Super Bowl commercial REWATCH with YouTube’s AdBlitz: Extended cuts

Sometimes, what you don’t see during the Super Bowl commercial spots can create just as much—if not more—intrigue in the days following the rundown.

Brands have come to realize this “show me more” collective mindset too, and have acted accordingly using extended cuts of the commercials.

Of course, an extended cut is nothing groundbreaking in entertainment. But it does signal that some brands have adapted to the Super Bowl commercial world’s monetarily rugged conditions.

And when considering that 30 seconds of space can cost upwards of $6 million, it makes sense to add a little stretch to the dollar by producing more in-depth versions of the Big Game ad that fans can watch online.

Plus, it’s been a hit.

As we head into our post-Super Bowl coverage of the 2021 commercials—including the USA TODAY Ad Meter Replay Ratings—we’ll be rewatching a lot of spots, weighing in again along with all the fans.

To help, we’re checking back in with AdBlitz, a YouTube exclusive, to see which extended cuts are gaining the most attention.

Here’s what we found…

Paramount Plus: “Sweet Victory”

https://www.youtube.com/watch?v=iG0jvqAfiKA&list=PLjncHZSg0GNHexPqzhlkGhsjZ05XYpn_g&index=13

Paramount Plus dropped four spots on Sunday, with the last culminating in a star-studded reveal atop Paramount Mountain. That was only 60 seconds, though. This 1:30 cut has even more twists and turns…Way. More.

REWATCH the entire AdBlitz playlist here

Disney Plus: The Falcon and The Winter Soldier

https://youtu.be/IWBsDaFWyTE

Trailers also present a tricky navigation during the Super Bowl because of the timecrunch. For instance, the second cut of this Disney Plus release ranked 30th (out of 57) in the USA TODAY AD Meter ratings.

But the extended cut is racking up views on YouTube’s AdBlitz.

It will be interesting to see how the spot does in the Replay Ratings…

Fiverr: “Opportunity Knocks”

https://www.youtube.com/watch?v=XelsNvpibpQ&list=PLjncHZSg0GNHexPqzhlkGhsjZ05XYpn_g&index=19

Fiverr jumped into the Super Bowl commercial ring as a first-time contender with its spot that featured the now pop-cultural famous Four Seasons Total Landscaping. The 30-second commercial that aired during the game didn’t land with Ad Meter panelists and finished 43rd.

But this extended cut has a few more unexpected pop-ups here and there and has gained the attention of quite an impressive number of people.

General Motors: “No Way Norway”

https://www.youtube.com/watch?v=yCy-a_E2I3s&list=PLjncHZSg0GNHexPqzhlkGhsjZ05XYpn_g&index=31

Five seconds of Will Farrell can send the digital world into a sharing frenzy, escalating view counts into rare territory. So it’s not a surprise that this extended version of GM’s ad is doing so well.

The original finished sixth in the USA TODAY Meter ratings.

NFL: “As One”

https://www.youtube.com/watch?v=SilS_vq4XOw&list=PLjncHZSg0GNHexPqzhlkGhsjZ05XYpn_g&index=33

The NFL has typically performed well in the USA TODAY AD Meter ratings, even winning it all in 2019. However, like the 2021 game, this year’s spot didn’t turn out to be an all-time great. Whether it was the airtime (heading into the fourth when Chiefs and causal fans might have changed the channel), or the Vince Lombardi footage and visual effects fell flat, the ad just made the top 20 (19th) in the USA TODAY Ad Meter ratings.

This cut that runs an extra 40 seconds hasn’t been overlooked on AdBlitz, though, which is a perfect example of how the extended creations can work a little magic.

Ad Meter 2021 roundup: Big names, big spots and first-time surprises

Don’t head to the refrigerator just yet! There’s no time like showtime, and the Super Bowl commercials are going live at a tremendous pace

Don’t head to the refrigerator just yet! There’s no time like showtime, and the Super Bowl commercials are going live at a tremendous pace.

What started as a slow build at the turn of the calendar is now a full-on showcase of some of the biggest spots for the biggest stage. In a matter of hours, we’ve gotten first looks at Matthew’s new…um…look, Alexa’s new body, first-time appearances, and an all-time reunion to help save the day—er, beer.

