Either way, USA TODAY's Ad Meter champions have over the years displayed the wide range of approaches that can deem a Super Bowl commercial a big winner in the eyes of the viewing public.

A supporting actor among the Budweiser Clydesdales becomes a star in the beer brand's new Super Bowl commercial. In the TV spot, a foal is too small to join the team as it heads out with a full ...

Since 1989, USA TODAY Ad Meter has surveyed viewers live on Sunday and awarded an annual winner to the highest-rated ...