Adweek and USA TODAY, the two leading players covering Super Bowl advertising, today announced they would be joining forces to co-host a virtual event dedicated to the biggest, most exciting night of the year for fans of football and advertising. The Big Game Summit will feature lively conversations between Adweek and USA TODAY editors, along with leading creatives, marketers and TV execs, who will share sneak peeks at Super Bowl spots and will provide deep dives into the game’s creative and business trends.
Sponsored by Roku, The Big Game Summit will stream virtually on Thursday, Feb. 4, just prior to Super Bowl Sunday.
With more than 100 million viewers tuning into the Super Bowl, the annual rite of news-making, over-the-top commercials is anticipated as eagerly as the game itself. Marketers spend upwards of $5.6 million for a 30-second spot, so the stakes could not be higher.
On Game Day, Adweek assembles a newsroom “war room,” which analyzes each spot for its boldness, originality and impact, and at the end of the night unveils The 10 Best Super Bowl Ads. More brand marketers and advertisers tune into Adweek’s critics’ choice selection than any other night. In addition, as Super Bowl experts, Adweek editors appear on broadcast, cable and digital media outlets with an insider’s take on every single ad. From exclusive stories about how a particular commercial came together, to developing an award-winning A.I. bot that writes Super Bowl ads eerily on par with human creatives, Adweek paints a vivid picture of what it takes brands and agencies to get to the Big Game, and how to succeed when they get there.
Every year since 1989, USA TODAY’s audience has crowned its favorite Super Bowl commercial with Ad Meter, a contest closely watched by the advertising and creative community. The program, which in the early years relied on in-person focus groups, has transitioned to an online platform where users rate every ad that runs during the Super Bowl. Participants are required to rate the ads on a scale from 1 to 10, with the highest-rated spot named as the winner. The winner is announced the Monday morning following the Super Bowl. In the weeks leading up to game, USA TODAY’s team shares insights into the commercials from the celebrity appearances, sentiment and buzz surrounding the ads.
“Together, the editors of Adweek and USA TODAY will be quite a force to reckon with in terms of Super Bowl ad ratings and analysis,” said Adweek Chief Content Officer Lisa Granatstein. “For over 30 years, the Super Bowl Ad Meter has given advertisers an exclusive window into how millions of Game Night fans react to their work. And with Adweek’s deep expertise and knowledge of the brands and agencies behind the spots, our coverage will be unbeatable.”
“Each year, there’s always a thrill to the creativity that Super Bowl commercials bring, which is why USA TODAY’s Ad Meter has been a long-standing program to measure consumer sentiment,” said Gannett | USA TODAY NETWORK’s Chief Marketing & Strategy Officer Mayur Gupta. “We’re excited to be partnering with Adweek to bring the community together and discuss the brands and talent that bring us the thrill every year.”
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