There’s lot’s to cover, so we’ll get right to it.

Register today for this year’s USA TODAY Ad Meter and have your voice on the Super Bowl LV commercials heard.

Matthew?

https://youtu.be/BLuqtTn4610

Doritos had fans eagerly awaiting the mysterious (and, based on actress Mindy Kaling’s face in Teaser #1, shocking) new look that actor Matthew David McConaughey was sporting—and now, the anticipation has ended!

Backyard football (commercial)

https://youtu.be/-QKt8GtRUOA

Scotts Miracle-Gro makes a first-time appearance in the Super Bowl ad lineup in 2021, with a spot that has more than a few recognizable faces (and dance moves). NASCAR driver Kyle Busch, actor Carl Weathers, fitness instructor Emma Lovewell, John Travolta and his daughter, Ella, plus, Martha Stewart and actor Leslie David Baker, all help place emphasis on the importance that backyards play in our lives.

They tax…what?!

https://youtu.be/3bqk-JJsYWg

TurboTax enters the Big Game this year with a singalong spot that’s also a learning experience, as the Tax Expert—who comes to you in an internet way— shares some of the remarkable things we collectively don’t know about filing: Exceptional trees, hitting the century mark in New Mexico, and beyond. (I’ll never look at a cow the same way.)

Logitech looks to ‘Defy’

https://youtu.be/3dBl1iwqqbw

Lil Nas X is back on the screen during the Super Bowl commercial run this year, stabling his horse and dance skills of 2020 to help introduce Logitech. The multi-brand company makes its first-ever appearance on Super Bowl Sunday, with a unique concept that goes beyond just the talented artist. Within the 60 seconds, the ad features actual makeup artists, entrepreneurs, environmentalists, educators, and illustrators.

A billion reasons…

https://youtu.be/2ickWfpGyeQ

Stella Artois goes animated in this provoking spot for the Super Bowl, teaming up with Grammy Award-winning artist Lenny Kravitz for a very timely take on “It Ain’t Over Til It’s Over”.

What a helpful Alexa

https://youtu.be/xxNxqveseyI

One woman’s wild imagination runs smack into a very, very, very specific Amazon Alexa in the brand’s latest Super Bowl creation. While not everyone is thrilled with Alex’s new body—which just so happens to be actor Michael B. Jordan—it seems like a few others won’t be writing any poor online reviews.

Game-changer

https://youtu.be/zN8naTqX3TI

Dexcom, a company that specialized in continuous glucose monitoring systems for managing diabetes, joins the 2021 Super Bowl lineup with its ad starring Nick Jonas (who was diagnosed with Type 1 diabetes when he was 13). A first-ever in the USA TODAY Ad Meter ratings, the spot aims to raise awareness about diabetes while introducing testing technology that doesn’t include a fingerstick.

Reunion time!

https://youtu.be/X9jkvq4-tCU

Fans of the Bud Light Super Bowl commercials of yesteryear are in for delightful 60 seconds in the brand’s latest Big Game ad. Someone has to save the beer—and that someone is a reunion of Bud Light’s stars of the past.

Super Bowl commercial rush with YouTube’s AdBlitz: Teasers creating big-time buzz as the Big Game nears

Join USA TODAY and Adweek for The Big Game Summit

WATCH Nick Jonas stars in rare Super Bowl spot for diabetes tech company

The absence of Super Bowl advertising juggernauts like Budweiser and Coke has created openings for first-time advertisers to enter the fray during this year’s broadcast

The absence of Super Bowl advertising juggernauts like Budweiser and Coke has created openings for first-time advertisers to enter the fray during this year’s broadcast.

One such newcomer is Dexcom, which is hoping to make a splash with an ad starring Nick Jonas.

The company, which produces continuous glucose monitors for those with diabetes, released its 30-second spot Tuesday. It will air after the first quarter.

Dexcom hopes the spot will both market its product and raise awareness of changes in diabetes management technology with the help of Jonas, a musician who was diagnosed with Type 1 diabetes when he was 13.

