State Farm wins USA Today’s Super Bowl Ad Meter

This year’s top Super Bowl spot goes to State Farm. State Farm’s “Like a Good Neighbaaa” ad featuring Arnold Schwarzenegger and Danny DeVito ranked first in USA Today’s Super Bowl Ad Meter, which asks the public to rate ads online with a score from 1 to 10. More news: The top 5 Super Bowl campaigns to know about The best and worst Super Bowl ads Ad Age reviews the Big Game commercials Click here The insurance brand’s spot features a new spokesperson: Agent State Farm. The action hero, played by Schwarzenegger, is immersed in various high-stakes scenarios, like escaping a flaming home, piloting a helicopter and parachuting into a field of sheep. But when it comes time to recite State Farm’s signature tagline, the Austrian actor can’t enunciate the word “neighbor” as the director desires. In the end, State Farm has to call in Danny DeVito as backup to get the line right. The ad averaged a score of 6.68 out of 10. This is agency Highdive’s fourth Super Bowl Ad Meter win. In 2022 and 2021, the agency’s ads for Rocket Mortgage topped USA Today’s Super Bowl Ad Meter, and in 2020, its Jeep commercial took first. Ad Age gave State Farm 4.5 stars out of 5 in our annual Super Bowl ad review. In second place was Dunkin’, with its “The DunKings” spot. Averaging an audience score of 6.52, the ad shows spokesman Ben Affleck forming a boy band with Matt Damon and Tom Brady. The trio surprises Jennifer Lopez, Affleck’s wife, with a performance that is all around (enjoyable) cringe. More on Dunkin’s return to the Super Bowl Kia took third with its heartwarming tale of a young figure skater whose grandfather is too unwell to witness her big performance. The skater and her father pull off a tear-jerking finale when they bring the show to her granddad on a home ice rink, with lights powered by being plugged into a Kia. “Perfect 10” scored a 6.36 out of 10 on USA Today’s Super Bowl Ad Meter. Read more about Kia’s Super Bowl commercial Uber Eats’ celeb-filled spot and the NFL’s inspiring journey set in Ghana came in fourth and fifth, respectively. At the bottom of the 59-ad list is the American Values 2024 spot. The throwback-style ad highlighted Robert F. Kennedy Jr.’s presidential bid, using a track associated with former president John F. Kennedy. In response to the ad, Kennedy Jr. posted on X, “I'm so sorry if the Super Bowl advertisement caused anyone in my family pain. The ad was created and aired by the American Values Super PAC without any involvement or approval from my campaign. FEC rules prohibit Super PACs from consulting with me or my staff. I love you all. God bless you.” Last year’s USA Today Super Bowl Ad Meter winner was pet food brand The Farmer’s Dog, which did not return for the 2024 game.

State Farm wins USA Today’s Super Bowl Ad Meter

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