USA TODAY, part of Gannett Co., Inc. (NYSE: GCI), announced State Farm, the largest property, casualty, and auto insurance provider in the United States, the winner of the 36th USA TODAY Ad Meter competition, presented by H&R Block. The annual program is the industry’s premier tool to measure public sentiment and opinion for advertisements that air nationally during the Super Bowl broadcast. The “Like a Good Neighbaaa” commercial finds Arnold Schwarzenegger reprising his action figure role as a State Farm agent helping customers and delivering the tagline in his iconic accent. The commercial ends with Schwarzenegger reuniting with his “Twins” co-star Danny DeVito.
USA TODAY Ad Meter panelists rated ads from February 7 to February 12, resulting in over 160,000 registrations. Registered panelists were required to rate all eligible Super Bowl commercials that aired during the game, from kickoff to the 2-minute warning in the fourth quarter, scoring each from one as the lowest to ten as the highest. The commercial with the highest average rating was named the winner.
The top five ads, as rated by the 2024 USA TODAY Ad Meter panelists are:
- State Farm: “Like a Good Neighbaaa” – Score: 6.68
- Dunkin’: “The DunKings” – Score: 6.52
- Kia: “Perfect 10 | The Kia EV9” – Score: 6.36
- Uber Eats: “Worth Remembering” – Score: 6.26
- NFL: “Born to Play” – Score: 6.23
“For 36 years, USA TODAY Ad Meter continues to be the leading platform to gauge consumer sentiment around Super Bowl commercials,” said Kelly Andresen, President of USA TODAY National Sales at Gannett. “Congratulations to State Farm for taking home the winning 2024 Ad Meter spot.”
Participants still have the opportunity until noon EST on February 16 to cast their votes for USA TODAY Ad Meter Replay Ratings, another measurement tool to award commercials in a variety of categories, including most comedic, inspirational, best celebrity cameos and more.
Programming to support this year’s Ad Meter includes behind-the-scenes interviews featuring exciting celebrity guests including Jason Derulo, Hines Ward, Kris Jenner and Chris Pratt across the USA TODAY Network, on admeter.usatoday.com and the USA TODAY channel available on multiple streaming platforms online, from your smartphone, or on your TV, including XUMO, The Roku Channel, Amazon News, Tubi, Samsung TV Plus and more.
For a complete list of the 36th USA TODAY Ad Meter results, previous winners, and more, visit https://admeter.usatoday.com/.
