USA Today Facebook Super Bowl Ad Meter results are out


The USA Today Facebook Super Bowl Ad Meter panel of viewers has named Doritos – Man’s Best Friend as their favorite ad. The second quarter ad featured a dog that bribes a man with Doritos so he keeps quiet. Panelists rated the ad an 8.82 (on a scale of 0 to 10). The panel of viewers measures volunteers’ immediate reactions to the national ads that aired during the game. The Ad Meter vote continues at and and a winner will be announced 2/7 at 10:00 p.m. ET.

The top five ads chosen by the viewer panel and their score:
Doritos – Man’s Best Friend – 8.82
Volkswagen – Dog Strikes Back – 8.73
Skechers – Go Run – 8.57
Doritos – Sling Baby – 8.48
M&Ms – Ms. Brown – 8.47

This year, USA Today and Facebook have partnered on a Facebook app that extends the vote to Facebook’s more than 800 million users globally. Facebook users can view, rate and share all the national ads that aired during the game at and Voting began during the Super Bowl. The winner, based on votes from the Facebook community, will be announced Tuesday at 10:00 p.m. ET on as well as in Wednesday’s print editions of USA Today.

This year, viewer panels were hosted in McLean, VA and Phoenix. Nearly 300 volunteers charted their second-by-second reactions to national Super Bowl commercials using hand-held meters to register how much they liked or disliked an ad. A computer averaged the scores continuously.