Since 1989, USA Today has asked registered viewers to rate the Super Bowl commercials. Anyone who signs up as a panelist can vote. Nearly 150,000 panelists took part in 2022.
That year Coinbase ran a minimal ad built around a QR code. It received the lowest Ad Meter score. In June it won the Grand Prix for Direct at the Cannes Lions advertising festival. The next year an executive creative director at the Martin Agency said: “when it comes to the Super Bowl, the USA Today Ad Meter is the only list that really matters.”