Agency Execs Opine On USA Today Ad Meter, A-B’s Dominance
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Agency Execs Feel Ad Meter Has Had
Negative Impact On Super Bowl Advertising |
Ad agency chiefs suggested that the USA Today Ad Meter “has had a number of negative effects on Super Bowl advertising, transforming what was once a chance for agencies to showcase their creativity into a home for predictable spots,” according to Creamer & Mullman of AD AGE. Cramer-Krasselt ended its relationship with CareerBuilder after the company decided to review its ad account “thanks to a poor performance in the poll.” Also, a PepsiCo spokesperson denied the company decided to promote its Sierra Mist brand during the Super Bowl “based on the feeling that it would fare better in the poll.” Ernest Industries Founder Ernest Lupinacci, a former Wieden & Kennedy exec, said, “The Ad Meter is –- like most forms of measured response — irrelevant at best and fascist at worst. It is technically not an ad meter; it is a laugh meter.” One critic said Apple’s “1984” ad “wouldn’t win today.” However, Creamer & Mullman note the Ad Meter remains popular with advertisers because it is an “easy metric to understand,” it is produced by the nation’s top-selling newspaper and it “guarantees a fair amount of PR buzz.”
A-B’S SUCCESS: Ad execs believe that Anheuser-Busch’s dominance in the poll “is pretty much assured, given that the Ad Meter process pretty much mirrors how A-B tests its ads prior to the game.” In participating in the poll, volunteers in two cities “use a dial to express how much they like the commercial, on a scale of zero to 10, in real time.” A-B Exec VP/Global Industry Development Bob Lachky said, “It’s fairly obvious what people want on that day. ... We’re fortunate that our brand positioning is exactly in line with that” (AD AGE, 3/5 issue).
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