USA Today Ad Meter 2014 - The Story Inside the Numbers

USA TODAY AD METER. 2014 THE STORY INSIDE THE NUMBERS Since 1989 USA TODAY Ad Meter has been the gold standard for consumer ranking of Super Bowl Ads. This year our expanded group of over 6,000 panelists voted from 0-10 on the commercials that aired post-coin toss through the end of regulation (including halftime). After digging through the data, here's what we found: TOP 5 WINNER Puppy Love Budweiser Synopsis: In a true tale of 'puppy love', an almost-adopted puppy can't be separated from his Clydesdale 'best buds'. 8.29 10 10 30 30 40 40 50 Rating 1 Puppy Love Budweiser 8.29 2 Cowboy Kid Doritos 7.58 3 Hero's Welcome Budweiser 7.21 4 Time Machine Doritos 7.13 5 Phone Call Radio Shack 7.00 III-- I----I-----I----- I---- Return on Investment Each Ad Meter point cost these companies: *SPEND BASED ON KANTAR MEDIA'S 2014 REPORT - $4 MILLION FOR 30 SECOND SUPER BOWL SPOT. Anheuser-Busch H&M $32 Million $4 Million (1 Ad Spot) (5 Ad Spots) 6.25 Average Ad Meter rating 5.44 Average Ad Meter rating $1,023,454 per point = $735,294 per point = 68 63,115 Clydesdale horses H&M David Beckham Collection Boxer Shorts Beats Hyundai $8 Million $8 Million Ad Spot) (2 Ad Spots) 5.44 Average Ad Meter rating 6.49 Average Ad Meter rating $1,470,588 per point = $616,808 per point = 10,000 Beats music subscriptions AND 15 Hyundai Elantras ($17,200 MSRP) AND 1570 10 Beats Solo Headphones Hyundai Genesis ($35,200 MSRP) III-- I----I-----I----- I---- Voting Activity (Density map) Total voters: 6,272 Highest Rated Ads by Quarter Q4| 8.29 Budweiser Puppy Love Q3|7.21 Budweiser Hero's Welcome Total Q2| 6.24 votes over time Volkswagen 100,000 Miles Q1| 7.13 Doritos Time Machine KO E QI End Half Q3 End : End 12:00 1:00 2:00 3:00 4:00 5:00 6:00 7:00 8:00 9:00 10:00 Demo Breakdown Age Median (Average Voter) 3.1% <21 21.7% 21-34 1 34.1% 35-49 46 3.1% 50-64 8.4% 65+ years old woman (Born in 1967 ) $75k-100k НI Income 10.2% <25k I 15.5% 25-50k Gender 19.4% 50-75k 17.4% 75-100k 19.0% 100-150k 18.6% >150k 48% 52% Male Female |... #AdMeter Social Activity (12 PM – 12 AM day of 2/2) 30 DAY REACH 78,135,561 Impressions 5,546 Posts VOTE 12:00 3:00 6:00 9:00 12:00 PM PM PM PM PM 30 DAY REACH 10,179,818 Reach Social Heatmap 12:00 3:00 6:00 9:00 12:00 SOURCE: KEYHOLE PM PM PM PM PM Percentage of mentions light heavy visual.ly KEYHOLE USA TODAY SPORTS. 08 III---I------II--- 0000000000