Snickers’ ‘Celebrity Sack’ Tops ‘USA Today’ Ad Meter

A Snickers commercial featuring ’70s sitcom stars Betty White and Abe Vigoda topped the influential USA Today Super Bowl Ad Meter.

Though there are many rankings and gauges for spots that run in the game, the Ad Meter is one of the most closely watched, particularly by clients seeking a quick read on the popularity of their SB efforts. In 2007 CareerBuilder sacked Cramer-Krasselt at least partly because its in-game ads for the client that year failed to crack the top 10. (This year, CareerBuilder’s no-pants-Friday-themed ad placed at No. 51.)

The Snickers commercial, “Celebrity Sack,” via ad shop BBDO, scored an 8.68, with work from Doritos, Bud Light, Budweiser (the Clydesdales “Fence” spot) and Coca-Cola rounding out the top 5.

A spot with Danica Patrick getting a massage finished last (out of 63), and the client also manged to place a second Danica entry at No. 60. GoDaddy handles its ads in-house.

@DaveGian David Gianatasio is a longtime contributor to Adweek, where he has been a writer and editor for two decades. Previously serving as Adweek's New England bureau chief and web editor, he remains based in Boston.