Ad Meter rewind: 5 funniest spots of 2019

Super Bowl Sunday will be here before you know it, which means all the Super Bowl commercials are on the way, too. The good, the bad, the funny, the unexpected, and everything in between and beyond! As USA Today gets ready for the 32nd AD Meter …

Super Bowl Sunday will be here before you know it, which means all the Super Bowl commercials are on the way, too. The good, the bad, the funny, the unexpected, and everything in between and beyond!

As USA Today gets ready for the 32nd AD Meter competition—the most prominent tracker of public opinion on Super Bowl ads—we wanted to get back into the Super Bowl commercial energy flow! And what better to way to get ready for this year’s spots than by looking back at some of the previous best.

First up: The 5 Funniest of 2019!

(Plenty more ahead, too. Plus, when you’re finished with this nostalgic recharge, head over to AdBlitz, a YouTube exclusive, for some more Super Bowl Commercial bliss!)

1. NFL, “The 100-Year Game”

The NFL got a head start on the league’s 100th anniversary with a simple ‘black tie” ceremony that featured some the past and present greats. Things turned quickly, though, when Marshawn Lynch caused a frenzy-inducing fumble!

2. Amazon Alexa, “Not Everything Makes the Cut”

Forrest Whitaker has issues listening to a podcast that’s playing on his electric toothbrush. Harrison Ford isn’t happy with his dog’s purchasing habits (from the ease of its collar). And, is it a hot tub, or a fountain in Vegas? Amazon’s 2019 Alexa ad showed that some location ideas for the virtual assistant aren’t all winners—while also providing one of the highest-rated spots of the year!

3. TurboTax, “RoboChild” ( AdBlitz favorite!)

A.I. went awry in TurboTax’s 2019 Super Bowl commercial, when the online company’s introduction of its ‘live” version, with real-life CPAs on demand, took an artificial twist and turned into comedic reality. The spot was quite a hit on YouTube’s AdBlitz, too (you check it out here).

4. Hyundai, “The Elevator”

Going down? It was one of Ad Meter’s overall best in 2019, and one of the funniest! Jason Bateman is an elevator liftman, taking people to some less-than-thrilling stops. It was a hilarious ride down, though, all the way to the bottom floor: car sales.

5. bubly, “Michael Bublé vs bubly”

It was 30 seconds of bubbly (or is that Bublé?) fun in this 2019 spot for the sparkling water company, bubly!

Continuing the mission: Olay returning to Super Bowl with ad featuring a star-studded, all-female cast

Olay is blasting into the cosmos on Super Bowl Sunday, forgoing the expected small steps by man to instead focus on the giant leaps taken by some inspiring women. The P&G brand’s spot will feature an impressive all-female crew aboard the Olay Space …

Olay is blasting into the cosmos on Super Bowl Sunday, forgoing the expected small steps by man to instead focus on the giant leaps taken by some inspiring women.

The P&G brand’s spot will feature an impressive all-female crew aboard the Olay Space Shuttle, with stars Lilly Singh and Busy Philipps on the launch, alongside retired astronaut, Nicole Stott. A few familiar faces back on Earth round out the cast, as Taraji P. Henson takes the reins at Mission Control, while Katie Couric keeps the viewing audience informed over the airwaves during the journey.

The lady’s mission: #MakeSpaceForWomen

Check out the newly released teaser:

A nod to last year’s all-female spacewalk, the creatively worded campaign looks to impact women of all ages while aiming to close the gender gap in technology fields and inspire the next generation of scientists, programmers, engineers, and beyond.

“We recognize that many industries have yet to reach gender parity,” Eric Rose, Olay’s Associate Brand Director, said in a statement, “which is why we’re using our Super Bowl ad to feature fearless women who have been trailblazers in their own industries as a way to inspire people everywhere to get involved and support Operation #MakeSpaceForWomen. Olay believes that when we make space for women, we make space for everyone.”

To help spread the mission (back on the ground), Olay has teamed up with Girls Who Code and will donate $1 (up to $500,000) each time someone tags @OlaySkin and uses the campaign’s hashtag between January 15 and February 3.

