The Super Bowl has long been considered the pre-eminent television advertising event of the year, not just because millions of Americans tune in but because many of those viewers stay put specifically to watch the ads.
Now, thanks to sophisticated television-recording technology such as TiVo, some say the allure the Super Bowl holds for advertisers could grow even stronger. That’s because millions of Americans are now using services like TiVo and its ilk to zip through commercials on other shows, leaving the Super Bowl among the few broadcasts that will be watched straight through by almost everyone who tunes in.
Josh Bernoff, principal analyst with Forrester Research, said Super Bowl ads remain so highly anticipated that people may not even get up to go to the bathroom during the commercial break, let alone hit the fast-forward button.
In fact, some experts say, those who do record the Super Bowl may be doing so specifically so they can watch the ads again later while using the fast-forward button to skip through the game.