The most watched ad during the Super Bowl was the Victoria’s Secret commercial, which was seen by 103.7 million viewers, according to Nielsen Media Research data. Aired in the fourth quarter during a commecial pod at 9:44 p.m. to 9:45 p.m.

I would have to estimate that running an ad in the fourth quarter is a gamble for an advertiser considering the number of times a Super Bowl win is lopsided and people start tunning out the game by then.

With an extremely close game right up to the Giant's great win over the Patriots it ended up being a great win for Victoria's Secret as well.

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