Written by
The Associated Press
INDIANAPOLIS - British hip-hop artist M.I.A.'s obscene gesture during the Super Bowl halftime show is prompting apologies from NBC and the NFL, but will it register as a moment that viewers latched on to?
Early indications are... no.
The digital video recorder maker Tivo said Monday that there wasn't an appreciable bump in viewers who played back the moment where M.I.A. used an obscene gesture by extending her middle finger. She was a guest singer during Madonna's performance of "Give Me All Your Luvin'" on Sunday night's show.
Tara Maitra of Tivo said the company would check to see if more people play back the moment on Monday after there was publicity about it. Tivo has 2 million customers in the U.S.
The NFL blamed NBC for being not quick enough to censor the gesture, while NBC noted that the NFL is responsible for the content of the halftime show.
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