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{{Short description|Annual survey of TV commercials during the Super Bowl}}
{{multiple issues|
{{onemore sourcecitations needed|date = February 2013}}
{{refimprove|date=February 2013}}
{{notability|Events|date=April 2013}}
}}▼
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==
{{main|Super Bowl advertising}}
The Super Bowl became the must-see event for advertisers during the third quarter of the telecast of [[Super Bowl XVIII]] on [[NFL on CBS|CBS]], when [[Apple Inc.|Apple Computer]] debuted a one-time-only advertisement for their [[Macintosh]] computer titled [[1984 (television commercial)|1984]], directed by [[Ridley Scott]]. As the [[1983 Los Angeles Raiders season|Los Angeles Raiders]] routed the [[1983 Washington Redskins season|Washington Redskins]], 38-938–9, 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 [[United States dollar|US $]]5 million for one 30-second slot {{as of|2018|lc=on}}),<ref>{{cite webmagazine|url=https://www.si.com/nfl/2018/01/11/super-bowl-lii-ad-cost|title=Super Bowl LII: How much does an ad cost?|workmagazine=Sports Illustrated|accessdateaccess-date=February 13, 2018}}</ref>,<ref>{{Cite web|title=Why USA Today's Ad Meter will get the Super Bowl wrong — again|url=https://www.marketingdive.com/news/why-usa-todays-ad-meter-will-get-the-super-bowl-wrong-again/569974/|website=Marketing Dive|language=en-US|access-date=2020-05-18}}</ref> 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 just 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 [[Super Bowl XLVI|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 [[North American Eastern Time Zone|US EST]]. The online element was added to the regular meter for [[Super Bowl XLVII|2013]].
Line 16 ⟶ 13:
|-
!Year
!Super Bowl
!Advertiser
!Ad Description
|-
!1989
|[[Super Bowl XXIII|XXIII]]
|[[American Express]]
|Actors [[Jon Lovitz]] and [[Dana Carvey]] (both starring at the time on ''[[Saturday Night Live]]'') go to the big game with credit cards - Lovitz with [[Visa (company)|Visa]], Carvey with American Express.
|-
!1990
|[[Super Bowl XXIV|XXIV]]
|[[Nike, Inc.|Nike]]
|Various announcers ([[Harry Caray]] among others) call a multisport event with the likes of [[Wayne Gretzky]], [[Michael Jordan]] and [[Bo Jackson]].
|-
!1991
|[[Super Bowl XXV|XXV]]
|[[Diet Pepsi]]
|When [[Coca-Cola]] pulled a humorous ad in light of the [[First Gulf War|First Iraqi war]], Diet Pepsi scored big with [[Ray Charles]] and others (including [[Jerry Lewis]], [[Tiny Tim (musician)|Tiny Tim]], [[Vic Damone]] and [[Charo]]) singing their "[[You Got the Right One, Baby]]" jingle.
|-
!1992
|[[Super Bowl XXVI|XXVI]]
|Nike
|Michael Jordan and [[Bugs Bunny]] (calling himself "Hare Jordan") go to [[Mars]] and team up to take on an evil basketball team fielded by [[Marvin the Martian]], with the fate of [[Earth]] at stake. The spot served as the inspiration for the moviefilm ''[[Space Jam]]''.{{citation needed|date=February 2023}}
|-
!1993
|[[Super Bowl XXVII|XXVII]]
|[[McDonald's]]
|Michael Jordan and [[Larry Bird]] play an outrageous game of [[Variations of basketball#H-O-R-S-E|H-O-R-S-E]] throughout [[Chicago, Illinois|Chicago]] for a [[Big Mac]].
|-
!1994
|[[Super Bowl XXVIII|XXVIII]]
|[[Pepsi-Cola]]
|A lab chimp turns into a party animal at the beach after drinking soda.
