Great blog post from Mashable.com regarding the metrics of the Super Bowl advertising. Determining ROI for social media can be challenging. This post literally maps the search spikes.
AddThis Blog » Blog Archive » AddThis Stats from Super Bowl 2011.
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Sara Kerr 
Sara – interesting article. I found a similar article in a website I subscribe to called Ad Age. I have included the article link in this email.
The Verdict Is in: Super Bowl’s Best-Liked and Most-Recalled Ads Volkswagen’s ‘The Force’ Won on Likeability, but Brand Recall Is a Different Story, Nielsen Finds February 08, 2011
http://adage.com/superbowl/article?article_id=148756
These are always interesting, even more so than the actual ads….to get to see who benefits out in the end!