“Too many people with diabetes suffer through painful, antiquated fingerpricks because they
don’t know a better way exists,” Jonas said in a statement. “I truly believe people with diabetes deserve the absolute best care, and that’s really the spirit of my first Super Bowl commercial. It means so
much to me to bring this message of awareness and the need for improved (continuous glucose monitoring) access to as many people with diabetes as possible.”

Check out the full ad — which will be a Super Bowl first for both Dexcom and Jonas — below:

https://www.youtube.com/watch?v=zN8naTqX3TI&feature=youtu.be

Register today for this year’s USA TODAY Ad Meter and have your voice on the Super Bowl LV commercials heard.

Ad Meter 2021 roundup: The latest Super Bowl commercials to premiere

Super Bowl commercials have already started to premiere, with Chipotle, Mercari, Pringles, Tide, Michelob ULTRA, Vroom, and Bud Light Seltzer Lemonade unveiling their Big Game spots.

The Super Bowl is just over a week away, and the commercials that will tempt to capture the approval of the millions of fans are beginning to go live ahead of February 7.

The spots in this year’s Big Game have a price tag of nearly $5.6 million for 30 seconds of airtime, so expectedly, some brand’s are looking to make an impression on the national audience well before people start making trips to the refrigerator during breaks in the Super Bowl LV action.

And the early releases are always a fun treat for USA TODAY Ad Meter, a perfect way to get into that Super Bowl Commercial mindset before the ratings go live next Wednesday.

Register today for this year’s USA TODAY Ad Meter and have your voice on the Super Bowl LV commercials heard.

So, what’s new?

Heading into the weekend, here’s a look at some of the latest…

Pringles is ba—Hey, look at this flavor combo I just made!

https://www.youtube.com/watch?v=Meuc2d3SICM&feature=youtu.be

Pringles is back in the Super Bowl lineup in 2021, providing the audience with more stacking-fueled mishaps and distractions in its “Flavor Stacking Space Return” spot. The company went animated in 2020, calling on “Rick and Morty” to spark the Flavor Stacking fun. And it continues the comedic themes this year with a pair of stranded astronauts, who are out of luck thanks to some creative combos causing a diversion at Mission Control and a fishing boat passing by…

And did you notice it? The ad also features the recently unveiled new Pringles can design.

Michelob ULTRA hits with 60 seconds of “happy”

https://www.youtube.com/watch?v=6nzZW8BN-WY&feature=youtu.be

Michelob ULTRA unloads an impressive list of athletes in this new 60-second ad, featuring stars like Serena Williams, Mia Hamm, Anthony Davis, Usain Bolt, Brooks Koepka—and even going “throwback” with Billie Jean King, Arnie Palmer and Willie Mays. The message is an interesting one, geared toward the low-cal brew and finding happiness within—and kudos for adding the song in the background, as I’m still humming it as I complete this note.

You owe Jason Alexander an apology!

https://www.youtube.com/watch?v=YvjuL6Bci6M&feature=youtu.be

Tide’s also back in the Big Game in 2021. The laundry detergent brand relied on the comedic prowess of Jason Alexander’s now-iconic expressions…and used his face to make the most unique hoodie of all time. In the time of travel restrictions, set restrictions, booking the talent—making sure the craft service pretzels don’t make him thirsty—and just the general ‘blah” of 2020, you have to give this type of thoughtful concept a nod. (Alexander making a cameo is also perfect.)

Check out Tide’s bonus footage here.

New to USA TODAY Ad Meter: Vroom

https://www.youtube.com/watch?v=haXc74orwhg&feature=youtu.be

Newcomer to the Super Bowl commercial hoopla is used car company, Vroom. It’s the first such brand to enter the lineup since 2014, when Carmax’s “Slow Clap” failed to resonate with the Ad Meter panelists, finishing 51st (out of 57). Don’t count out Vroom, though, as the brand does a standup job of portraying society’s general nightmare of dealing with used-car salespersons— while adding in the right touch of humor.

New to USA TODAY Ad Meter: Mercari

https://www.youtube.com/watch?v=K6nwCssL-aU&feature=youtu.be

Mercari joins the intriguing list of brands that will have an inaugural Super Bowl commercial this year, with the online marketplace dropping this 15-second spot that involves some cool editing to show that, when it comes to unneeded items, you say goodbye…and someone else says hello.