|-
!1995
|[[Super Bowl XXIX|XXIX]]
|Pepsi-Cola
|A boy on the beach tries to suck the last drop of Pepsi out of a bottle with a straw, sucking so hard that the backlash pulls him through the straw and into the bottle. His little sister then yells, "Mom, he's done it again!"
|-
!1996
|[[Super Bowl XXX|XXX]]
|Pepsi-Cola
|A fictional Coke driver takes a can of Pepsi and the whole shelf of cans tumbles onto the floor in a simulated [[security camera]] footage, with the [[Hank Williams]] song "[[Your Cheatin' Heart]]" in the background. This commercial was chosen as the best ever ad in the twenty-year history in a special survey of the previous poll winners in 2008.
|-
!1997
|[[Super Bowl XXXI|XXXI]]
|Pepsi-Cola
|Computer computer-animated [[grizzly bear]]s do their Pepsi-inspired 1980s classics with the [[Y.M.C.A. (song)|YMCA]].
|-
!1998
|[[Super Bowl XXXII|XXXII]]
|Pepsi-Cola
|A [[skysurfer]] does aerial tricks with a [[goose]], and they share a Pepsi afterwards.
|-
!1999
|[[Super Bowl XXXIII|XXXIII]]
|[[Budweiser (Anheuser-Busch)|Budweiser]]
|Two [[Dalmatian (dog)|dalmatian]] puppies are separated at birth, and one becomes the mascot of the [[Budweiser Clydesdales|Clydesdale]]-driven beer wagon.
|-
!2000
|[[Super Bowl XXXIV|XXXIV]]
|Budweiser
|Rex the Wonder Dog imagines chasing a Budweiser truck, only to blindly leap headfirst onto a mini-van.
|-
!2001
|[[Super Bowl XXXV|XXXV]]
|[[Bud Light]]
|[[Cedric the Entertainer]]'s dream date is ruined when he accidentally shakes a pair of Bud Light bottles which explode all over his girlfriend.
|-
!2002
|[[Super Bowl XXXVI|XXXVI]]
|Bud Light
|A girlfriend entices her beau into bed with Bud Light, but he slides on the satin sheets and flies out the apartment window.
|-
!2003
|[[Super Bowl XXXVII|XXXVII]]
|Budweiser
|Spoofing the [[instant replay]] challenge rule, a real [[zebra]] reviews a disputed call, holding up a football game between Clydesdale horses. One of the two humans watching calls the "official" a [[donkey|jackass]], while the other, apparently oblivious to the [[epithet]], seriously responds that it's a zebra.
|-
!2004
|[[Super Bowl XXXVIII|XXXVIII]]
|Bud Light
|Two dog trainers outdo one another, until one dog bites the other trainer in the groin. This came in the midst of the aftermath of the [[Super Bowl XXXVIII halftime show controversy#Other controversies|controversial halftime show that year]].
|-
!2005
|[[Super Bowl XXXIX|XXXIX]]
|Bud Light
|A frightened skydiver (Jonny Lee) making his first jump is enticed with a six-pack of beer, but it only makes the plane's pilot jump after it.
|-
!2006
|[[Super Bowl XL|XL]]
|Bud Light
|A guy stocks his [[refrigerator]] full of Bud Light, and to keep his friends from drinking it, he installs it on a turntable. However, the turntable rotates into the apartment next door, and the guys inside are extremely happy to see the "magic fridge" return, even to the point of worshiping it.
|-
!2007
|[[Super Bowl XLI|XLI]]
|Budweiser
|Computer-generated crabs idolize a cooler filled with Bud.
|-
!2008
|[[Super Bowl XLII|XLII]]
|Budweiser
|Paying tribute to the [[49th Academy Awards|1976 Academy Award]] Best Picture ''[[Rocky]]'', a Clydesdale is inspired by a rather unusual personal trainer to become a member of the hitch team for the iconic horse-drawn wagon: its dalmatian mascot.
