USA Today Ad Meter Rates Super Bowl XLV Commercials and Finds a Ratings Tie
What goes together better than chips and beer? Nothing, apparently, according to volunteers who rated the Super Bowl ads for USA Today's Ad Meter on Sunday night.
The volunteers who viewed the ads during the game in two focus groups on either side of the country rated them on a 10-point scale. This year's result was a tie, which has never happened in the 23-year history of the poll.
The tie came between a fourth-quarter ad for Bid Light featuring a dog sitter and a first-quarter spot Doritos ad by Frito-Lay in which a dog gets revenge for being teased with Doritos. Both ads scored an 8.35 out of a 10-point rating scale.
Go to admeter.usatoday.com to see full USA Today Super Bowl Ad Meter results, watch all the Super Bowl ads, rate the ads yourself and see what others think. Complete results are also available in today's editions of USA Today.
The top five ads and final ratings are:
- Bud Light – Dog sitter puts dogs to work – 8.35
- Frito-Lay Doritos – Dog's revenge for Doritos teasing – 8.35
- Volkswagen – "Darth Vader" starts 2012 Passat – 7.95
- Frito-Lay Doritos – House sitter brings back grandpa from the ashes – 7.68
- Pepsi Max – Love hurts with bad girlfriend – 7.56
USA Today created the Super Bowl Ad Meter in 1989 to gauge consumers' opinions about TV's most expensive commercials. This year Ad Meter was held in McLean, Va. and Bakersfield, Calif. 282 volunteers charted their second-by-second reactions to national Super Bowl commercials using hand-held meters to register how much they liked or disliked an ad. A computer averaged the scores continuously.
Previous winners include Pepsi, Nike, and McDonald's. Anheuser-Busch, maker of Bud Light, had the longest winning streak of all, with a 10-year run between 1999-2009. The beer maker was knocked off the top spot in 2010 by candy bar-maker Mars' commercial featuring Abe Vigoda and Betty White.