New to USA TODAY Ad Meter: Bud Light Seltzer Lemonade

https://www.youtube.com/watch?v=g6CVKs77X74&feature=youtu.be

Bad do-it-yourself haircuts, disastrous wedding postponements, 2020 gave us lemons…and Bud Light Seltzer Lemonade’s first-ever Super Bowl spot found a way to capture the overall story arc in 60 seconds and add a dash of levity to the situation.

New to USA TODAY Ad Meter: Chipotle

https://www.youtube.com/watch?v=BkXHqihY4RE&feature=youtu.be

Rounding out this first wave of Super Bowl commercial spots to go live, newcomer Chipotle asks a simple question in its 30-second spot: Can a burrito change the world?

The stream of followup questions helps highlight the larger picture for the brand’s sustainable impact being created through a commitment to Food with Integrity.

WATCH: Ad Meter 2021: Our favorite Super Bowl ads starring man’s best friends

Join USA TODAY and Adweek for The Big Game Summit

Get ready for the live virtual event on Feb. 4 co-hosted by two leading authorities in Big Game ad coverage—USA TODAY and Adweek.

Super Bowl commercial fans, get ready for The Big Game Summit!

This year two of the leading authorities in Big Game ad coverage—USA TODAY and Adweek—are partnering to co-host a live virtual event on February 4 at noon ET. The Big Game Summit will feature the latest commercial trends and analysis, as well as predictions for this year’s lineup of hopeful spots being rated by USA TODAY Ad Meter panelists.

Alongside Adweek, the event will also highlight marketing and media leaders’ Big Game playbooks while discussing the challenges that 2020 presented and how marketing has shifted in this new (and unexpected) landscape.

You can see the lineup of guests here.

One of the highlights of every Super Bowl is the commercials, capturing the intrigue of the millions of fans who eagerly await the breaks in between the on-field action. And with 30 seconds of airtime costing upwards of $5.6 million, that eager anticipation is just as prevalent for the marketing agencies and brands, too. The invested time—from creative think-tanking in the concept phase to the pressure of the rollouts and beyond—is a journey that rarely gets told before each group settles in for showtime.

Until now.

The event is free and open to everyone: Industry people, creatives—even students and teachers in marketing fields—and, of course, the fans of the Big Game spots that capture such a massive part of pop-culture engagement every year.

Save your virtual seat now.

Important note: In the event that Super Bowl LV is postponed to February 28, 2021, this event will be rescheduled for February 26, 2021. There will be no need to reregister — existing registrations will be carried over to the new date, if necessary.

Welcome to Ad Meter 2021

You can practically feel the anticipation building as that first commercial break after the coin toss nears… And with that, hello USA TODAY Ad Meter 2021! We are excited to kick off another year as the leading tracker of public opinion on Super Bowl …

You can practically feel the anticipation building as that first commercial break after the coin toss nears…

And with that, hello USA TODAY Ad Meter 2021! We are excited to kick off another year as the leading tracker of public opinion on Super Bowl ads—and remember, if you’d like to have your opinion heard on this year’s Super Bowl LV commercials, you can register NOW to be an Ad Meter panelist.

Have questions? The 2021 FAQs are here to help.

The timeframe from now until voting opens—which will begin February 3 at noon ET—is always full of unknowns and surprises, so once again, our editorial staff will keep track of all things Super Bowl commercials, providing coverage of the latest and greatest as the Big Game goes live on February 7 on CBS.

Until then, sit back and enjoy what is setting up to be an exciting year for Ad Meter and all the great panelists.

To get things started, here are a few updates:

The two biggest names in Super Bowl ad coverage are partnering

Adding to the Super Bowl commercial coverage, Ad Meter is joining forces with Adweek to provide extensive editorial insights before, during and after the game. And keep an eye out for The Big Game Summit, a virtual event that will stream on Thursday, February 4.

Featuring both Adweek and Ad Meter editors, along with industry guests, the show will offer an inside look at Super Bowl commercial trends and sneak peeks, plus marketing and media leaders’ Big Game playbooks.