|-
!2009
|[[Super Bowl XLIII|XLIII]]
|[[Doritos]]
|In the first ever fan-generated commercial to claim top ranking, two men use a snow globe to grant their wishes. One throws it at (and breaks the glass front panel of) a [[vending machine]] and gets his wish for "free" Doritos. The other wishes for a promotion, but accidentally throws it at his boss's groin. The ad makers, Joe and David Herbert of Batesville, Indiana, won US $1 million in a promotion sponsored by Doritos owner [[PepsicoPepsiCo]].
|-
!2010
|[[Super Bowl XLIV|XLIV]]
|[[Snickers]]
|Octogenarian performers [[Betty White]] and [[Abe Vigoda]] play tackle football.
|-
!rowspan="2"|2011<br/>''(tie)''
|rowspan="2"|[[Super Bowl XLV|XLV]]
|Bud Light
|Dog sitting. A guy sits intelligent dogs with a refrigerator full of Bud Light, and gets the intelligent dogs to cater a party for him serving said product. In a last shot, the dogs are [[Dogs Playing Poker|playing cards]] with the guy picking up after them.
|-
|Doritos
|A boyfriend teases his girlfriend's pug with Doritos, closes and stands behind a glass door, causing the pug to run towards him, the pug knocks down the glass door to be on top of the boyfriend and gets the Doritos. This ad, because of the tie, was awarded $1 million from PepsicoPepsiCo, the second time in three years an ad created by online users won.
|-
!2012
|[[Super Bowl XLVI|XLVI]]
|Doritos (panel; online)
|Another low-budget dog ad from Doritos won the creator, Jonathan Friedman (who lives in [[Virginia Beach, Virginia]]), the third $1 million bonus offered by PepsicoPepsiCo in four years by having the owner of a cat bribed by his dog with a small bag of the sponsor's product in the panel voting. Cost of the ad was $20. The online winner, announced February 7, was another fan-made Doritos ad called "Sling Baby", created by [[West Los Angeles]] resident Kevin Willson. The ad featured 17-month-old Jonah Folk, who was used by his grandmother to steal a bag of Doritos from a boy who was taunting them with the bag. They achieved this by using the baby's chair as a slingshot. The prize money of $1 million was divided among cast and crew, including Folk's father, who worked on the special effects.
|-
!2013
|[[Super Bowl XLVII|XLVII]]
|Budweiser
|A Clydesdale is born. Three years later, the Clydesdales come to town. The owner has an emotional reunion with the Clydesdale born at his farm. (The real life foal was born eighteen days before the ad aired.) The ad is set to "[[Landslide (Fleetwood Mac song)|Landslide]]" by [[Fleetwood Mac]].
|-
!2014
|[[Super Bowl XLVIII|XLVIII]]
|Budweiser
|A puppy from an adoption agency runs off to a farm to play with a Clydesdale horse. Every time he does that he goes back to the adoption agency. When he is adopted by a customer, the Clydesdales run out and take the puppy and the horse owner decides to keep it. The ad is set to "[[Let Her Go (Passenger song)|Let Her Go]]" by [[Passenger (singer)|Passenger]].
|-
!2015
|[[Super Bowl XLIX|XLIX]]
|Budweiser
|A lost puppy finds its way home and then is saved from trouble by some very powerful friends, namely some Clydesdale horses.<ref>{{cite web | url=https://www.usatoday.com/story/money/business/2015/02/01/usa-today-ad-meter-2015-super-bowl-money/22378605/ | title=Budweiser 'Lost Dog' finds way to top of Super Bowl Ad Meter | website=[[USA Today]] }}</ref>
|-
!2016
|[[Super Bowl 50|50]]
|[[Hyundai Motor Company|Hyundai]]
| [[Kevin Hart]] plays the role of a [[helicopter parent]] during his daughter's first date, using a car finder GPS app to track the [[Hyundai Genesis]] that she and her boyfriend are driving and following them wherever they go (including, at one point, from an actual helicopter). The ad is set to "[[Another One Bites the Dust]]" by [[Queen (band)|Queen]].<ref>{{cite web | url=http://admeter.usatoday.com/2016/02/07/the-5-best-super-bowl-50-commercials-according-to-ad-meter-voters/ | title=The 5 best Super Bowl 50 commercials on Ad Meter | date=8 February 2016 }}</ref>
|-
!2017
|[[Super Bowl LI|LI]]
|[[Kia Motors|Kia]]
|[[Melissa McCarthy]] plays the role of a woman sent to protect the environment, but gets involved in various calamities. The ad is set to ''"[[Holding Out for a Hero]]''" by [[Bonnie Tyler]].
