(Feb. 12, 2009) ALVISA,CALIF.: TiVo today said advertisers that bought time during the Super Bowl weren’t immune to being skipped during other programming. The DVR maker looked at how the biggest brands in the Super Bowl telecast did for all of 2008. GoDaddy.com, one of the highest rated advertisers during the game, had a 35 percent skip rate on cable during prime time last year.
“After the annual one night high of the Super Bowl wears off, we crash back to the harsh reality of commercial avoidance in the DVR era,” said Todd Juenger, vice president and general manager for TiVo’s audience research and measurement division. “Even the best performing commercials lose roughly 50 percent of their audience to fast-forwarding.”
The 123 broadcast primetime ads run by Coca-Cola in 2008 were skipped 46 percent of the time. CareerBuilder.com ran 64 ads that were also skipped 46 percent of the time. Monster.com had 39 ads in broadcast primetime that had a 58 percent skip rate. Sixty-two percent of Diet Pepsi’s 432 Max spots were skipped; Denny’s 292 spots were skipped 65 percent of the time.
On cable during primetime, Coke has a skip rate of 32 percent for 62 ads. Doritos--32 percent on 83 spots. Pepsi’s 157 Max ads were skipped 67 percent of the time.
“Longer term, new advertising and business models must be developed that underscore the notion that the consumer is in control, Juenger said. “Commercial information and entertainment that is delivered must grab their attention and entice them to interact.”
TiVo also listed the top-rated commercials for December 2008, with and without skipping, referred to as “time-shifting:”
TOP COMMERCIALS
1. Sony Seven Pounds trailer --“Grey’s Anatomy” ABC -- Dec. 4 -- 14.7
2. Citibank Mastercard & Visa --“Grey’s Anatomy” ABC -- Dec. 4 -- 12.4
3. Apple Macbook --“ Grey’s Anatomy” ABC -- Dec. 4 -- 11.9
4. MGM Valkyrie trailer -- “Grey’s Anatomy” ABC -- Dec. 4 -- 11.8
5. X-Files Fight the Future --“Fringe” Fox -- Dec. 2 -- 11.2
6. Sony Seven Pounds trailer -- “Fringe” Fox -- Dec. 2 -- 11.2
7. Apple Macbook -- “Desperate Housewives” ABC -- Dec. 7--11.1
8. Payless Shoesource--“Grey’s Anatomy” ABC----Dec. 4 -- 11.1
9. Microsoft Windows Vista --“Desperate Housewives” ABC -- Dec. 7 --11.1
10. Disney Bedtime Stories trailer --“Fringe” Fox -- Dec. 2 --11.1
TOP COMMERCIALS, TIMESHIFTED
1. Sony Seven Pounds trailer -- “Grey’s Anatomy” ABC -- Dec. 4 -- 8.5
2. Sony Seven Pounds trailer -- “Fringe” Fox -- Dec. 2 -- 7.9
3. AT&T Wireless -- “Fringe” Fox -- Dec. 2 -- 7.9
4. Disney Bedtime Stories -- “Fringe” Fox -- Dec. 2 -- 7.7
5. HBO Cable TV --“Fringe” Fox -- Dec. 2 -- 7.7
6. X-Files Fight the Future --“Fringe” Fox -- Dec.2 -- 7.6
7. Dark Knight Videogame --“Fringe” Fox -- Dec. 2 -- 7.5
8. HBO Cable TV -- “House” Fox -- Dec. 8 -- 7.4
9. Mastercard World Card -- “House” Fox -- Dec. 7 -- 7.0
10.Citibank Mastercard & Visa -- “Grey’s Anatomy” ABC -- Dec. 4 -- 6.7
