Super Bowl 2008 Creative Log

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Super Bowl XLII 2008 Creative Log
Sunday, February 3, 2008

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Download XLS log (SuperBowl_2008_log.zip - 44KB)
View TNS Media Research Ratings Analysis

Record-Setting Level of Ad Time
Super Bowl XLII featured a record-setting amount of network commercial time. Between the opening kickoff and the final gun, Fox aired 45:10 mm:ss of advertising messages. This includes paying sponsors, messages from the NFL and promotional plugs from Fox for its own programming. The previous high of 44:15 mm:ss occurred in the 2006 game. The past three games now occupy the top three spots in terms of Super Bowl ad clutter.

Network Ad Time (mm:ss)
In The Super Bowl Game

Year	Total Ad Time	Brand Ads	Network Promos
2008	45:10:00	36:35:00	8:35
2007	43:05:00	33:30:00	9:35
2006	44:15:00	36:55:00	7:20
2005	40:15:00	35:20:00	4:55
2004	41:55:00	34:00:00	7:55

Source: TNS Media Intelligence

Category Wars: Battles of The Brands
Once again, Anheuser-Busch was the exclusive beer advertiser in the Super Bowl. While that’s not surprising, it sharply contrasts with the message clutter from movie studios and non-alcoholic beverage brands.

Eight different motion pictures were advertised in the game, the largest number of competing messages from any single category. This is consistent with recent years.

The noteworthy development was the surge in advertising from non-alcoholic beverages. Six different brands aired spots in the game, an all-time high for this segment. Besides the familiar presence of Pepsi and Coke sodas, there were competing messages for energy drinks (Gatorade; Amp) and flavored waters (SoBe Life; Glaceau Vitamin Water).

# Of Unique Brands With In-Game Spots

Category	2008	2007	2006	2005	2004
Motion Pictures	8	4	9	10	9
Non-Alcoholic Beverages	6	4	2	1	3

Source: TNS Media Intelligence

Number of First-Time Advertisers Slips
The lineup of marketers in the Super Bowl game included just five first-time advertisers. That’s the lowest rate since 2004. Two of these companies (Hershey; Schering-Plough) had previously appeared in the pre-game show and the other three (Bridgestone; Cars.com; Under Armour) were completely new to the extravaganza.

