ADBOWL is an American website that tracks what consumers think of the commercials that air during major television events such as the Super Bowl and the Academy Awards. It was launched in 2001 by Albuquerque, New Mexico advertising agency McKee Wallwork + Co.
Historically, voters rated each commercial on a multi-point scale. Participants voted the day of the event to decide the winning (and losing) commercials, but visitors to the site could rate the commercials throughout the year and see how their ratings compared to those of the winning ads. Results were typically presented in several categories, including Top 10 Overall, Women's Choice, Men's Choice, Ages under 17, and Ages 18+, with other categories tracked as appropriate (such as political party during election years). All demographic information participants are asked to submit was optional.
In recent years, ADBOWL has ranked the ads by tracking their popularity on the Internet and in social media.
All historical winners are viewable on the site.
The idea for ADBOWL began when McKee Wallwork Henderson (as it was then known) hosted a Super Bowl commercials party and handed out paper ballots so guests could vote on what they thought were the best commercials that year, according to founder and agency president Steve McKee. The website was launched the following year. ADBOWL has been featured in major publications including The New York Times.
Doritos () is an American brand of flavored tortilla chips produced since 1964 by Frito-Lay, a wholly owned subsidiary of PepsiCo. The original Doritos were not flavored. The first flavor was Taco, released in 1967, though other flavors have since debuted for the company. The concept for Doritos originated in a restaurant at Disneyland.
Doritos has also gained notability for its marketing campaigns, including many ads aired during the Super Bowl.Mofilm
MOFILM is a British-based content sourcing company, which allows users to produce video and photographic content for various brands and social causes. The company was co-founded by Jeffrey Merrihue. Jon Landau is the Chairman of the MOFILM Advisory board.
The website has 50,000 filmmakers who can produce work with a number of companies, including, brands such as Pepsi and Chevrolet. In 2009, the company had Kevin Spacey as its host for the MOFILM Barcelona 2009 Awards. In 2013, it was ranked 43rd on Sunday Times Hiscox Tech Track 100 list.Snickers
Snickers is a brand name chocolate bar made by the American company Mars, Incorporated, consisting of nougat topped with caramel and peanuts that has been enrobed in milk chocolate. The annual global sales of Snickers was $2 billion as of 2004.In the United Kingdom, the Isle of Man, and Ireland, Snickers was sold under the brand name Marathon until 1990. Snickers-brand Marathon energy bars have since been sold in some markets.Super Bowl Ad Meter
The USA Today Super Bowl Ad Meter is an annual survey taken of television commercials by USA Today in a live poll during the telecast in the United States of the Super Bowl, the annual professional American football championship game of the National Football League. The survey, which started in 1989, uses a live response on a zero-to-ten scale (zero being the worst, ten the best) of focus groups based in McLean, Virginia, the newspaper headquarters and one (or more) site(s) around the country.Super Bowl Sunday
Super Bowl Sunday is the day on which the Super Bowl, the National Football League (NFL)'s annual championship game, is played. It is usually observed on the first Sunday in February and is sometimes referred to as an unofficial national holiday. The 53rd annual event, Super Bowl LIII, occurred on February 3, 2019. Festivities for Super Sunday typically involve groups of people gathering to watch the game. Both "Super Sunday" and "Super Bowl Sunday" are registered trademarks of the National Football League.Super Bowl XL
Super Bowl XL was an American football game between the National Football Conference (NFC) champion Seattle Seahawks and the American Football Conference (AFC) champion Pittsburgh Steelers to decide the National Football League (NFL) champion for the 2005 season. The Steelers defeated the Seahawks by the score of 21–10. The game was played on February 5, 2006 at Ford Field in Detroit, Michigan.
With the win, the Steelers tied the San Francisco 49ers and the Dallas Cowboys with the then-record five Super Bowls. The Steelers' victory was their first Super Bowl victory since Super Bowl XIV. Pittsburgh, who finished the regular season with an 11–5 record, also became the fourth wild card team, the third in nine years, and the first ever number 6 seed in the NFL playoffs, to win a Super Bowl. The Seahawks, on the other hand, in their 30th season, were making their first ever Super Bowl appearance after posting an NFC-best 13–3 regular season record.
