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The interactive dashboard at Brandwatch Super Bowl [brandwatch.com] shows the true impact of the highly expensive advertising that is shown during the Super Bowl, in particular on social online media.

Each so-called 'worm' represents a unique sponsor (including brands like Pepsi, Mars, Walt Disney or H&M). The accompanying number stands for the number of tweets that were made about that brand or their products over the last 28 days (and, yes, the 'worm' who has possession of the ball is winning).

The additional display on the right reveals the complete ranking of all tracked brands, complete with time-based sparklines, the positive versus negative sentiment of the daily tweets, and the most popular keywords that were used.

As a result, one can already attempt to estimate what will be the most anticipated ads for this Sunday, in addition to their expected content.