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USA TODAY Announces Ad Meter Collaboration With Adobe
Monday 27. January 2014 - As official insights partner, Adobe will help infuse Ad Meter with Adobe Digital Index Data on consumer response and trends surrounding Super Bowl advertising in 2014
USA TODAY will add an all-new layer of analytics to Ad Meter through a partnership with global marketing solutions leader Adobe. USA TODAY Ad Meter is entering its 26(th) year as the most widely-recognized barometer of the biggest hits and misses in advertising surrounding the annual broadcast of the Super Bowl.
As the official insights partner for the USA TODAY Ad Meter, Adobe, for the first time in Ad Meter history, will help provide in-depth analysis through Adobe Digital Index data on which ads resonated best during the 2014 Super Bowl across a wide variety of demographic sets, including gender, age group, geography, household income and more.
The USA TODAY Ad Meter winner will once again be chosen by a panel comprising thousands of consumers nationwide, each of whom will register their votes at a password-protected digital hub (admeter.usatoday.com) for all Super Bowl ads airing from immediately after the coin toss through the end of regulation play, including all ads that air during halftime.
The winning ad will be revealed on admeter.usatoday.com shortly after the game ends on Sunday, February 2, 2014, and complete results and rankings will appear online and in the print edition of USA TODAY on Monday, February 3, 2014.
Registration for consumers interested in being a part of the USA TODAY Ad Meter panel is open now through January 31 at admeter.usatoday.com. Participation is open to U.S. citizens ages 18 and older.
“USA TODAY Ad Meter has long been recognized as the ‘scoreboard’ by which all Super Bowl advertising is measured,” said USA TODAY president Larry Kramer. “We praise Adobe for seeing the great value of being the official insights partner of Ad Meter. This partnership will enable us to measure Super Bowl ads at an unprecedented level, seeing not only which ads resonate best overall among consumers, but also which brands are trending both before and after the game among several different groups.”
“As the most closely-watched arbiter of Super Bowl advertising success, the USA TODAY Ad Meter is the ideal platform for us to showcase our ability to provide insights that go well beyond the surface data,” said Tamara Gaffney, principal analyst, Adobe Digital Index. “We look forward to helping provide data that shows who really ‘won’ on Super Bowl Sunday.”
Leading up to the 2014 Super Bowl, USA TODAY’s Ad Meter coverage will once again include a dedicated online hub where consumers can engage with daily content. Features include the daily Buzz Meter, offering instant reviews and analysis as marketers pre-release their Super Bowl ads and teasers; the Ad Meter All-Time Lists, rankings of past ads of the USA TODAY Ad Meter era across categories such as comedy and drama; and a “Where Are They Now” series where USA TODAY catches up with stars of past Super Bowl ads.
With the development of USA TODAY’s new digital voting platform, Ad Meter has become a broader franchise for USA TODAY to include multiple sports, entertainment and lifestyle events. Ad Meter’s expanded platform, which was recently utilized for “Year In Sports” for 2013, will also serve as a valuable marketing tool for brands that advertise during the game.
USA TODAY created the Super Bowl Ad Meter in 1989 to gauge consumers’ opinions about television’s most expensive commercials. Ad Meter results have long been the industry-leading tool used to measure public opinion surrounding Super Bowl ads.