Since the Super Bowl turned into the ad game, advertisers have become obsessed with scoring big on USA Today's Ad Meter.
It is, after all, considered the gold standard of all advertising metrics.
But unless USA Today changes the scoring to a more complex system — beyond how consumers like the ad and also loop in likelihood of return on investment, this whole thing is going to be out of date pretty soon.
Sure, Doritos is thrilled it won this year's contest, but will it affect sales of the snack? No.
Great microbrews have more of an affect on Budweiser's sales than scoring at the top on the Ad Meter.
And CareerBuilder's ad might have scored high, but it was a whiff on the message. When is it time to get a new job?? How about the right message for these times -- how do you get a job, period?
