For commercial ratings – specific is better than average
Both Kantar Media and Rentrak conducted analyses that provide individual ratings of the Super Bowl commercials. Kantar Media’s commercial tuning index (CTI) compares each commercial rating to the game average to produce an index indicating its relative value. Rentrak’s Ad Retention Index looks at the second-by-second viewing average for commercials compared to the entire program.
According to both Kantar Media and Rentrak, the most-watched ads each had a 104 index compared to the average ratings of the entire game. The least watched ads had an index of 91, according to Rentrak and “less than 95” per Kantar. For the Super Bowl, the commercial rating depends on great part on where in the program it airs. The gap between a 91 and 104 index is indeed big and shows the value of specific commercial ratings versus average commercial ratings.