The Go Daddy Web site’s "enhancement" ad with Danica Patrick was the most-watched commercial in the Super Bowl. TiVo made that determination by combining the number of people who watched the ad live on NBC’s broadcast of the game and went back to see it again on their DVR.
Placing the ad in the game’s final few minutes was a huge gamble that paid off for Go Daddy Group Inc. If it had been a lousy game, much of the audience would have drifted away, but the gripping finish between Pittsburgh and Arizona kept fans watching.
Todd Juenger, GM of TiVo’s research department, says eight of the 10 most-watched ads came in the second half.