Thanks to some eye-opening metrics provided by TVision Insights, a Boston-based startup that uses sensor data gathered from a panel of compensated households nationwide, it's possible to measure reach not just in terms of number of television sets reached or number of online clicks, but actual eyeballs of actual people.
According to their data, the biggest attention-getter of the evening was Hyundai's "A Better Super Bowl" spot, which ran during the postgame. In terms of spots that ran during the contest itself, viewers stopped what they were doing to check out Hugh Jackman in the trailer for 20th Century Fox's upcoming Logan movie, and were also captivated by Skittles' wry take on "Romance." Busch, GoDaddy and Mr. Clean also made the list. But among categories tracked by TVision, three of the top 10 attention-getters were automobile makers (Hyundai, Buick and Ford).
Read more in Forbes.