Pittsburgh capitalized on two big plays that were converted into touchdowns. The Steelers jumped to a 14–3 lead early in the third quarter with running back Willie Parker's Super Bowl record 75-yard touchdown run. Seahawks defensive back Kelly Herndon's Super Bowl record 76-yard interception return set up a Seattle touchdown to cut the lead 14–10. But Pittsburgh responded with Antwaan Randle El's 43-yard touchdown pass to Hines Ward, the first time a wide receiver threw a touchdown pass in a Super Bowl, to clinch the game in the fourth quarter. Ward, who caught 5 passes for 123 yards and a touchdown, while also rushing for 18 yards, was named Super Bowl MVP. The officiating in Super Bowl XL however was met with criticism from members of the media soon after the game, leading NFL Films to rank it as one of the top ten controversial calls of all time. Similarly controversial calls throughout the game have put Super Bowl XL as the prime example of bad refereeing amongst officials, newscasters, and fans alike, even years later.
It is the last Super Bowl and NFL game broadcast on ABC. Although the Super Bowl had largely been presented in high definition since Super Bowl XXXVII, Super Bowl XL was the first Super Bowl where all aspects of the game itself were aired in HD.Super Bowl XLI
Super Bowl XLI was an American football game played between the American Football Conference (AFC) champion Indianapolis Colts and the National Football Conference (NFC) champion Chicago Bears to decide the National Football League (NFL) champion for the 2006 season. The Colts defeated the Bears by the score of 29–17. The game was played on February 4, 2007 at Dolphin Stadium in Miami Gardens, Florida.
This game featured two teams ending long Super Bowl appearance droughts. The Colts, who finished with a 12–4 regular season record, were making their first Super Bowl appearance since winning Super Bowl V in the 1970 season during the team's tenure in Baltimore, they had moved to Indianapolis in 1984. Meanwhile, the Bears, who posted an NFC-best 13–3 regular season record, were making their first appearance since winning Super Bowl XX in the 1985 season. In addition, the Bears' Lovie Smith and the Colts' Tony Dungy both became the first African-American head coaches to coach in the Super Bowl, with Dungy the first to win.
In the first Super Bowl played in rainy conditions, the Colts overcame a 14–6 first-quarter deficit to outscore the Bears 23–3 in the last three quarters. Chicago posted the then-earliest lead in Super Bowl history when returner Devin Hester ran back the opening kickoff 92 yards for a touchdown after 14 seconds had elapsed (a record later broken in Super Bowl XLVIII when the Seattle Seahawks scored a safety 12 seconds into the game). The Colts forced five turnovers, including cornerback Kelvin Hayden's 56-yard interception return for a touchdown. Indianapolis kicker Adam Vinatieri also scored three field goals. Colts quarterback Peyton Manning was named the game's Most Valuable Player (MVP), completing 25 of 38 passes for 247 yards and a touchdown, with one interception for a passer rating of 81.8.
CBS' broadcast of the game was watched by an estimated average of 93.2 million viewers, making it at the time the fifth most watched program in U.S. television history. The halftime show, headlined by the musician Prince, peaked at 140 million television viewers, and was widely acclaimed by music critics.Super Bowl XLIII
Super Bowl XLIII was an American football game between the American Football Conference (AFC) champions Pittsburgh Steelers and the National Football Conference (NFC) champions Arizona Cardinals to decide the National Football League (NFL) champion for the 2008 season. The Steelers defeated the Cardinals by the score of 27–23. The game was played on February 1, 2009 at Raymond James Stadium in Tampa, Florida.
