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.
