Today is the day we huddle around the water cooler to discuss ads. Unlike any other time in our lives Super Bowl Sunday is the day we welcome advertisers into our homes. So for the last 25 years USA Today has been tracking the viewer’s response to these ads. As many of you already know the ad time buys for the Super Bowl are some of the highest ad rates of the year. This coveted spot has make it or break it potential for advertisers, and it is not always the most expensive and elaborate commercials that take the top prize of viewer response.
This year’s winner, aside from the Baltimore Ravens, was Budweiser. The Budweiser Clydesdale ad took this year’s top spot according to USA Today’s Ad Meter. The commercial is already viral with over 6 million unique views on YouTube.com.
The commercial as seen above allows the consumer to connect to the brand without getting into taste or this vs. that. Just a heartfelt story about how those involved with Budweiser are connected to the product they help make, even if that product is a show horse.
Tide’s commercial finished second according to USA Today. The commercial featuring the Miracle Joe Montana stain was a smart and well-timed move seeing as the Joe is the most prolific Quarterback to play for the San Francisco 49’rs. Doritos, Ram Trucks and Jeep rounded out the other top spots. Doritos actually had the best overall night with two commercials in the top 6 finishes. The Goat eating Doritos commercial only played once and secures the number 6 most popular sport of the nights advertisements. The commercial is featured below.
Again like the top commercial this one has gone viral. It already has over 1.2 million unique views on YouTube.com. How many commercials have you gone searching for to watch in your lifetime? To me that shows the real talent behind the brands and agencies involved in these ads. There is no question that we are seeing the best of the best creative work and we are seeing brands taking chances to connect with a consumer through a dying medium.
With over 55 commercials being shown during the Super Bowl at a cost of $4 million dollars per thirty-second spot the right message might be the difference between a good 2013 and a great 2013.
