Television is no longer the main source for electronic entertainment, especially in the wake of this new mobile revolution. With the threat of television networks losing their revenue from cable services with the new development of Aereo, the industry has been shaken on all sides of the spectrum. Although television marketers are facing changes in the industries, the notoriously expensive Super Bowl commercials received their annual hype from consumers watching the big game.
TiVo Research and Analytics uses its marketing and analytic capabilities to help advertisers, television networks and agencies improve their advertising methods. In hopes of measuring how successful television commercials still are in this competing industry. TiVo (News - Alert) conducted a research study to find out which of the Super Bowl commercials were the most engaging, with Taco Bells “Live Mas” leading the way:
1. Taco Bell "Viva Young"
2. Doritos "Goat For Sale"
3. Hyundai Santa Fe "Pick Your Team"
4. Doritos "Fashionista Daddy"
5. GoDaddy.com "Perfect Date"
6. M&Ms "Anything for Love"
7. Sketchers "Man Vs. Cheetah"
8. Pepsi Next "Pepsi Next Drink it to Believe It"
9. Audi "Prom"
10. Volkswagen "Get In. Get Happy"
In order to co-exist in a world of social media interaction and online engagement, companies like Audi and Doritos allowed fans to engage online and help choose the ending off their commercials through a voting tool on their websites before the game.
"We're seeing more Super Bowl commercials created by users and voted on before the game, as well as brands previewing their spots on the web well before Super Bowl Sunday," said Tara Maitra (News - Alert), Senior Vice President, General Manager Content & Media Sales at TiVo. "This shift reduces the element of surprise in making a commercial successful and TRA's unique ability to help networks and marketers determine what's really resonating with viewers can help improve the effectiveness of ad campaigns and ultimately the ROI of an ad buy."
Technology and the Internet revolution has changed the way people interact and operation their daily business operations, and even how users respond to the entertainment industry. With the help of TiVo, and the use of such a monumental television program as its experiment, advertisers and networks are better able to understand the changing platform of television. In order to keep up with the ever changing attention span of users, it seems that an engaging approach will resonate with more users today.
Edited by Carlos Olivera