USA TODAY Launches 33rd Ad Meter Competition
January 26 2021 - 9:30AM
Business Wire
Presented by Kia, the annual program will measure
sentiment around this year’s Super Bowl commercials and offer
additional analysis with new Replay Rating feature sponsored by
Verizon
USA TODAY, part of Gannett Co., Inc. (NYSE: GCI), launched its
33rd Ad Meter program, the premiere gauge for public evaluation and
opinion about Super Bowl advertisements. This year’s competition is
presented by Kia Motors and features an array of new program
elements.
Ad Meter participants can login, watch and rate this year’s
Super Bowl ads starting Wednesday, Feb. 3. Ad rating will run
through the big game and officially close on Monday, Feb. 8 at 1
a.m. ET. Each participant must rate every commercial that airs
during the Super Bowl for their ratings to be counted. To register
as a rater and keep up with news and updates surrounding the
commercials, visit admeter.usatoday.com.
In addition to the traditional Ad Meter ranking, USA TODAY
Sports is launching Replay Ratings sponsored by Verizon as another
measurement tool for superlative categories that will name
commercials as the most comedic, inspirational, heartwarming,
action-packed, as well as the best teaser. Participants can begin
casting their votes on Monday, Feb. 8th through Thursday, Feb.
11.
“Ad Meter is always a buzz for the advertising community during
the Super Bowl, and we are happy to be a part of Ad Meter again
this year,” said Russell Wager, Vice President, Marketing, Kia
Motors America. “As the proud winner of the 2017 Ad Meter, we at
Kia are longtime fans of this annual pop culture event and look
forward to not only the Super Bowl game itself, but the friendly
competition between the advertisers as they vie for the top
spot.”
For a second year, USA TODAY and YouTube’s strategic partnership
will provide sentiment analysis and data insights to the Ad Meter
platform. All commercials that are ranked in USA TODAY’s Ad Meter
will also be curated into a proprietary USA TODAY Ad Meter Playlist
on YouTube AdBlitz.
“The Super Bowl ads have become just as big as the game itself.
We will all be watching closely this year to see how brands
approach their messaging and how consumers respond," said Chris
Pirrone, VP and General Manager, USA TODAY Sports Media Group. “Ad
Meter will be highly competitive this year, and we’re excited to
provide our annual measurement and consumer insights, in
partnership with Kia, Verizon and YouTube.”
Ad Meter fans will be able to engage socially in exciting new
ways this year. Beginning today, fans can leverage a unique
augmented-reality filter on USA TODAY and USA TODAY Sports
Instagram pages that allows fans to share their excitement about
this year’s Ad Meter competition with their social network.
The winner of the 2021 Super Bowl Ad Meter will be announced on
Monday, Feb. 8 at 8:30 a.m. ET. All Super Bowl ads and the ranking
results will be available at admeter.usatoday.com. Following the
announcement of the results, USA TODAY will be hosting “Ad Meter
Live” at noon ET. The video show hosted by USA TODAY Ralphie
Aversa, host of USA TODAY’s Entertain This!, will feature industry
experts, including Adweek’s Editor-in-Chief, Stephanie Paterik, and
USA TODAY National Sports Columnist Nancy Armour for commentary on
the commercials and Ad Meter results.
About USA TODAY
Founded in 1982, USA TODAY reflects the pulse of the nation,
serving as host of the American conversation by delivering
high-quality, engaging content through unique visual storytelling
across all platforms. A media innovator, USA TODAY reaches more
than 90M unique visitors each month across digital platforms, with
more than 25 million downloads of our award-winning app. USA TODAY
is owned by Gannett Co., Inc. (NYSE: GCI).
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