# Of First-Time Super Bowl Advertisers

2008	2007	2006	2005	2004
5	7	8	9	5

Source: TNS Media Intelligence

FOX-TV Network Commercial Listing

TNS Media Intelligence Super Bowl XLII Sunday, February 3, 2008									See footnotes for explanation of these statistics
Airtime	Type	Position	Length	Parent	Brand	Product	Program Title	Creative Link	% HH Rating	CVI	Tuneaway
2:13:58PM	Brand	1	30	Yum Brands Inc	Taco Bell Restaurant		Super Bowl XLII Pre 1	Nines Don't Want To Be Called Cute	2.87	81	4.44
2:14:28PM	Brand	2	30	Mastercard Intl Inc	Mastercard	Credit Card	Super Bowl XLII Pre 1	P. Manning: Nothing To Look Forward To	2.86	81	1.74
2:16:05PM	Brand	1	30	State Farm Mutual Auto Ins Co	State Farm	Various Insurance	Super Bowl XLII Pre 1	Salute To Great Protection	2.90	82	3.63
2:24:19PM	Brand	1	30	Sprint Nextel Corp	Sprint PCS	Wireless Service	Super Bowl XLII Pre 1	Hurried Can Do Business In An Instant	3.39	96	4.15
2:24:49PM	Brand	2	30	Toyota Motor Corp	Toyota Trucks	Sequoia	Super Bowl XLII Pre 1	People Play In Inflatable Balls	3.33	94	1.93
2:30:34PM	Brand	1	30	Pepsico Inc	Doritos	Tortilla Chips	Super Bowl XLII Pre 1	See Who Wins Crash The Superbowl	3.81	108	3.31
2:31:04PM	Brand	2	30	Sprint Nextel Corp	Sprint PCS	Wireless Service	Super Bowl XLII Pre 1	Bring Cities To Life	3.77	107	2.67
2:31:34PM	Promo	3	10	FOX Broadcasting Co	FOX-Daytona 500		Super Bowl XLII Pre 1	FOX: Daytona 500 Promo	3.76	107	0.65
2:42:17PM	Brand	1	30	Nissan Motor Co Ltd	Nissan Trucks	Murano	Super Bowl XLII Pre 1	Car Parts Appear In Woman's Driveway	4.22	120	2.91
2:42:47PM	Brand	2	30	Boehringer Ingelheim GMBH	Zantac 150	Maxium Strength Heartburn Tablet	Super Bowl XLII Pre 1	Hand Uses Pill To Start Man's Life	4.15	118	1.83
2:43:17PM	Brand	3	30	National Football League Prop Inc	NFLRush.com	Online	Super Bowl XLII Pre 1	R. Bush: Encourages Kids To Play	4.18	118	1.06
2:49:05PM	Brand	1	15	Adidas AG	Reebok.com	Online	Super Bowl XLII Pre 1	Perfectville Will Be Changed Forever	4.57	129	1.33
2:49:20PM	Brand	2	30	McDonalds Corp	McDonalds Restaurant		Super Bowl XLII Pre 1	Office Workers Discuss Value of Dollar	4.44	126	2.61
2:49:50PM	Brand	3	30	Anglo American Plc	De Beers	Diamonds	Super Bowl XLII Pre 1	Man Slips Necklace Into Wife's Hand	4.38	124	1.49
2:50:20:PM	Brand	4	15	Adidas AG	Reebok.com	Online	Super Bowl XLII Pre 1	Perfectville Will Be Changed Forever	4.38	124	0.61
2:54:27PM	Promo	1	10	FOX Broadcasting Co	FOX-NFL Pro Bowl Game		Super Bowl XLII Pre 1	FOX: NFL Pro Bowl Promo	4.83	137	0.74
3:00:15PM	Brand	1	30	Pepsico Inc	Amp	Energy Beverage	Super Bowl XLII Pre 2	D: Earnhardt Jr: Carries Camel In Race	4.98	86	3.78
3:00:45PM	Brand	2	30	Sprint Nextel Corp	Sprint PCS	Wireless Service	Super Bowl XLII Pre 2	Hurried Can Do Business In An Instant	4.91	85	2.14
3:01:15PM	Brand	3	30	Toyota Motor Corp	Toyota Trucks	Tundra	Super Bowl XLII Pre 2	Truckers Asked For a Heck of a Truck	4.91	85	1.43
3:01:45PM	Promo	4	30	FOX Broadcasting Co	FOX-Moment of Truth		Super Bowl XLII Pre 2	FOX: Moment of Truth Promo	4.98	86	0.96
3:07:38PM	Brand	1	30	Hewlett-Packard Co	HP Pavilion Slimline	Computer Pdts	Super Bowl XLII Pre 2	S. Williams: Inspiration From Her Life	5.20	90	2.53
3:08:08PM	Promo	2	15	FOX Broadcasting Co	FX-Dirt		Super Bowl XLII Pre 2	FOX: FX Dirt Promo	5.15	89	1.01
3:13:25PM	Brand	1	30	Pepsico Inc	Amp	Energy Beverage	Super Bowl XLII Pre 2	Bikers Create Power For Broadcast	5.28	92	2.23
3:13:55PM	Brand	2	30	State Farm Mutual Auto Ins Co	State Farm	Various Insurance	Super Bowl XLII Pre 2	Salute To Great Protection	5.23	91	1.35
3:14:25PM	Brand	3	30	Yum Brands Inc	Taco Bell Restaurant		Super Bowl XLII Pre 2	Nines Don't Want To Be Called Cute	5.21	90	1.21
3:14:55PM	Promo	4	10	FOX Broadcasting Co	FOX-Bridgestone Halftime Show		Super Bowl XLII Pre 2	FOX: Bridgestone Halftime Promo	5.21	90	0.36
3:16:08PM	Brand	1	30	Pepsico Inc	Amp	Energy Beverage	Super Bowl XLII Pre 2	Bikers Create Power For Broadcast	5.23	91	1.95
3:16:38PM	Promo	2	15	FOX Broadcasting Co	FOX-Simpsons		Super Bowl XLII Pre 2	FOX: Simpsons Promo	5.20	90	0.55
3:16:54PM	Promo	3	30	FOX Broadcasting Co	FOX-Prison Break/Terminator-Chronicles		Super Bowl XLII Pre 2	FOX: Prison Break/Terminator Promos	5.22	90	0.95
3:24:46PM	Brand	1	30	General Motors Corp	Chevrolet Trucks	Silverado	Super Bowl XLII Pre 2	Man Calls Truck a Vegetarian	5.64	98	3.00
3:25:16PM	Brand	2	30	Pepsico Inc	Doritos	Tortilla Chips	Super Bowl XLII Pre 2	See Who Wins Crash The Superbowl	5.60	97	1.07
3:25:46PM	Brand	3	30	Compagnie Generale Des Michelin	Michelin	Auto Tires	Super Bowl XLII Pre 2	Michelin Man Inspects Tires By Hand	5.62	97	1.37
3:26:16PM	Brand	4	30	GE General Electric Co	Universal	Welcome Home Roscoe Jenkins Movie	Super Bowl XLII Pre 2	This Fri Going Back Home Is Never Easy	5.66	98	0.99