|-
!2018
|[[Super Bowl LII|LII]]
|[[Amazon.com]]
|[[Amazon Alexa|Alexa]] has lost her voice, and celebrities like [[Anthony Hopkins]], [[Rebel Wilson]] and [[Cardi B]] help out. The ad features ''"[[Nobody Does It Better]]''" by [[Carly Simon]]. It barely beat out aan NFL ad starring [[Eli Manning]] and [[Odell Beckham Jr.]] whichthat parodied the moviefilm ''[[Dirty Dancing]]''.<ref>{{cite web|url=http://admeter.usatoday.com/2018/02/05/amazon-edges-nfl-in-ad-meter-even-closer-than-super-bowl-lii|title=Amazon edges NFL in Ad Meter Even Closer Than Super Bowl LII|work=usatoday.com|accessdatedate=5 February 2018 |access-date=February 5, 2018}}</ref>
|-
!2019
|)▼
|[[Super Bowl LIII|LIII]]
|[[NFL]]
| [[Marshawn Lynch]] knocks a football centerpiece off a cake during a gala celebrating the NFL's 100th season, prompting a fight for the ball involving over 40 current and past players.<ref>{{Cite web|url=https://sports.yahoo.com/just-every-past-present-nfl-star-showed-nfl-100-super-bowl-ad-015834533.html|title=Just about every past and present NFL star showed up in the NFL 100 Super Bowl ad|website=Yahoo! Sports|date=4 February 2019 |language=en-US|access-date=2019-02-04}}</ref><ref>{{Cite web|url=https://ftw.usatoday.com/2019/02/super-bowl-2019-nfl-100|title=Super Bowl 2019: See the epic 'NFL 100' ad|date=2019-02-04|website=For The Win|language=en|access-date=2019-02-04}}</ref>
▲|)-
!2020
|[[Super Bowl LIV|LIV]]
|[[Jeep]]
|Phil Connors ([[Bill Murray]] reprising his role from ''[[Groundhog Day (film)|Groundhog Day]]'') awakens, transported back to the 1993 Punxsutawney [[time loop]] but this time finding a [[Jeep Gladiator (JT)|Jeep Gladiator]]. He takes the Jeep, along with [[Punxsutawney Phil]], to go on several off-road adventures.<ref>{{Cite web|url= https://www.usatoday.com/story/sports/Ad-Meter/2020/02/03/jeeps-groundhog-day-ad-commercial-bill-murray-wins-ad-meter/4643140002/|title=Jeep, Bill Murray win USA Today Ad Meter with hilarious 'Groundhog Day' homage|date=2020-02-03|website=USA Today|language=en|access-date=2020-02-03}}</ref><ref>{{Cite web|title=Jeep's 'Groundhog Day' commercial wins USA Today's Super Bowl Ad Meter|url=https://adage.com/article/special-report-super-bowl/jeeps-groundhog-day-commercial-wins-usa-todays-super-bowl-ad-meter/2233626|date=2020-02-03|website=adage.com|language=en|access-date=2020-05-18}}</ref> [[Stephen Tobolowsky]] also guest stars, reprising his role of insurance-selling "pest" Ned Ryerson.
