USA TODAY launches 38th annual Ad Meter competition which reflects public sentiment about Super Bowl commercials
USA TODAY launched the 38th annual Ad Meter competition which, states a release, is “the industry’s leading opinion tool for gauging public sentiment about Super Bowl commercials. Since its debut in 1989, USA TODAY Ad Meter has remained a leading authority on Super Bowl advertising, addressing how the brands and spots drive sentiment and conversations related to sports, pop culture and the world of entertainment. Presented by State Farm®, the 2026 Ad Meter program delivers interactive rating tools, exclusive video content, and deep-dive analysis on the Super Bowl’s most talked‑about commercials.”
Through February 9 at 12 midnight EST, registered Ad Meter participants can log in, watch and rate this year’s Super Bowl commercials to determine fan favorites and the official Ad Meter winner. For a submission to be counted, each participant must rate all eligible Super Bowl advertisements on a scale of 1 to 5. The 2026 Super Bowl Ad Meter winner will be announced live on “NBC’s TODAY” and at admeter.usatoday.com the morning after the game.
“USA TODAY’s Ad Meter has been the go-to barometer for Super Bowl ads for 38 years, serving as a gauge for the most groundbreaking and captivating commercials,” said USA TODAY Senior Vice President Monica Richardson. “Each year, Ad Meter reflects not only which ads resonate with viewers, but also how brands push creative boundaries on one of the world’s biggest advertising stages. This year, we’re thrilled to welcome State Farm as our presenting sponsor.”
“The Big Game is one of the few moments where the commercials are just as anticipated as the game itself,” said Kristyn Cook, Chief Agency, Sales & Officer at State Farm. “It’s a massive fan experience and USA TODAY Ad Meter is a unique opportunity to facilitate the national debate on what resonates the most. In addition to this sponsorship being a chance for us to celebrate marketing excellence, it also allows us to deepen our relationship with millions of viewers and keep fans thinking about State Farm long after the game.”
To register as an Ad Meter panelist and receive updates on commercials, rate the ads and more, visit admeter.usatoday.com.