3:26:46PM	Brand	5	30	National Football League Prop Inc	NFLShop.com	Online	Super Bowl XLII Pre 2	Football Players Deliver Gear	5.70	99	1.06
3:27:16PM	Promo	6	10	FOX Broadcasting Co	FOX-Are You Smarter Than a 5th Grader?		Super Bowl XLII Pre 2	FOX: Are You Smarter/5th Grader Promo	5.74	99	0.41
3:34:09PM	Brand	1	30	Pepsico Inc	Amp	Energy Beverage	Super Bowl XLII Pre 2	D: Earnhardt Jr: Carries Camel In Race	5.89	102	2.29
3:34:39PM	Brand	2	30	Yum Brands Inc	Taco Bell Restaurant		Super Bowl XLII Pre 2	Nines Don't Want To Be Called Cute	5.82	101	1.26
3:35:09PM	Brand	3	30	Apollo Group	University of Phoenix		Super Bowl XLII Pre 2	How You Live Today & Where You're Going	5.79	100	0.99
3:35:39PM	Brand	4	30	Sony Corp	Sony Pictures	88 Minutes Movie	Super Bowl XLII Pre 2	88 Minutes Rated R in Theaters...Spring	5.80	101	0.61
3:36:09PM	Brand	5	30	Combe Inc	Just For Men	Gel for Moustache Beard & Sideburn	Super Bowl XLII Pre 2	E. Smith: Running Back Rest Home	5.86	102	0.59
3:36:39PM	Promo	6	20	FOX Broadcasting Co	FOX-American Idol		Super Bowl XLII Pre 2	FOX: American Idol Promo	5.94	103	0.47
3:43:00PM	Promo	1	10	FOX Broadcasting Co	FOX-Daytona 500		Super Bowl XLII Pre 2	FOX: Daytona 500 Promo	6.29	109	0.93
3:56:40PM	Brand	1	30	State Farm Mutual Auto Ins Co	State Farm	Auto Insurance	Super Bowl XLII Pre 2	Cardinals Play Short Seahawks	6.87	119	2.60
3:57:10PM	Brand	2	30	General Motors Corp	Chevrolet Trucks	Tahoe Hybrid	Super Bowl XLII Pre 2	SUV is Green Car of the Year	6.78	117	1.21
3:57:40PM	Brand	3	30	JPMorgan Chase & Co	Chase Bank	Credit Card	Super Bowl XLII Pre 2	Man Shops For Big Screen TV	6.76	117	1.27
3:58:15PM	Brand	4	15	United Parcel Service/America Inc	UPS United Parcel Service	Domestic & Intl	Super Bowl XLII Pre 2	Bowl of Chips Turns to Stadium	6.77	117	0.42
4:09:35PM	Brand	1	60	Pepsico Inc	Pepsico Inc	CP	Super Bowl XLII Pre 3	Deaf Men Honk To Find Bob's House	7.29	90	3.48
4:12:19PM	Brand	1	15	Declaration of Independence Inc	Declare Yourself Org		Super Bowl XLII Pre 3	M. Bulgar: Be A Player & Vote	7.23	89	0.34
4:17:36PM	Brand	1	30	State Farm Mutual Auto Ins Co	State Farm	Various Insurance	Super Bowl XLII Pre 3	Salute To Great Protection	7.62	94	2.38
4:18:06PM	Brand	2	30	Nissan Motor Co Ltd	Nissan Trucks	Murano	Super Bowl XLII Pre 3	Car Parts Appear In Woman's Driveway	7.52	93	1.34
4:18:36PM	Brand	3	30	Hewlett-Packard Co	HP	Workstation	Super Bowl XLII Pre 3	P. Teutul Sr: Ideas Become Great Rides	7.48	93	0.97
4:19:06PM	Brand	4	30	Kraft Foods Inc	Nabisco	Double Stuf Oreos	Super Bowl XLII Pre 3	P. Manning & E. Manning: Join DSRL	7.51	93	0.67
4:19:36PM	Promo	5	40	FOX Broadcasting Co	FOX-American Idol		Super Bowl XLII Pre 3	FOX: American Idol Promo	7.58	94	0.67
4:27:03PM	Brand	1	30	InfoUSA Inc	SalesGenie.com	Online	Super Bowl XLII Pre 3	Sales Genie Parachutes Out Of Plane	8.10	100	3.85
4:27:33PM	Brand	2	30	Yum Brands Inc	Pizza Hut Restaurant		Super Bowl XLII Pre 3	Crust is Indescribably Crunchy & Cheesy	7.92	98	1.28
4:28:03PM	Promo	3	20	FOX Broadcasting Co	FOX-Family Guy		Super Bowl XLII Pre 3	FOX: Family Guy Promo	7.93	98	0.45
4:40:15PM	Brand	1	30	General Motors Corp	Chevrolet Auto & Truck Division	CP	Super Bowl XLII Pre 3	Man Notes Fuel Cell Engine Emits H20	8.63	107	3.34
4:40:45PM	Brand	2	30	State Farm Mutual Auto Ins Co	State Farm	Auto Insurance	Super Bowl XLII Pre 3	Cardinals Play Short Seahawks	8.48	105	1.22
4:41:15PM	Brand	3	30	Yum Brands Inc	Taco Bell Restaurant		Super Bowl XLII Pre 3	Nines Don't Want To Be Called Cute	8.43	104	0.94
4:41:45PM	Brand	4	30	Apollo Group	University of Phoenix		Super Bowl XLII Pre 3	University Understands Your Needs	8.44	104	0.94
4:42:15PM	Brand	5	30	InfoUSA Inc	SalesGenie.com	Online	Super Bowl XLII Pre 3	Sales Genie Parachutes Out Of Plane	8.43	104	0.91
4:42:45PM	Brand	6	30	National Football League Prop Inc	NFL National Football League		Super Bowl XLII Pre 3	M. Hasselbeck: Brett Favre's Autograph	8.51	105	0.70
4:45:36PM	Brand	1	60	JPMorgan Chase & Co	Chase Bank	Consumer Services	Super Bowl XLII Pre 3	Man Is Secret Agent Man	8.60	107	3.37
4:46:36PM	Brand	2	30	InfoUSA Inc	SalesGenie.com	Online	Super Bowl XLII Pre 3	Sales Genie Parachutes Out Of Plane	8.53	106	1.30
4:47:06PM	Brand	3	30	General Motors Corp	Chevrolet Auto & Truck Division	CP	Super Bowl XLII Pre 3	Children Hear The Sound of the Future	8.53	106	0.86
4:47:36PM	Brand	4	30	State Farm Mutual Auto Ins Co	State Farm	Various Insurance	Super Bowl XLII Pre 3	Salute To Great Protection	8.57	106	0.69
4:48:06PM	Promo	5	20	FOX Broadcasting Co	FOX-Unhitched		Super Bowl XLII Pre 3	FOX: Unhitched Promo	8.62	107	0.46
4:48:26PM	Promo	6	10	FOX Broadcasting Co	FOX-Bridgestone Halftime Show		Super Bowl XLII Pre 3	FOX: Bridgestone Halftime Promo	8.64	107	0.34
4:55:41PM	Promo	1	10	FOX Broadcasting Co	FOX-NFL Pro Bowl Game		Super Bowl XLII Pre 3	FOX: NFL Pro Bowl Promo	9.31	115	0.70
