The voice of the next generation: the Brandcenter at VCU weighs in on the ad meter ratings
Feb. 14, 2023 - Rick SuterWhat did the next generation of creators think about the Super Bowl 57 ads?
That’s a question many marketers and brands would probably like to know, and one that certainly piqued our interest at USA TODAY Ad Meter.
When considering the near-record 113 million viewers who tuned in for the big game—some, if not most, doing so specifically for the commercials—to get a glimpse at a focused demographic’s thoughts about the grandest stage on the advertising calendar seemed like a fun project.
Focused data isn’t the easiest to obtain these days, however, so we got lucky when the Brandcenter at Virginia Commonwealth University reached out with an idea: Have the program’s grad students watch the Ad Meter lineup, rate the ads, and provide a few thoughts about what worked and what didn’t.
The voice of a new generation, so to speak —and a great one at that.
Which ad took the top prize? Here’s the 2023 Ad Meter Top 10
The Brandcenter at VCU is a two-year, full-time graduate program where students can concentrate on five areas of marketing-related study: Art Direction, Copywriting, Strategy, Creative Brand Management, and Experience Design.
Grads of the program earn a Master of Science degree in Business, and have gone on to work in top-tier ad agencies, like Wieden + Kennedy, Mischief, and The Martin Agency, plus well brands like Google, Apple, and Nike.
And probably most impressive, alums have been involved in some 20-plus Super Bowl commercials each year, including 2023 spots for Busch Light, DoorDash, Bud Light, Michelob Ultra, Rakuten, Molson Coors, Oikos Yogurt, Tubi, Pepsi Zero, Kia, Booking.com, and more.
Simply put: This was no average Super Bowl Commercial Watch Party.
Here’s how the students rated the Ad Meter ads…
BRAND / SPOT/ AVG. RATING
1. The Farmer’s Dog: “Forever,” 8.14
2. RAM: “Premature Electrification,” 7.76
3. Google: “Fixed on Pixel” 7.63
“The Fixed on Pixel ad stood out to me with its refreshingly straightforward approach to showcasing the product. Amidst the chaos of a room filled with passionate Eagles fans, the ad showed key features of the phone with fun celeb cameos and without the need for everyone’s full attention.” – Nate Villaire, Experience Design student
4. General Motors and Netflix: “EVs On Screen,” 7.33
“My favorite ad was the Will Ferrell spot for General Motors and Netflix. Normalizing EVs in television shows is a thoughtful strategic move.” – Peyton Spangler, Experience Design student
5. NFL: “Run With It,” 7.16
6. Squarespace: “The Singularity,” 7.14
7. Doritos: “Jack’s New Angle,” 6.98
8. Miller Lite and Coors Light: “The High Stakes Beer Ad,” 6.78
9. PopCorners: “Breaking Good,” 6.75
10. Workday: “Rockstar,” 6.49