User-generated ads score high with viewers

02/9/2010 | NYTimes.com

A pair of user-generated ads for Doritos scored well with Super Bowl viewers under a variety of measures, including viewings in households with TiVo digital video recorders. However, TiVo research executive Todd Juenger said, "The answer is not that everyone should fire their agencies and have users create campaigns," noting that consumer participation may be more relevant in the Super Bowl environment.

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