Note: If Super Bowl LV is postponed to February 28, 2021, the event will be rescheduled for February 26, 2021. No reregistration necessary—all existing registrations will be carried over to the new date, if required.

Rate it again!

Also brand-new to the Ad Meter fun, if you missed the opportunity to rate the ads during the Super Bowl—or just can’t get enough of the commercials—the Replay Ratings will provide a second chance to weigh in with an opinion.

The Replay Ratings will award superlatives like Most Comical, Most Heartwarming, Best Teaser, etc. Our editorial experts will select five ads in each category, and much like high school yearbook polling, it will be a popularity contest, where the ad with the highest total of panelist votes wins the title of “Most/Best ___.”

The ratings will take place from Monday, February 8 to Wednesday, February 10, when the Super Bowl commercial chatter is at a maximum level. And yes, we have totally made sure to include the best photo backgrounds of yesteryear, just so you can have that extra dose of yearbook nostalgia:

Note: You must be a registered panelist to participate and cast your superlative votes.

Big Game Sweepstakes

Incentives to register as an Ad Meter panelist? You bet! Thanks to the Pro Football Hall of Fame, registration this year could mean a trip to the Big Game in 2022. Learn more about the Sweepstakes here.

Going LIVE

The Monday after the Super Bowl is always one of the busiest days for Super Bowl commercial breakdowns and recaps. This year, on Monday February 8, USA TODAY will take a dive into the Big Game’s best during Ad Meter Live powered by Verizon. The premium, 20-minute live experience will be hosted by USA TODAY’s Ralphie Aversa and will air on the Ad Meter site, USA TODAY YouTube channel, and social channels.

Stay tuned for more details!

Now, about that buzz.

Prices are holding steady

The cost for a spot in the Super Bowl LV ad lineup is reportedly in the $5.5 million range, a similar price tag to 2020 ($5.6 million). Additionally, it’s been said that CBS requires advertisers to pay an extra $200,000 to have the spot run on its streaming platform.

Currently, CBS has not sold out their inventory, with somewhere in the 80-percent range having been filled. (Last year, FOX sold out in late November.)

Speaking of which …

Who’s in, who’s out?

Unlike the past several years, many brands have been quiet about their plans for the Big Game spots. Whether that’s because of the Presidential Inauguration, the impact of the coronavirus, or a combination of many elements, the news surrounding who’s in and who’s out has been minimal at best.

But that doesn’t mean there hasn’t been any news.

Big names like Coca-Cola and Pepsi-Cola have both bowed out of this year’s Super Bowl (though Pepsi will have the Halftime Show, plus brands under its umbrella). They join Hyundai, Avocados from Mexico, and Olay as brands from the 2020 lineup that won’t be appearing.

On the other side, Cheetos and Doritos—two brands that have already released teasers—will be part of the commercial festivities, along with Pringles, M&M’s, Kia, TurboTax, Mountain Dew, WeatherTech, and Amazon… and we expect more to come as we get closer to the beginning of February.

Just a fun guess: From what we’ve seen so far, it would be a safe bet to expect more than a few big-name celebs in this year’s spots.

New to the “game”

According to Adweek, Vroom, Fiverr, and Miracle-Gro will all make inaugural appearances during Super Bowl LV.

That’s all for now—again, welcome to USA TODAY Ad Meter 2021!

Register to become a panelist

Ad Meter 2021 Big Game Sweepstakes

The Pro Football Hall Of Fame is offering Ad Meter panelists a chance at winning an experience of a lifetime in 2022.

Longstanding for honoring the heroes of the game and focusing on excellence, the incredible opportunity will include interacting with some of the legends of football, while watching the next generations of Hall of Fame greats on the biggest stage: next year at SoFi Stadium in Inglewood, California.

That’s right—the Big Game!

Here are the Sweepstakes details:

1. Two (2) tickets for the Big Game scheduled to occur February 6, 2022 at SoFi Stadium in Inglewood, California.

Which teams will it be—possibly your favorite?!

2. Two (2) tickets to the Merlin Olsen luncheon.

Described by Dallas Cowboys owner Jerry Jones as “one of the best events during Super Bowl Week”, the Grand Prize Winner and Guest will get to mingle with NFL legends and big-name celebrities during the star-studded event.

