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Review of the 2008 Super Bowl advertising

By Andrew Redfern @ 8th February 2008 9:19 am

Nielsen today released an analysis of advertising trends from Super Bowl XLII, which was viewed by an average audience of 97.5 million people in America. Included is a summary of Super Bowl-related dvertising measurement results from Nielsen’s media tracking businesses.

A few of the highlights include:

* The highest rated commercial minute was the Victoria’s Secret commercial at 9:44 p.m., which was seen by 103.7 million people.

* The commercial that had the highest gain from DVR playback was the Chronicles of Narnia Prince Caspian movie promotion, which was viewed by 4.1 million people on DVR playback.

* Super Bowl XLII was viewed by a record 97.5 million people in America. more than any previous Super Bowl.

* According to live polling results from the social networking site, HeyNielsen.com, the Budweiser Horse/Dalmation spot was the most popular ad.

* Pepsi’s ad with Justin Timberlake was the most buzzed about ad online, accounting for 6.7% of Super Bowl ad discussion, followed by E*TRADE with 5.2%.

* Among Super Bowl advertisers, the fastest growing Web site was Fox Interactive Media’s MySpace.com/SuperBowlAds, increasing 104 percent from 441,000 to 900,000 unique visitors.

* This year’s Super Bowl aired 50 minutes and 50 seconds of commercial time. Fifty-two unique brands aired commercials that competed for viewers’ attention for a total of 84 advertisements.

Top Rated Commercial

The Victoria’s Secret commercial that ran at 9:44 p.m. was the most watched commercial during the Super Bowl. It had a rating of 36.2 and was seen by 103.7 million people. These “live plus same day” ratings include viewing that was recorded and played back on digital video recorders (DVRs) on Super Bowl Sunday.

View the top rated commercial below

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