USA TODAY Announces Changes to Ad Meter, Collaboration with Adobe

Adobe to provide analysis on the success of Super Bowl ads via social media buzz

MCLEAN, Va. — (BUSINESS WIRE) — January 28, 2015 — USA TODAY announced changes to Ad Meter today, including in-game registration and a new mobile-friendly website that will allow for social sharing. In addition, USA TODAY Ad Meter is expanding its collaboration with global digital marketing leader Adobe to provide in-depth analysis on the success of Super Bowl ads via social media buzz. In its 27th year, USA TODAY Ad Meter is the most widely recognized barometer and industry-leading tool used to measure public opinion surrounding Super Bowl advertising.

The USA TODAY Ad Meter winner once again will be chosen by thousands of consumers across the country. New this year, registration to be a USA TODAY Ad Meter panelist is extended through the start of the third quarter of the Super Bowl. Participants vote, on a 1-10 scale, on every national ad airing from the coin toss through the end of the game, including halftime. Once registered, participants vote via a password-protected digital hub on Participants who register during the game will be allowed to vote on ads that already aired. Participation is open to U.S. citizens ages 18 and older.

Also new this year: Participants will be able to share their votes via social media. The USA TODAY Ad Meter website has been redesigned to allow for social sharing. Participants can log in via their email address, through Facebook or Google+ and share their voting results. The redesigned website, built on the same platform as USA TODAY Sports’ popular For The Win, is also more mobile-friendly, allowing people to vote and share content straight from their phone.

For the second consecutive year, Adobe will collaborate with Ad Meter to provide in-depth analysis and insights on this year’s Super Bowl ads. Adobe Digital Index will offer data and instant analysis on which ads are resonating with consumers leading up to the game as marketers pre-release their ads. For the first time, Adobe will also partner with Ad Meter to examine the winning online ads and leading brands based on five criteria including social media buzz volume, sentiment, ad spend, global reach and social media buzz growth compared to average daily volumes.

“For nearly 30 years, USA TODAY Ad Meter has proudly crowned the champion of Super Bowl advertising. This year we hope to engage an even larger audience through our focus on mobile and social,” said Larry Kramer, president, USA TODAY. “Adobe is a great partner of Ad Meter and will help us examine the reach and impact of Super Bowl ads across any connected device.”

“USA TODAY Ad Meter is the go-to destination to learn more about which Super Bowl TV ads succeeded and which failed,” said Tamara Gaffney, principal analyst, Adobe Digital Index. “Adobe’s deep insights into social media data across any connected screen complements USA TODAY Ad Meter and offers a comprehensive look at all the social media conversations worldwide in real time.”

The winner of USA TODAY Ad Meter will be revealed on shortly after the conclusion of the game on Sunday, February 1, 2015. Complete results and rankings will appear online and in the print edition of USA TODAY on Monday, February 2.

About the USA TODAY Sports Media Group

The USA TODAY Sports Media Group encompasses all sports initiatives across  USA TODAY Sports and Gannett's more than 120 well-known local media brands. It also includes the sports photography wire service  USA TODAY Sports Images; leading high school sports destination  USA TODAY High School Sports; the social news hub  For The Win, and the hundreds of sites within USA TODAY Sports Digital Properties such as and mixed martial arts site, among others. USA TODAY is owned by  Gannett Co., Inc. (NYSE: GCI).


USA TODAY is a multi-platform news and information media company. Founded in 1982, USA TODAY's mission is to serve as a forum for better understanding and unity to help make the USA truly one nation. Through its unique visual storytelling, USA TODAY delivers high-quality and engaging content across print, digital, social and video platforms. An innovator of news and information, USA TODAY reflects the pulse of the nation and serves as the host of the American conversation — today, tomorrow and for decades to follow. USA TODAY, the nation's number one newspaper in print circulation with an average of nearly 1.8 million daily, and, an award-winning newspaper website launched in 1995, reach a combined 6.6 million readers daily. USA TODAY is a leader in mobile applications with more than 16 million downloads on mobile devices. USA TODAY is owned by Gannett Co., Inc. (NYSE: GCI).


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