3 February 2013 9:11 PM, PST | The Hollywood Reporter | See recent The Hollywood Reporter news »

Regarding the entertainment value of the four major events that occurred during this year's Super Bowl -- the game itself; Beyonce "shitting" the house down, as Joe Theismann tweeted; the blackout; and the commercials -- the ads came in at a far, far distant fourth place. Despite the fact that the majority of the more than 30 Super Bowl ads (which sold for around $4 million a pop) debuted online ahead of time, the Twitterverse seemed to engage with a flutter of hashtagged comments during every break in a way that suggested most, like myself, were seeing them for the first time.

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- Allison Keene

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