Previous attendees include Emmitt Smith, Joe Namath, Michael Strahan, Jon Bon Jovi, and Robert Kraft.

3. Two (2) tickets to the VIP Tailgate Party.

Hosted by Emmitt Smith, attendees will enjoy gourmet food as well as a top-shelf, premium open bar, plus a few other unique and incredible experiences:

Current Player, Alumni & Gold Jacket Appearances
Roundtable Q&A with Hall of Famers, Alumni & Current Players
Photo Opportunities & Player Meet & Greets
Saturday Gold Jacket Autograph Session

Travel to the game and accommodations:

The Grand Prize Winner and Guest will be provided with round-trip coach-class air transportation, originating from and concluding at the commercial airport nearest the Grand Prize Winner’s primary residence within the continental United States to an airport in or around Inglewood, California.

Note: If the Grand Prize Winner lives within two hundred (200) miles from Inglewood, California, ground transportation may be substituted in lieu of air transportation at the sole discretion of the Sponsors.

Plus, there will be four (4) nights of hotel room accommodations (one-room, double–occupancy) at a hotel chosen by Sponsors in or around Inglewood, California for the dates February 3, 2022 (check-in) until February 7, 2022 (check-out).

Sound like fun?

Entering the Sweepstakes is simple and free for Ad Meter participants—see full rules and details here.

And fans of the game, don’t forget to check out the Pro Football Hall of Fame in Canton, Ohio—the ultimate destination for sports fans.

Considered “the most inspiring place on Earth,” the Hall has something for the entire family, from the Lombardi Trophy and A Game For Life Theater to the Hunt and Casterline Card Collection and impressive display of Super Bowl Championship Rings, plus so much more.

Take the Virtual Tour below to see some of the Pro Football Hall of Fame’s history of the game and interactive experiences that will create lasting memories and make football fun for everyone!

Virtual Tour

Ad Meter 2021 FAQs

Everything you need to know for USA TODAY’s 2021 Ad Meter as Super Bowl LV nears.

Super Bowl LV is within sight, which means, Super Bowl Commercial Season is almost here!

Along with that, comes another wonderful year of USA TODAY’s Ad Meter.

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

We expect a big voter turnout for SB LV and understand that you might have questions—whether it’s how to vote on the ads or how to enter an ad in the Big Game—so please see the FAQs below to help you get started.

When does Ad Meter registration begin and end?

U.S. citizens 18 years of age or older who want to be Ad Meter panelist can register online between January 20 and Super Bowl Sunday (even during the game), which is February 7 this year on CBS.

Once registered, you’ll receive access to use a password-protected microsite to vote on the Super Bowl commercials. 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.

How does Ad Meter work?

Panelists will have the opportunity to begin rating the ads on Wednesday, February 3, at noon ET. As soon as an ad is released, we will add it to the Ad Meter platform. Remember: for your vote to count, panelists must rate every ad—so don’t forget to come back during the Super Bowl to finish rating all the commercials that have not been made public beforehand.

Like previous years, Ad Meter will remain open until 1 a.m. ET/10 p.m. PT the night of the Super Bowl (February 7). This will give participants more time to weigh in on their favorite commercials.

How many commercials will there be?

Ad Meter panelists are asked to rate the National Commercial Block between the coin toss and kickoff all the way to the two-minute warning in the fourth quarter—plus halftime. While the count varies from year to year, panelists should expect to rate some 50-plus commercials.

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 completed rating all commercials. The highest average rating will be the winner.

The winner of the 2021 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.

As panelists are rating, 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 rate every ad?

Yes, all panelists are required to rate every eligible ad.

Will there be a way to get more info about the ads?

Most of the brands advertising during the Big Game keep things pretty close to the chest, but that doesn’t mean they won’t share a sneak peek here and there. The good news: a dedicated online portal—admeter.usatoday.com—will host daily content supporting the excitement and stories leading up to the game.

Can just anyone participate?

U.S. citizens 18 years of age and older can participate. Interested panelists must register in advance at admeter.usatoday.com.

Can an advertiser “game” the system?

