Super Bowl

Analyze the Super Bowl Analyzers With AdAge's Handy Roundup of Ad Results

Boiling Down Verdicts From Media Pundits, Academics and the Advertising Industry

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You heard the chatter at the Super Bowl party you attended, read all the sundry remarks from your pals' Facebook posts and caught up on all your friends' Super Bowl-related tweets. Still want more? That's where we come in.

Below, Ad Age presents a litany of links to reviews, data dives and pop-culture pulse-taking of the sort that only takes place the day after the Super Bowl. Take a look around to compare and contrast the various opinions of the nation's many ad seers, scribes and scrutinizers. Have we missed one? Tell us about it and we'll include it if we think it has heft and punch.

  • Our own Ken Wheaton praises Kia and while savaging the CareerBuilder chimps and PepsiMax's warmed-over rehash of a 1996 spot.

  • The New York Times's Stuart Elliott makes no secret of the ads he thinks soared or flopped. He called GoDaddy's efforts "stale cheesecake," and praised Anheuser-Busch InBev for opting for something more bland instead of those testosterone-heavy spots of the past that had more bite. And he reserves the highlights for those ads he thinks carried the day.

  • USA Today's Ad Meter again suggests that Super Bowl glory belongs to ads that could make that really drunk guy in the back of the room laugh. The Facebook piece of the Ad Meter had Doritos' "Sling Baby" spot in the lead Monday morning.

  • That's not to say Doritos' ads only appealed to drunks in the back of the room. Doritos, after all, also won BrandBowl, which "ranks brands based on volume of chatter and positive/negative commentary on Twitter in reaction to their Super Bowl commercials." It's presented by Interpublic Group's Mullen agency along with analytics firm Radian6 and the Boston Globe

  • We're reassured by AdBowl, run by McKee Wallwork Cleveland, where Volkswagen's sunny ad about a dog trying to shed pounds, has carried the day.

  • We don't normally associate Madonna with the likes of Acura or Lexus (well, maybe Pepsi), but Her Madgesty appears to have won the web-search prize this year, according to the folks at Google. Ms. Ciccone trumped "halftime show" and "Patriots" as the top-trending search term while the game was in play.

  • We've saved something sweet for dessert. The M&M's ad, featuring the debut of "Ms. Brown," has won the Kellogg School Super Bowl Advertising Review. This study does not rely on clicks or instant feedback but instead "evaluates the ads based on strategic execution and the potential to build brands." Like a handful of M&Ms. that sounds pretty refreshing.

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