Two Studies to Examine Social Qualities of Super Bowl Ads

There will be no shortage of online destinations follow Super Bowl chatter, social and otherwise. You can check out a fairly comprehensive list here. Two we'd like to touch on are the BrandBowl, a partnership between Mullen, Radian6 and Boston.com and Deep Focus' Super Bowl of Social Media.

In its fourth year, Brand Bowl will gauge the social chatter surrounding the ads in the game and rank each ad based on its social profile according to the number of tweets a brand gets along with the sentiment of the tweets.

The Super Bowl of Social Media will take a different approach. Rather than ranking a brand's popularity for lack of a better word, it will take a look at the "socialness" of a brand. The site says it will not be about an ads creativity, content or humor. Rather, it will be about how well the brand used social media to "activate, engage, and even reward the viewer.

Taken together, these two "studies" will, in our opinion, paint a much clearer picture than the USA Today Ad Meter ever could. Of course, all of these metrics are just pointless hype. The only thing that really matters is sales. But we're never going to get an accurate picture of that, sadly.