We all love Super Bowl commercials. This EMU prof has crafted a tool to rate them.

YPSILANTI, MI – Super Bowl Sunday. A day where diehard fans and first-time football viewers can at least bond over the commercials.

The discussion of “which commercial is best” now has some guidance, thanks to an Eastern Michigan University marketing professor.

Super Bowl viewers can rate their favorite commercials based on a 10-category rating system developed by Joseph Radding, a full-time EMU lecturer of advertising, marketing and communications.

The “Radding Rating” allows people to dive into advertising questions and beyond whether or not someone simply “likes” the ad or not, he said.

“I hope that this will give people a framework to discuss advertising rather than simply argue about it,” he said in a statement. “They can always argue about the game.”

Viewers can assign one to 10 points for each of 10 categories. The final score comes from adding the 10 categories together at the end. The categories include:

  • Originality — commercials that are unique and combine elements in a new way
  • On brand — commercials that are true to the intended perception of the company’s purpose
  • Aligns with the audience — commercials that are relevant to the targeted consumers
  • Memorable — commercials that excel at telling a story or providing a deeper meaning
  • Tone, Voice, Mood
  • Visuals — did you appreciate the imagery in the commercial?
  • Words — did you appreciate the words spoken by people in the commercial?
  • Music/sound — did the music add to the meaning, tone, memorability of the commercial?
  • Call to action — did the commercial push you to take action on an issue?
  • Effectiveness — did the commercial drive response, engagement or sales?

Before joining EMU, Radding was the principal, creative director and integrated marketing strategist at the InterSection Marketing Communications advertising agency.

The Super Bowl is a great time to learn and think about advertising, Radding said. For instance, the game shows the differences between “paid media” and “owned media,” he said. Paid media involves an advertiser paying a media outlet for time to display advertising, while owned media is the content that a company already owns, such as brand identity, slogans, taglines and intellectual property.

In addition, people can follow the effectiveness of advertising with the concept of “earned media,” which boils down to follow-up engagement, likes and shares on social media.

The Radding Rating “serves as a great discussion tool and seeks to understand if the advertiser accomplished his goals,” Redding said.

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