A Doritos commercial featuring two men attacked in a gym for stealing someone else’s Doritos was seen by an estimated 116.2 million viewers last Super Bowl Sunday, making it the most watched television commercial of all time, according to The Nielsen Company. The ad ran in the game’s fourth quarter at 9:30pm ET.
“For an advertiser to make its pitch to more than 116 million viewers at once shows that the Super Bowl remains the single largest television platform for marketers,” said Pat McDonough, senior vice president for insights and analysis at Nielsen. “And with Super Bowl advertisers adding thousands – if not millions – of commercial views through online and social media exposure, they are able to extend their multi-million dollar investments beyond the game itself.”
| Most Viewed Ads During Super Bowl XLIV | |||
|---|---|---|---|
| RANK | Commercial | Time of Air (ET) | # of Viewers |
| 1 | DORITOS/Gym | 9:30:01 PM | 116,231,920 |
| 2 | AUDI/Green Police | 9:26:29 PM | 115,647,840 |
| 3 | ELECTRONIC ARTS/Dante’s Inferno | 9:15:22 PM | 115,063,760 |
| 4 | HONDA/Squirrel | 9:20:20 PM | 114,771,720 |
| 5 | TACO BELL/It Rocks | 9:27:29 PM | 114,771,720 |
| 6 | BUD LIGHT/Book Party | 9:32:13 PM | 114,771,720 |
| 7 | HYUNDAI/Built By Hand | 9:32:43 PM | 114,771,720 |
| 8 | BUDWEISER/Horse Fence | 9:15:52 PM | 113,603,560 |
| 9 | US CENSUS BUREAU/Production Mtg | 8:49:23 PM | 113,019,480 |
| 10 | E*TRADE/5 Babies | 9:33:13 PM | 112,727,440 |
| Source: The Nielsen Company | |||
Audi’s “Green Police” ad earned the title of second most viewed ad with 115.6 million watching. Electronic Arts’ spot for its new game Dante’s Inferno drew 115.1 million.
Focus on the Family’s ad featuring Tim Tebow tied for the least viewed ad of Super Bowl XLIV, despite the heavy pre-game buzz going into the game.
Only paid advertisements were included in the complete list. But Nielsen’s analysis found that the much-discussed 15-second promo for CBS’s “Late Show with David Letterman” featuring cameo appearances by Jay Leno and Oprah Winfrey was seen by an estimated 110.4 million viewers.
Until Sunday, the season finale of M*A*S*H in 1983 aired the highest commercial minute, when an estimated 108.9 million viewers watched the second half hour of the program.
| Most Viewed Ads During Super Bowl XLIV | ||||
|---|---|---|---|---|
| RANK | Commercial | Duration in Seconds | Time of Air (ET) | Viewers |
| 1 | DORITOS/Gym | 30 | 9:30:01 PM | 116,231,920 |
| 2 | AUDI/Green Police | 60 | 9:26:29 PM | 115,647,840 |
| 3 | ELECTRONIC ARTS/Dante’s Inferno | 30 | 9:15:22 PM | 115,063,760 |
| 4 | HONDA/Squirrel | 30 | 9:20:20 PM | 114,771,720 |
| 5 | TACO BELL/It Rocks | 30 | 9:27:29 PM | 114,771,720 |
| 6 | BUD LIGHT/Book Party | 30 | 9:32:13 PM | 114,771,720 |
| 7 | HYUNDAI/Built By Hand | 30 | 9:32:43 PM | 114,771,720 |
| 8 | BUDWEISER/Horse Fence | 60 | 9:15:52 PM | 113,603,560 |
| 9 | US CENSUS BUREAU/Production Mtg | 30 | 8:49:23 PM | 113,019,480 |
| 10 | E*TRADE/5 Babies | 15 | 9:33:13 PM | 112,727,440 |
| 11 | SKECHERS/Shape-Ups | 15 | 9:36:56 PM | 112,435,400 |
| 12 | GO DADDY/TV Anchor | 30 | 9:37:11 PM | 112,435,400 |
| 13 | DENNYS/Chicken Scream | 15 | 9:37:41 PM | 112,435,400 |
| 14 | EMERALD NUTS/Human Dolphins | 30 | 9:06:55 PM | 112,143,360 |
| 15 | NFL/NFL Draft | 10 | 9:07:25 PM | 112,143,360 |
| 16 | DENNYS/Scared Chickens | 30 | 9:20:50 PM | 112,143,360 |
| 17 | KIA/Gabba Gabba | 60 | 8:52:15 PM | 111,851,320 |
| 18 | ROUNDUP/Two Jobs | 15 | 8:53:15 PM | 111,851,320 |
| 19 | COCA-COLA/Sleepwalk Man | 60 | 8:42:03 PM | 111,559,280 |
