UC Marketing Students Rate Super Bowl Ads Alongside Industry Experts
The University of Cincinnati’s Carl H. Lindner College of Business has made headlines as one of just 16 institutions selected for USA Today’s prestigious Ad Meter School Spotlight program. This unique initiative gave students a rare opportunity to evaluate the year’s most talked-about Super Bowl commercials and share their insights alongside seasoned advertising professionals.
A Collaborative Experience with Real Industry Impact
Under the guidance of assistant professor-educator Summer Shelton, more than 300 students from two advanced marketing classes stepped into the role of ad critics. Professor Shelton, who brings years of experience ranking Super Bowl ads at a leading marketing research firm, equipped her students with professional evaluation tools and frameworks used in the industry. Their mission: to watch, assess, and score each Super Bowl ad, then compare their rankings with those of professionals nationwide.
“It was an incredible experience for the students,” said Professor Shelton. “Not only did they get to see how their opinions stacked up against industry veterans, but they also learned to think critically about what makes an ad truly effective during one of the year’s biggest media events.”
Students’ Top Picks Mirror National Rankings
After the big game, the class’s top-rated ads closely matched the results published in the official USA Today Ad Meter. The Budweiser “American Icons” commercial took the top spot in both the student and professional rankings. The ad’s patriotic imagery and familiar brand symbols resonated with viewers of all ages.
“This ad is perfect,” shared marketing student Emmit Orlowski in an interview with USA Today. “It encapsulates the true American spirit, from the famous Budweiser Clydesdale to the American icon, the bald eagle.” The students’ alignment with professional critics impressed faculty and highlighted the sophistication of their analysis.
Generational Perspectives on Modern Advertising
While the students’ highest scores mirrored the professionals, their lowest-rated ads provided unique insight into the perspectives of younger generations. According to Professor Shelton, many of the least popular commercials among students were those that heavily featured artificial intelligence (AI) or promoted GLP-1 medications, which are used for weight loss and diabetes management.
“From talking with students about our bottom five, a lot of our lowest rated ads were those using AI or promoting AI, or those that were promoting GLP-1 medications,” Shelton explained. “This really speaks to where young people are at in terms of grappling with AI becoming such a big part of our lives and also some of the rapid changes happening in health and wellness right now.”
The feedback provided by students offers advertisers valuable information about the preferences and concerns of a key demographic. As brands increasingly target younger viewers, understanding their attitudes toward technology and health trends is more important than ever.
Bridging the Gap Between Academia and Industry
Participation in the Ad Meter School Spotlight program is more than just a classroom assignment—it’s a chance for students to develop professional skills and contribute their voices to a national conversation about advertising. The University of Cincinnati’s involvement underscores its commitment to experiential learning and industry engagement.
“Our students didn’t just watch commercials; they learned to break down the creative, strategic, and emotional elements that make a Super Bowl ad memorable or forgettable,” said Shelton. “This kind of hands-on experience is invaluable for anyone considering a career in marketing, brand management, or media.”
Looking Ahead: Impacts and Opportunities
The exposure from being featured in the Ad Meter School Spotlight has already opened doors for many UC marketing students. Several have reported new networking opportunities, internships, and even job offers stemming from their participation and the skills they demonstrated during the project.
As the marketing landscape continues to evolve with new technologies and shifting consumer attitudes, programs like this ensure that students are not only learning theory but also actively engaging with the real-world challenges and opportunities facing modern advertisers.
The University of Cincinnati’s Lindner College of Business continues to pave the way for innovative, experiential education that prepares students for leadership roles in the fast-paced world of marketing and beyond.
This article is inspired by content from Original Source. It has been rephrased for originality. Images are credited to the original source.