It’s the second straight appearance for Olay during the Big Game, following last year’s “Killer Skin” ad, a comedically spun, 90s-era horror homage that featured Sarah Michelle Gellar. Like in 2019, the company’s overall vision will work to shift another dynamic, too: Although women make up nearly half of the NFL’s total fan base, the stars of the biggest ads on its biggest day aren’t as equal, with just over a quarter of past spots having starred women.

The reality of such lopsided numbers didn’t deter Olay or its creative partner, Badger & Winters, during the new campaign, though. Instead, they took the challenge head-on.

“The Super Bowl is advertising’s biggest night, which is why we wanted to go big as well,” Madonna Badger, Chief Creative Officer of Badger & Winters, added. “With ‘Make Space for Women,’ we loved combining a bit of word play with the very serious world of science and technology—a world, by the way, that continues to exclude women in large numbers. We’re very excited to partner with Olay to help change that and thrilled to be working with so many talented women behind the camera.”

The 30-second spot is slated for blastoff during the fourth break of Super Bowl LIV. Assuming the ladies can find the keys, look for the ad to echo Busy Phillips’ inspiring thoughts:

“As a mother of two girls, I’m so proud to star in a Super Bowl ad that reinforces the idea that they—and all girls—can do anything.”

For more details about the campaign, check out Olay’s website here.

New York Life will air spot during Super Bowl LIV celebrating 175th anniversary

New York Life, the largest mutual life insurer in America, is celebrating its 175th anniversary in 2020, and the company is starting the Dodransbicentennial with a bang: A Super Bowl spot. The 60-second spot-which details of the ad have not been …

New York Life, the largest mutual life insurer in America, is celebrating its 175th anniversary in 2020, and the company is starting the Dodransbicentennial with a bang: A Super Bowl spot.

The 60-second spot—which details of the ad have not been released yet—is scheduled to run between the first and second quarters during the game, and will be part of a more extensive campaign that celebrates the company’s incredible run.

From Kari Axberg, New York Life’s vice president, brand marketing:

“As we prepare to celebrate New York Life’s first 175 years in 2020, we plan to highlight the values that have been the foundation of New York Life for nearly two centuries. Core beliefs shared by our customers, agents, and employees have helped build better futures for those they love, providing financial security and peace of mind for millions of Americans since 1845. This global media moment provides the perfect platform for us to launch our anniversary and our new brand campaign.”

The company hasn’t advertised during the Super Bowl since 1990.

Super Bowl Silver: Best of Ad Meter commercials over 25 years

While you might not remember the winner (or loser) from every Super Bowl of the past 25 years, chances are, you can recall a few of the commercials. From a financially savvy baby explaining how he trades online to a dog named Weego to a red M&M named Danny DeVito, the past two and half decades have provided some of the best spots ever—the pop culture champs of Super Bowl Sunday.

As USA Today kicks off the 32nd Ad Meter competition—with registration to become a panelist beginning January 15—we wanted to get ready for 2020’s Super Bowl commercial fun by hitting the rewind button and looking back at the best of the best of the past 25 years.

So sit back and enjoy, as we count down the 100 best!

1. Snickers: “Betty White Football” (Super Bowl XLIV, 2010)

If your pickup football team in 2010 seemed like it wasn’t going anywhere, mainly because a few players had the hunger-induced inner-mojo of Betty White and Abe Vigoda…well, why wait? Get them a Snickers!

2. Doritos: “Dog Bribes Cat Owner” (Super Bowl XLVI, 2012)

More like “Dog” Corleone, this particular man’s best friend uses a little Doritos bribe to make sure the human doesn’t let the cat out of the bag.

3. Snickers: “The Brady Bunch” (Super Bowl XLIX, 2015)

Marsha, Marsha, Marsh—er, Danny Trejo! At least, that’s what happens when she gets hungry in this 2015 Snickers ad.

4. Budweiser: “Dalmatian Trains Clydesdale” Super Bowl XLII, 2008)

Rocky Balboa? Nope. That’s Hank, a Clydesdale that didn’t make the cut to be on the Budweiser Sleigh Team, and his trainer, a no-quit Dalmatian that would’ve made Burgess Meredith blush with envy. The two em”bark” on a training regimen (to the Rocky theme, of course) and overcome doubt on the way to better results a year later.

