For some, the Super Bowl isn't about who wins or loses. It's all about the commercials!
Companies pay a ridiculous amount of money to keep viewers in their seats between plays.
USA Today's Super Bowl Ad Meter, now in its 25th year, is the gold standard of consumer ad rankings.
Laura Petrecca, USA Today's New York deputy bureau chief, explained in a video clip released by the newspaper how the results are formulated and what it takes to rank high on the list of favorites.
"For 25 years USA Today has gauged consumer reaction to Super Bowl ads," she said. "For 24 of those past 25 years, we had focus groups across the country, and we had those people rate the ads. But this year, to mark our 25th anniversary, we opened the panel up to adults across the country. All they had to do was pre-register on our website, and then they went in on Sunday through a password-protected site and they ranked the ads from 1 to 10 – so, pretty much from worst to best – and that's how we're getting the results."
Petrecca added, "The hard thing with Super Bowl advertising is there's so much clutter on that game with you. You've got 50 other ads that you're competing against, all these other brands. So, you need to not only make the ad entertaining, but you need to make your product take center stage. An example of that is the Tide ad with the stain-removing stick. So, that was a really funny ad, and you'll remember what the product is because it took out the stain of Joe Montana. So, you really, as a marketer, have to get your product in there and also make it entertaining. And that's not easy to do."
According to USA Today's ad meter, the top commercial was Budweiser's Clydesdale brotherhood commercial, which tugged at America's heartstrings.
Tide's "Miracle Stain" commercial came in second.
In at third was Dodge Ram's Super Bowl ad featuring the late radio broadcaster Paul Harvey's tribute to U.S. farmers.
At fourth, grabbing lots of laughs was Doritos' "Fashionista Daddy" commercial.
And at fifth was an inspirational commercial for Jeep narrated by none other than Oprah Winfrey.
Friday, May 24 2013 12:53 PM EDT2013-05-24 16:53:29 GMT
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