Super Bowl: 40 Percent of Emotional Tweets "Hated" Nationwide's Dead-Kid Ad

Superbowl Most Tweeted Moment - H 2015
AP Images/Invision

Superbowl Most Tweeted Moment - H 2015

Meanwhile, BMW's Katie Couric-Bryant Gumbel throwback was "loved" according to 81 percent of emotional tweets.

This story first appeared in the Feb. 13 issue of The Hollywood Reporter magazine.

There was nothing deflated about NBC's Super Bowl XLIX ratings. The annual championship game surged to 114.4 million viewers (and a 47.5 rating) Feb. 1, making the New England Patriots' last-minute win over the Seattle Seahawks the most watched telecast in U.S. history. The close match meant viewership peaked in the fourth quarter, according to Nielsen.

The network's live stream also set a record, with 800,000 average viewers a minute and 1.3 million viewers when the Patriots' Malcolm Butler intercepted a pass from Seahawks quarterback Russell Wilson with less than a minute remaining. That game-winning interception also caused a spike in tweets, but enthusiasm for the game didn't rub off on all the advertisers, especially Nationwide. The insurance company's "Make Safe Happen" ad featuring a deceased child was the most hated spot. THR sifts through the data to reveal the night's other hits and misses.