5. Bud Light: “Rescue Dog Retrieves Beer” (Super Bowl XLVI, 2012)

Who’s a good boy? On Super Bowl Sunday 2012, it was Weego! The rescue pooch was a big hit around the Super Bowl party circuit that year, providing yet another fun catchphrase for Anheuser-Busch.

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Ad Meter 2020 FAQ

Super Bowl LIV is almost here, and that means it’s officially Super Bowl Ad Season! One of the most anticipated highlights of every Super Bowl Sunday, the commercials run during the big game are as memorable, if not more so, than the game itself. …

Super Bowl LIV is almost here, and that means it’s officially Super Bowl Ad Season!

One of the most anticipated highlights of every Super Bowl Sunday, the commercials run during the big game are as memorable, if not more so, than the game itself. And chances are, you’ll have some strong opinions on what exactly are the best (and worst) commercials of the night.

If you do, you can have your voice heard—beyond the usual chitchat from the couch, bar, or next day at the office—by participating in USA TODAY’s 32nd Super Bowl Ad Meter, the leading tracker of public opinion on Super Bowl ads. Sound like fun? Have questions? See the FAQ below so you can get started.

How does Ad Meter work?

Voting on ads that have been revealed to the public will begin on Wednesday, January 29, at noon ET. As soon as an ad is released, we will add it to the voting platform. Remember: in order for your vote to count, panelists must vote on every ad—so don’t forget to come back during the Super Bowl to finish rating all the commercials.

Like previous years, voting will remain open until 1 a.m. ET/10 p.m. PT the night of the Super Bowl. This will give participants more time to weigh in on their favorite commercials.

U.S. citizens 18 years of age or older who want to be Ad Meter panelists can register online now to get access to use a password-protected microsite to vote on Super Bowl Sunday. We’ll again rate halftime ads as well as the commercial block between the coin toss and kickoff (as well as the ads that run all the way through the end of regulation of the game). Additionally, a dedicated online portal—admeter.usatoday.com—will host daily content supporting the excitement and stories leading up to the game.

When does Ad Meter voting registration begin and end?

The pre-Super Bowl Panelist registration begins January 15. But you can register and vote anytime between January 29 and February 2 (even during the game).

If you’re having trouble signing in, please try resetting your password here. If the email you provided is a registered user, we will send an email containing a unique link to reset your password.

Register here!

What is the history and significance of Ad Meter?

USA TODAY created the Super Bowl Ad Meter in 1989 to gauge consumers’ opinions about television’s most expensive commercials. The 2020 Ad Meter is the 32nd year, and the results have become the industry-leading tool used to measure public opinion surrounding Super Bowl ads.

Can just anyone participate? How can you “control” who they are?

Yes, US citizens 18 years of age and older can participate. Interested panelists must register in advance at admeter.usatoday.com. Once they are accepted, they will receive the information on how to vote on Super Bowl Sunday.

Will you be gathering personal metrics information (salary, location, age range, gender)?

No. Unlike past Ad Meter registrations, we are no longer gathering data from users’ personal metrics, due to the CCPA Law.

Can an advertiser “game” the system?

As proved by the size of the voting panel in 2018 and 2019, we will again have a statistically significant amount of votes cast in 2020 to keep any advertisers from “gaming” the system. We will be monitoring our registrations and auditing the voting process closely for any sort of patterns or discrepancies—like bulk voting or Bots—and we will investigate anything that seems odd.

Are there any incentives to participate?

We are not offering incentives or payment for participation.

How many panelists do you expect/want?

We expect to have thousands of participants, much like we did in 2018 and 2019.

Are you changing any of the rules around eligible ads?

No. All national ads that air from after the coin toss through the two-minute warning of the fourth quarter (including halftime) will be voted on.

Note: House promotions for Cable/Broadcast Networks (such as sitcom promos) are not eligible.

How does the voting work? How is the winner determined?

Each commercial will receive a rating by every panelist who votes. The average rating will be the total of all ratings divided by the number of users who rated. The highest average rating will be the winner. The winner of the 2020 USA TODAY Super Bowl Ad Meter will be declared after voting on admeter.usatoday.com has ended. The results will also be printed in USA TODAY.

