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Super Bowl Ad Meter

The USA Today Super Bowl Ad Meter is an annual survey taken of television commercials by USA Today in a live poll during the telecast in the United States of the Super Bowl, the annual professional American football championship game of the National Football League. The survey, which started in 1989, uses a live response on a zero-to-ten scale (zero being the worst, ten the best) of focus groups based in McLean, Virginia, the newspaper headquarters and one (or more) site(s) around the country.

Background

The Super Bowl became the must-see event for advertisers during the third quarter of the telecast of Super Bowl XVIII on CBS, when Apple Computer debuted a one-time-only advertisement for their Macintosh computer titled 1984, directed by Ridley Scott. As the Los Angeles Raiders routed the Washington Redskins, 38–9, the Apple commercial, not the game, was the most-talked about item around water coolers the very next day. Since then, major advertisers have used the game, paying as much as seven figures (averaging over US $5 million for one 30-second slot as of 2018),[1][2] excluding production expenses) to showcase their work and generate buzz that many people tune into television's biggest event of the year just to watch the commercials, not the actual game. For those reasons, USA Today started the Ad Meter, a poll that gives live responses per second of each commercial. According to the newspaper, ads by rule are limited to those shown during the game - from opening kickoff to the end of the game, excluding those shown at halftime or local commercials - are officially qualified for consideration in the Ad Meter survey.

A new element was added for 2012, as users of Facebook and those logging onto the USA Today website were involved in a second survey that lasted until February 7 at 6:00 pm US EST. The online element was added to the regular meter for 2013.

Past winners

Multiple winners

References

  1. ^ "Super Bowl LII: How much does an ad cost?". Sports Illustrated. Retrieved February 13, 2018.
  2. ^ "Why USA Today's Ad Meter will get the Super Bowl wrong — again". Marketing Dive. Retrieved 2020-05-18.
  3. ^ "Budweiser 'Lost Dog' finds way to top of Super Bowl Ad Meter". USA Today.
  4. ^ "The 5 best Super Bowl 50 commercials on Ad Meter". 8 February 2016.
  5. ^ "Amazon edges NFL in Ad Meter Even Closer Than Super Bowl LII". usatoday.com. 5 February 2018. Retrieved February 5, 2018.
  6. ^ "Just about every past and present NFL star showed up in the NFL 100 Super Bowl ad". Yahoo! Sports. 4 February 2019. Retrieved 2019-02-04.
  7. ^ "Super Bowl 2019: See the epic 'NFL 100' ad". For The Win. 2019-02-04. Retrieved 2019-02-04.
  8. ^ "Jeep, Bill Murray win USA Today Ad Meter with hilarious 'Groundhog Day' homage". USA Today. 2020-02-03. Retrieved 2020-02-03.
  9. ^ "Jeep's 'Groundhog Day' commercial wins USA Today's Super Bowl Ad Meter". adage.com. 2020-02-03. Retrieved 2020-05-18.
  10. ^ "Rocket Mortgage wins best Super Bowl commercial in USA TODAY's Ad Meter. It took second place, too". USA Today. 2021-02-08. Retrieved 2021-02-08.
  11. ^ Lacques, Gabe (February 14, 2022). "Anna Kendrick leads Rocket Mortgage to another Super Bowl victory in USA TODAY's Ad Meter". USA Today. Retrieved February 14, 2022.
  12. ^ Lacques, Gabe (February 13, 2023). "The Farmer's Dog's emotional Super Bowl commercial earns USA TODAY Ad Meter title". USA Today. Retrieved February 13, 2023.
  13. ^ "The top 10 Super Bowl 58 commercials, according to USA TODAY Ad Meter". USA TODAY Ad Meter. 2024-02-12. Retrieved 2024-02-12.

External links