Super Bowl Advertising: Everyone's a Winner

With Many Admeters and Metrics, Marketers Have Plenty of Ways to Justify their Efforts

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Ad Age sliced and diced assorted Super Bowl ad ratings systems to get an idea of which brands won and lost.
NEW YORK ( -- We now know that a record-setting 98.7 million people tuned in to NBC to watch the Pittsburgh Steelers defeat the Arizona Cardinals in a scintillating game. But who won the advertising competition? Well, the answer for that won't be fully apparent until the sales numbers are in. But that doesn't stop the critics carping or the analysts guesstimating. Ad Age sifted through the more than 50 different (and often dubious) ratings systems to try to gauge the winners or losers based, at least loosely, on the goals of the brands involved. Were they looking to win a popularity contest or just garner buzz? Did they want to shift brand perception? Or did they want to drive web or foot traffic? Here are our winners and losers.

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Contributing, Matthew Creamer, Abbey Klaassen

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