5:07:30PM	Brand	1	30	General Motors Corp	Chevrolet Trucks	Tahoe Hybrid	Super Bowl XLII Pre 4	Children Dress in Boxes Shaped Like Cars	10.96	86	3.90
5:08:00PM	Brand	2	30	Carnival Corp & Plc	Carnival Cruise Lines	Cruises	Super Bowl XLII Pre 4	Discover There's No Age Limit On Fun	10.72	84	1.50
5:08:30PM	Brand	3	30	Yum Brands Inc	Pizza Hut Restaurant		Super Bowl XLII Pre 4	Crust is Indescribably Crunchy & Cheesy	10.69	84	0.89
5:09:00PM	Brand	4	30	Visa USA Inc	Visa	Check Card	Super Bowl XLII Pre 4	Couple Rushes To Get Snacks At Movie	10.73	84	0.64
5:09:30PM	Promo	5	30	FOX Broadcasting Co	FOX-Prison Break/Terminator-Chronicles		Super Bowl XLII Pre 4	FOX: Prison Break/Terminator Promos	10.78	85	0.82
5:10:00PM	Promo	6	30	FOX Broadcasting Co	FOX-Bridgestone Halftime Show		Super Bowl XLII Pre 4	FOX: Bridgestone Halftime Promo	10.87	85	0.62
5:18:38PM	Brand	1	30	State Farm Mutual Auto Ins Co	State Farm	Auto Insurance	Super Bowl XLII Pre 4	Cardinals Play Short Seahawks	11.62	91	1.88
5:19:08PM	Brand	2	30	Procter & Gamble Co	Prilosec OTC	Heartburn Control	Super Bowl XLII Pre 4	B. Favre's Greatest Victory	11.53	91	0.86
5:19:38PM	Promo	3	10	FOX Broadcasting Co	FOX-Daytona 500		Super Bowl XLII Pre 4	FOX: Daytona 500 Promo	11.50	90	0.26
5:19:48PM	Promo	4	10	FOX Broadcasting Co	FOX-New Amsterdam		Super Bowl XLII Pre 4	FOX: New Amsterdam Promo	11.49	90	0.28
5:19:58PM	Promo	5	30	FOX Broadcasting Co	FOX-American Idol		Super Bowl XLII Pre 4	FOX: American Idol Promo	11.51	90	0.74
5:22:15PM	Brand	1	60	General Motors Corp	Chevrolet Auto & Truck Division	CP	Super Bowl XLII Pre 4	People Note What They Want In Their Cars	11.66	92	2.51
5:23:15PM	Brand	2	15	Vivendi Universal SA	American Gangster	Video	Super Bowl XLII Pre 4	Coming To DVD…Feb 19th	11.67	92	0.34
5:23:30PM	Brand	3	30	State Farm Mutual Auto Ins Co	State Farm	Various Insurance	Super Bowl XLII Pre 4	Salute To Great Protection	11.71	92	0.73
5:24:00PM	Brand	4	30	US Government	US Air Force		Super Bowl XLII Pre 4	T. Bollinger Notes Expensive Aircraft	11.76	92	0.67
5:24:30PM	Brand	5	30	Verizon Communications Inc	Verizon	Wireless Service	Super Bowl XLII Pre 4	Family Makes Red Hot Deals Days Float	11.78	93	0.84
5:31:39PM	Brand	1	30	Dell Inc	Dell XPS	Computer Pdts DR	Super Bowl XLII Pre 4	Wrecking Balls Smash Computer Systems	12.71	100	2.78
5:32:09PM	Brand	2	30	General Motors Corp	Chevrolet Trucks	Tahoe Hybrid	Super Bowl XLII Pre 4	SUV is Green Car of the Year	12.56	99	0.87
5:32:39PM	Promo	3	30	FOX Broadcasting Co	FOX-House		Super Bowl XLII Pre 4	FOX: House Promo	12.56	99	0.57
5:41:46PM	Brand	1	30	Sprint Nextel Corp	Sprint PCS	Wireless Service	Super Bowl XLII Pre 4	Bring Cities To Life	13.62	107	2.28
5:42:16PM	Brand	2	30	DirecTV Group Inc	DirecTV	Satellite System	Super Bowl XLII Pre 4	B. Knowles: Upgrade to the Best Channels	13.53	106	0.83
5:42:46PM	Brand	3	30	Time Warner Inc	Warner Bros	Fools Gold Movie	Super Bowl XLII Pre 4	This Valentine's Day Share the Romance	13.56	107	0.70
5:43:16PM	Brand	4	30	Ford Motor Co	Ford Trucks	F-Series	Super Bowl XLII Pre 4	Pickup Hauls Away With 30,000 Tons	13.59	107	0.80
5:43:46PM	Brand	5	30	Recreation Vehicle Industry Assn	Go RVing		Super Bowl XLII Pre 4	Child Brings Sights Back From RV Trip	13.67	107	0.54
5:44:16PM	Promo	6	20	FOX Broadcasting Co	FOX-Moment of Truth		Super Bowl XLII Pre 4	FOX: Moment of Truth Promo	13.73	108	0.41
5:48:43PM	Brand	1	30	GE General Electric Co	Universal	Welcome Home Roscoe Jenkins Movie	Super Bowl XLII Pre 4	This Fri Going Back Home Is Never Easy	14.65	115	2.46
5:49:13PM	Brand	2	30	General Motors Corp	Cadillac Trucks	Escalade	Super Bowl XLII Pre 4	Man Would Live In SUV	14.48	114	1.42
5:49:43PM	Brand	3	30	Dell Inc	Dell XPS	Computer Pdts DR	Super Bowl XLII Pre 4	Wrecking Balls Smash Computer Systems	14.46	114	0.87
5:50:13PM	Brand	4	30	Schering-Plough Corp	Claritin-D	Allergy Remedy	Super Bowl XLII Pre 4	People Say Their Choice Is Clear	14.55	114	0.77
5:50:43PM	Brand	5	30	JPMorgan Chase & Co	Chase Bank	Consumer Services	Super Bowl XLII Pre 4	Woman Gets Alert While Rock Climbing	14.69	115	0.64
5:51:35PM	Brand	1	15	Declaration of Independence Inc	Declare Yourself Org		Super Bowl XLII Pre 4	S. Alexander: Having a Say Is Important	14.97	118	0.31
6:00:39PM	Promo	1	10	FOX Broadcasting Co	FOX-Daytona 500		Super Bowl XLII Pre 4	FOX: Daytona 500 Promo	19.47	153	0.51
6:06:19PM	Brand	1	30	Ford Motor Co	Ford Autos	Focus	Ford Pre Kick Show	Man Gets Bad Deal On Roadtrip Costs	21.08	90	2.73
6:06:49PM	Brand	2	30	Verizon Communications Inc	Verizon	Wireless Service	Ford Pre Kick Show	Touch Phones Fall Like Dominos	21.01	89	0.98
6:07:19PM	Brand	3	30	Overstock.com Inc	Overstock.com Store	Online	Ford Pre Kick Show	People Ensure Package's Delivery	21.28	91	0.74
