For advertisers in Western New York, Tide was the clear winner in the Super Bowl 52 commercials. 

"They did a great job of touching on relevant points to their consumers. But at the same time, they were authentic to themselves as well," said Christian Gaddis, an Eric Mower and Associates senior account executive.

While there were a few that really stood out, there were plenty of ads that flopped, including Ram.

"They took a risk and I think it fell flat from their original message and what they were hoping to get out of it," said Gaddis.

Sarah Neundorfer, an Eric Mower and Associates creative director added, "I didn't love the Kia spot with Steven Tyler. I just felt like they didn't pull it off."

Eric Mower and Associates held their annual post-Super Bowl roundtable discussion Monday morning. They gave this year's ads a grade between a B and C minus.

"I think people want them to be as big of a deal as they used to be. I think there was a heyday in the early ‘90s up to the early 2000s where those ads were incredible and they just have fallen flat a little bit. I think there's an element of just trying too hard. I think there's an overuse of celebrity endorsements sometimes," said Neundorfer.

One of the things lacking this year was political undertones to commercials.

"I think they really took a temperature of the country and thought ‘it's not time for that’ and people aren't really receptive to that," said Gaddis.

Neundorfer added, "There were no ‘#MeToo’ moment spots, which I was kind of expecting, but that being said, there wasn't that over-sexualization of women. There were no hot girls in bikinis this year, so maybe that was a nice understated way of kind of nodding to that, which was kind of refreshing to me."

Even at a price tag of $5 million per 30 seconds, advertisers say it's still worth it.

"It's one of the last times that you're guaranteed viewership and kind of a honed in eyeballs on the screen for a set amount of time on a national scale, so the way people are digesting media right now, you don't really have that guarantee anymore," said Neundorfer.

Advertisers say the Western New York businesses highlighted in the local spots also won with their exposure.