As proven by the size of the voting panel in 2018, 2019 and 2020, we will again have a statistically significant amount of votes cast in 2021 to keep any advertisers from “gaming” the system. We will be monitoring our registrations and auditing the rating process closely for any patterns or discrepancies—like bulk voting or Bots—and we will investigate anything that seems odd.

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

No. Ad Meter registration no longer includes gathering data from users’ personal metrics due to the CCPA Law.

Are there any incentives to participate?

Yes! When you register to become a panelist, you will be entered into exclusive sweepstakes for a chance to win a trip to the Big Game in 2022. See Prize Details and Official Rules here.

How many panelists do you expect/want?

We expect to have thousands of participants, much like we did in previous years.

Are you changing any of the rules around eligible ads?

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

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

Are there ever exceptions where Ad Meter includes commercials that don’t fall under the eligibility guidelines?

While there are plenty of great spots around Super Bowl time, USA TODAY’s Ad Meter only permits ads that fit within the eligibility criteria. Out of fairness to the system, no exceptions are made.

How does an advertiser upload their ad?

Advertisers must email a YouTube link 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.

The sooner we get the commercial, the better. It allows time to get everything set up for when the spot is to go live. 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.

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

We have an extended cut that we’d like to use—is that OK?

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.

What if the Super Bowl is moved?

If 2020 has taught us anything: be prepared for the unexpected. While we hope the Super Bowl will go on according to plan that might not be the case. If the game is moved, we will relay the information that becomes available about the new dates/times. From there, we will set the voting window for Ad Meter panelists and communicate with the advertisers who have sent in an ad.

What if an advertiser’s commercial is already live before the game gets moved?

We will unpublish the ad until the new timeframe is set. Once the NFL has confirmed the date, we will reset the voting window for Ad Meter and republish the eligible spots accordingly.

Anything we missed?

Yes—the Replay Ratings!

Brand-new to the Ad Meter fun, if you missed the opportunity to rate the ads during the Super Bowl—or just can’t get enough of the commercials—we’ve created a second chance to weigh in this year that will take place from Monday, February 8 to Wednesday, February 10.

The Replay Ratings will award superlatives like Most Comical, Most Heartwarming, Best Teaser, etc. Our editorial experts will select five ads in each category, and much like high school yearbook polling, it will be popularity contest, where the ad with the highest total of panelist votes wins the title of “Most/Best ___.”

Note: You must be a registered panelist to participate and cast your superlative votes.

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

Register for Ad Meter here!

AdBlitz Awards: Ad Meter spots that took most viewed honors in each category

Almost one week later, a handful of Super Bowl spots have really pulled away from the pack, with view counts reaching into the astonishing. With the help of AdBlitz, a YouTube exclusive, we’re able to see what ads submitted to USA Today’s Ad Meter …

Joining in on the award season fun…

Envelopes, please.

Most Viewed in the Comedy category:

Most-viewed of all Ad Meter ads (so far), Amazon’s spot, “Before Alexa,” has been quite the hit. The 60-second ad featuring Ellen and Portia takes a comical look through history, focusing on what people did before the virtual assistant existed.

Most Viewed in the Dramatic category:

Heinz made four different ads in one creative, compacted 30-second spot. The ad, directed by Roman Coppola, has surpassed all the other adds by a few million views.

Most Viewed in the Inspirational category:

Microsoft’s game-changing spot was tops in the ‘Inspirational’ category, sprinting ahead of Budweiser’s “Typical American” by a few million views.

Most Viewed in the Action-Packed category:

This was the closest margin of victory, with the F9 trailer edging out Quibi’s inaugural Super Bowl spot by a million views.

Note: F9 also had the most views in the Teaser category, too.

Most Viewed in the Sentimental category:

“Loretta” was the clear favorite in the ‘Sentimental’ category, and it didn’t leave the door open for any upsets. Google’s heartwarming tale has been one of the most popular ads—it finished third in the Ad Meter rankings—and has reached an impressive number of views.

And thus concludes the show, folks.

Looking for more Super Bowl commercial bliss? Make sure to head over to AdBlitz, a YouTube exclusive!

