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TiVo will use its audience measurement tools to provide overnight industry reports regarding the most popular moments that occur during Super Bowl XLIII. This is the seventh year that TiVo will be able to provide calculations on how viewers responded to the game plays, commercials, and entertainment that occurs during the broadcast in the quickest manner possible.
In order to gather the data, TiVo measures the viewing habits of 20,000 random homes that have the TiVo service. To gauge the interest level of the audience, TiVo provides data on how many viewers watched specific moments on the normal play speed without fast forwarding.
Last year, TiVo reported that the top watched commercials included slapstick bits along with celebrity endorsements. Advertisers were able to use this information as a way to determine this year’s commercial lineup. The morning following the Super Bowl, the head of Audience Research and Measurement for TiVo, Todd Juenger, will release the broadcast data information through a special press conference.
Site: [TiVo]
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