Will Ad Meter include halftime and coin toss-to-kickoff ads?

Yes, we will continue the same system. Brands have started developing ads specifically for halftime as part of their marketing strategies, so we’ll continue to include these commercials. Also, ads in the coin toss-to-kickoff window are now almost identically priced to ads inside the game, so like in 2019, those will be rated as well.

As panelists are voting, will ads be in the same order as they are in the telecast?

Yes, we plan to put the ads in the telecast order on the voting site.

Do panelists have to vote on every ad?

Yes, all panelists are required to vote on every ad.

How does an advertiser upload their ad?

Advertisers must email a public YouTube link (and optional digital video file) directly to our Ad Meter editor, Rick Suter (RSuter@gannett.com). You can upload the video(s) as private before the Super Bowl, but it must be switched to public or unlisted to live on the USA TODAY Ad Meter.

Additionally, please send a high-resolution horizontal screenshot from your ad. This will serve as the thumbnail image for your ad on Ad Meter.

Note: You will need to upload the exact commercial creative that airs during the Super Bowl timeframe. Extended cuts are often included in Ad Meter editorial coverage, but are not used in the panelist-rating platform.

* For instructions on how to upload a video, check out the YouTube help center.

Rick will send a confirmation to you that he has received the ad. Please be sure to communicate any specific instructions regarding the spot’s release.

If you have more questions, contact us at admeter@usatoday.com.

Welcome to Ad Meter 2020

Super Bowl LIV will be here before you know it, with the big game set for February 2, on FOX. And with less than a month to go, we’re also reminded of another exciting element: It’s also USA Today’s AD Meter time! Let’s bring on the Super Bowl …

Let’s bring on the Super Bowl commercials!

This year marks the 32nd Ad meter competition, and it is starting to look like another good one. Complemented by the NFL’s centennial celebration, the possibilities for what types of Super Bowl commercials we’ll see are being unveiled almost daily.

Remember, if you’d like to have your opinion heard on this year’s commercials, you can register to be an Ad Meter panelist beginning January 15.

Until then, here a few updates as we get ready to kick things off!

Gathering metrics has changed

Due to 2018 regulations established in the California Consumer Privacy Act (CCPA), Ad Meter will no longer gather personal metrics information (salary, location, age range, gender). You can read more about the law here: CCPA Law.

Fewer commercial breaks

Back in May, FOX announced that it would be cutting the number of commercial breaks each quarter, going from the usual five down to four. Commercial lovers shouldn’t worry, though: The cut won’t restrain the total number of spots, because each break will be longer than in past years.

Prices have not changed—fewer breaks have only increased the demand

The cost for a spot in the Super Bowl ad lineup continues to rise. This year, purchasing two 30-second spots will run $5.5 million per, while one 30-second spot is $5.6 million. Because of the fewer breaks, advertisers are moving quickly to get into the mix, with only the 2014 Super Bowl (New York) selling as many spots at this current point of the process (as of 1/9/20). The demand, with a reported 25 advertisers positioning for the final 17 spots, might boost spends closer to $6 million!

Plenty to eat, plenty to drink

Anheuser-Busch is back, marking the 40th year as an official sponsor of the game. They told Ad Meter they’ll feature “Budweiser, Bud Light, Michelob ULTRA and Michelob ULTRA Pure Gold in four, 60-second spots.” Coca-Cola will be there, too, along with Pop-Tarts, Avocados from Mexico, Pringles, Snickers, with certainly more to follow!

Vroom! Vroom!

Of course, no Super Bowl is complete without a few great car commercials. Kia, which is celebrating 25 years, will be there on Super Bowl Sunday. Audi, Hyundai, Toyota, and Porsche have started their engines for a trip to the SB Commercial Garage, too.

New to the “game”

Facebook made the biggest inaugural splash, thanks in part to Sylvester Stallone’s social media post. Sabra will make its first appearance. Both, however, have been overshadowed by a particular campaign one-up: President Donald Trump and former NY mayor Michael Bloomberg, according to reports, will be fight-spending during Super Bowl LIV, with the two camps dumping millions for ad space.

And that’s just the beginning! Make sure to follow along all month as we get closer to Super Bowl Sunday!