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Advertisers that bought spots in this year’s Super Bowl saw a sharp spike in online references relating directly to their brands, according to research conducted by Prophesee, a unit of Interpublic’s Initiative that monitors and analyzes consumer conversations, blogs and other online social-media activity.
Of the 38 brands that ran ads during the game, 75 percent saw the number of blog posts about them double, compared with the average for Sunday evenings over the past six months.
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