Super Bowl 2013: Star Power Waning in Ads

2012-22 REP Brad Pitt World War Z H

Brad Pitt, on set in Scotland, was said to be livid when a problem with assault rifles led to a delay.

TiVo found that ads for what are expected to be some of the year’s biggest films were among the least popular during Super Bowl XLVII.

Maybe football fans just aren’t that enamored with Hollywood. At least that’s what Super Bowl advertising data might suggest, given that commercials starring lesser-known actors were more popular than ones featuring big-time celebrities.

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TiVo, the company that mainstreamed the DVR, took a look at the ads that Super Bowl viewers rewound and re-watched the most, and none of the ones featuring big names – like Brad Pitt, Usher, Oprah Winfrey, Paul Rudd and more -- cracked the Top 10. In fact, ads for what are expected to be some of the year’s biggest films were among the least popular during Super Bowl XLVII.

On a list of the Top 50 ads that TiVo compiled for The Hollywood Reporter, the first advertising and entertainment product doesn’t appear until halfway down the list, where a commercial for The Big Bang Theory resides at No. 25.

Iron Man 3 is the top movie ad on the list, coming in at No. 28. Next is Fast & Furious 6 (No. 32), followed by Star Trek: Into Darkness (No. 36), Oz: The Great and Powerful (No. 41) and World War Z (106).

TiVo said it didn’t measure an ad for The Lone Ranger because it appeared during the Super Bowl pre-game show.

Ads starring Hollywood actors who weren’t pushing their own TV shows or movies fared somewhat better.

A Go Daddy commercial starring supermodel Bar Refaeli, for example, made it into TiVo’s Top 10, as did one for M&Ms with Glee star Naya Rivera.

The Big Bang Theory’s Kaley Cuoco starring as a genie in a Toyota commercial was No. 12 on the list, just ahead of Amy Poehler in a Best Buy commercial and Zoe Saldana in a Bud Light ad. And former Miss America Alyssa Campanella was in a Kia commercial that was No. 17.

Dwayne “The Rock” Johnson was at No. 22 with a milk commercial, ahead of South Korean rapper PSY advertising pistachios (No 26). A Subway ad starring Brian Baumgartner of The Office along with a slew of athletes was No. 37.

A Samsung ad with where Seth Rogen and Paul Rudd lose a marketing gig to basketball’s LeBron James was way down at No. 48 on the list, while an ad for Mercedes Benz starring Willem Dafoe as the devil and featuring Kate Upton and Usher came in at No. 50.

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And an ad for Dodge featuring the voice of deceased radio personality Paul Harvey was No. 52 on the list and one for Jeep starring the voice of Oprah Winfrey was No. 67.

The Top 10 on TiVo’s list were, in order: Taco Bell “Live Mas;” Doritos “Goat for Sale;” Hyundai “Pick Your Team;” Doritos “Fashionista;” Go Daddy “Perfect Date;” M&Ms “Anything for Love;” Skechers “Man vs. Cheetah;” Pepsi “Pespsi Next Drink it to Believe it;” Audi “Prom;” and Volkswagen “Get in, get happy.”

TiVo users measurement data from a sample of 30,000 anonymous households who use the TiVo DVR service. The most engaging ads are determined by looking for spots with the biggest bump in viewership relative to the surrounding 15 minutes of programming.