6:07:49PM	Brand	4	30	Apple Computer Inc	Apple MacBook Air	Portable Computer	Ford Pre Kick Show	Laptop Is World's Thinnest Notebook	21.50	92	0.73
6:08:19PM	Promo	5	25	FOX Broadcasting Co	FOX-American Idol		Ford Pre Kick Show	FOX: American Idol Promo	21.71	92	0.38
6:14:14PM	Brand	1	30	Sony Corp	Sony	Vantage Point Movie	Ford Pre Kick Show	8 Strangers 8 Points of View	23.80	101	2.74
6:14:44PM	Brand	2	30	McDonalds Corp	McDonald Corp	CP	Ford Pre Kick Show	The Promise of a Brighter Future	23.46	100	1.19
6:15:14PM	Brand	3	30	Sprint Nextel Corp	Sprint PCS	Wireless Service	Ford Pre Kick Show	Hurried Can Do Business In An Instant	23.48	100	0.64
6:15:44PM	Brand	4	30	Microsoft Corp	Sync	Voice Activated Vehicle Communicator	Ford Pre Kick Show	Doctor Tries To Administer Anesthetic	23.66	101	0.47
6:16:14PM	Promo	5	30	FOX Broadcasting Co	FOX-Terminator The Sarah Connor Chronicles		Ford Pre Kick Show	FOX: Terminator-Chronicles Promo	23.80	101	0.62
6:16:44PM	Promo	6	15	FOX Broadcasting Co	FOX-House		Ford Pre Kick Show	FOX: House Promo	23.96	102	0.28
6:17:00PM	Brand	7	30	National Football League Prop Inc	NFL National Football League		Ford Pre Kick Show	M. Hasselbeck: Brett Favre's Autograph	24.10	103	0.61
6:20:52PM	Brand	1	30	National Amusements Inc	Paramount	Drillbit Taylor Movie	Ford Pre Kick Show	Meet The Guy With All The Answers	25.23	107	2.44
6:21:22PM	Brand	2	30	JPMorgan Chase & Co	Chase Bank	Consumer Services	Ford Pre Kick Show	Man is Secret Agent Man	24.90	106	1.35
6:21:52PM	Brand	3	30	AT&T Inc	AT&T	Wireless Service	Ford Pre Kick Show	Father Sends Daughter Pictures Of Monkey	24.79	106	0.74
6:22:22PM	Brand	4	30	Dell Inc	Dell XPS	Computer Pdts DR	Ford Pre Kick Show	Wrecking Balls Smash Computer Systems	24.85	106	0.69
6:22:52PM	Promo	5	30	FOX Broadcasting Co	FOX-Prison Break		Ford Pre Kick Show	FOX: Prison Break Promo	25.01	106	0.47
6:23:23PM	Promo	6	10	FOX Broadcasting Co	FOX-NFL Pro Bowl Game		Ford Pre Kick Show	FOX: NFL Pro Bowl Promo	25.20	107	0.15
6:26:47PM	Promo	1	30	FOX Broadcasting Co	FOX-House		Ford Pre Kick Show	FOX: House Promo	25.87	110	2.95
6:29:29PM	Brand	1	30	Ford Motor Co	Ford Trucks	F-Series	Ford Pre Kick Show	M. Rowe: Truck Is Swung By Tow Hooks	26.25	112	1.64
6:35:48PM	Brand	1	30	Anheuser-Busch Cos Inc	Bud Light	Beer	First Quarter	Beer Comes With Fire-Breathing Abilities	27.10	96	2.54
6:36:18PM	Brand	2	60	Volkswagen AG	Audi Autos	R8	First Quarter	Man Awakes With Car Parts In Bed	27.02	95	0.59
6:45:07PM	Brand	1	60	Pepsico Inc	Diet Pepsi Max	Soft Drink	First Quarter	People & Celebs Nod Off During Activities	28.15	99	2.14
6:46:07PM	Brand	2	30	InfoUSA Inc	SalesGenie.com	Online	First Quarter	Ramesh Doubles Sales To Save Job	28.07	99	0.64
6:46:37PM	Promo	3	20	FOX Broadcasting Co	FOX-Terminator The Sarah Connor Chronicles		First Quarter	FOX: Terminator-Chronicles Promo	28.02	99	0.31
6:48:03PM	Brand	1	30	Anheuser-Busch Cos Inc	Bud Light	Beer	First Quarter	Men Smuggle Beer In Wine & Cheese	28.21	100	0.88
6:48:33PM	Brand	2	60	Under Armour Athletic Apparel	Under Armour	Sneakers Men & Women	First Quarter	Athletes Gather At Rally	28.26	100	0.64
6:49:33PM	Promo	3	20	FOX Broadcasting Co	FOX-House		First Quarter	FOX: House Promo	28.42	100	0.23
6:58:48PM	Brand	1	30	Bridgestone Corp	Bridgestone	Auto Tires	First Quarter	Woodland Animals & Woman Scream	28.99	102	1.65
6:59:18PM	Brand	2	60	Pepsico Inc	Doritos Emerging Artists		First Quarter	Contest Winner; K. Grannis	29.00	102	0.93
7:00:18PM	Promo	3	10	FOX Broadcasting Co	FOX-Unhitched		First Quarter	FOX: Unhitched Promo	29.18	103	0.16
7:00:39PM	Promo	1	30	FOX Broadcasting Co	FOX-American Idol		First Quarter	FOX: American Idol Promo	28.95	102	1.33
7:02:40PM	Brand	1	30	GE General Electric Co	Universal	Wanted Movie	First Quarter	On June 27th Choose Your Destiny	29.28	96	0.87
7:03:11PM	Brand	2	30	Pepsico Inc	Gatorade G2	RTS Beverage	Second Quarter	D. Jeter: Talking About the Game	29.18	96	0.63
7:03:41PM	Brand	3	30	Go Daddy Software Inc	GoDaddy.com	Online	Second Quarter	Doug Notes D. Patrick Exposure Ad Online	29.20	96	0.31
7:04:11PM	Brand	4	30	Dell Inc	Dell Various Computers	Computer Pdts DR	Second Quarter	Man Is Treated Like Celebrity	29.24	96	0.39
7:05:24PM	Brand	1	45	FedEx Corp	FedEx	Domestic & Intl	Second Quarter	Giant Carrier Pigeons Wreak Havoc	29.21	96	1.13
7:06:09PM	Brand	2	30	Classified Ventures inc	Cars.com	Online	Second Quarter	Man Is Relieved To Avoid Plan B: Glondor	29.28	96	0.36
7:06:39PM	Brand	3	30	Procter & Gamble Co	Tide To Go	Stain Remover	Second Quarter	Talking Stain Ruins Man's Interview	29.33	96	0.39
7:07:09PM	Promo	4	10	FOX Broadcasting Co	FOX-Bridgestone Halftime Show		Second Quarter	FOX: Bridgestone Halftime Promo	29.35	96	0.17
7:13:30PM	Brand	1	60	Anheuser-Busch Cos Inc	Budweiser	Beer	Second Quarter	Dalmatian Trains Hank For Next Year	29.85	98	1.87
