February 2009
Omnicom Group Inc. agencies captured seven of the Top Ten spots, including five of the Top Six, in the Super Bowl Ad Meter conducted by USA Today in conjunction with Consumer Opinion Service and Shugoll Research.
The seven Top Ten spots included Budweiser's ‘Clydesdale Circus’ and ‘Clydesdale Stick;’ Bud Light's ‘Meeting’ and Cars.com's ‘David Abernathy,’ all by DDB Worldwide; Doritos' ‘Power of the Crunch,’ a consumer created and produced spot through a partnership with Goodby, Silverstein & Partners and The Marketing Arm; and Pedigree's ‘Crazy Pets’ and Pepsi's ‘Refresh Anthem,’ both by TBWA Worldwide.
In TiVo's Super Bowl rankings, based on how many times Super Bowl ads are rewound and watched again by TiVo users, Omnicom agencies had five of the Top Ten spots, including Monster.com's ‘Moose Head’ by BBDO Worldwide; Bud Light Lime ‘Sphere of Summer’ and Bud Light ‘Meeting’ by DDB; Pepsi's ‘MacGruber/Pepsuber’ by the Arnell Group; and Dennys' ‘Thugs’ by GSP.
Nielsen IAG scored 51 unique creative executions, excluding movies, through surveys of 11,466 Super Bowl viewers who rated the commercials for likeability and recall.
Work for Budweiser, Bud Light, Doritos and Denny's took six of the Top Ten spots, including Nos. 1, 2 and 3, for Recall.
For likeability, Budweiser, Pedigree, Doritos, NFL and Pepsi took six of the Top Ten as well.
In addition, ‘Free Doritos,’ also a consumer created and produced spot through a partnership with GSP/TMA, Pepsi Max's ‘I'm Good’ and Doritos' ‘Power of the Crunch’ captured three of the top five spots in YouTube's AdBlitz poll while, according to research group YouGov Polimetrix, brands such as Pepsi, Budweiser, Cars.com and General Electric saw the biggest overall increase in positive buzz among men and women.
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