Reprise Media released its 4th annual Search Marketing Scorecard (SMS), which ranks Super Bowl advertisers based on the level of integration between their television commercials and presence in search and social media - essentially measuring how prepared each brand is to capture online interest and buzz.

Among this year's key findings:

Touchdown!: Pepsi is this year's most valuable player. A surprising rebound from its performance in our 2005 inaugural SMS, where it finished at the bottom of the pile.

Once again, web-based direct marketers - such as CareerBuilder.com and GoDaddy.com - are doing well with search and social media. Both companies have consistently scored touchdowns every year on our SMS.

Cars.com, T-Mobile and Tide rounded out this year's winner's circle with the best integration of Super Bowl TV commercials and search and social media.

Fumble!: Disney, Zantac and Hershey's miss their opportunities for cross-channel integration, with nearly no connection between game-day ads and their online presence.

The entertainment industry continues to under-perform. Overall, while movie studios are generating buzz with their 30-second spots, the majority are still missing the boat. With the exception of New Line Studio's Semi-Pro, which scored high for both search and social media presence, most studios are not buying search ads for their films, and none are using Super Bowl-specific keywords or copy to capture the attention of Giants and Patriot fans.

Interception

Edmunds.com didn't advertise in the big game, but did the next best thing - bought paid search ads that got them in front of the Super Bowl's massive audience when they headed online for more info.