Some advertising spots are so hilarious, intriguing, exciting or just plain confounding that they demand a second or even a third look. For TiVo users (and those with cable DVR service), rewinding and rewatching a quick spot can be as simple as pressing a button.
As the developer of the first DVR, TiVo reigns as the current MVP in digital video recording. To get a better handle on how viewers interact with advertisers, the company created StopWatch, “the first national syndicated measurement” of television programs and commercial advertisements. It derives anonymous, real-time research data to analyze viewing trends. And in November 2008, TiVo increased the sample audience from 20,000 to 100,000 subscribers to provide more accurate statistics. Each year through StopWatch, TiVo releases a list of the most-replayed Super Bowl ads based on data collected from its users. And for Super Bowl XLIII, this additional sampling boost may provide advertisers with strong indicators of what types of ads worked and which didn’t.
