-By Todd Wasserman

Movie ads again dominated the list of TV spots most viewed in a time-shifted format with ads for Will Smith’s Hancock leading the pack for June, according to TiVo.

Ads for the Sony Pictures film that ran during the May 29 finale of ABC’s Lost were seen by 7.7% of TiVo’s viewers. The show itself garnered a 12.8 rating in time-shifted viewing, meaning about 40% of those viewers chose to watch the ad.

The rest of the top five most-seen ads during time shifted viewing were also movie ads and included spots for Warner Bros. Dark Knight, Fox’s The Happening, Universal’s Hulk and Disney’s Wall-E.

Todd Juenger, vp and general manager of TiVo Audience Research & Measurement, noted that movie ads are typically among the most-viewed among viewers whether the programming is live or time-shifted. “We have asked people why and it’s entertainment value or humor,” he said. “A movie trailer is a lot like TV in that it’s entertainment in its own right.”

But not all of the most-viewed ads were for movies. Ads for American Express, iTunes, Verizon Wireless, Abreva Pump and Lexus all cracked the top 10 of the most-viewed in time shifted viewing list. All the ads ran during one show, the Lost finale.

Juenger said that was unusual and indicative of the fact that June is a transitional month for programming. (The finale, which ran May 29, also was included in the June list because the broadcast calendar goes from Monday to Sunday.)

TiVo also has a separate list for least-fast forwarded brand rankings, which considers ads that were least skipped on average. Topping that list was a campaign for Universal’s Hellboy II: Golden Army and then another for Lincoln.