The move toward consumer-generated ads also proved popular with some consumers. While most respondents--63%--thought the professional ads were equally as entertaining as the consumer-created ones, a sizable 21% thought the user-created ads were better. Just 10% said the professional ads were more entertaining than the consumer-created spots. Doritos, Chevrolet and the NFL were among the advertisers that harnessed consumer-created spots.
When comScore asked respondents which Super Bowl ads they wanted to see again, the professionally created spots topped the list, but the consumer-generated ones trailed closely. The most popular choices were the professional Anheuser-Busch spots for Budweiser (selected by 35% of respondents), but 31% chose the consumer-created Doritos ad. The agency-created Bud Light ad was selected by 29%, followed by professional efforts for Coca-Cola (25%) and Blockbuster (17%). The consumer-created spot by Chevy was selected by 15% of respondents.
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