M.I.A. Flips Viewing Audience The Bird During Superbowl Half-Time

British hip-hop artist M.I.A.’s middle-finger gesture in the Super Bowl halftime show is igniting apologies from NBC and the NFL. But it is not immediately registering as a moment that viewers remember.

Tivo, the digital video recorder maker stated Monday that there was not an appreciable bump in viewers who played back the moment where M.I.A. flipped off the camera during Madonna’s performance of “Give Me All Your Luvin’” on Sunday night’s show.

Tara Maitra of Tivo stated that the company would check to see if more people play back the moment on Monday after there was publicity about it. Tivo has two million customers in the U.S.

The NFL is blaming NBC for being not fast enough to censor the gesture, while NBC gave note that the NFL is responsible for the content of the halftime show.

There wasn’t a wardrobe malfunction, nothing like what viewers saw of Janet Jackson’s nipple 8 years ago that caused an uproar and government scrutiny. Instead, before 110 million viewers on NBC and uncounted others online, she flipped the bird and appeared to sing, “I don’t give a (expletive)” at one point, though it was hard to hear her clearly.

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Tags: give me all your luvin, halftime show, janet jackson, m.i.a., madonna, middle finger, nbc, NFL, superbowl, tara maitra, TIVO, wardrobe malfunction