7:14:30PM	Brand	2	30	National Amusements Inc	Paramount	Iron Man Movie	Second Quarter	Heroes Aren't Born They're Built	29.81	98	0.56
7:15:00PM	Promo	3	10	FOX Broadcasting Co	FOX-Bridgestone Halftime Show		Second Quarter	FOX: Bridgestone Halftime Promo	29.76	98	0.20
7:18:19PM	Brand	1	30	Toyota Motor Corp	Toyota Autos	Corolla	Second Quarter	Man Is Locked In Car With Badgers	29.90	98	1.06
7:18:49PM	Brand	2	30	GE General Electric Co	Universal	Leatherheads Movie	Second Quarter	In The Beginning The Rules Were Simple	29.87	98	0.39
7:19:19PM	Brand	3	30	Garmin Ltd	Garmin	GPS	Second Quarter	Napoleon Drives Car Without Seeing Road	29.96	98	0.32
7:23:31PM	Brand	1	30	Careerbuilder LLC	Careerbuilder.com	Online	Second Quarter	Woman' Heart Quits For Her	30.06	99	1.38
7:24:01PM	Brand	2	60	Pepsico Inc	SoBe Life	Flavored Water	Second Quarter	Sobe Lizards Dance Thriller With Woman	30.13	99	0.33
7:25:01PM	Brand	3	30	US Government	Office Of National Drug Control		Second Quarter	Drug Dealer Notes Kids Get High For Free	30.29	99	0.39
7:28:24PM	Brand	1	60	General Motors Corp	GMC Trucks	Yukon Hybrid	Second Quarter	Animated Man Pushes Boulder Uphill	30.06	99	2.26
7:29:24PM	Brand	2	30	Anheuser-Busch Cos Inc	Bud Light	Beer	Second Quarter	C. Mencia: Men Use Accents To Flirt	30.04	99	0.27
7:29:54PM	Promo	3	20	FOX Broadcasting Co	FOX-American Idol		Second Quarter	FOX: American Idol Promo	30.21	99	0.25
7:37:43PM	Brand	1	30	Walt Disney Co	Walt Disney	Chronicles Of Narnia Prince Caspian Movie	Second Quarter	Everything You Know Will Change Forever	30.22	99	1.16
7:38:13PM	Brand	2	30	Kraft Foods Inc	Planters	Nuts	Second Quarter	Ugly Woman Attracts Men With Nut Scent	30.22	99	0.35
7:38:43PM	Brand	3	60	Deutsche Telekom AG	T-Mobile	Wireless Service	Second Quarter	C. Barkley Talks Too Much To D. Wade	30.48	100	0.40
7:39:43PM	Brand	4	10	National Football League Prop Inc	NFL National Football League		Second Quarter	T. Brady: Help Kids Stay Fit	30.60	100	0.26
7:40:45PM	Brand	1	60	Pepsico Inc	Pepsi	Soft Drink	Second Quarter	J. Timberlake: Sipped Into Girl's Yard	30.62	101	1.24
7:41:44PM	Brand	2	30	Pepsico Inc	Doritos	Tortilla Chips	Second Quarter	Giant Mouse Attacks Man For Chips	30.79	101	0.52
7:54:37PM	Promo	1	30	FOX Broadcasting Co	FOX-Daytona 500		Half Time Report	FOX: Daytona 500 Promo	30.41	100	1.54
8:01:28PM	Promo	1	10	FOX Broadcasting Co	FOX-Daytona 500		Half Time Report	FOX: Daytona 500 Promo	29.71	100	0.40
8:01:38PM	Promo	2	30	FOX Broadcasting Co	FOX-Prison Break/Terminator-Chronicles		Half Time Report	FOX: Prison Break/Terminator-Promos	29.29	98	1.31
8:02:09PM	Brand	3	30	National Football League Prop Inc	NFL Network Cable TV	Paid Promo	Half Time Report	Men Have Their Sports Facts Mixed Up	29.26	98	0.34
8:02:39PM	Promo	4	30	FOX Broadcasting Co	FOX-American Idol		Half Time Report	FOX: American Idol Promo	29.41	99	0.29
8:03:09PM	Promo	5	30	FOX Broadcasting Co	FOX-New Amsterdam		Half Time Report	FOX: New Amsterdam Promo	29.45	99	0.47
8:16:28PM	Promo	1	10	FOX Broadcasting Co	FOX-NFL Pro Bowl Game		Bridgestone Halftime Show	FOX: NFL Pro Bowl Promo	29.55	100	0.77
8:18:44PM	Promo	1	15	FOX Broadcasting Co	FOX-King Of The Hill		Bridgestone Halftime Show	FOX: King of the Hill Promo	29.21	99	0.20
8:18:59PM	Promo	2	60	FOX Broadcasting Co	FOX-Daytona 500		Bridgestone Halftime Show	FOX: Daytona 500 Promo	29.32	99	0.98
8:22:23PM	Brand	1	30	Boehringer Ingelheim GMBH	Zantac 150	Maxium Strength Heartburn Cool Mint Tablet	Bridgestone Halftime Show	Hand Uses Pill To Start Woman's Life	29.48	100	2.15
8:23:59PM	Brand	1	15	Time Warner Inc	New Line	Semi-Pro Movie	Bridgestone Halftime Show	If You Thought Tonight's Half Time Show	29.68	101	0.62
8:24:14PM	Brand	2	15	Schering-Plough Corp	Claritin	Allergy Remedy	Bridgestone Halftime Show	C. Edwards: Be Careful & Read Label	29.57	100	0.52
8:30:55PM	Brand	1	30	Classified Ventures Inc	Cars.com	Online	Third Quarter	TJ Thyne: Plan B: Witch Doctor	30.99	99	1.82
8:31:25PM	Brand	2	30	InfoUSA Inc	SalesGenie.com	Online	Third Quarter	Panda Psychic Helps Ling-Ling's Business	30.75	98	0.63
8:31:55PM	Brand	3	60	Coca-Cola Co	Glaceau Vitamin Water	Flavored Water	Third Quarter	S. O'Neal: Wins Horse Race By A Nose	30.80	98	0.66
8:32:55PM	Promo	4	10	FOX Broadcasting Co	FOX-Daytona 500		Third Quarter	FOX: Daytona 500 Promo	30.93	98	0.31
8:34:32PM	Brand	1	30	Anheuser-Busch Cos Inc	Bud Light	Beer	Third Quarter	Caveman Invents Wheel To Transport Beer	31.03	99	1.29
8:35:02PM	Brand	2	30	Hershey Co	Ice Breakers Ice Cubes	Gum	Third Quarter	C. Electra: Bodyguards Hear The Word	31.01	99	0.29
8:35:32PM	Brand	3	30	Bridgestone Corp	Bridgestone	Auto Tires	Third Quarter	Man Avoids A. Cooper & Not R. Simmons	31.01	99	0.53
8:36:02PM	Brand	4	30	Careerbuilder LLC	Careerbuilder.com	Online	Third Quarter	Spider Eats Singing Firefly	30.96	98	0.69
