• Ad Age, Tuesday, March 6, 2007 12 PM

Anheuser-Busch's dominance in USA Today's annual Ad Meter measure of Super Bowl advertising popularity is pretty much assured, according to ad executives familiar with the company, given that the Ad Meter process pretty much mirrors how A-B tests its ads prior to the game.

The oft-quoted poll that's based on the opinions of average Joes has, in its 18 years, grown into the most-cited gauge of an ad's success or failure. It actually shapes how ads are crafted and tested and how agencies are rewarded.

Bob Lachky, A-B's executive vice president-global industry development, says winning the Ad Meter and other polls is important to the No. 1 brewer because the positive PR buzz that ensues motivates A-B's wholesalers, retailers and drinkers.

Asked if A-B has cracked the code on how to win the Ad Meter, he says, "the code isn't that complicated." The company's brand positioning is aligned with what consumers want to see on Super Bowl Sunday.

Read the whole story at Ad Age »