TiVo Users Favor Bud Light, Doritos Bowl Spots

TiVo said Monday in its annual analysis of the Super Bowl viewing habits that Bud Light and Doritos were the biggest winners in viewership, although K-Fed's highly anticipated -- and much promoted -- Nationwide commercial made a decent showing.

Statistics are compiled using data culled anonymously from 10,000 TiVo subscribers. From there, the company uses the data to show what moments -- and in this case commercials -- best kept the viewer's attention.

In addition, advertisers are now allowing users to download the commercials to view on-demand through TiVo's Product Watch service, which downloads promotional content based on user preferences.

According to TiVo, some of the commercials even outpaced viewership of any action in the game. In the top five, Bud Light's "Language Course" and "Rock Paper Scissors" took the two top spots, followed by FedEx's "Don't Judge," Nationwide's "Rollin' VIP" featuring Kevin Federline, and Doritos "Crash The Super Bowl."

TiVo Audience Research head Todd Juenger said the viewing habits of its users also reflected the changing landscape of the media. "The time was ripe for the best user-generated spots to join the ranks of the best professionally developed spots," he said.

Both of the Doritos contest winners ranked in the Top 10 most viewed commercials by TiVo subscribers.

Noticeably missing from the top ten was the GoDaddy.com commercial. The registrar's ads are known for their racy content, but this year's spot didn't seem to resonate with viewers.

Other companies in the top ten included: CareerBuilder, Blockbuster, Chevrolet, and Shick. Altogether, the average user paused, rewound or fast-forwarded content 109 times during the game, TiVo said.