Advertisers spend a lot of money each year during, before and after the big game, especially for the expensive in-game TV spots. Now that we have had almost 24 hours to digest the plethora of creative ideas, the ones that we are talking about took place on social media channels.

Twitter is the unofficial king of the big game, where 24.1 million Tweets were sent out about the game and/or halftime show (this is without counting the ads as well).

The power outage alone generated around 231,500 TPM (tweets per minute), which is more than any other topic, including a 108-yard kickoff return by Jacoby Jones at 185,000 TPM.

Brands saw an opportunity to take advantage of a situation that was unexpected. Oreo, Duracell and Tide all capitalized on one of the important pieces of social, which is timeliness.

Oreo managed to engage users with the following tweet:

Very impressive numbers, with 15,260 retweets and 5,428 favorites on tweet that probably took no more than 15 minutes to push live on its social channels.

And Duracell managed to score an “extra point” when the lights were out as well.

Just 45 minutes after Dodge ran its “Farmer” spot, there were a total of 402k social media comments about the spot. Dodge led the crowd in sheer numbers, but Tide, Taco Bell and Doritos led the pack with the most positive sentiments out of the ads that ran during the game.

With the exponential growth in social and how it relates to campaigns, it makes you wonder what next year will have in store.

Nearly all of the spots were available on YouTube days before the game even aired, and engagement campaigns started well before that.

One thing is for certain – social will continue to grow. Brands need to figure out how to embrace it or they could very well be left behind. Also important to note – 45 percent of the TV audience was female. Advertisers and packaged goods, such as Oreo, took advantage; Calvin Klein did, too.