|-
!2021
|[[Super Bowl LV|LV]]
|[[Quicken Loans|Rocket Mortgage]]
|[[Tracy Morgan]] shows a family why "pretty sure" is not a good thing, from encountering a bear to fighting [[Dave Bautista]], while touting that "certain" is better in terms of buying a house with Rocket Mortgage.<ref>{{Cite web|url= https://www.usatoday.com/story/sports/Ad-Meter/2021/02/08/rocket-mortgage-best-super-bowl-commercial-top-spots-ad-meter/4427433001/|title= Rocket Mortgage wins best Super Bowl commercial in USA TODAY's Ad Meter. It took second place, too.|date= 2021-02-08|website=USA Today|language=en|access-date=2021-02-08}}</ref>
|-
!2022
|[[Super Bowl LVI|LVI]]
|Rocket Mortgage
|[[Anna Kendrick]] stars in an apparent commercial for a [[Barbie]] toy house, when they are faced with the grim modern realities of homebuying. However, Kendrick shows Barbie getting her Malibu home with the help of Rocket Mortgage.<ref>{{cite web|last=Lacques|first=Gabe|title=Anna Kendrick leads Rocket Mortgage to another Super Bowl victory in USA TODAY's Ad Meter|url=https://www.usatoday.com/story/sports/Ad-Meter/2022/02/14/rocket-mortgage-voted-top-super-bowl-commercial-usa-today-ad-meter/6781228001/|website=USA Today|date=February 14, 2022|access-date=February 14, 2022}}</ref>
|-
!2023
|[[Super Bowl LVII|LVII]]
|The Farmer's Dog
|A [[Chocolate Labrador]] grows up with a girl who grows up alongside him. The ad is set to the song "Forever" by [[Lee Fields]].<ref>{{cite web|last=Lacques|first=Gabe|title=The Farmer's Dog's emotional Super Bowl commercial earns USA TODAY Ad Meter title|url=https://www.usatoday.com/story/sports/Ad-Meter/2023/02/13/farmers-dog-rated-top-super-bowl-commercial-usa-today-ad-meter/11220688002/|website=USA Today|date=February 13, 2023|access-date= February 13, 2023}}</ref>
|-
!2024
|[[Super Bowl LVIII|LVIII]]
|[[State Farm]]
|A [[State Farm]] agent played by [[Arnold Schwarzenegger]] is struggling to say neighbor instead saying "neighbaaa". He then gets help from [[Jake from State Farm]] and [[Danny DeVito]] and is able to complete the line "Like A Good Neighbor, State Farm Is There".<ref>{{Cite web |date=2024-02-12 |title=The top 10 Super Bowl 58 commercials, according to USA TODAY Ad Meter |url=https://admeter.usatoday.com/lists/super-bowl-commercial-2024-usa-today-ad-meter-top-10/ |access-date=2024-02-12 |website=USA TODAY Ad Meter |language=en-US}}</ref>
▲}|}
 
==Multiple winners==
*[[Anheuser-Busch]] (Budweiser, Bud Light brands) - 14 (1999-2008, 2011, 2013-152013–15)
*Pepsico[[PepsiCo]] (Pepsi-Cola and Diet Pepsi drink brands, Frito-Lay Doritos) -10 (1991, 1994–98, 2009, 2011–12)
*[[Hyundai Motor Group]] (Hyundai, Kia brands) - 2 (2016–17)
*Nike - 2 (1990, 1992)
*[[Nike, Inc.|Nike]] - 2 (1990–92)
 
*[[Rocket Mortgage]] - 2 (2021–22)
==See also==
* [[Adbowl]] - A popular website with a similar system
 
==References==
Line 161 ⟶ 217:
{{Super Bowl commercials}}
 
[[Category:Super Bowl advertisingcommercials| ^Ad Meter]]
[[Category:USA Today]]

Retrieved from "https://en.wikipedia.org/wiki/Super_Bowl_Ad_Meter"
  




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