8:36:32PM	Promo	5	20	FOX Broadcasting Co	FOX-Terminator The Sarah Connor Chronicles		Third Quarter	FOX: Terminator-Chronicles Promo	30.93	98	0.36
8:43:34PM	Brand	1	30	Hyundai Corp	Hyundai Autos	Genesis	Third Quarter	Luxury Car's Twist is Revealed	31.16	99	2.31
8:44:04PM	Brand	2	60	Walt Disney Co	Walt Disney	Wall-E Movie	Third Quarter	Buzz & Woody Discuss Wall-E	30.89	98	0.74
8:51:47PM	Brand	1	30	News Corp	20th Century Fox	Jumper Movie	Third Quarter	Imagine A Power That Could Take You	31.29	100	2.41
8:52:17PM	Brand	2	30	E-Trade Financial Corp	E Trade Financial	Online	Third Quarter	Baby Says Buying Stock Is No Big Deal	31.01	99	0.55
8:52:47PM	Brand	3	30	Anheuser-Busch Cos Inc	Bud Light	Beer	Third Quarter	Beer Comes With Flying Abilities	31.00	99	0.62
8:53:17PM	Promo	4	10	FOX Broadcasting Co	FOX-NFL Pro Bowl Game		Third Quarter	FOX: NFL Pro Bowl Promo	31.08	99	0.16
9:01:10PM	Brand	1	60	National Football League Prop Inc	NFL National Football League		Third Quarter	E. Salaam: C. Pitts Played Oboe	31.68	101	2.71
9:04:32PM	Brand	1	30	Unilever	Sunsilk	Shampoo & Conditioner	Fourth Quarter	Celebrities Make Life Happen	31.15	97	1.43
9:05:02PM	Brand	2	60	Coca-Cola Co	Coca-Cola Classic	Soft Drink	Fourth Quarter	Parade Balloons Fight For Coke Balloon	31.11	97	0.71
9:06:02PM	Promo	3	10	National Football League Prop Inc	NFL.com	Online	Fourth Quarter	Vote For Super Bowl MVP	31.34	97	0.16
9:11:53PM	Brand	1	60	Coca-Cola Co	Coca-Cola Classic	Soft Drink	Fourth Quarter	J. Carville & B. Frist: Sight-See In DC	32.12	100	2.46
9:12:53PM	Brand	2	30	Toyota Motor Corp	Toyota Trucks	Sequoia	Fourth Quarter	Adults Race On Children's Tricycles	31.87	99	0.69
9:13:24PM	Promo	3	10	FOX Broadcasting Co	FOX-NFL Pro Bowl Game		Fourth Quarter	FOX: NFL Pro Bowl Promo	31.82	99	0.26
9:14:57PM	Brand	1	30	Sony Corp	Sony	You Don't Mess With The Zohan Movie	Fourth Quarter	On June 6th He's Part Special Agent	32.22	100	0.84
9:15:27PM	Promo	2	30	FOX Broadcasting Co	FOX-Terminator The Sarah Connor Chronicles		Fourth Quarter	FOX: Terminator-Chronicles Promo	31.99	99	1.04
9:20:34PM	Brand	1	30	E-Trade Financial Corp	E Trade Bank	Online	Fourth Quarter	Baby Underestimates Clown Creepiness	32.28	100	2.28
9:21:04PM	Brand	2	30	Yum Brands Inc	Taco Bell Restaurant		Fourth Quarter	Mariachis Serenade Late Office Employees	31.99	99	0.68
9:21:34PM	Brand	3	30	Pepsico Inc	Gatorade	RTS Beverage	Fourth Quarter	Dog Noisily Slurps Gatorade From Bowl	32.15	100	0.33
9:22:04PM	Promo	4	30	FOX Broadcasting Co	FOX-House		Fourth Quarter	FOX: House Promo	32.13	100	0.87
9:26:08PM	Brand	1	30	Anheuser-Busch Cos Inc	Bud Light	Beer	Fourth Quarter	W. Ferrell: Jackie Moon Promotes Beer	32.55	101	1.79
9:26:38PM	Brand	2	30	Hyundai Corp	Hyundai Autos	Genesis	Fourth Quarter	Other Car Companies Won't Like Ad	32.21	100	1.06
9:27:08PM	Promo	3	30	FOX Broadcasting Co	FOX-Moment of Truth		Fourth Quarter	FOX: Moment of Truth Promo	32.20	100	0.43
9:44:13PM	Brand	1	30	Limited Brands Inc	Victorias Secret Stores	Women	Fourth Quarter	I'm In The Mood For Love	33.76	100	1.80
9:44:43PM	Brand	2	30	Pepsico Inc	Amp	Energy Beverage	Fourth Quarter	Man Uses Chest To Jump Woman's Car	33.54	99	0.58
9:45:13PM	Promo	3	40	FOX Broadcasting Co	FOX-American Idol		Fourth Quarter	FOX: American Idol Promo	33.66	100	0.53
10:08:03PM	Promo	1	60	FOX Broadcasting Co	FX-Various Programs		Super Bowl XLII Post Game	FOX: FX Various Promos	31.40	103	5.47
10:09:03PM	Brand	2	30	Dell Inc	Dell Various Computers	Computer Pdts DR	Super Bowl XLII Post Game	Man Is Treated Like Celebrity	30.20	99	1.48
10:09:33PM	Brand	3	30	Overstock.com Inc	Overstock.com Store	Online	Super Bowl XLII Post Game	People Ensure Package's Delivery	29.71	97	1.19
10:12:05PM	Promo	1	20	FOX Broadcasting Co	FOX-Prison Break		Super Bowl XLII Post Game	FOX: Prison Break Promo	29.15	95	1.56
10:23:00PM	Brand	1	30	General Motors Corp	Cadillac Autos	CTS	Super Bowl XLII Post Game	K. Walsh: Does Your Car Turn You On	25.95	85	3.60
10:23:30PM	Brand	2	15	Vivendi Universal SA	American Gangster	Video	Super Bowl XLII Post Game	Coming To DVD American Gangster…Feb 19	25.11	82	0.79
10:23:45PM	Brand	3	30	Doctors Assoc Inc	Subway Restaurant		Super Bowl XLII Post Game	Man Without Receipt Show Rear To Boss	24.84	81	1.10
10:24:15PM	Brand	4	30	E-Trade Financial Corp	E Trade Financial	Online	Super Bowl XLII Post Game	Man In NJ Excited About Stock From China	24.58	80	0.93
10:24:45PM	Brand	5	30	California Milk Producers Advisory Board	California Milk Advisory Board	Milk	Super Bowl XLII Post Game	Bulls Pretend To Have French Accents	24.41	80	0.87
10:25:15PM	Brand	6	30	National Football League Prop Inc	NFLShop.com	Online	Super Bowl XLII Post Game	Own Giants Championships Gear	24.34	80	0.69
