Countless sites, media experts, bloggers and SuperBowl afficionados took to the Web this week to talk not so much about the 2010 Super Bowl game itself, but about its commercials – perhaps the only day of the year in which people don’t DVR through these million-dollar-plus marketing creations.

The Wall Street Journal interviewed creative directors, copywriters, computer engineers and consumers, who preferred Monster’s Beaver commercial to Careerbuilder’s underwear-revealing Casual Friday ad. Google’s Search On earned kudos. CBS’s promo for the David Letterman show was a big hit, considered hilarious primarily because of Jay Leno’s participation.

Phil Johnson, CEO of PJA Advertising & Marketing listed his five favorites on his AdAge.com blog: Bud Light’s “Book Club”; Audi’s “Green Police”; Google’s “Search On”; McDonald’s “Larry Bird”; and Budweiser’s “Friends”. He didn’t elaborate on his choices, as he spent most of his blog raving about the big game’s texting message to give money to Haiti relief.

Media Curves, the online home of HCD Research, approached consumer interest in Super Bowl commercials in a pre-planned scientific way, by setting up an online survey during the game. it was sent to thousands of participants, who answered questions about their response to the ads. Responses considered breakthrough, emotion, memorability and involvement. As part of the study, Media Curves used an online dial testing system so participants could indicate their level of interest as they were actually watching the ads. The results were analyzed in the form of curves, which you can actually see when viewing the top commercials on the MediaCurves site. There’s also an index for word of mouth ad impact.

Budweiser’s Bull commercial ranked No. 1 with these Super Bowl watchers, with a score 0f 72.78 out of a possible 100. The Betty White/Abe Vagoda Snickers ad was close behind, with a second-place score of 70.95. Cars.com won a highly-respectable 62.40 points to earn 17th place for its Timothy Richman ad, though got beat out by the Griswold’s ad for HomeAway.com – which earned a 63.69 ranking. Monster.com and its beavers scored 52.92, Careerbuilders’ Casual Friday scored 46.37, while GoDaddy /Danica Patrick hit nearly rock bottom at 28.01. (Perhaps more than a few Super Bowl fans are tired of being offended.)

Alterian, a marketing firm whose SM2 product monitors social media, set up its first-ever SM2 Buzz Bowl, as a way to look at the social media aspects and results of Super Bowl commercials. Far different from what Media Curves produced, Alterian started looking at the “buzz” around the Bowl on Dec. 1, 2009. As of Feb. 5, 2010, Alterian had gathered more than 100,000 social conversations. Amazingly, Pepsi, who opted out of the Super Bowl except for a FoxNews pre-game ad and sponsorship of the closed captioning for the game, was the Buzz Bowl winner. Pepsi also spent $20 million on a social media create-your-own-Pepsi-commercial contest.

From the Alterian Buzz Bowl landing page you can watch all the Super Bowl ads. 

Our picks:

Careerbuilder’s Casual Friday was highly amusing and memorable – lots of after-bowl buzz factor here, though it’s Worst Seat ad crossed the line from amusing to appallingly gross – put us in mind of Cheech and Chong movies where we enjoyed and laughed to a point and finally ended up trying to control our gag factor.  Cars.com’s Timothy Richman delivered a powerful message, but Monster.com’s ad was “sweet” but fairly ho-hum. HomeAway.com did a good job of letting folks know what it offers. It was clever to bring in the original Griswolds – Chevy Chase and Beverly D’Angelo – though we wouldn’t give this ad two thumbs up – perhaps one and a half.

We don’t think, however, that anyone can beat Betty White and Abe Vagoda and the terrific job they did for Snickers. Whether you’re a classified site, an online marketplace, or a retailer, there’s something powerful about delivering your message with an amusing, entertaining Hollywood icon who happens to be a much-loved “good sport.” 

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