by almost 93 million people, per Nielsen. The average drop in viewing between the game and the commercials was less than 1 percent. By comparison, CBS has said that the typical falloff during normal programming is approximately 5 percent.

Like Adweek, Nielsen Media Research is a unit of the Nielsen Co.

A total of 101 separate commercials aired in the game, including about 60 paid ads from consumer marketers. The rest were promotions for CBS shows, along with a few spots from the National Football League.

Commercials from CareerBuilder.com and Doritos had the highest same-day DVR playback, scoring an additional 2.5 million viewers. CareerBuilder also saw the biggest traffic boost to its Web site from game day through Monday, with an increase of 148 percent, Nielsen said. HP’s Web site traffic boost was second with a 74 percent gain.

Bud and Bud Light commercials had the biggest online “buzz,” combining for 20 percent of all post-game online discussion, the ratings company said. Nationwide and Snickers ads tied for second in the buzz category, each generating about 10 percent of post-game chatter online. Doritos’ ads generated a combined 8 percent of online buzz, Bud Light’s “Rock, Paper, Scissors” ad attracted a bit more than 7 percent and the GM robot ad had 6 percent.

People viewing the game via HDTV sets had a 15 percent higher recall of commercials, Nielsen said.

Anheuser-Busch was the largest advertiser in the game with five minutes of airtime. Coca-Cola was No. 2 with three minutes. General Motors and Pepsi-Cola each sponsored 2.5 minutes in the game.