VW's Super Bowl ad 2013
A white office worker speaking with a Jamaican accent in Volkswagen's Get In, Get Happy campaign has drawn mixed online reaction ahead of being televised on game day.PT1M6S http://www.canberratimes.com.au/action/externalEmbeddedPlayer?id=d-2dkax 620 349 January 30, 2013
Americans love a good tearjerker, which helped Anheuser-Busch regain bragging rights with a winning Super Bowl ad on Sunday night.
The brewer's commercial that showed the close bond between a Clydesdale horse and trainer won USA Today's Super Bowl Ad Meter rankings for most popular ad. The rankings are selected by an online panel of 7619 participants.
Procter & Gamble's Miracle Stain ad for Tide laundry detergent, which showed a salsa stain on a jersey that resembled football player Joe Montana, was No. 2 in this year's ranking.
Northern exposure: Chet Faker's cover of No Diggity will be played via a beer ad during the Super Bowl final. Photo: Angela Wylie
But according to the data TiVo collected from 30,000 users, it was Taco Bell that came up the big winner, Deadline.com reported.
The data showed what audiences watched live, as well as what they went back to watch again.
Taco Bell's Live Mas ad, which showed residents of a retirement community sneaking out for a night of boozing, was followed by Doritos' Goat For Sale, Hyundai Santa Fe's Pick Your Team, Doritos' Tea Party, and GoDaddy.com's Perfect Date, according to Deadline.com.
There was no mention of Volkswagen's Get In, Get Happy advert, which had been labelled racist by some critics. The 60-second slot, which shows a cheerful white office worker speaking in a Jamaican accent, had already gained 945,000 views on YouTube before going to air.
Nor did Melbourne singer Chet Faker's No Diggity cover get the attention as first hoped.
His song was attached to Anheuser-Busch's new Beck's beer. But the three ads designed to introduce new Anheuser-Busch beers, Budweiser Black Crown and Beck's Sapphire, were among the bottom five in the rankings of the more than 50 Super Bowl ads.
The ads were sleek in design but were viewed by some as too generic.
The brewer's 60-second Clydesdale spot, Brotherhood, was the 12th Anheuser-Busch ad to top the USA Today Ad Meter, the most of any advertiser.
"It was a very emotional ad," said Tina VonderHaar, president and chief executive CEO of ad agency Brighton Agency, who was not involved in the spot. "I've watched it three times and had tears in my eyes."
The company last won the top spot in 2011, when a Bud Light ad tied for first place. Before that, it last held the No. 1 spot in 2008.
The Clydesdale ad's ability to tell a story, paired with Fleetwood Mac's song Landslide, made the ad successful, said Paul Chibe, Anheuser-Busch's president of US marketing.
"It was a very powerful ad from an emotional standpoint, and we thought early on it had a good shot," Chibe said.
Like some other advertisers, Anheuser-Busch released its ad early. It was online on Thursday, attracting thousands of comments and shares on social media sites days before the match. The online video attracted more than 1 million views on YouTube by Friday and topped 6 million by Monday evening.
VonderHaar said even though the ad was effective, the early release lessened the watercooler buzz following the Super Bowl.
"The anticipation factor is gone," she said. "On Monday, everyone's talking about the blackout first, then Beyonce, then the game and then the commercials."
Anheuser-Busch bought four minutes of air time during the Super Bowl, for six ads. Ads during the game cost an estimated $3.5 million to $4 million for 30 seconds.
"I don't think beer drinkers are going to buy more Budweiser next weekend because of it," Mark Schaeffer, president of the Clayton office of ad agency Hoffman Lewis, said of the Clydesdale spot.
"But a long-standing brand like Budweiser has to do an ad like that, that reminds customers of its heritage."
Low Ad Meter rankings aren't necessarily a predictor of future beer sales. Two spots for Bud Light Platinum, which debuted at the 2012 Super Bowl, were among the lowest-scoring ads last year. Bud Light Platinum went on to become one of the brewery's most successful beer launches.
An estimated 108.4 million people watched the Super Bowl, according to Nielsen ratings.
The Nielsen Company said the Baltimore Ravens' 34-31 victory over the San Francisco 49ers was the third most-viewed program in television history.
Both the 2010 and 2011 games hit the 111 million mark.
Football viewership in general declined this year. But with a thrilling finish, this year's match did become the fourth Super Bowl to record more than 100 million viewers.
MCT and AP, with Aja Styles