With this victory, the Steelers became the first team to win six Super Bowl championships. The win was also Pittsburgh's second Super Bowl victory in three years, after winning Super Bowl XL at the end of the 2005 season. The Cardinals entered the game seeking their first NFL title since 1947, the longest championship drought in the league. The club became an unexpected winner during the regular season, compiling a 9–7 record, and the playoffs with the aid of head coach Ken Whisenhunt, who was the Steelers' offensive coordinator in Super Bowl XL, and the re-emergence of quarterback Kurt Warner, who was the Super Bowl MVP in Super Bowl XXXIV with his former team, the St. Louis Rams.
Pittsburgh jumped to a 17–7 halftime lead, aided by linebacker James Harrison's Super Bowl-record 100-yard interception return for a touchdown. Trailing 20–7 at the start of the fourth quarter, Arizona scored 16 consecutive points, including a safety by Pittsburgh that led to wide receiver Larry Fitzgerald's 64-yard touchdown reception, to take the first lead of the game with 2:37 remaining. But the Steelers marched 78 yards to score on wide receiver Santonio Holmes' 6-yard game-winning touchdown catch with 35 seconds left. Holmes, who caught nine passes for 131 yards and a touchdown, including four receptions for 73 yards on that final game-winning drive, was named Super Bowl MVP. He became the sixth wide receiver to win the award, half of whom are Steelers (Lynn Swann and Hines Ward).
The NBC television network broadcast attracted an average U.S. audience of 98.7 million viewers, making it the most watched Super Bowl in history at that time.Super Bowl XLIV
Super Bowl XLIV was an American football game between the National Football Conference (NFC) champions New Orleans Saints and the American Football Conference (AFC) champions Indianapolis Colts to decide the National Football League (NFL) champion for the 2009 season. The Saints defeated the Colts by a score of 31–17, earning their first Super Bowl win. The game was played at Sun Life Stadium (now Hard Rock Stadium) in Miami Gardens, Florida, for the fifth time (and in South Florida for the tenth time), on February 7, 2010, the latest calendar date for a Super Bowl yet.
This was the Saints' first Super Bowl appearance and the fourth for the Colts franchise, their second appearance in four seasons. The Saints entered the game with a 13–3 record for the 2009 regular season, compared to the Colts' 14–2 record. In the playoff games, both teams placed first in their respective conferences, marking the first time since Super Bowl XXVIII (16 years previously) that both number-one seeds have reached the Super Bowl. The Colts entered the Super Bowl off victories over the Baltimore Ravens and New York Jets, while the Saints advanced after defeating the previous year's runners up the Arizona Cardinals and then overcoming the Minnesota Vikings in the Conference Championship. It was also the first time both teams started with a thirteen-game winning streak.
Down 10–6 at halftime of Super Bowl XLIV, in what many consider the turning point of the game, New Orleans recovered a surprise onside kick on the second half kickoff, then took their first lead of the game on Pierre Thomas's 16-yard touchdown reception. The Colts responded with Joseph Addai's 4-yard touchdown run to regain the lead at 17–13. The Saints then scored 18 unanswered points, including Tracy Porter's 74-yard interception return for a touchdown, to clinch the victory. New Orleans quarterback Drew Brees, who completed 32 of 39 passes for 288 yards and two touchdowns, was named the Super Bowl MVP. His 32 completions tied a Super Bowl record set by Tom Brady in Super Bowl XXXVIII.
The live broadcast of the game on CBS was watched by an average U.S. audience of 106.5 million viewers, making it then the most-watched Super Bowl. The National Anthem was sung by Carrie Underwood, and the halftime show featured the British rock band The Who. Super Bowl XLIV was the last Bowl to have a uniquely designed logo as its predecessors had: starting with Super Bowl XLV, the logo was permanently settled to bear the Vince Lombardi Trophy superimposed on a model of the stadium hosting the game and Roman numerals denoting the edition of the game.Super Bowl XLVII
Super Bowl XLVII was an American football game between the American Football Conference (AFC) champion Baltimore Ravens and the National Football Conference (NFC) champion San Francisco 49ers to decide the National Football League (NFL) champion for the 2012 season. The Ravens defeated the 49ers by the score of 34-31, handing the 49ers their first Super Bowl loss in franchise history. The game was played on Sunday, February 3, 2013 at Mercedes-Benz Superdome in New Orleans, Louisiana. This was the tenth Super Bowl to be played in New Orleans, equaling Miami's record of ten in an individual city. This was the first Super Bowl to be held in New Orleans since Super Bowl XXXVI and it was the first to be played in that city since Hurricane Katrina on August 29, 2005.
