TaxACT's Super Bowl ad ranks high on USA Today panel

A Super Bowl commercial For Cedar Rapids-based Second Story Software ranked as high as number 11 on a USA Today viewer rating panel.

The 30-second commercial promoted the free federal edition of TaxACT, Scond Story's tax preparation software and online filing solution. It was developed by J.W. Morton & Associates of Cedar Rapids.

The ad tells a simple, humorous story of a little boy who has an urgent problem, tries to do the right thing and ends up feeling totally free, explained David Morton, vice president of marketing services for J.W. Morton.

The 30-second spot was standing at No. 27 on the USA Today Ad Meter Viewer Panel, an annual ranking by volunteers that react to each commercial as it is viewed during the Super Bowl and afterward, by 3 p.m. Monday, after earling ranking No. 11.

“It's proven that a well-done Super Bowl ad can impact sales,” Morton said in prepared remarks. “We are very pleased with ranking No. 11, considering this is TaxACT's first time as a Super Bowl advertiser. There are a lot of big names in the top ten. We did a good job of holding our own.”

Holding the top position in the rankings was Dorito's "Sling Baby" advertisement. Two advertisements for Go Daddy, which has operations in Hiawatha, ranked in the fifties.