ROCHESTER, N.Y. — As advertisers capitalize on social media to promote their Super Bowl spots — which cost about $90,000 a second to air — Roberts Communications is conducting its annual research on what Rochester consumers think on Facebook, with Customer Bowl V: Rochester Friends the Ads.

Roberts is encouraging all Facebook users from Rochester to become a fan of Customer Bowl V, which is live today. The agency will post eight to 10 of the most anticipated ads on the Customer Bowl “wall,” which people can visit before, during and after the game. Throughout Super Bowl weekend, people can click on the “Like” button to vote for favorite spots and make comments, or click the “Discussions” tab to join extended conversations about the ads.

During the week leading up to the big game, people can also check in for Super Bowl statistics, links to the top Super Bowl ads of all time and advertiser updates.

“In past years, we’ve hosted live focus groups at a sports bar during the game, and used an online ‘water cooler’ survey to see what customers really think about the ads,” said Bill Murtha, president and CEO of Roberts. “This year, instead of a survey, we’re going to host an extended community-wide discussion during the game using Facebook — the ‘water cooler’ of today’s media, which keeps people connected to their friends around the world.”

Founded in 2004, Facebook has grown today to more than 350 million active users who use it to stay in touch and share opinions. Fifty percent of active users log on to Facebook in any given day, the company says, posting more than 55 million status updates each day.

 
$2.8 million, 30 seconds, 150 million viewers
For advertisers spending millions for every 30-second spot this year, the real battle is not over which team scores the most touchdowns, but which ad scores better with the huge television audience — 151.6 million viewers last year, according to Nielsen Media Research.

First time advertisers participating in Super Bowl XLIV include HomeAway.com, KGB, Dr. Pepper, Focus on the Family, and TruTv. Pepsi opted not to advertise this year for the first time in 23 years. Other big advertisers this year include E-Trade, Doritos, CareerBuilder.com, Volkswagen, GoDaddy, Motorola, Anheuser-Busch, and Coca-Cola.

The cost of a 30-second advertisement in the Super Bowl has more than quadrupled in the past 20 years and reached $3 million in 2009. Prices are lower for the 2010 game, with CBS reportedly selling 30-second units for between $2.5 and $2.8 million.

Many advertisers are using social media to extend the reach of their TV buy and engage consumers. Among the brands advertising during Super Bowl XLIV that have Facebook fan pages are Audi, Bud Light, Coca-Cola, Denny’s, Doritos and Hyundai.

Unilever United States is reportedly buying a 45-second spot for the game to promote a new line of products called Dove Men+Care. The commercial is to be supplemented by blogs as well as posting on Facebook and Twitter. In addition, the E*Trade Financial Group will use Facebook, Twitter and YouTube to publicize a 30-second commercial the company plans to run during the big game.