USA Today Ad Meter Returns—ADWEEK Will Reveal the Winner Early

There are a lot of ways to measure Super Bowl Ads, but perhaps the most interesting way is to gauge the sentiment of the people who actually watched them. 

That’s why ADWEEK is once again partnering with the USA Today Ad Meter, which is entering its 38th year. We’ll reveal early Monday which commercial from Super Bowl 60 resonated the most with audiences.

We’re essentially treating ads like they’re movies. Because at the end of the day, do you choose what you watch based on box office receipts, or their Tomatometer scores?

“This is one of the more compelling Super Bowl commercial lineups we’ve seen in the past several years,” said USA Today Ad Meter editor Rick Suter. “The field includes some of the most successful Ad Meter brands of all time, like Budweiser and Pepsi, but there’s also real momentum from newer advertisers who are making a strong impression early.”

If you’re planning to watch the Super Bowl (and who isn’t?), be sure to register so you can vote for your top ad. Voting has already begun, and if you want to see most of the ads now, you can just check out ADWEEK’s Super Bowl 2026 Ad Tracker, which has all of the commercials so far. You have until Feb. 9 at midnight ET to cast your vote.

As always, ADWEEK will provide early access coverage to the winner, which we’ve done for the past few years, who were:

2025: Budweiser

2024: State Farm

2023: The Farmer’s Dog

2022: Rocket Mortgage

2021: Rocket Mortgage

2020: Jeep

Homes, dogs, insurance, beer. The past year’s winners are an assemblage of traditional Americana. Can a tech giant or GLP-1 swoop in this year and pull viewers’ heartstrings in quite the same way?

Both USA Today and ADWEEK have big things planned for our Super Bowl coverage this year. USA Today is providing a behind-the-scenes look at the ads, having embedded Entertain This! reporter Ralphie Aversa across film sets to hobnob with celebs like Kurt Russell and Ben Stiller. 

And ADWEEK is bringing the Super Bowl to life with constant day-of coverage taking you inside the business case driving so many of the unusual and provocative business decisions you’ll see on Sunday. From how Uber Eats plans to win the delivery wars to the influx of healthy messaging this year, we’ll show you how Super Bowl ads have become a reflection on where society is, and a crystal ball into where it’s going.

And be sure to check out ADWEEK’s live show with Viral Nation, hosted on our homepage, which kicks off at 5:30 pm ET with exclusive interviews and commentary from the admakers themselves, including the creatives who spearheaded the ads and the marketers with a message to send.