| 20 | E*TRADE/Milkaholic | 30 | 8:43:03 PM | 111,559,280 |
| 21 | VIZIO/Beyonce | 60 | 9:05:55 PM | 111,559,280 |
| 22 | BUD SELECT/Lightest Beer | 15 | 8:53:30 PM | 110,683,160 |
| 23 | VOLKSWAGEN/Punches | 30 | 8:29:56 PM | 110,391,120 |
| 24 | DENNYS/Egg Layers | 30 | 8:30:26 PM | 110,391,120 |
| 25 | GOOGLE/Parisian Love | 60 | 8:49:53 PM | 110,391,120 |
| 26 | NFL/Best Fans | 60 | 8:56:52 PM | 110,391,120 |
| 27 | BRIDGESTONE/Man and Wife | 30 | 8:39:49 PM | 110,099,080 |
| 28 | KGB/Sumo Wrestler | 30 | 8:40:19 PM | 110,099,080 |
| 29 | MICHELOB ULTRA/Armstrong | 30 | 8:38:49 PM | 109,807,040 |
| 30 | HOMEAWAY.COM/Chevy Chase | 30 | 8:39:19 PM | 109,807,040 |
| 31 | WALT DISNEY STUDIOS/Prince of Persia | 30 | 8:28:56 PM | 109,515,000 |
| 32 | MOTOROLA/Megan Fox | 30 | 8:29:26 PM | 109,515,000 |
| 33 | DODGE/Charger | 60 | 7:36:17 PM | 108,930,920 |
| 34 | WALT DISNEY STUDIOS/Alice in Wonderland | 30 | 7:39:36 PM | 108,930,920 |
| 35 | INTEL/Hurt Robot | 30 | 7:48:47 PM | 108,930,920 |
| 36 | DR PEPPER CHERRY/Kiss | 30 | 7:40:06 PM | 108,638,880 |
| 37 | UNIVERSAL PARKS & RESORTS/Harry Potter | 30 | 7:44:16 PM | 108,638,880 |
| 38 | MEDIAFLO/Spine Removed | 30 | 7:46:01 PM | 108,638,880 |
| 39 | TELEFLORA/Florist | 30 | 7:37:17 PM | 108,346,840 |
| 40 | PAPA JOHNS/Say Thanks | 30 | 7:37:48 PM | 108,054,800 |
| 41 | BUD LIGHT/Castaways | 45 | 7:25:52 PM | 106,594,600 |
| 42 | DOVE BODY WASH/Man’s Journey | 45 | 7:26:37 PM | 106,594,600 |
| 43 | NFL/NFL Draft | 30 | 7:27:03 PM | 106,594,600 |
| SUPER BOWL AVERAGE | ** | ** | 106,500,000 | |
| 44 | BUDWEISER/Human Bridge | 60 | 7:18:05 PM | 105,718,480 |
| 45 | CAREERBUILDER.COM/Casual Friday | 30 | 7:21:15 PM | 105,718,480 |
| 46 | MEDIAFLO/Will.i.am | 60 | 7:51:49 PM | 105,426,440 |
| 47 | PARAMOUNT PICTURES/Shutter island | 30 | 7:19:05 PM | 105,134,400 |
| 48 | DOCKERS/Men Pants | 30 | 7:21:45 PM | 105,134,400 |
| 49 | HYUNDAI/Brett Favre | 30 | 7:22:15 PM | 105,134,400 |
| 50 | E*TRADE/Baby Bachelor Party | 30 | 9:47:09 PM | 104,550,320 |
| 51 | CHEVROLET/Cars and Trucks | 30 | 9:47:39 PM | 104,550,320 |
| 52 | CBS FILMS/Backup Plan | 30 | 8:17:34 PM | 102,214,000 |
| 53 | DORITOS/Casket Chips | 30 | 7:05:19 PM | 101,921,960 |
| 54 | BRIDGESTONE/Whale | 30 | 7:08:16 PM | 101,921,960 |
| 55 | SKECHERS/Shape-Ups | 15 | 7:08:46 PM | 101,921,960 |
| 56 | CARS.COM/Nervous Hero | 60 | 7:09:01 PM | 101,921,960 |
| 57 | BUD LIGHT/Auto Tune | 30 | 7:05:49 PM | 101,629,920 |
| 58 | MONSTER.COM/Beaver Fiddle | 30 | 7:06:19 PM | 101,629,920 |
| 59 | UNIVERSAL PICTURES/Wolfman | 15 | 7:06:49 PM | 101,629,920 |
| 60 | COCA-COLA/The Simpsons | 60 | 7:02:10 PM | 100,753,800 |
| 61 | GO DADDY/Masseuse | 30 | 7:03:10 PM | 100,461,760 |
| 62 | CAMPBELL SOUP/23 Soups | 15 | 9:48:09 PM | 97,249,320 |
| 63 | PACE PICANTE SAUCE/Woman Cooks | 15 | 9:48:24 PM | 97,249,320 |
| 64 | MEDIAFLO/Tough Drive | 30 | 9:48:39 PM | 97,249,320 |
| 65 | UNIVERSAL PICTURES/Robin Hood | 30 | 6:51:47 PM | 96,373,200 |
| 66 | DORITOS/Mom’s Date | 30 | 6:52:17 PM | 96,373,200 |
| 67 | BUD LIGHT/Apocalypse Party | 30 | 6:52:47 PM | 96,373,200 |
| 68 | DORITOS/Shock Collar | 30 | 6:46:08 PM | 94,036,880 |
| 69 | BUD LIGHT/Beer House | 30 | 6:42:16 PM | 93,160,760 |
| 70 | HYUNDAI/Meant to Last | 30 | 6:45:08 PM | 92,868,720 |
| 71 | BOOST MOBILE/SB Shuffle | 30 | 6:45:38 PM | 92,868,720 |
| 72 | SNICKERS/Betty White | 30 | 6:42:46 PM | 92,576,680 |
| 73 | FOCUS ON THE FAMILY/Tim Tebow | 30 | 6:43:16 PM | 92,576,680 |
| Source: The Nielsen Company | ||||
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