Ad Meter invites participants to rate Super Bowl LIX commercials
USA TODAY, part of Gannett Co., Inc. (NYSE: GCI), officially launched the 37th annual Ad Meter competition, the industry’s leading opinion tool for gauging public sentiment about Super Bowl commercials. Since launching in 1989, USA TODAY Ad Meter’s popularity and relevance remains highly influential across the Super Bowl advertising landscape as it relates to sports, entertainment and pop culture on Super Bowl Sunday. The 2025 Ad Meter program features interactive ratings, exclusive video programming and analysis around the most anticipated and exciting commercials.
Today through February 10 at 1 a.m. EST, registered Ad Meter participants can log in, watch and rate this year’s Super Bowl commercials to determine their favorites and ultimately, this year’s Ad Meter winner. Each participant must rate all Ad Meter-eligible Super Bowl advertisements on a scale from 1-5 for their submission to count. The 2025 Super Bowl Ad Meter winner will be announced live on the “NBC’s TODAY” and at admeter.usatoday.com the morning after the big game.
“For 37 years, USA TODAY Ad Meter continues to hold significant influence in the Super Bowl advertising market serving as the benchmark for these innovative and exciting commercials,” said USA TODAY Senior Vice President, Monica Richardson. “This year, we applaud these amazing creative fetes as we encourage the USA TODAY Network of 147 million visitors to register and rate their favorite ads.”
Collegiate marketing and advertising students from Marist College, Tulane University, Middle Tennessee State University, Michigan State University, Texas Tech University, Virginia Commonwealth University (Brandcenter), Franklin College, Coastal Carolina University, Texas Christian University, Bentley University, Suffolk University, University of Texas Rio Grande Valley, and Xavier University of Louisiana will participate and rate the national commercials on the Ad Meter platform, noting what resonated with them, what they liked and what commercials they believe missed the mark. These students will select their top 5 and bottom 5 commercials and these results will be published in an article with post-Super Bowl coverage.
The 4th annual USA TODAY Ad Meter Summit hosted in partnership with cultural marketing agency 160over90 will take place on February 6, in New Orleans, LA at the Endeavor x TKO Lounge. Brand panels moderated by USA TODAY Ad Meter Editor Rick Suter, USA TODAY “Entertain This!” Host and Producer Ralphie Aversa and Axios Media Correspondent Sara Fischer, will include industry leaders and marketers from the NFL, Dove, Anheuser-Busch, Uber Eats, Hellmann’s, Instacart and Häagen-Dazs who will discuss advertising strategies and share insight regarding their respective Super Bowl commercials.
Programming to support this year’s Ad Meter will include behind-the-scenes interviews featuring celebrity guests including Matthew McConaughey, Patrick Mahomes, Catherine O’Hara and more on admeter.usatoday.com and the USA TODAY channel available on multiple streaming platforms online, smartphones, or on TV, including Prime Video, Philo, Plex, XUMO, The Roku Channel, Vizio, Samsung TV Plus and more.
To register as an Ad Meter panelist and receive updates on commercials, rate the ads and more, visit admeter.usatoday.com. Kia is an associate sponsor of the 2025 Ad Meter competition.
