For the 26th consecutive year, USA TODAY's Ad Meter reached out
to consumers to vote for their favorite Super Bowl commercials. This online
audience of 6,272 preregistered panelists voted from across the country. The
game featured nearly 50 commercials that cost advertisers a record $4 million
per 30-second slot. The audience was estimated as high as 100 million viewers.
Complete
list of Ad Meter Results:
As in the
beverage category, it seems like new ideas are few and far between in the car
business. Only one car ad made the top ten, and it wasn’t the Chevy Silverado
‘romance’ spot with the stud bull. It was something from Hyundai called ‘Sixth
Sense’ and it scored a 6.87. I’m not sure why.
Best car ad
of the bunch was VW’s “Wings” spot, which outscored everybody in the category except for that ho-hum Hyundai execution. It's no surprise to me. Here was an ad that actually
reinforced the brand positioning by reminding us of the ‘German engineering’
that goes into every one of VW's cars, and what it means (durability, value) to the consumer. Wow, make a
statement about the stuff your car is made of while being fun and entertaining? This is not brain surgery, people.
Chrysler’s
ad with Bob Dylan was impactful and memorable because of the surprise factor.
It was kept under wraps. The other carmakers could have saved their money. Kia,
Maserati, Toyota, Honda, Jeep, Audi, and even Jaguar with their first Super
Bowl spot fielded pretty unremarkable work.
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