Voting by Facebook users was included in the results of the USA Today Ad Meter for Super Bowl XLVI, but the social network will have to buy a ticket to get into Super Bowl XLVII in New Orleans Feb. 3, as the national newspaper decided to go at it alone with Ad Meter.
USA Today President and Publisher Larry Kramer told AdAge it decided against teaming up with Facebook for this season’s National Football League championship contest, partly because it plans to expand Ad Meter and related initiatives to events other than the Super Bowl. He added:
We want to do this ourselves because we’re going to do a lot of these. We need to build the apparatus ourselves so we’d own it.
Look, Facebook is great, and we like working with them, but if you look at this organization today top to bottom versus a year ago, we’re a lot more digital, and we need to build that internally.
USA Today will instead turn to a password-protected microsite to assemble online voters from throughout the country, according to AdAge.
AdAge added that Facebook declined comment.
Readers: Do you think USA Today is making a mistake by not continuing its partnership with Facebook for Ad Meter?