Jeep Runs Over Competition in USA Today Ad Meter

The Groundhog Day Super Bowl Ad featuring Bill Murray scored a 7.01

Bill Murray and friend road-tripped to No. 1 Jeep
Headshot of David Cohen

The people voting in the 32nd edition of the USA Today Ad Meter have spoken, determining that Jeep’s Groundhog Day was the top ad of Super Bowl LIV.

This year’s edition of the Ad Meter was presented by Kia, which won the 2017 version and sponsored it the following year for its 30th anniversary.

Voting began Wednesday, Jan. 29, at noon ET and ran through 1 a.m. ET Monday/10 p.m. PT Sunday, with registered panelists rating every single national ad that aired between the coin toss and the end of the two-minute warning in the fourth quarter.

Groundhog Day scored a 7.01, and the top five was rounded out by Hyundai’s Smaht Pahk (6.98), Google’s Loretta (6.77), Doritos’ The Cool Ranch (6.62) and Rocket Mortgage’s Comfortable (6.60).

USA Today reached a strategic partnership with YouTube this year, whereby data insights were brought directly into the Ad Meter platform to give participants and brands a more robust picture of the popularity of ads, and all ads were curated into a proprietary playlist on YouTube’s AdBlitz.

USA Today Network president and USA Today publisher Maribel Perez Wadsworth said in a release, “We are delighted to see that so many consumers continue to turn to the Ad Meter platform to vote for their favorite ads year after year. Ad Meter has become such a strong tradition that gives fans the chance to crown the Super Bowl commercial champion. Congratulations to Jeep on earning this year’s top spot.”

And Kia Motors America director of marketing operations Russell Wager added, “It was an incredible year with Super Bowl ads that made people laugh and shared poignant and touching stories. Together with Josh Jacobs, Kia proudly used its time on advertising’s biggest stage to raise awareness and drive action against the issue of youth homelessness. Congratulations to Jeep and welcome to the Ad Meter winner’s circle.”

The previous Ad Meter winners and their ratings follow:

  • 2019: National Football League, The 100-Year Game, 7.69
  • 2018: Amazon, Alexa Loses Her Voice, 7.18
  • 2017: Kia, Hero’s Journey, 7.47
  • 2016: Hyundai, First Date, 6.90
  • 2015: Anheuser-Busch, Lost Dog, 8.10
  • 2014: Anheuser-Busch, Puppy Love, 8.2
  • 2013: Anheuser-Busch, Budweiser Brotherhood, 7.76
  • 2012: Frito-Lay Doritos, Man’s Best Friend, 8.82
  • 2011: Tie, Bud Light, Dog Sitter Puts Dogs to Work and Frito-Lay Doritos, Dog’s Revenge for Doritos Teasing, 8.35
  • 2010, Mars Snickers, Betty White and Abe Vigoda in Casual Football Game, 8.68
  • 2009, Frito-Lay Doritos, Crystal Ball Sees Free Doritos, 8.46
  • 2008, Anheuser-Busch, Dalmatian Trains Clydesdale to Make Beer Wagon Team, 8.73
  • 2007, Anheuser-Busch, Crabs Worship a Cooler of Budweiser on the Beach, 8.56
  • 2006, Anheuser-Busch, Secret Refrigerator Stocked with Bud Light, 8.39
  • 2005, Anheuser-Busch, Pilot Jumps Out of Airplane for Bud Light, 8.65
  • 2004, Anheuser-Busch, Owners Demonstrate How Their Dogs Fetch Bud Light, 9.04
  • 2003, Anheuser-Busch, Replay, 8.99
  • 2002, Anheuser-Busch, Satin Sheets, 9.11
  • 2001, Anheuser-Busch, Cedric’s Dream Date, 8.63
  • 2000, Anheuser-Busch, Rex the Dog Recalls His Worst Day, 8.09
  • 1999, Anheuser-Busch, Separated at Birth, 8.01
  • 1998, Pepsi, Flying Geese, 9.08
  • 1997, Pepsi, Dancing Bears, 8.22
  • 1996, Pepsi, On Security Camera, Coke Driver Nabs a Pepsi, 9.42
  • 1995, Pepsi, Boy Gets Sucked Into Bottle, 9.66
  • 1994, Pepsi, Chimp Escapes Lab, Hits the Beach, 9.34
  • 1993, McDonald’s, Jordan and Bird Shoot Hoops, 9.00
  • 1992, Nike, Bugs Bunny and Michael Jordan Team, 8.51
  • 1991, Diet Pepsi, Ray Charles’ New Jingle Catches On, 8.52
  • 1990, Nike, Famous Announcers Call Imaginary Game, 8.17
  • 1989, American Express, Dana Carvey and Jon Lovitz Travel to the Super Bowl, 7.52

david.cohen@adweek.com David Cohen is editor of Adweek's Social Pro Daily.
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