Today, we conclude our three-part series on the 2018 Super Bowl. On Sunday, we looked at a number of 2018 Super Bowl LII Fun Facts. Yesterday, we watched Several Super Bowl LII Company Ads. Now, we look at three sources rating Super Bowl LII advertising .
If you want to easily access all Super Bowl LII ads, click here. AND, if you want to see past Super Bowl ads, click here. At that site is Ad Age‘s Super Bowl archive.
Unfortunately for advertisers, early ratings show that viewership for Super LII was the lowest since 2009. At $5 million per 30-second ad during the game, this is disappointing. Even with the highest-scoring Super Bowl ever!
Rating Super Bowl LII Advertising
In general, how good were this year’s Super Bowl ads? To Evans on Marketing, this did not seem like an overly distinguished group of ads. Boring and copy cat came to mind. But yes, we did think there were a few standouts.
And we’re not alone in our overall rating. As one ad industry expert noted for the NY Times:
“’It’s really a pretty lame year,’ said Marianne Malina, president of the agency GSD&M in Austin, Tex. ‘When the TV promos for the Olympics and ‘The Voice,’ and the N.F.L. — and Justin Timberlake — overshadow a lot, that says everything.’”
That said, here are the five best ads. According to three different sources.
USA Ad Meter
In USA Today’s annual Super Bowl Ad Meter, online volunteers rate ads on a score of 1 to 10. Viewers must watch all of the ads for their votes to count.
According to USA Today, the top five ads were:
- Amazon — Alexa Loses Her Voice
- NFL — Touchdown Celebrations to Come
- Doritos Mountain Dew — DORITOS BLAZE vs. MTN DEW ICE
- Toyota — Good Odds
To see the rating for all ads, click on the image.
Ad Age Super Bowl Ad Rank
As described by Ad Age: “For the inaugural Ad Age Super Bowl Ad Rank With Morning Consult, a survey was conducted online among 3,956 respondents in the advertising and marketing industry. And each ad was rated between 1 to 10 on effectiveness and entertainment.”
According to Ad Age, these 5 ads ranked best:
- Amazon — Alexa Loses Her Voice
- Tide — It’s a Tide Ad
- Tourism Australia — Dundee
- NFL — Touchdown Celebrations to Come
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Budweiser — Stand By You
To view the full Ad Age ranking, click on the image from the Alexa ad.
Variety’s Super Bowl Ad Ranking
Variety “is [a] premier source of entertainment news. Since 1905, the most influential leaders in the industry have turned to Variety for timely, credible, and straightforward news and analysis — information vital to their professions.”
According to Variety, these 5 ads ranked best:
- Amazon — Alexa Loses Her Voice
- Doritos Mountain Dew — DORITOS BLAZE vs. MTN DEW ICE
- Tide — It’s a Tide Ad
- Tourism Australia — Dundee
- NFL — Touchdown Celebrations to Come
To view the full Variety ranking, click on the image from the NFL ad.
