The Super Bowl is the biggest stage for advertisers, and this year the stakes are higher than ever. With ad prices reaching a record-high of $7 million for a 30-second commercial, companies are pulling out all the stops to win the hearts and minds of America. Rocket Mortgage, with Tracy Morgan and Anna Kendrick’s star power, has the potential to become the first three-peat Super Bowl Ad Meter winner not named Budweiser or Pepsi. But will they be able to pull it off?

USA TODAY’s Ad Meter has been ranking Super Bowl commercials for 35 years, and some brands have become synonymous with the competition. Pepsi and Budweiser have been dominating the top spots for decades, but new contenders have recently emerged. Doritos experimented with consumer-submitted commercials in 2007 and was rewarded with a top-10 finish. Carmakers have also been making a strong showing in recent years, with three ads breaking into the top 10 before 2010 and four of the top 10 spots in 2022.

Rocket Mortgage has won the past two Ad Meters, and with the housing industry in a much different place than it was last year, it’s unclear if they’ll be able to make it three in a row. USA TODAY recently opened Ad Meter voting to anyone who registers on their site, and the result has been a bigger, more diverse group of panelists shaking up the categories of companies in the top 10. Could a new era in Super Bowl commercials be dawning?

To get a better sense of the trends, USA TODAY’s Ralphie Aversa looked back at the times Pepsi and Budweiser held the top two spots on Ad Meter. From Saturday Night Live’s Dana Carvey and Jon Lovitz winning the first Ad Meter in 1987 to Jerry Seinfeld and Superman’s failed attempt at a comeback in 1998, these iconic Super Bowl ads have set the bar for what it takes to win the hearts and minds of America.

So who will come out on top this year? Will Rocket Mortgage make history as the first three-peat Super Bowl Ad Meter winner? Or will a new contender emerge and shake up the competition? Only time will tell.