Facebook and USA Today team up for Superbowl ads

By Natan Edelsburg Comment

The Superbowl is already in the air and it seems like social data is going to be a big determinant in which commercials are the best. USA Today and Facebook announced a partnership to power the newspaper’s 24th Annual Ad-Meter.

For the first time ever, consumers everywhere will have a voice in deciding the winner of the Ad Meter and will be able to see how people ranked the ads and share their favorites with friends.

“The creation of the USA TODAY – Facebook Super Bowl Ad Meter is going to give millions of people the ability to not only interact with the various Super Bowl commercials, but to rate the ads and share with their friends on Facebook. Making the Ad Meter social brings it to an entirely new level and we’re proud to be a part of it,” said Mike Hoefflinger, director of global business marketing at Facebook in the press release.

The interesting part about this announcement is that Facebook seems to me ramping up on their partnerships with traditional media companies. Over the past year Twitter has been at the forefront of leveraging partnerships with traditional TV companies and showing them how valuable the partnerships can be for both sides. Twitter Media even has detailed guides on their site for producers, newsrooms and best practices. Facebook on the other hand clearly states in their “Brand Permissions Section” that “any use of our brand assets in broadcast, such as in television of film production, must be approved by us in writing prior to use.”

Another indicator that Facebook might be going after more media partnerships is that they’re looking to hire a “Strategic Partner Development, Media” representative in New York. The person will “build and enhance successful partnerships, influence internal and external partners, and implement strategic partnership plans with our key partners in the media industry.” And of course, then there’s the recent massive announcement involving Hulu and Netflix.