USA Today created Ad Meter in 1989 to gauge consumers’ opinions about television’s most expensive commercials, and the results have become the industry-leading tool used to

Budweiser broke out the Clydesdales to win USA TODAY Ad Meter 2025, the ninth time the brand has claimed the prize as the Super Bowl's best commercial. The beer brand brought back the beloved horses in its spot titled "First Delivery," featuring a foal's journey to deliver a keg to claim the contest for the first time since 2015.

Panelists, who are over the age of 18, rate the national ads starting on the Wednesday before the Super Bowl at noon EST. The Ad Meter then remains open until 1 a.m. EST the night