First, the big question: if ad recall depends on viewer's emotions, who do you think will remember more of the ads: Giants' or Patriots' fans?
Onto the stats.
Press release: "TiVo announced this year’s top Super Bowl commercial moments. This information was prepared using aggregated, anonymous, second-by-second audience measurement data about how TiVo subscribers watched the game.
Commercials featuring slapstick humor and celebrity appearances dominate the list, with stars like Justin Timberlake, Shaquille O’Neal, and Carmen Electra claiming a spot on the list. Yet, for all the star power they generated, the E-Trade talking baby may have upstaged them all, taking the coveted top spot thanks to a humorous look at using E-Trade.
TiVo’s audience measurement analysis is based on aggregated data from a sample of approximately 10,000 anonymous households with TiVo service. TiVo viewership information gauges the interest in programming content by measuring the percentage of the TiVo audience watching in "play” speed."
It's gotta be the first baby spot, not the one with the clown. I'm ashamed to admit that I'd never laughed so hard during a commercial as I did at baby's "whoah" at the spot's end. I also loved Coke's balloons.
E-Trade's "Baby" Superbowl spot.
USA Today AdMeter scores here: 2008, 2007, 2006, 2005, 2004, 2003, 2000-1989. Since this year AdMeter celebrates its 20th anniversary, the newspaper asked its panel to rank all previous winners as well. The results are here: it's a Pepsi spot from 1996.
USA Today: How AdMeter works.