The AI-Driven Scoreboard That Could Reshape Super Bowl Ads

"USA Today's Ad Meter is a 38-year-old system in which self-selected panelists rate Super Bowl ads on a scale of zero to ten. No demographic weighting. No control for recency bias. No distinction between an ad that made you laugh and one that made you buy. Research published in the peer-reviewed Journal of Advertising Research found that Ad Meter ratings were negatively correlated with every other metric of advertising performance - meaning the higher the Ad Meter score, the worse the ad performed on Google search activity, social mentions, offline conversation and YouTube views."

"Bud Light's 2019 "Game of Thrones" campaign generated one of the biggest increases in Google search and the fifth-largest spike in YouTube views among all Super Bowl advertisers that year - yet Ad Meter its spots 16th, 17th and 43rd out of 58. It was never good science. It was just the system everyone was used to. Now AI wants to replace it. And the implications go far beyond who wins Monday morning's bragging rights."

"On January 25, during the NFL Conference Championships, X launched , a Grok-powered tracker that analyzes posts, replies and reposts to rank Super Bowl LX commercials in real time. A live leaderboard, visible through X's Super Bowl portal and the @XBusiness , rotates across four categories - most talked about, most loved, most shared and most disruptive without a spot - updating second by second throughout game night."

X positions its platform as uniquely capable of capturing real-time fandom and enabling brands to own moments during Super Bowl LX. USA Today's Ad Meter uses self-selected panelists to rate ads zero-to-ten without demographic weighting, recency-bias control or purchase-effect distinction. Peer-reviewed research found Ad Meter scores negatively correlated with Google search activity, social mentions, offline conversation and YouTube views. Bud Light's 2019 Game of Thrones campaign generated large Google search and YouTube spikes despite low Ad Meter rankings. X launched a Grok-powered tracker and BrandRanx to analyze social activity and display a live, second-by-second leaderboard ranking commercials across four categories.

Read at Forbes