2024 PANELISTS FAQS
Welcome, Super Bowl commercial fans! As the buzz around the big game escalates, we understand that many of you might have questions about Ad Meter – from registering to become a panelist and more. So, to help kick things off, we’ve answered the most common and important questions …
What is Ad Meter? USA TODAY created Ad Meter in 1989 to gauge consumers’ opinions about television’s most expensive commercials, and the results have become the industry-leading tool used to measure public opinion surrounding Super Bowl ads. Since then, the program has evolved to include the voices and opinions of Super Bowl commercial fans across the country, with thousands and thousands of fans weighing in on the game’s biggest ads.
Can anyone participate as a panelist? U.S. citizens 18 years of age and older can participate. Interested panelists who fit the criteria can register at admeter.usatoday.com.
Any incentives to participate? We are not offering incentives or payment.
How many panelists do you expect/want? Always a popular question! We expect to have tens of thousands of participants, much like we did in 2023.
When does rating begin? Panelists can begin rating the national ads that have gone live the Wednesday (Feb. 7) before the Super Bowl at noon ET. As soon as an ad is released, we will add it to the Ad Meter platform. Ad Meter will remain open until 1 a.m. ET/10 p.m. PT the night of the Super Bowl. The winner will be announced on the morning of Monday, Feb. 12. The time is still TBD.
How many commercials will there be? Ad Meter panelists are asked to rate the National Commercial Block from the kickoff … through halftime … to the twominute warning in the fourth quarter. While the count varies yearly, panelists should expect to rate approximately 50 to 60 commercials.
Will the ads be in the same order on the rating platform as they are in the telecast? Yes, we plan to put the ads in the telecast order on Ad Meter.
Do panelists have to rate every ad? Yes, all panelists are required to rate every eligible ad – otherwise, your votes will not count.
How does the voting work? How is the winner determined? Each commercial will receive a rating by every panelist who votes. The average rating will be the total of all ratings divided by the number of users who rated. The highest average rating will be the winner, which will be declared after voting on admeter.usatoday.com has ended.