The Super Bowl may be the biggest day of the year for those other football fans, but it’s also the day that big advertising agencies can see careers made or broken in around 30 seconds.

Just $5 million for a half-minute slot by the way, which gives you an indication of how important it is to hit it out the park with this one.

Certain ads fared better than others in terms of the reaction on social media so here’s Fortune with their analysis:

PepsiCo’s Doritos brand and Allstate’s Esurance unit were early winners on social media in the annual high-stakes battle of Super Bowl commercials…

The Doritos ad, which featured a man crunching on chips while his wife gets an ultrasound, prompted 140,040 posts associated with the brand on Twitter in the first quarter, the most around any brand advertising during the game, according to Amobee Brand Intelligence, a marketing technology company.

Meanwhile Esurance, which opted for a spot before kickoff, drew 221,319 tweets thanks to the company’s push on social media to promote a sweepstakes under the hashtag #EsuranceSweepstakes.

Fine, we’ll have a look at both real quick:

And then there was the Mountain Dew ad with a ‘thing’ that was part baby, part monkey and part puppy. That didn’t play out so well:

The hashtag #puppymonkeybaby was trending on Twitter minutes before halftime, but according to Amobee, of the 31,365 tweets about Mountain Dew, a majority were negative or neutral.

The ad came across as “weird,” said Jim Joseph, chief integrated marketing officer at communications and public relations agency Cohn & Wolfe.

That is straight up weird, we get you Jim.

We’ll finish with the tear jerker from Audi, who took a risk and used David Bowie’s “Starman”. It proved to be one of the more popular during the lead up and the event itself, social media generally giving it a hearty thumbs up.

[source:fortune]