TiVo: Bud Light Wins Ad Bowl | Adweek TiVo: Bud Light Wins Ad Bowl | Adweek
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TiVo: Bud Light Wins Ad Bowl

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BOSTON A pair of 30-second spots for Anheuser-Busch's Bud Light were the most viewed Super Bowl commercials, according to data provided by TiVo, which measured both live and recorded viewing in 10,000 subscriber households.

Bud Light's "Language Course," starring comic Carlos Mencia, was the most viewed spot, followed by a commercial titled "Rock, Paper, Scissors," TiVo said.

Ameritrade had held the lead slot among TiVo viewers in each of the last two years, but that company did not run any ads on yesterday's Super Bowl.

This marks the fifth overall year that TiVo has measured Super Bowl viewing.

A FedEx spot called "Don't Judge" placed third, the much-hyped Nationwide Insurance ad starring Kevin Federline as a fast-food worker came in fourth and a user-generated spot for Doritos, which dealt with crashing the Super Bowl, took fifth place.

During CBS' telecast, "There was no buildup, no falloff. Viewing was steady for the whole game," both during the on-field action and the commercial breaks, said Todd Juenger, vp, gm of audience research and measurement at TiVo. In past years, controversial plays had generated significant playback and caused "peaks and valleys" in home viewing.

Rounding out TiVo's top 10 were spots from CareerBuilder.com, Blockbuster Video, Doritos, Chevrolet and Schick.

Thirty-second spots on yesterday's Super Bowl cost in excess of $2.5 million. About 90 million viewers watched the game.

TiVo would not divulge the actual viewing figures. The service operates in 4.4 million households nationwide.