Rocket Mortgage’s Super Bowl ad starring Jason Momoa finishes fifth in Ad Meter rankings

It’s rare that a lending company-albeit the largest in America-would be expected to make a huge splash in the Ad Meter rankings. They don’t sell beer, or candy, or chips, or soft drinks. And they aren’t releasing the next box-office hit. At the …

It’s rare that a lending company—albeit the largest in America—would be expected to make a huge splash in the Ad Meter rankings. They don’t sell beer, or candy, or chips, or soft drinks. And they aren’t releasing the next box-office hit. At the most, you’d expect them to cause a small ripple.

But, then again, when you have Aquaman…

Rocket Mortgage will forever remember Super Bowl LIV. The Detroit-based lending company was back in the Big Game-mania this year with a spot that featured actor Jason Momoa for their campaign, “Get Comfortable.” That alone seems like a story worth remembering, but it’s merely the gameplan and the not the final drive.

Out of the 60-plus ads and trailers that were submitted, the spot ended the night as the fifth highest-rated commercial in the Ad Meter rankings.

Fifth!

You can count the number of mortgage companies that have accomplished that ranking with a closed fist. The success teetered on the unbelievable, even for an experienced Super Bowl ad veteran like Quicken Loans CMO, Casey Hurbis, who Ad Meter caught up with to talk about the big night.

“When you’ve got a lot of brands there (on Ad Meter) that are habitually in the top 10,” Hurbis noted, “to be a mortgage company—a commodity-based company and brand—that’s in the top 5 is something to be super excited about.”

When we first spoke before Super Bowl Sunday, what the actual commercial would look like was still a close secret. Instead, the company and the star of the spot had released several teasers—which did incredibly well—and as the CMO explained, “lent itself to people wondering, ‘What does it really mean for Jason Momoa to be comfortable at home? What is that going to look like?'”

The anticipation would last until the first quarter of the Super Bowl when the final product aired—a sleight of hand that took a comedic one-eighty from the teasers.

It was an epic moment for the 75 Rocket Mortgage employees gathered at the office. “It was sixty seconds of dead silence, and then an eruption of cheers,” Hubris said in awe.

But this was also a busy night, as he pointed out:

“We were activating the Rocket Mortgage Super Bowl Squares, and about five minutes before the commercial ran, there was a score. And for the first time, we were like, ‘OK. We have to pull the name, and we have to announce it.’ Then the commercial ran, and we’re celebrating, and then there was a score shortly after that.”

“Mission Control” Photo courtesy of Quicken Loans

Zero rest isn’t uncommon on this type of night for brands. But the work and effort has been the exciting part of this particular journey for Rocket Mortgage—a “partnership”, as Hurbis describes it, and learning experience. As previously mentioned, he doesn’t always believe that Super Bowl spots should be released before the actual airtime. “You can argue the pros and cons of it,” he explained. “But what this showed us was by teasing it and doing fun, engaging, leaned-in content, you can build up a lot of that buzz and anticipation, and then you show America the spot for the first time.”

(The content is still making the rounds on social media, including these two photos of the—ahem—real Jason Momoa:)

When the night finally ended all that was left were the restless hours until the Ad Meter rankings were released. “It was a late night—we didn’t wrap up until well after midnight,” Hurbis recalled. “But we woke up Sunday morning with smiles on our faces, and it’s been a great week!”

A great week, indeed, one that seems to be continuing.

“People are coming up to Jason and telling him how funny it was and how much they enjoyed the commercial,” Hubris said of Momoa—who reached out to the CMO Sunday night and shared in the joy of how well the spot turned out and has since continued to post behind-the-scenes footage.

“It’s humbling,” Hurbis also added, now having a few days to let the rush of it all settle. “We had a great campaign and a great partner to bring it life, and we’re excited that America affirmed that—the amount of positive sentiment we have is overwhelming.”

It was an impressive showing for Rocket Mortgage, the excitement of the commercial’s success resonated in each answer Hurbis gave. And rightfully so. But that doesn’t mean it’s one-and-done for him or the hard-working team. We ended the conversation by chatting about the future, the “Get Comfortable” campaign, and what it means for Rocket Mortgage.

Hurbis replied: “When you’re America’s largest lender, you’re right back to work and getting ready for the next exciting project.”

With the company’s success in this year’s Ad Meter, that type of forward brand momentum would be expected.