For the first time in Super Bowl history, the game featured two brothers coaching against each other—Jim and John Harbaugh, head coaches of the San Francisco 49ers and Baltimore Ravens, respectively—earning it the nickname Harbaugh-bowl. In addition, Super Bowl XLVII was the first to feature two teams that had undefeated records in previous Super Bowl games (Baltimore, 1–0; San Francisco, 5–0). The 49ers, who posted a regular-season record of 11–4–1, entered the game seeking their sixth Super Bowl win in team history (and first since Super Bowl XXIX at the end of the 1994 season), which would have tied the Pittsburgh Steelers for the most by a franchise. The Ravens, who posted a 10–6 regular-season record, made their second Super Bowl appearance in 12 years, having previously won Super Bowl XXXV. Ray Lewis, the Most Valuable Player (MVP) from that game, as well as the last remaining member of the inaugural Ravens roster from 1996, also played in this game, his last before his retirement from professional football.Baltimore built a 28–6 lead early in the third quarter before a partial power outage in the Superdome suspended play for 34 minutes (earning the game the added nickname of the Blackout Bowl). After play resumed, San Francisco scored 17 unanswered third-quarter points to cut the Ravens' lead to 28–23, and continued to chip away in the fourth quarter. With the Ravens leading late in the game, 34–29, the 49ers advanced to the Baltimore 7-yard line just before the two-minute warning but turned the ball over on downs. The Ravens then took an intentional safety in the waning moments of the game to preserve the victory. Baltimore quarterback Joe Flacco, who completed 22 of 33 passes for 287 yards and three touchdowns, became the fourth quarterback in a row to be named Super Bowl MVP, after Drew Brees at Super Bowl XLIV, Aaron Rodgers at Super Bowl XLV, and Eli Manning at Super Bowl XLVI. As of 2019, this marks both the last time a Super Bowl didn't feature Tom Brady or Peyton Manning and the last time the AFC was represented by a team other than the Patriots or Broncos in a Super Bowl.
CBS broadcast the game in the U.S., and charged an average of $4 million for a 30-second commercial during the game, the highest rate for any Super Bowl. According to Nielsen, Super Bowl XLVII was viewed by an estimated average of 108.69 million people in the United States, with a record 164.1 million tuning into at least six minutes of the game. Beyoncé performed in the Super Bowl XLVII halftime show, which featured a reunion with fellow Destiny's Child alumnae Kelly Rowland and Michelle Williams.Super Bowl XXXIX
Super Bowl XXXIX was an American football game played between the American Football Conference (AFC) champion New England Patriots and the National Football Conference (NFC) champion Philadelphia Eagles to decide the National Football League (NFL) champion for the 2004 season. The Patriots defeated the Eagles by the score of 24–21. The game was played on February 6, 2005, at Alltel Stadium in Jacksonville, Florida, the first time the Super Bowl was played in that city.
The Patriots, who entered the Super Bowl after compiling a 14–2 regular season record, became the most recent team to win consecutive Super Bowls (As of 2019). New England also became the second team after the Dallas Cowboys to win three Super Bowls in four years. The Eagles were making their second Super Bowl appearance after posting a 13–3 regular season record.