10:25:45PM	Promo	7	30	FOX Broadcasting Co	FOX-American Idol		Super Bowl XLII Post Game	FOX: American Idol Promo	24.30	80	0.70
10:26:57PM	Brand	1	30	General Motors Corp	Cadillac Trucks	Escalade	Super Bowl XLII Post Game	Man Would Live In SUV	23.71	78	2.29
10:27:27PM	Brand	2	30	Pepsico Inc	Gatorade G2	RTS Beverage	Super Bowl XLII Post Game	D. Jeter: Talking About the Game	23.38	77	0.89
10:27:57PM	Brand	3	30	Visa USA Inc	Visa	Check Card	Super Bowl XLII Post Game	Couple Rushes To Get Snacks At Movie	23.32	76	0.61
10:28:27PM	Brand	4	30	AT&T Inc	AT&T	Wireless Service	Super Bowl XLII Post Game	Man Sings Rap To Theresa	23.20	76	0.84
10:28:57PM	Brand	5	30	National Football League Prop Inc	NFLShop.com	Online	Super Bowl XLII Post Game	Own Giants Championships Gear	23.12	76	0.68
10:29:27PM	Promo	6	30	FOX Broadcasting Co	FOX-Prison Break/Terminator-Chronicles		Super Bowl XLII Post Game	FOX: Prison Break/Terminator Promos	23.02	75	0.94
10:33:18PM	Promo	1	30	FOX Broadcasting Co	FOX-House		Super Bowl XLII Post Game	FOX: House Promo	21.58	71	1.64
10:51:19PM	Brand	1	90	News Corp	20th Century Fox	Jumper Movie	House	Imagine A Power That Could Take You	16.49	102	2.56
10:52:49PM	Brand	2	30	Target Corp	Target Disc	Apparel Men & Women	House	Everyone Is A Star	16.26	100	0.83
10:53:19PM	Brand	3	30	Verizon Communications Inc	Verizon	Wireless Service	House	Family Makes Red Hot Deals Days Float	16.14	100	0.63
10:53:49PM	Brand	4	30	Nissan Motor Co Ltd	Nissan Trucks	Murano	House	Car Parts Appear In Woman's Driveway	16.08	99	0.45
10:54:19PM	Promo	5	35	FOX Broadcasting Co	FOX-House		House	FOX: House Promo	16.14	100	0.30
11:03:18PM	Brand	1	30	National Amusements Inc	Paramount	Spiderwick Chronicles Movie	House	In This Peaceful Home Jared Grace	15.77	97	1.92
11:03:48PM	Brand	2	30	Sprint Nextel Corp	Sprint PCS	Wireless Service	House	Couple Text Love Notes To Each Other	15.43	95	0.98
11:04:18PM	Brand	3	30	Pepsico Inc	Gatorade G2	RTS Beverage	House	D. Jeter: Talking About the Game	15.31	95	0.57
11:04:48PM	Promo	4	25	FOX Broadcasting Co	FOX-American Idol		House	FOX: American Idol Promo	15.28	94	0.32
11:11:57PM	Brand	1	30	Walt Disney Co	Walt Disney	College Road Trip Movie	House	College Road Trip Movie	15.15	94	1.54
11:12:27PM	Brand	2	30	Apple Computer Inc	Apple MacBook Air	Portable Computer	House	Laptop Is World's Thinnest Notebook	14.89	92	1.34
11:12:57PM	Brand	3	30	Deutsche Telekom AG	T-Mobile	Wireless Service	House	Charlie Records Over Multiple Messages	14.78	91	0.60
11:13:27PM	Brand	4	30	Apollo Group	University of Phoenix		House	How You Live Today & Where You're Going	14.75	91	0.45
11:13:57PM	Brand	5	30	Allstate Corp	Allstate	Auto Insurance	House	D. Haysbert: Road Is Filled With People	14.74	91	0.49
11:14:27PM	Brand	6	30	H&R Block Inc	H&R Block Tax Service	Consumer Services	House	Man Thinks Buns Are An Extravagance	14.77	91	0.36
11:14:57PM	Brand	7	30	Honda Motor Co Ltd	Honda Autos	Accord	House	Everything Beyond The Road	14.79	91	0.60
11:21:36PM	Brand	1	30	Target Corp	Target Disc	Multi-Products	House	Hello Rainmaker, Hello Beautiful	14.64	90	2.64
11:22:06PM	Brand	2	30	National Amusements Inc	Paramount	Stop Loss Movie	House	In the Heart of America In The Soul	14.41	89	0.49
11:22:36PM	Brand	3	30	AT&T Inc	AT&T	Wireless Service	House	Man Bakes Burned Cake For Jane	14.40	89	0.50
11:23:06PM	Promo	4	30	FOX Broadcasting Co	FOX-Prison Break/Terminator-Chronicles		House	FOX: Prison Break/Terminator Promos	14.36	89	0.45
11:23:36PM	Promo	5	20	FOX Broadcasting Co	FOX-Moment of Truth		House	FOX: Moment of Truth Promo	14.38	89	0.38
11:30:18PM	Brand	1	30	Verizon Communications Inc	Verizon	Wireless Service	House	Dad Has Hot But Useless Phone	14.26	88	2.33
11:30:48PM	Brand	2	30	Time Warner Inc	New Line	Semi-Pro Movie	House	The Year Was 1976	14.00	86	0.58
11:31:48PM	Brand	3	30	Ford Motor Co	Ford Autos	Focus Leasing	House	Man Gets Bad Deal On Roadtrip Costs	14.07	87	0.39
11:31:53PM	Promo	4	20	FOX Broadcasting Co	FOX-American Idol		House	FOX: American Idol Promo	14.07	87	0.27

Footnotes: Audience ratings data provided by TNS Media Research and are based on second-by-second tuning data collected from over 300,000 homes in Charter Communications Los Angeles digital cable system. "% HH Rating" = the percentage of homes tuned during the average second of the commercial "CVI" = Commercial Viewing Index. A measure of audience retention during the ads. It's the ratio of commercial viewers to program viewers. For example, an index of 95 means the commercial audience was 5% smaller than the audience to the preceding program segment. "Tuneaway" = the percentage of commercial seconds that were avoided due to channel switching. It's a measure of holding power. For example, a value of 1.67 means that the average viewer was exposed to all but 1.67% of the ad (i.e, they missed about 1 second out of 60).