MCLEAN, Va.--(BUSINESS WIRE)--
USA TODAY, part of Gannett Co., Inc. (NYSE:GCI), announced today Kia’s ”Hero’s Journey” was ranked the top commercial in the 29th annual USA TODAY Ad Meter, the defining barometer of Super Bowl advertising and industry-leading tool used to measure public opinion surrounding commercials during the game. The winning spot featuring Melissa McCarthy marks Kia’s first time winning and placing in the top five.
In this year’s USA TODAY Ad Meter, sponsored by Adobe and WordPress.com, participants could vote early for the first time, beginning Wednesday, February 1, 2017 through 1 AM ET on February 6, 2017. Voting was conducted on the Ad Meter platform at admeter.usatoday.com, accessible via desktop and mobile phone or tablet. Panelists were required to vote on every eligible national ad that aired during the game, from immediately following the coin toss through the end of regulation play. Commercials were ranked by panelists using a numerical score, from 1-10, to determine the highest average score and 2017 Super Bowl Ad Meter winner.
The top five ads, as voted upon by this year’s Ad Meter panel, including final ratings are:
1. Kia’s “Hero’s Journey” 7.47
2. Honda “Yearbooks” 6.96
3.
Audi “Daughter” 6.87
4. Budweiser “Born the Hard Way” 6.84
5.
Tide “#Bradshaw Stain” 6.77
“Each year Super Bowl commercials dominate the conversation in the media and advertising industry in the weeks leading up to the big game but also entertain consumers across the nation,” said Dave Morgan, President of USA TODAY Sports Media Group, USA TODAY NETWORK. “This year, we continued to grow our audience engagement, including an industry-first Facebook Live series. Our hosts Ron Burke, Laura Petrecca, and our panel of experts tackled everything from the intersection of advertising, sports and Hollywood, to what makes a winning commercial, in the week leading up to the game. As the hype surrounding Super Bowl commercials continues to challenge the actual game for attention, we expect to further grow our Ad Meter platform and define exactly what it means to successfully advertise in the modern, digital age.”
"WordPress.com is proud to be a sponsor, and the website platform of choice, for USA TODAY's Ad Meter," said Chris Taylor, CMO of WordPress.com. "Thousands of people cast their votes, and we were thrilled to be able to help power this tradition for the audience. Congrats to all of this year’s winners.”
All the Super Bowl ads, as well as complete results and analysis, can be seen at admeter.usatoday.com.
Previous Ad Meter winners and ratings include:
2016 – Hyundai –
Kevin Hart ‘First Date’ – 6.9
2015 – Anheuser-Busch – Lost Dog –
8.10
2014 – Anheuser-Busch – Puppy Love – 8.29
2013 -
Anheuser-Busch - Budweiser Brotherhood - 7.76
2012 - Doritos -
Man's Best Friend - 8.82
2011 - Tie - Bud Light - Dog sitter puts
dogs to work, Frito-Lay Doritos - Dog's revenge for Doritos teasing -
8.35
2010 - Mars Snickers - Betty White and Abe Vigoda in casual
football game - 8.68
2009 - Frito-Lay Doritos - Crystal ball sees
free Doritos - 8.46
2008 - Anheuser-Busch - Dalmatian trains
Clydesdale to make beer wagon team - 8.73
2007 - Anheuser-Busch -
Crabs worship a cooler of Budweiser on the beach - 8.56
2006 -
Anheuser-Busch: Secret refrigerator stocked with Bud Light - 8.39
2005
- Anheuser-Busch: Pilot jumps out of airplane for Bud Light - 8.65
2004
- Anheuser-Busch: Owners demonstrate how their dogs fetch Bud Light -
9.04
2003 - Anheuser-Busch: Replay - 8.99
2002 -
Anheuser-Busch: Satin Sheets - 9.11
2001 - Anheuser-Busch: Cedric's
dream date - 8.63
2000 - Anheuser-Busch: Rex the Dog recalls his
worst day - 8.09
1999 - Anheuser-Busch: Separated at Birth - 8.01
1998
- Pepsi: Flying Geese - 9.08
1997 - Pepsi: Dancing bears - 8.22
1996
- Pepsi: On security camera, Coke driver nabs Pepsi - 9.42
1995 -
Pepsi: Boy gets sucked into bottle - 9.66
1994 - Pepsi: Chimp
escapes lab, hits the beach - 9.34
1993 - McDonald's: Jordan and
Bird shoot hoops - 9.00
1992 - Nike: Bugs Bunny and Michael Jordan
team - 8.51
1991 - Diet Pepsi: Ray Charles' new jingle catches on -
8.52
1990 - Nike: Famous announcers call imaginary game - 8.17
1989
- American Express: Dana Carvey and Jon Lovitz travel to the Super Bowl
- 7.52
ABOUT GANNETT
Gannett Co., Inc. (NYSE:GCI) is a new kind of media company committed to strengthening communities across the nation. Through trusted, compelling content and unmatched local-to-national reach, the company touches the lives of more than 100 million people monthly. With more than 100 markets internationally, it is known for Pulitzer Prize-winning newsrooms, powerhouse brands such as USA TODAY and specialized media properties. To connect with us, visit www.gannett.com.
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