In a different take on the effectiveness of this year’s Super Bowl ads, other agencies made an effort to quantify the social buzz that is becoming increasingly one aim of a campaign tailored for the big game. Madison WI-based Networked Insights sought to both measure that social conversation and to put a dollar value to it. Its “social ROI” metric purports to put a ruler to the increase in online social interactions created for each $1 million spent on a Super Bowl ad spot.

From game day through the following Wednesday the firm measured 3.5 million “conversations” a day on 17,000 social sites ranging from Facebook and MySpace to Fan Forum, RapMusic.com and bridal site The Knot. The firm included social actions beyond posts to a Web site or blog; they included other indices of buzz, such as links added to a page, forward-to-a-friend invites, and so on.

According to the agency’s findings at www.socialinsights.com, the metric compares the “average daily conversations” about a Bowl advertiser before and after the big game, then uses each brand’s total ad spend during the broadcast to determine how much lift it saw per 41 million spent.

The results put florist Teleflora at the top of the winner list. That brand saw a 1464% increase in daily interaction after its Super Bowl ad aired; factoring in its ad spend for the game, that translated into a “social ROI” of about 488%, the agency reported. Of course, the upcoming Valentine’s Day probably added some interest to the online conversation too.

Next in Networked Insights’ top 10 list, the eponymous Cash4Gold.com, which saw a 738% increase in daily interactions after airing the spot with Ed McMahon and MC Hammer hocking their unwanted ore. The buzz came from the cameos and the down economy; no matter what did it, social ROI translated for the spot translated to 246%, the agency claims.

Other social ROI winners on Networked Insights’ roster seemed to benefit from a timely hook as well as a Super Bowl Berth, including CareerBuilder.com (bad job market, 594% jump in daily interaction, 99% social ROI); the Will Ferrell movie “Land of the Lost” (pre-release clips for June release, 144% jump in buzz, 48% social ROI); Disney’s “Race to Witch Mountain” (close release date, 121% increase in daily interaction, 40% social ROI); and H&R Block (looming tax season, 111% spike in buzz, 37% social ROI.)

In terms of their social ROI, losers among the game’s advertisers included car makers Audi and Toyota. Audi saw a 39% decrease in daily interaction after running its spot, while Totyota saw an 18% falloff post-game. In each case, the amount spent on the ad time made for a social ROI of -6% for the marketers, according to the agency. Among the others whose Super spending did not translate into buzz gains: Coke Zero (interaction down 29%, social ROI -10%), Coca-Cola (buzz off 23%, social ROI down 3%), and General Electric’s digital scarecrow (18% drop in daily interaction, social ROI -6%).

By contrast, the buzz analysis from TNS Cymfony found a different set of post-game winners. According to its measurements, which tallied the volume of social-media postings in the 36 hours after the game and indexed that volume to a Super Bowl-advertiser average of 100, entertainment properties came out on top of the Buzz Bowl.

That entertainment slant is reflected in where the post-game discussions took place: Almost half those postings occurred on social media sites that specialize in movies, videogames and entertainment news, TNS found.

The upcoming summer movie sequel “Transformers: Revenge of the Fallen” led this pack with a volume index of 737, meaning it generated seven times the online social buzz of the average Super Bowl commercial. Next in line was the new “Star Trek” movie with a 500 index. Other movies in the top ten included the live-action “G.I. Joe” in the fifth slot with a volume index of 455; “Land of the Lost” in seventh place with a 261 index; and the latest in the “Fast and Furious” franchise in eighth place with a 221 index.

And that doesn’t exhaust the entertainment-centric winners among TNS Cymfony’s top ten list. The ad for online video site www.Hulu.com came in tenth with an index of 198, and thus garnering about twice the buzz of the average game advertiser.

The Doritos user-generated ad in which a crystal ball collides with a colleague won the USA Today Ad Meter poll for best creative, proving that you should never underestimate the appeal of a good crotch shot. But Doritos didn’t lead the TNS list of most buzz-worthy ads or even come in as the highest-ranked non-movie marketer—perhaps proving that funny doesn’t equal buzzy.

Instead, the highest-ranking non-entertainment Super Bowl campaign was that of Anheuser-Busch, whose spots for multiple brands earned an aggregate 476 index in posting volume in the days after the game and showing particularly positive discussion. That score earned A-B the fourth slot among most-bussed Bowl ads.

Doritos came in at number six with a volume index of 387. Pepsi (#7 with 309) and Coca Cola (#9 with 215) filled out the rest of TNS’ buzz roster.

“This year, viewers were engaged with ads about entertainment and affordable indulgences,” TNS Cymfony chief marketer Jim Nail said in a statement, noting that eTrade’s baby and Audi’s movie-like “Chase” ad didn’t make the list of biggest buzz-builders. “Financial services and automobiles are not on consumers’ minds, so their ads, which have been popular in past years, didn’t resonate this year.”

TNS Cymfony also found that the volume of pre-game discussion around this year’s Super Abowl ads was almost double the level noted last year, with about a 37% increase in the press buildup to the game’s TV spots.

“The spike in pre-game coverage and discussions emphasizes that marketers need to blend social media, traditional media and buzz around the water cooler to maximize the ROI of expensive Super Bowl ads,” Nail said.