The game was close throughout, with the teams battling to a 14–14 tie by the end of the third quarter. The Patriots then scored 10 points in the 4th quarter with Corey Dillon's 2-yard touchdown run and Adam Vinatieri's 22-yard field goal. The Eagles then cut their deficit to 24–21, with quarterback Donovan McNabb's 30-yard touchdown pass to receiver Greg Lewis, with 1:48 remaining in the game but could not sustain the comeback. Overall, New England forced four turnovers, while Patriots wide receiver Deion Branch was named Super Bowl MVP for recording 133 receiving yards and tied the Super Bowl record with 11 catches.To avoid the possibility of an incident similar to the Super Bowl XXXVIII halftime show during the previous year, the league selected Paul McCartney as a "safe" choice to perform during Super Bowl XXXIX's halftime. The broadcast of the game on Fox was watched by an estimated 86 million viewers.Super Bowl XXXVI
Super Bowl XXXVI was an American football game between the National Football Conference (NFC) champion St. Louis Rams and the American Football Conference (AFC) champion New England Patriots to decide the National Football League (NFL) champion for the 2001 season. The Patriots defeated the Rams by the score of 20–17. It was New England's first Super Bowl championship, and the franchise's first league championship of any kind. The game was also notable for snapping the AFC East's long streak of not being able to win a Super Bowl championship, as the division's teams had lost eight Super Bowls in total (prior to the Patriots victory in XXXVI). It would be the last time the Rams reached a Super Bowl during their time in St. Louis; the team would return to Super Bowl LIII as the Los Angeles Rams 17 years later, where they would play again against the Patriots only to lose 13–3.
The game was played at the Louisiana Superdome in New Orleans, on February 3, 2002. Following the September 11 attacks earlier in the season, the NFL postponed a week of regular-season games and moved the league's playoff schedule back. As a result, Super Bowl XXXVI was rescheduled from the original date of January 27 to February 3, becoming the first Super Bowl played in February. The pregame ceremonies and the halftime show headlined by the Irish rock band U2 honored the victims of 9/11. Due to heightened security measures following the terrorist attacks, this was the first Super Bowl designated as a National Special Security Event (NSSE) by the Office of Homeland Security (OHS). The OHS later established the practice of naming each subsequent Super Bowl an NSSE. Additionally, it was the last Super Bowl to be played in New Orleans before Hurricane Katrina slammed the city on August 29, 2005; the first since that was Super Bowl XLVII in 2013.
This game marked the Rams' third Super Bowl appearance in franchise history and the second in three seasons. St. Louis posted an NFL-best 14–2 regular season record, led by quarterback Kurt Warner and "The Greatest Show on Turf" offense. The Patriots clinched their third Super Bowl berth after posting an 11–5 regular season record, led by second-year quarterback Tom Brady and a defense that ended the regular season ranked sixth in scoring.
Although the Rams out-gained the Patriots 427–267 in total yards, New England built a 17–3 third-quarter lead off three Rams turnovers. After a holding penalty in the fourth quarter negated a Patriots fumble return for a touchdown, Warner scored a 2-yard touchdown run and threw a 26-yard touchdown pass to tie the game, 17–17, with 1:30 remaining. Without any timeouts, Brady led his team down the field to set up kicker Adam Vinatieri's game-winning 48-yard field goal as time expired. Brady, who completed 16 of 27 passes for 145 yards and a touchdown, was named Super Bowl MVP.Super Bowl XXXVII
Super Bowl XXXVII was an American football game between the American Football Conference (AFC) champion Oakland Raiders and the National Football Conference (NFC) champion Tampa Bay Buccaneers to decide the National Football League (NFL) champion for the 2002 season. The Buccaneers defeated the Raiders by the score of 48–21, tied with Super Bowl XXXV for the seventh largest Super Bowl margin of victory, and winning their first ever Super Bowl. The game, played on January 26, 2003 at Qualcomm Stadium in San Diego, California, was the sixth Super Bowl to be held a week after the conference championship games (XVII, XXV, XXVIII, XXXIV, and XXXVI). It was also the last Super Bowl played in January (the previous, XXXVI, was the first to be in February as a result of 9/11-related postponements; the next, Super Bowl XXXVIII, would have the Super Bowl played in February permanently).
