You don’t watch the Oscars for the ads (so why do we watch them?), but when things start to get a little slow around the animated short and set design awards, they can be welcome escapes. And since it’s the end of big, live, event season, you’ve probably seen them before. Which is not always a bad thing.
TiVo tracks the most “engaging” moments from telecasts like the Oscars, including the advertisements. Tapping a sample of around 30,000 anonymous households, they can track the “play speed,” when people are hitting pause and replaying segments. The play speed, according to a statement from TiVo:
The most engaging ads 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…Simply put, DVR homes have a tendency to pause live programs for various reasons and then re-watch moments or it is the “Come here, you have to see this” impact of the moment.
Remember when we were so nervous that people weren’t watching ads? Sometimes they’re better than the show. Or, from the time stamps, are people just rewinding to catch the Best Picture announcements and hitting the commercials, too?
Here are the top three spots from last night:
AT&T’s “Negotiate” spot, at 11:39 p.m.
McDonald’s “Lovin’ Takes the Right Ingredients” at 11:46 p.m.
Cadillac “Dare Greatly,” at 11:46 p.m.
Other top ads were Google (11:25 p.m.), Pixar’s “Inside Out” trailer (11:26 p.m.), Samsung (10:39 p.m.), Adobe (11:27 p.m.), Lexus NX, (10:15 p.m.), American Express (11:11 p.m.), and Apple (10:28 p.m.).