British hip-hop artist M.I.A.'s obscene gesture in the Super Bowl halftime show is prompting apologies from NBC and the NFL. But it isn't immediately registering as a moment that viewers latched on to.

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. extended 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.