• by Wayne Friedman , February 3, 2014

Although the game was a blowout, marketers may have still gotten their share of attention during the Super Bowl -- even in the waning moments of the game.

According to TiVo’s estimates on viewing data, four of the top 10 commercials in the game aired in the fourth quarter. The top viewing commercial/promotion: Crackle’s online show “Comedian in Cars Getting Coffee” aired during half-time; Budweiser’s “Puppy Love” (4th quarter); GoDaddy’s “Bodybuilder” (4th quarter); Doritos' “Cowboy Kid” (4th quarter); and Toyota Highlander’s “Terry Crews & the Muppets” (2nd quarter) were the top five Super Bowl commercials.

The next five: Doritos’ “Time Machine” (1st quarter);  RadioShack’s “The Phone Call” (1stt quarter); Oikos Greek Yogurt’s “The Spill” (4th quarter); Bud Light’s “Up for Whatever #2” (1st quarter); and Squarespace’s “A Better Web Awaits” (1st quarter).

Tara Maitra, senior vice president/general manager, content and media sales at TiVo, believes -- as many do -- that a dull game drove TV viewers to hang around and watch some of the commercials, perhaps more than in the past. All this was especially good news, she says, in light of the fact that “the majority of the ads could be previewed online.”

Not only was the game shorter than a year ago by over an hour -- at three hours, 25 minutes and 43 seconds versus the four hours, 20 minutes, and 36 seconds of the game between the Baltimore Ravens-San Francisco 49ers -- there were much fewer network promos for their own programming.

Fox aired 28 TV show/programming promos versus CBS a year ago, filling up the Super Bowl with some 48 TV show/
programming ads.

TiVo’s Super Bowl analysis came from aggregated, anonymous, second-by-second audience measurement data from a sample of 30,000 anonymous households with the TiVo service. TiVo Research gauges the interest in programming content by measuring the percentage of the TiVo audience watching in "play" speed .