By Bill Duggan
Nielsen recently announced that this past Super Bowl (XLIV) was the most watched television show of all time with 106.5 million average viewers. Also, Nielsen provided a special report on the viewership of individual Super Bowl commercials.
Of course, ratings for individual national commercials are not yet available. The current C3 metric that Nielsen provides for national ratings refers to the ratings for average commercial minutes in live programming plus three days of digital video recorder playback.
ANA and Nielsen have been collaborating on an initiative to increase the granularity of ratings that could indeed lead to individual commercial ratings. Advertisers deserve such granularity to answer the question, "How many people actually had the opportunity to see my spot?"
The just-released white paper, “The Path to Brand-Specific Commercial Ratings,” has details of the work Nielsen and ANA have done.
By the way, a Doritos commercial featuring two men in a gym being attacked for stealing someone else’s Doritos was the most watched commercial of Super Bowl XLIV (and also the most watched commercial of all time!) with an estimated 116.2 million viewers.
Nielsen’s full rundown of the most watched commercials of Super Bowl XLIV is here.