In a different take on the effectiveness of this year’s Super Bowl ads, other agencies made an effort to quantify the social buzz that is becoming increasingly one aim of a campaign tailored for the big game. Madison WI-based Networked Insights sought to both measure that social conversation and to put a dollar value to it. Its “social ROI” metric purports to put a ruler to the increase in online social interactions created for each $1 million spent on a Super Bowl ad spot.

From game day through the following Wednesday the firm measured 3.5 million “conversations” a day on 17,000 social sites ranging from Facebook and MySpace to Fan Forum, RapMusic.com and bridal site The Knot. The firm included social actions beyond posts to a Web site or blog; they included other indices of buzz, such as links added to a page, forward-to-a-friend invites, and so on.

According to the agency’s findings at www.socialinsights.com, the metric compares the “average daily conversations” about a Bowl advertiser before and after the big game, then uses each brand’s total ad spend during the broadcast to determine how much lift it saw per 41 million spent.

The results put florist Teleflora at the top of the winner list. That brand saw a 1464% increase in daily interaction after its Super Bowl ad aired; factoring in its ad spend for the game, that translated into a “social ROI” of about 488%, the agency reported. Of course, the upcoming Valentine’s Day probably added some interest to the online conversation too.

Next in Networked Insights’ top 10 list, the eponymous Cash4Gold.com, which saw a 738% increase in daily interactions after airing the spot with Ed McMahon and MC Hammer hocking their unwanted ore. The buzz came from the cameos and the down economy; no matter what did it, social ROI translated for the spot translated to 246%, the agency claims.

Other social ROI winners on Networked Insights’ roster seemed to benefit from a timely hook as well as a Super Bowl Berth, including CareerBuilder.com (bad job market, 594% jump in daily interaction, 99% social ROI); the Will Ferrell movie “Land of the Lost” (pre-release clips for June release, 144% jump in buzz, 48% social ROI); Disney’s “Race to Witch Mountain” (close release date, 121% increase in daily interaction, 40% social ROI); and H&R Block (looming tax season, 111% spike in buzz, 37% social ROI.)

In terms of their social ROI, losers among the game’s advertisers included car makers Audi and Toyota. Audi saw a 39% decrease in daily interaction after running its spot, while Totyota saw an 18% falloff post-game. In each case, the amount spent on the ad time made for a social ROI of -6% for the marketers, according to the agency. Among the others whose Super spending did not translate into buzz gains: Coke Zero (interaction down 29%, social ROI -10%), Coca-Cola (buzz off 23%, social ROI down 3%), and General Electric’s digital scarecrow (18% drop in daily interaction, social ROI -6%).

By contrast, the buzz analysis from TNS Cymfony found a different set of post-game winners. According to its measurements, which tallied the volume of social-media postings in the 36 hours after the game and indexed that volume to a Super Bowl-advertiser average of 100, entertainment properties came out on top of the Buzz Bowl.

That entertainment slant is reflected in where the post-game discussions took place: Almost half those postings occurred on social media sites that specialize in movies, videogames and entertainment news, TNS found.

The upcoming summer movie sequel “Transformers: Revenge of the Fallen” led this pack with a volume index of 737, meaning it generated seven times the online social buzz of the average Super Bowl commercial. Next in line was the new “Star Trek” movie with a 500 index. Other movies in the top ten included the live-action “G.I. Joe” in the fifth slot with a volume index of 455; “Land of the Lost” in seventh place with a 261 index; and the latest in the “Fast and Furious” franchise in eighth place with a 221 index.

And that doesn’t exhaust the entertainment-centric winners among TNS Cymfony’s top ten list. The ad for online video site www.Hulu.com came in tenth with an index of 198, and thus garnering about twice the buzz of the average game advertiser.

The Doritos user-generated ad in which a crystal ball collides with a colleague won the USA Today Ad Meter poll for best creative, proving that you should never underestimate the appeal of a good crotch shot. But Doritos didn’t lead the TNS list of most buzz-worthy ads or even come in as the highest-ranked non-movie marketer—perhaps proving that funny doesn’t equal buzzy.

Instead, the highest-ranking non-entertainment Super Bowl campaign was that of Anheuser-Busch, whose spots for multiple brands earned an aggregate 476 index in posting volume in the days after the game and showing particularly positive discussion. That score earned A-B the fourth slot among most-bussed Bowl ads.

Doritos came in at number six with a volume index of 387. Pepsi (#7 with 309) and Coca Cola (#9 with 215) filled out the rest of TNS’ buzz roster.

“This year, viewers were engaged with ads about entertainment and affordable indulgences,” TNS Cymfony chief marketer Jim Nail said in a statement, noting that eTrade’s baby and Audi’s movie-like “Chase” ad didn’t make the list of biggest buzz-builders. “Financial services and automobiles are not on consumers’ minds, so their ads, which have been popular in past years, didn’t resonate this year.”

TNS Cymfony also found that the volume of pre-game discussion around this year’s Super Abowl ads was almost double the level noted last year, with about a 37% increase in the press buildup to the game’s TV spots.

“The spike in pre-game coverage and discussions emphasizes that marketers need to blend social media, traditional media and buzz around the water cooler to maximize the ROI of expensive Super Bowl ads,” Nail said.