How Ads and Madonna Performed for Super Bowl

Rentrak Corporation (NASDAQ: RENT), a leading company in multi-screen media measurement serving the advertising, television and entertainment industries, has produced cross platform analysis of Super Bowl XLVI which includes box office information, advertising exposure levels and halftime performance analysis.

While typical Sunday moviegoers were glued to the tube, box office ticket sales fell by 67% from Saturday to Sunday thanks to Super Bowl XLVI.

According to Rentrak’s database of 19 million televisions, the average ad delivered 98.4% of the audience when compared to viewership of the whole game.

[ Also Read: Disney Invites Eli Manning after Super Bowl Victory ]

Ad exposure was nearly equal to viewership of the entire game despite the fact that many of the spots from major sponsors like Acura (Seinfeld/Leno), Honda (Ferris Bueller spoof) and Volkswagen (Dog shape up/Star Wars) premiered online prior to Sunday’s big game.

According to Rentrak’s Ad Retention Index (ARI), which looks at the second-by-second viewing average for commercials and compares them to the average viewership for an entire program, the most-watched ad of the game was an NBC promo for “Awake” (ARI of 110%) which aired near the end of the Super Bowl at 9:40pm EST.

[ Also Read: Online TV Service Hulu’s New Super Bowl Ad ]

Rentrak’s Ad Retention Index for individual commercials shown during the 2012 Super Bowl broadcast will be posted on Rentrak’s website at www.rentrak.com/SuperbowlAdRetention .

Madonna’s halftime performance was a large draw, resulting in 98% of the average viewership of the entire game, compared to less than 97% last year. Madonna’s medley of hits also brought in the most viewers from ABC, followed by NBC, CBS and Lifetime who tuned in to watch the Material Girl, but did not watch the first half of the Super Bowl.

The combination of Madonna’s chart-topping singles performed with cameos by Cee Lo Green, LMFAO, M.I.A., and Nicki Minaj managed to outperform The Black Eyed Peas 2011 performance by bringing in a diverse viewing audience from other networks like Food Network, FX, TBS that didn’t watch the game before Madonna took the stage.

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Rakesh Raman