This was the first Super Bowl in which the league's number one-ranked offense (Raiders) faced the league's number one-ranked defense (Buccaneers). The game sometimes is referred to as the "Gruden Bowl", because the primary storyline surrounding the game revolved around Jon Gruden. Gruden was the Raiders' head coach from 1998 to 2001, and then became the Buccaneers coach in 2002. Tampa Bay, "Gruden's new team", made their first Super Bowl appearance in team history after posting a 12–4 regular season record. Oakland, "Gruden's old team", advanced to their fifth Super Bowl after an 11–5 regular season. Super Bowl XXXVII is also referred to as the "Pirate Bowl", due to both teams' pirate-themed names.The Raiders came into the game as four-point favorites. However, the Tampa Bay defense dominated the contest. Oakland quarterback Rich Gannon threw a Super Bowl record five interceptions, three of which were returned for touchdowns. The Buccaneers also sacked Gannon five times, and scored 34 consecutive points to build a 34–3 lead late in the third quarter. Tampa Bay safety Dexter Jackson, who had two of those interceptions and returned them for 34 yards, was named Super Bowl MVP. Jackson became only the second safety and third defensive back named Super Bowl MVP.Super Bowl commercials
The U.S. television broadcast of the Super Bowl – the championship game of the National Football League (NFL) – features many high-profile television commercials, colloquially known as Super Bowl ads. The phenomenon is a result of the game's extremely high viewership and wide demographics: Super Bowl games have frequently been among the United States' most watched television broadcasts, with Nielsen having estimated that Super Bowl XLIX in 2015 was seen by at least 114.4 million viewers in the United States, surpassing the previous year's Super Bowl as the highest-rated television broadcast in U.S. history. As such, advertisers have typically used commercials during the Super Bowl as a means of building awareness for their products and services among this wide audience, while also trying to generate buzz around the ads themselves so they may receive additional exposure, such as becoming a viral video.
Super Bowl commercials have become a cultural phenomenon of their own alongside the game itself; many viewers only watch the game to see the commercials, national surveys (such as the USA Today Super Bowl Ad Meter) judge which advertisement carried the best viewer response, and CBS has aired yearly specials since 2000 chronicling notable commercials from the game. Super Bowl advertisements have become iconic and well-known because of their cinematographic quality, unpredictability, surreal humor, and use of special effects. The use of celebrity cameos has also been common in Super Bowl ads. A number of major brands, including Budweiser, Coca-Cola, Doritos, GoDaddy and Master Lock, have been well known for making repeated appearances during the Super Bowl.
The prominence of airing a commercial during the Super Bowl has also carried an increasingly high price: the average cost of a 30-second commercial during the Super Bowl has ranged from $37,500 at Super Bowl I, to around $2.2 million at Super Bowl XXXIV in 2000, and by Super Bowl XLIX in 2015, had doubled to around $4.5 million. The cost of advertising during the Super Bowl has reached a point that some companies may not be able to recoup their costs from the resulting revenue. Some commercials airing during, or proposed to air during the game, have also attracted controversy due to the nature of their content.
Super Bowl commercials are largely limited to the United States' broadcast of the game. Complaints about the inability to view the ads are prevalent in Canada, where federal "simsub" regulations require pay television providers to replace feeds of programs from U.S. broadcast stations with domestic feeds if they are being broadcast at the same time as a Canadian broadcast station. In 2016, the CRTC, Canada's telecom regulator, enacted a policy to forbid the use of simsub during the Super Bowl, citing viewer complaints and a belief that these ads were an "integral part" of the game; Super Bowl LI was the first game to fall under this policy. The NFL's Canadian rightsholder Bell Media challenged the policy at the federal appeals court, arguing that it violated the Broadcasting Act by singling out a specific program for regulation, and devalued its broadcast rights to the game. The court, however, ruled in December 2017 that the CRTC's actions were reasonable.