Like every year, the ads during the Super Bowl were under heavy scrutiny. Philly.com utilized an innovative feature to measure audience reception of each Super Bowl ad, using the technology of Slidermetrix:
"Visitors used a slider to continuously rate Super Bowl ads as they viewed them. After rating the ad, viewers were able to see how their ratings compared to other visitors. Visitors were asked to rate ads on a scale from 1 (Hate it) to 100 (Love it). Slidermetrix captured ratings for every second of every ad, allowing Philly.com to not only see which ads had the highest and lowest overall aggregated scores but also identify the highest and lowest moments for each ad. Gender information for each visitor was also collected so ratings results could be segmented."
And the results are in.
The easy winner was the Budweiser Clydesdale commercial, "Brotherhood," and it wasn't even fair.
Budweiser made an effort not to go after the "HEY BRO DON'T FORGET BUDWEISER FOR THE BIG GAME" demographic and chose instead to chase the "baby horses and Fleetwood Mac" demographic.
It was the right move. The 7,500 unique ratings of the ad combined for an overall score of 61/100, the highest total of the day. The ad benefitted mainly from its ending, in which a horse and his trainer are reunited after years apart - this moment alone garnered Budweiser a 72 rating.
Which made it a good thing the company didn't go with its original ending, in which the now famous horse pretends it doesn't recognize its owner and he goes home emotionally crippled.
Budweiser also took home the best national ranking, scoring a 60 across the country. Not bad for a beer commercial with no beer in it.
Tied in the number one spot with 61 was "Whole Again" from Jeep and the USO, intended to get people waving their American flags as they rolled into the second half.
Last year, the signature patriotic ad featured, who Clint Eastwood got in our faces and growled, but this year, Jeep went with the kinder, gentler tones of Oprah. It paid off well, and the ad scored a 62 amongst male viewers.
Filling out the gender gap, women gave TD Bank's "Small Business," a 42-second critique of massive, faceless banking entities, a score of 64.
And then, there were the losers.
Beck's Sapphire wound up submitting an ad that seemed like it was the best idea somebody came up with on the spot after forgetting that they were supposed to have an idea at the big pitch meeting.
But Beck's managed to escape last place for the day.
At one point, America was greeted by a tight-bodied fellow doing some sort of dance-fighting in his underwear, who had arrived in their living rooms to sell Calvin Klein. People seemed to find this ad, called "Concept," offputting, and gave it the lowest rating of the day at 43.
America really didn't like it when that same marble adonis stopped dancing and stared deep into their souls. The moment, coming at the end of the commercial, registered as the lowest rated moment of the day at 40.