USA TODAY and Facebook announced today they will join forces in 2012 to launch the 24th annual Super Bowl Ad Meter. For the first time ever, consumers everywhere will have a voice in deciding the winner of the Ad Meter and will be able to see how people ranked the ads and share their favorites with friends. The traditional Ad Meter panel of viewers will also rate the ads in a controlled environment and those results will be shared with the public following the game.
“The impact and influence of Ad Meter over the years has been astounding. Through this partnership with Facebook we’re giving consumers a voice with the opportunity to rate and share the ads with their friends. Social media is changing the face of consumer engagement and this partnership more than ever, puts the consumer at the center of the conversation around advertising’s biggest annual event,” said David Payne, senior vice president and chief digital officer of Gannett Co., Inc.
“The creation of the USA TODAY – Facebook Super Bowl Ad Meter is going to give millions of people the ability to not only interact with the various Super Bowl commercials, but to rate the ads and share with their friends on Facebook. Making the Ad Meter social brings it to an entirely new level and we’re proud to be a part of it,” said Mike Hoefflinger, director of global business marketing at Facebook.
USA TODAY created the Super Bowl Ad Meter in 1989 after noticing an increasing trend in consumer interest in Super Bowl ads. A group of volunteers are pulled together each year to chart their second-by-second reactions to national Super Bowl commercials as the ads air live during the game. Participants react to how much they like or dislike an ad in real time. Ad Meter results have long been the industry-leading tool used to measure public opinion surrounding Super Bowl ads.
In 2012, the Ad Meter will be branded the USA TODAY – Facebook Super Bowl Ad Meter. In addition to USATODAY hosting the traditional live focus group where participants rate the commercials live during the game in a controlled environment, ratings will also take place via an app hosted on Facebook and USATODAY.com, both online and via mobile. The app will allow consumers to view the ads both online and via mobile, rate the ads and share them with their friends.