Super Bowl Monday: The view from armchair copywriters
Ahhh, Super Bowl Monday. The hangovers. The salsa stains on the sofa. The dreams of winning your office betting pool crushed. And the ad reviews. Yes, today is the day when everyone — many with little or no connection to advertising, football or tastemaking — puts out a list of the top Super Bowl commercials. Some are better than others. USA Today’s Super Bowl Ad Meter is probably the best known (and this morning had Bud Light’s Dog Sitter ad ranked tops). But two others that are very good gauges of the winners/losers of the Ad Bowl are TiVo and the Kellogg Super Bowl Advertising Review.
They take very different approaches to rankings. TiVo ranks the most engaging moments “using aggregated, anonymous, second-by-second audience measurement data” while Kellogg goes with the panel approach that asks viewers to grade ads based on “Attention, Distinction, Positioning, Linkage, Amplification and Net equity.”
Three ads/brands were ranked highly by both TiVo and Kellogg:
But there were also some glaring differences in the two polls. For instance, the top spot in Tivo went to Snickers, followed by Best Buy and Pepsi Max. Kellogg gave all three of those middle-of-the-road rankings (Snickers and Best Buy each a received B, while Pepsi Max took a C.