Yes—Budweiser’s “First Delivery,” featuring a young Clydesdale, won the 2025 USA TODAY Ad Meter with an average score of 3.56 out of 5. That means it finished first in that registered-panelist competition, not that every Super Bowl viewer voted or that the result measures everyone’s favorite ad.
How “First Delivery” won the 2025 Ad Meter
USA TODAY Co. announced the result on February 10, 2025. Registered panelists rated eligible Super Bowl commercials from February 5 until 1:00 a.m. EST on February 10. Each participant had to rate every eligible ad on a scale of one, the lowest score, to five, the highest. The ad with the top average won. USA TODAY reported more than 173,000 registrations. USA TODAY Co.’s results announcement gives the scores and explains the competition.
| Rank | Commercial | Average score |
|---|---|---|
| 1 | Budweiser, “First Delivery” | 3.56 |
| 2 | Lay’s, “The Little Farmer” | 3.55 |
| 3 | Michelob Ultra, “The ULTRA Hustle” | 3.52 |
| 4 | Stella Artois, “David + Dave” | 3.51 |
| 5 | NFL, “Somebody” | 3.49 |
Budweiser’s lead over Lay’s was just 0.01 points, calculated from the scores USA TODAY published. The result establishes a narrow win in this particular poll; it does not establish a population-wide preference among Super Bowl viewers.
What happens in the commercial
In “First Delivery,” a keg falls off a wagon, and a young Clydesdale takes it to a bar. The spot features the Bellamy Brothers’ “Let Your Love Flow” and closes with Budweiser’s “This Bud’s For You” tagline. USA TODAY’s announcement of the result describes the ad.
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What the voter figures do—and don’t—mean
USA TODAY said more than 173,000 people registered for the Ad Meter. Forbes separately reported that more than 160,000 viewers voted the Budweiser spot their favorite. These are differently worded figures from separate sources, not interchangeable counts: registration is not the same thing as a confirmed vote, and neither figure represents all Super Bowl viewers. Forbes’ February 10 coverage uses the latter phrasing.
Why other “best ad” rankings may differ
“Favorite” can mean different things depending on how a ranking is produced. USA TODAY’s Ad Meter reflects registered panelists’ average ratings. Ipsos, using a separate assessment, named “First Delivery” the winner for Best Use of Brand Assets, citing the Clydesdales as an iconic and familiar part of Budweiser’s brand. Ipsos also said the horses received the most post-game brand playback in its FastFacts study. Those findings are not another Ad Meter result or an overall verdict that the ad was the most effective by every measure. Ipsos’ 2025 Super Bowl ad assessment separates its winners by business objective.
Rank #2
- Showcasing the majestic beauty you know and love, this standing Clydesdale horse plushie embraces the wonders of the wild.
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The win was Budweiser’s first Ad Meter top honor since 2015, according to Forbes. Sports Business Journal likewise described it as the brand’s first win in ten years and ninth overall. USA TODAY Senior Vice President Monica Richardson said, “Cheers to Budweiser as the 2025 USA TODAY Ad Meter champion. With each passing year, USA TODAY Ad Meter engages a captivated audience of pop culture and sports fans alike.” Richardson’s quote appeared in USA TODAY Co.’s announcement.
Quick Recap
Best Value
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- HEALTHY IMAGINATIVE PLAY. The Tinker Mare from Schleich is carefully designed to inspire safe and creative pretend play for children as both a single toy or part of a larger collection.
- PART OF A GROWING PLAY WORLD. The Tinker Mare is part of the Farm World collection of figurines and playsets from Schleich. Great for gifting, this figurine can stand alone or fit into a larger, modular play world.
- GET READY FOR FUN IN FARM WORLD - What did the cow say to the pig? You're hogging all the grass! In this world of farm animals and barnyard buddies, sheep can be friends with ducks while horses race across the ranch.
- IMAGINATION WITHOUT LIMITS - Schleich toys come in all shapes and sizes to bring stories to life. We value sustainability which is why we created worlds of durable toys that can be treasured for generations to come
Rank #4
- DETAILED & REALISTIC. Crafted with precision and authentic detail to create a lifelike toy that teaches and inspires toddlers and kids; helps introduce children to animals. From the first sketch to the intricate finishing touches, we see value in every detail.
- HEALTHY IMAGINATIVE PLAY. The Clydesdale Gelding from Schleich is carefully designed to inspire safe and creative pretend play for children as both a single toy or part of a larger collection.
- PART OF A GROWING PLAY WORLD. The Clydesdale Gelding is part of the Farm World collection of figurines and playsets from Schleich. Great for gifting, this figurine can stand alone or fit into a larger, modular play world.
- GET READY FOR FUN IN FARM WORLD - What did the cow say to the pig? You're hogging all the grass! In this world of farm animals and barnyard buddies, sheep can be friends with ducks while horses race across the ranch.
- IMAGINATION WITHOUT LIMITS - Schleich toys come in all shapes and sizes to bring stories to life. We value sustainability which is why we created worlds of durable toys that can be treasured for generations to come
Rank #3
- A GENTLE GIANT IN THE MAKING - This realistic Clydesdale Foal figure toy captures one of the world's largest horse breeds at the beginning of its journey, ready for detailed farm and stable adventures.
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- GET READY FOR FUN IN FARM WORLD - What did the cow say to the pig? You're hogging all the grass! In this world of farm animals and barnyard buddies, sheep can be friends with ducks while horses race across the ranch.
- IMAGINATION WITHOUT LIMITS - Schleich toys come in all shapes and sizes to bring stories to life. We value sustainability which is why we created worlds of durable toys that can be treasured for generations to come
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