Super Bowl ads: Jeep's 'Groundhog Day' is top-rated commercial
The ad featuring actor Bill Murray relays the plot of the classic 1993 'Groundhog Day' movie
Retail and sales analyst Erin Sykes discusses the ways for advertisers to connect with their audiences.
Jeep's "Groundhog Day" commercial received the highest rating for ads aired during Super Bowl LIV, according to USA Today's Ad Meter results.
The ad featuring actor Bill Murray relays the plot of the classic 1993 "Groundhog Day" movie, but instead of driving a Chevrolet pickup truck as he does in the movie, Murray drives a Jeep Gladiator.
"It was an incredible year with Super Bowl ads that made people laugh and shared poignant and touching stories," said Russell Wager, director of marketing operations for Kia Motors America, which sponsored the competition. "Congratulations to Jeep and welcome to the Ad Meter winner’s circle."
Fans voted for their favorite commercials on admeter.usatoday.com starting on Jan. 29. Voting closed after the Super Bowl at 1 a.m. ET, according to Ad Meter.
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Hyundai's "Smaht Pahk" commercial featuring actors John Krasinski, Chris Evans, Rachel Dratch and retired Boston Red Sox star David Ortiz came in second place.
The ad plays on the phrase "smart park," spoken with a Boston accent.
Google's "Loretta" ad, which made some viewers shed tears, ranked third.
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The ad highlights Google Assistant's ability to help users remember certain facts. In the case of the "Loretta" ad, an older man asks Google Assistant to remember facts about his deceased wife.
"We are delighted to see that so many consumers continue to turn to the Ad Meter platform to vote for their favorite ads year after year. Ad Meter has become such a strong tradition that gives fans the chance to crown the Super Bowl commercial champion," USA Today President Maribel Perez Wadsworth said in a statement. "Congratulations to Jeep on earning this year’s top spot."
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FOX Sports sold out Super Bowl commercial spots 10 weeks ahead of game night for some of the highest prices in Super Bowl history. Thirty-second ad slots sold for more than $5 million, and 60-second slots sold for $10 million.
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