• by Wayne Friedman , February 6, 2012

When it comes to consumers' digital responses to Super Bowl XLVI's TV advertising, there are two big winners: The H&M commercial featuring soccer star David Beckham and NBC's own efforts for the new season of "The Voice."

According to media holding company IPG Group's analysis of its Mediabrands Audience Platform digital units and social analytics researcher Simply Measured, "The Voice" doubled its nearest rival in terms of Twitter mentions. It scored with a spy-theme action spot featuring Christina Aguilera, Cee Lo Green, and Blake Shelton, Adam Levine and Betty White.

Looking at individual celebrities, David Beckham pulled in 115,000-plus Twitter mentions for an underwear commercial for clothes retailer H&M -- more than double its nearest rival from John Stamos and a Dannon Yogurt ad.

As usual, there was heavy celebrity inclusion in Super Bowl commercials -- 62% of those spots contained celebrities.

Which brands were best at integrating TV commercials with search, social and mobile marketing efforts? Many were automotive companies -- including Toyota, Honda, Volkswagen, Kia Motors, Hyundai, and Audi. This also included Century 21, GE, H&M, and Time Warner Cable.

Those on the wrong end of integrating new digital marketing into TV commercials? IPG says this group included several upcoming movies, including "Battleship," "Act of Valor," "The Lorax," and "Star Wars 3D." Also added to this list: BMW, Fiat, Lexus, Bridgestone, Prudential and Budweiser.

Twenty-five percent of Super Bowl marketers intergrated social media into their TV commercials; 58% ran paid mobile search ads; and 81% did paid-search commercials.