Super Bowl 2010

Let the Analysis Begin: Weighing in on Super Bowl Ads

From Ad Agencies to Ad Critics, Here's the Buzz Surrounding This Year's Spots

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NEW YORK (Adage.com) -- The Super Bowl is over, but the attempts to figure out how the Super Bowl ads performed are just beginning.

With so many different kinds of post-ad analysis available, Ad Age wants to make it easy for you to find where all of it is. From mainstream media polls to industry efforts to suss out return on investment, from USA Today's venerable Ad Meter to ad agency Mullen's analysis of tweets about the advertising, here's your ready-at-hand guide to determining how the Super Bowl ads performed -- or didn't -- depending on any number of different criteria.

Want to watch the spots again? Here's our index page of the game's ads.

What the Ad Industry Is Saying:

  • Interpublic Group of Cos.' Mullen, Boston, reads Twitter feeds to determine which ads got the most word-of-mouth buzz.
  • TiVo finds that Doritos wins the day in its analysis of aggregated, anonymous, second-by-second audience measurement data about how TiVo subscribers watched the game.
  • Someone still has love for Budweiser. HCD Research used online surveys to determine which Super Bowl ads were able to spark "sustained levels of interest."
  • Alterian, a social-media monitoring concern, is actively tracking 40 different brands -- and not only the TV advertisers. In this inaugural "Buzz Bowl," the company finds that Google's surprise third-quarter ad is gaining lots of traction.
  • Minneapolis's Colle & McVoy is tracking brand mentions on Twitter as part of a service it calls Squawq.

What the Press Is Saying:

  • Ad Age's Bob Garfield gives three-and-a-half stars to Audi and proceeds from there. Watch out for biting comments.
  • USA Today's Ad Meter tracks the second-by-second responses of a panel of viewers to ads during the Super Bowl and ranks them from best to worst. This year, Mars' Snickers tops the chart, with Doritos, last year's winner, coming in second. Anheuser-Busch InBev, once the dominant force on this poll, has a Bud Light ad in third place.
  • Every year, The Wall Street Journal's Suzanne Vranica (subscription required) puts out calls Super Bowl night to ad experts and even consumers at Super Bowl parties to figure out real-time reaction to the spots in the gridiron classic. Based one her survey of reaction, Denny's, Doritos and Mars' Snickers ruled the day.
  • New York Times ad columnist Stuart Elliott took a different tack this year -- blogging about the ads as they ran. Here's his real-time take on the commercials.
  • Over at Slate, Seth Stevenson offers an "Ad Report Card," in which he notes: "Among the recurring advertising themes I noticed during the big game: animals hot-tubbing with sexy ladies, paunchy dudes wearing tighty-whities, defiant misogyny. Not being a huge fan of bestiality, hairy male thighs. or woman-hating, I must admit I was underwhelmed by this year's commercial crop." Here's his ad-by-ad review.
  • And AOL's Fanhouse site finds in favor of Doritos.