Everybody will know who won the biggest sporting event of the year by the end of Sunday night, but did you know there’s a clear winner in the advertising world too? Ever since 1989, interest in every second of advertising shown during the game has been tracked by the USA Today Ad Meter using continuous input from a small panel of viewers. Marketers hope to have cracked the top 10 of all ads shown for the night when ratings come out in the paper Monday morning.
However, over the years both audiences and industry professionals have expressed concern for how the Ad Meter causes creators to fixate on only what will result in the highest ratings and immediate reactions rather than a resonating message. This will be the first year USA Today is opening a public poll on Facebook, in addition to the traditional panel, and won’t declare a “winner” until the polls close on Wednesday.