When spending big dollars on a Super Bowl ad buy, companies would do themselves well to remember that the successful spots aren't just the ones being talked about the next day. The ads that more eyeballs actually saw while watching the game were also worth their weight in focus groups.

For the second year in a row, General Motors is claiming that it aired the most watched ad during the most watched event in U.S. TV history. We are speaking of the 30-second spot entitled "Green Hell" featuring the Cadillac ATS that aired during the game's most tense moments, right after the official two-minute warning was reached. The time was 9:37 PM EST and, according to analysis by Kantar Media, more people were watching NBC's broadcast at that time than any other.

And since this year's Super Bowl was again viewed by another record audience – 111.3 million viewers in the U.S., not to mention over a billion worldwide – the ATS ad therefore becomes the most watched advertisement on television in U.S. history.

We said this is the second time that GM has claimed this crown. The first was with last year's Camaro commercial called "Miss Evelyn." To see the two most watched spots in U.S. television history back-to-back, just follow the jump.



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Cadillac Super Bowl Spot Most Watched in U.S. History
2013 ATS commercial timing paid off in record-setting broadcast

DETROIT – Cadillac's 30-second preview of the upcoming 2013 ATS compact sport sedan shown in Sunday's Super Bowl XLVI broadcast was the most-viewed single advertising spot in U.S. television history, according to a study released Tuesday.

Kantar Media's Super Bowl audience study found that the Cadillac spot reached an audience rating of 43.5, highest among all advertising spots shown during the NBC-TV telecast. With Super Bowl XVLI reaching a record U.S. television audience of 111.3 million viewer), this means the Cadillac spot had the highest audience ever for a single commercial.

"We have a big message this year – Cadillac is expanding with new models challenging the world's best luxury cars. This stunning viewership data proves that Cadillac's big message reached the largest audience," said General Motors Global Chief Marketing Officer Joel Ewanick. "When it comes to Super Bowl ads, everyone has opinions on their favorites. But it's a fact that this Cadillac spot had the biggest audience during the game."

The Kantar Media analysis showed that spots airing in the hotly contested game's fourth quarter had higher viewership than those appearing earlier. Cadillac's spot, called "Green Hell," aired at 9:37 EST, during the game's "two-minute warning" official timeout.

The previous record for the largest audience viewing a single commercial was "Miss Evelyn," a spot for the Chevrolet Camaro in Super Bowl XLV last year. The U.S. telecast of the Super Bowl has achieved record audiences for three years running.

The Cadillac commercial features footage of the upcoming 2013 ATS being tested in Germany, in preparation for its launch this summer into compact sedan category, the world's most-significant luxury car segment.

Cadillac has been a leading luxury auto brand since 1902. In recent years, Cadillac has engineered a historic renaissance led by artful engineering and advanced technology. More information on Cadillac can be found at media.cadillac.com.