Arguments about the Steelers and the Cardinals were trumped by arguments over the merits of the yelling Hyundai commercial and whether or not the 3-D advertisements for “Monsters vs. Aliens” and SoBe were worth all the fuss.

“It’s a new gimmick, and it’s great,” Kolt said. “It’s expensive, I bet you, though it will pay off.”

The goal behind successful advertising is to establish an instantly recognizable brand, said Robert Cole, chairman of the advertising department.

The worst ad of the night was a trailer for the movie “Transformers,” the group decided. Typically, movie trailers tend to rate the worst at these parties, Cole said.

“The recession has resulted in seeing new types and techniques for ads we’ve never seen before,” said Nora Rifon, professor of advertising. “We’ll see a lot of special deals, mostly an effort to do quick brand building.”

In tough economic times, advertising is even more crucial. Advertisers need to make a lasting impression with fewer resources in order to spark interest in a tougher market, Kolt said.

The professors began the Super Bowl tradition of rating commercials twelve years ago for fun.

Since then, the party has progressed into an influential resource for the advertising industry. Ratings from MSU educators and their spouses have been cited in publications including The Wall Street Journal and The New York Times, Kolt said.

However, gaining notoriety isn’t the party-goers’ purpose. They partake in the event for the fun and bonding.

“This is a wonderful opportunity to look at the commercials with a bunch of people who really know what they’re talking about,” Cole said.