Though not many commercials aired during the Super Bowl contained a URL or other strong call to action, most advertisers that bought spots also made paid search purchases, according to MediaPost.

Some 58 percent of the advertisers, which paid $2.6 million for Super Bowl airtime alone, also bought paid search keywords, including those for their brand names, according to Reprise Media, a search engine marketing firm.

A Reprise executive said companies such as Snickers, GoDaddy and Blockbuster were among those that did the best jobs at integrating TV with search. Ford, Doritos and Snapple were among those that did not do a good job or failed to use any search strategy in conjunction with the game.

Of course, the consequences of not having a paid-search component could have been ameliorated, at least in part, by including a URL in the commercials that aired.