HP ad most-viewed on Super Bowl


NEW YORK -- Hewlett-Packard topped the ratings during CBS' Sunday telecast of the Super Bowl, according to Nielsen Media Research.

 Nielsen said that HP's spot was the highest-rated commercial minute in the game, drawing 99.5 million viewers at 9:25 p.m. A Toyota Tundra spot was No. 2 with 99.1 million viewers at 8:55 p.m., and a Federal Express spot was third with 98.2 million at 8:58 p.m.

 Rounding out the top 5 were a CBS promotion for CSI at 9 p.m., seen by 97.9 million viewers, and the Nationwide ad with Kevin Federline, which drew 97.7 million at 8:59 p.m.

 The average commercial in the game was viewed by almost 93 million people, per Nielsen.

 The average drop in viewing between the game and the commercials was less than 1%. By comparison, CBS has said that the typical falloff during normal programming is approximately 5%.

 A total of 101 separate commercials aired in the game, including about 60 paid ads from consumer marketers. The rest were promotions for CBS shows, along with a few spots from the National Football League.

 Commercials from CareerBuilder.com and Doritos had the highest same-day DVR playback, scoring an additional 2.5 million viewers. CareerBuilder also saw the biggest traffic boost to its Web site from game day through Monday, with an increase of 148%, Nielsen said. HP's Web site traffic boost was second with a 74% gain.

 Bud and Bud Light commercials had the biggest online "buzz," combining for 20% of all post-game online discussion, the ratings company said. Nationwide and Snickers ads tied for second in the buzz category, each generating about 10% of post-game chatter online. Doritos' ads generated a combined 8% of online buzz, Bud Light's "Rock, Paper, Scissors" ad attracted a bit more than 7% and the GM robot ad had 6%.

 People viewing the game via HDTV sets had a 15% higher recall of commercials, Nielsen said.

 Anheuser-Busch was the largest advertiser in the game with five minutes of airtime. Coca-Cola was No. 2 with three minutes. General Motors and Pepsi-Cola each sponsored 2.5 minutes in the game.