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Move over Hawkeye Pierce, looks like Drew Brees and the New Orleans Saints just took your ratings crown along with the Super Bowl title. A record 106.5 million people watched the Saints write a storybook ending to their dream season by beating the Indianapolis Colts 31-17 in Super Bowl XLIV on CBS, according to Nielsen. That's not only the biggest audience to date for the Super Bowl, but the biggest audience for a televised event ever -- barely knocking off the finale of \nCBS' "MASH," which averaged almost 106 million viewers when it ran in 1983.

While you will get to see Tim Tebow during the Super Bowl commercials, you'll be missing out on several studios' blockbuster ads.Commercials were cheaper this year, but the $3 million price tag did not attract many movie studios.

In a Webcast news conference, Coca-Cola executives discussed how they intend to incorporate philanthropy and the social media into their Super Bowl ad plans. The social media component will come courtesy of Facebook, which is teaming up with Coca-Cola for the initiative.

Among those commercials consistently deemed most effective, memorable and talked-about during the Super Bowl, many were created or suggested by consumers - or produced internally by the sponsors - rather than the work of agency professionals.

Super Bowl advertisers are using social media like Facebook and Twitter to build hype for their advertisements (not necessarily the game itself, although a larger audience for the game would also mean a larger audience for the commercials during the game).

Consumer watchdog groups complained to the FCC about cable conglomerates using "hostage taking" as a negotiating tactic. The groups referenced the subscription rate battles that threatened to keep consumers from watching the Super Bowl and the Oscars in a recent letter to the FCC.

"The Internet, which many feared would draw viewers away from television, appears to be having exactly the opposite effect - at least when it comes to coverage of major events. Brian Stelter writes in The Times that TV executives have noticed big spikes in viewership of the Olympics, the Super Bowl, the Grammys and other special events that some of them trace to the effect of social networking sites."

Pepsi decided to pay millions for an online ad campaign that would "engage and interact with customers for months" rather than pay millions for 30 seconds of ad time during the Super Bowl. They also got a ton of free advertising from news agencies who reported on this decision.

Article discusses highest ranked superbowl ads by DVR reply, and highlights both media and audience trends, as well as the difficulties of measurement.

Superbowl most watched show in history--breaking the previous record held by M*A*S*H. This article explores the enormity of the feat given the fractured nature of today's television viewing audience.

Sponsors are looking to generate buzz for ads through social media, hoping to repeat the success of Super Bowl advertisers who expanded their audience by using social networking sites to spread ads.