Social wonks can now join all the advertising wonks on Super Bowl Sunday. Heck, ESPN has a Social Media Command Center. This just got serious.

Brands now have an excellent extended opportunity with the Super Bowl. No longer are all eyes on the 30-second spots. People will log into their social media accounts as they crack their first beer. So even if you can’t put up about $3.5 million, your brand can be part of the experience.

The Conversation So Far

Banyan Branch analyzed the social data arising from the teams and players during January. So far in the social Super Bowl, Tom Brady is most tweeted,

And the Patriots eclipsed the Giants in tweet volume.

Key Takeaway: The Giants are the conversation underdog. If they win the game, I’d be interested to see how that affects their social stats.

Read more about the data at AdRants