Pretty, yes. Buzz-worthy, no.

This year's Super Bowl marked the second most-watched TV show in US history, clocking 97.5 million watchers, reports the BBC News.

Some of the biggest brands in the world vied to capitalize on buzz created by Super Bowl ads, but few maximized their multimillion-dollar investments.

Most failed to successfully link TV ads to their online presence, according to Reprise Media, writes MarketingCharts.

Reprise Media released its fourth annual Search Marketing Scorecard (SMS), which ranks Super Bowl advertisers based on the level of integration between their commercials and their presence in search and social media.

Essentially, Reprise measures how prepared brands are to capture online interest and buzz.

Among this year's key findings:

• Though Pepsi led the pack in this year's SMS, most non-alcoholic beverage advertisers consistently failed to include a URL or call to action in their spot.
• Only six percent of Super Bowl advertisers put a call to action in their commercials.
• 28 percent of brands purchased ads against Super Bowl-related keywords, a slight increase over last year's level.
• 93 percent of advertisers did not buy search placement for concepts related to their ads — terms related to spokesperson, mascot, celebrity or tagline.
• No Super Bowl ads pointed to a social media presence on MySpace, YouTube or Facebook. Less than one-fifth showed Super Bowl-related content on social networks.
• 70 percent of advertisers were buying placement in paid search against their brand name, close to a 20 percent increase over last year.
• Advertisers are getting better at including the relevant URL in their ads (with 84 percent displaying a URL in their commercials) - and all of them leading to the right landing page.

In partnership with Compete, Reprise Media will analyze data on user behavior and online traffic trends surrounding Super Bowl Sunday and release a whitepaper reviewing the results of this analysis, the company said.

A summary PDF of Reprise Media's SMS is available from its site.