Toyota gets the gold in first-ever Olympics Ad Meter
The votes are in: USA Today has crowned Toyota’s “Stand Together” the winner of its inaugural Olympics Ad Meter.
Toyota's Stand Together was the winner of the Rio Ad Meter.
The spot, which was created by Saatchi & Saatchi Los Angeles, edged Olympic champion Simone Biles and Hershey’s “Hello From Home” spot in the final round of a competition that elicited over 145,000 votes.
The Rio Ad Meter debuted August 12 as an expansion beyond the Super Bowl Ad Meter, which USA Today has run for 28 years to allow viewers to rate their favorite ads throughout the NFL championship game.
USA Today previously told The Drum the Rio Ad Meter marked an opportunity to create related content, including editorial content, as well as a video series.
At the start, the Rio Ad Meter included 32 commercials seeded in an NCAA-tournament-style bracket. USA Today said it chose the featured commercials using “a number of factors, including originality, cleverness and poignancy.”
Adobe, which sponsored Rio Ad Meter, has also been a Super Bowl Ad Meter sponsor for two years.