Giants win XLVI. Eli is going to Disney World. Here are some notes from the big game.

Winners – Ads are always a spectacle, and the people and websites that keep track of those kind of things have spoken. See the winners and losers below. If you missed any of the ads, they are all here.

· Hulu AdZone: Overall Most Liked Ad (Volkswagen: The Bark Side Teaser). Funniest Ad (Acura: Transactions). Best Soundtrack (Chevy: Anthem).

· #BrandBowl on Twitter: Top volume and popularity (Doritos). Most liked brand (M&Ms). Least Liked (Go Daddy).

· Top five from TiVo: Doritos Man’s Best Friend. M&Ms Ms. Brown. Doritos Sling Baby. Pepsi King’s Court. Volkswagen Dog Strikes Back.

Tweet – Twitter breaks down the game here.

· 13.7M super bowl related tweets during the game

· Peak tweets per second were 12,233 during the final three minutes of the game.

· The 2nd highest moment was during Madonna’s performance at 10,245 TPS.

· In the final 3-minutes of the game, there were an average of 10,000 related tweets per second.

· They are also maintaining an archive of all the ads for watching, voting, and of course, tweeting. Check out the Ad Scrimmage.

CTA – Altimeter Group looks at ad integration here.

· 32% of the 87 ads displayed during the game made no online reference at all.

· 57% included a website or microsite URL

· 16% included social media (Facebook, Twitter or #)

· 11% included emerging tech like Shazam, SMS, QR.

· Of the ads that included a standard URL, 49% used a corporate URL.

Viewers – For the 3rd consecutive year, the Super Bowl has beat its own record of being the most watched event on TV. NBC press release here, some notes below:

· Most-watched TV program in U.S. history, and the highest-rated Super Bowl in 26 years (Nielsen)

· 111.3M watched (111.0M SB XLV on FOX)

· Highest-rated Super Bowl since 1986 (Bears-Patriots) with a 47.0 rating and a 71 share.

· Viewership peaked in the fourth quarter @ 117.7M

· Madonna was the most-watched Super Bowl halftime show featuring entertainment ever (dating back to 1991) with 114M viewers.

Check – According to social TV service Getglue, they saw more than 160K SB XLVI check-ins, up 700% from last year’s game. Giants had more mentions then the Pats with 62%, Manning and Brady were split, and NY trumped Boston with 65%.