Amazon’s “Alexa Loses Her Voice” Wins 30th Annual USA TODAY Ad Meter Competition

Amazon’s “Alexa Loses Her Voice” commercial ranked highest in the Super Bowl ad competition, presented by Kia and sponsored by Sprint

MCLEAN, Va. – USA TODAY, part of Gannett Co., Inc. (NYSE: GCI), announced that Amazon’s “Alexa Loses Her Voice” was the top-rated commercial in the 30th annual USA TODAY Ad Meter, the industry-leading tool used to measure public opinion surrounding Super Bowl ads. The winning commercial of this year’s competition, presented by Kia and sponsored by Sprint, featured a star-studded advertisement touting its voice computing technology, Alexa. This marks Amazon’s first time winning Ad Meter.

“Throughout the program’s history, both fan and brand participation with Ad Meter has shown strong growth, and we’re looking forward to even more in the next thirty.”

Conducted on the Ad Meter platform at, voting began on Wednesday, January 31 at noon ET and ended on Monday, February 5 at 1:00 am ET. Panelists were required to rate, on a 1-10 scale, every eligible national Super Bowl ad that aired between the coin toss and the two-minute warning in the fourth quarter. The ad with the highest average score was named the winner.

The top five ads, as rated by this year’s Ad Meter panelists, are:

1. Amazon, Alexa Loses Her Voice – 7.1836
2. NFL, Touchdown Celebrations to Come – 7.1777
3. Budweiser, Stand By You – 6.8360
4. Doritos Blaze vs Mountain Dew Ice – 6.8167
5. Toyota, Good Odds – 6.7514

“While the Super Bowl is one of the most iconic sporting events, the commercials during the game are an equally important event for many fans. And USA TODAY’s Ad Meter, marking its 30th anniversary, has been there to serve as the leading industry tool measuring public opinion around some of the most memorable commercials,” said Andy Yost, chief marketing officer, Gannett | USA TODAY NETWORK. “Throughout the program’s history, both fan and brand participation with Ad Meter has shown strong growth, and we’re looking forward to even more in the next thirty.”

“As the ‘gold-standard’ of Super Bowl advertising, Kia was honored to win the USA TODAY Ad Meter in 2017,” said Saad Chehab, vice president, marketing communications, Kia Motors America. “The competition is just as intense during the commercial breaks as it is on the gridiron and year after year the creative ante is upped by sponsors, which is great to see and great fun. Congratulations to this year’s champion, Amazon. You earned it.”

“As both an Ad Meter sponsor and a Super Bowl advertiser in 2018, we were thrilled to engage with consumers in an exciting way during one of the biggest nights in advertising,” said Roger Solé, chief marketing officer, Sprint. “Congratulations to all of the brands that made this year’s friendly competition one to never forget.”’

Previous Ad Meter winners and ratings include:

2017 – Kia – Hero’s Journey – 7.47
2016 – Hyundai – First Date – 6.90
2015 – Anheuser-Busch – Lost Dog – 8.10
2014 – Anheuser-Busch – Puppy Love – 8.29
2013 – Anheuser-Busch – Budweiser Brotherhood – 7.76
2012 – Frito-Lay Doritos – Man’s Best Friend – 8.82
2011 – Tie – Bud Light – Dog Sitter Puts Dogs to Work; Frito-Lay Doritos – Dog’s Revenge for Doritos Teasing – 8.35
2010 – Mars Snickers – Betty White and Abe Vigoda in Casual Football Game – 8.68
2009 – Frito-Lay Doritos – Crystal Ball Sees Free Doritos – 8.46
2008 – Anheuser-Busch – Dalmatian Trains Clydesdale to Make Beer Wagon Team – 8.73
2007 – Anheuser-Busch – Crabs Worship a Cooler of Budweiser on the Beach – 8.56
2006 – Anheuser-Busch – Secret Refrigerator Stocked with Bud Light – 8.39
2005 – Anheuser-Busch – Pilot Jumps Out of Airplane for Bud Light – 8.65
2004 – Anheuser-Busch – Owners Demonstrate How Their Dogs Fetch Bud Light – 9.04
2003 – Anheuser-Busch – Replay – 8.99
2002 – Anheuser-Busch – Satin Sheets – 9.11
2001 – Anheuser-Busch – Cedric’s Dream Date – 8.63
2000 – Anheuser-Busch – Rex the Dog Recalls His Worst Day – 8.09
1999 – Anheuser-Busch – Separated at Birth – 8.01
1998 – Pepsi – Flying Geese – 9.08
1997 – Pepsi – Dancing Bears – 8.22
1996 – Pepsi – On Security Camera, Coke Driver Nabs a Pepsi – 9.42
1995 – Pepsi – Boy Gets Sucked Into Bottle – 9.66
1994 – Pepsi – Chimp Escapes Lab, Hits the Beach – 9.34
1993 – McDonald’s – Jordan and Bird Shoot Hoops – 9.00
1992 – Nike – Bugs Bunny and Michael Jordan Team – 8.51
1991 – Diet Pepsi – Ray Charles’ New Jingle Catches On – 8.52
1990 – Nike – Famous Announcers Call Imaginary Game – 8.17
1989 – American Express – Dana Carvey and Jon Lovitz Travel to the Super Bowl – 7.52


Founded in 1982, USA TODAY reflects the pulse of the nation, serving as host of the American conversation by delivering high-quality, engaging content through unique visual storytelling across all platforms. A media innovator, USA TODAY reaches nearly 80 million unique visitors each month across digital platforms, with more than 24 million downloads of our award-winning app. USA TODAY also remains the nation’s number one newspaper and is owned by Gannett Co., Inc. (NYSE: GCI).

About Kia Motors America

Headquartered in Irvine, California, Kia Motors America continues to top quality surveys and is recognized as one of the 100 Best Global Brands and 50 Best Global Green Brands by Interbrand. Kia serves as the “Official Automotive Partner” of the NBA and LPGA and offers a complete range of vehicles sold through a network of nearly 800 dealers in the U.S., including cars and SUVs proudly built in West Point, Georgia.*

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* The Sorento and Optima GDI (EX, SX & Limited and certain LX Trims only) are assembled in the United States from U.S. and globally sourced parts.

About Sprint

Sprint (NYSE: S) is a communications services company that creates more and better ways to connect its customers to the things they care about most. Sprint served 54.6 million connections as of December 31, 2017 and is widely recognized for developing, engineering and deploying innovative technologies, including the first wireless 4G service from a national carrier in the United States; leading no-contract brands including Virgin Mobile USA, Boost Mobile, and Assurance Wireless; instant national and international push-to-talk capabilities; and a global Tier 1 Internet backbone. Sprint has been named to the Dow Jones Sustainability Index (DJSI) North America for the past five years. You can learn more and visit Sprint at or and