E-Trade baby tops Tivo's Super Bowl ad list

A talking baby, whose plugs for E-Trade Financial Corp. included a creepy clown and a spasm of vomiting, claimed the top spot for last night's best Super Bowl ads on a list compiled by TiVo Inc.

The California company is a provider of technology and services for digital video recorders, and TiVo said it put together its list by 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 the E-Trade spot with the talking baby spitting up taking top honors, TiVo noted.

More information about Super Bowl ads and how viewers rated them, is available at www.tivo.com/biggame.
(By Chris Reidy, Globe staff)