Reactions to the 2010 Super Bowl ads were reported early and often: The tally of mad, mid-game tweets let us know what the digital mavens were thinking. But what about the rest of the country? The folks who prefer to enjoy their social media on work computers in the days after? We waited until the Tuesday evening after the Super Bowl before we started to measure the impact.

The New York Times picked up on part of our report. Here’s the rest.

This was Networked Insights’ second year reporting on the buzz around Super Bowl ads. The analysis from our SocialSense listening platform reports on engagement, a measure beyond frequency of posts. It factors in other post consumption (eg, reads) and influence of the poster. Like last year, we’re also calculating Social ROI — what a company spent on ads in relation to the lift they did or didn’t get.

Teleflora gets an “Insighty” for winning two years in a row. Volkswagen and Focus on the Family also sparked high engagement for dollars spent, placing second and third.

The data shows Motorola bringing up the rear. And there were other players, like the e-Trade baby ads, whose online buzz didn’t measure up to the pre-game hype.

Both Coke and Pepsi (the latter who famously didn’t buy an ad this year) were in the middle of the pack. But, comparing the spend on Coke’s two ads to Pepsi’s social media spend, we rate Coke at a Social Media ROI of +26 (160% increase in interactions) and Pepsi at virtually flat ROI (+10% interactions).  So, though Pepsi’s campaign certainly had merit and created buzz in the weeks before the game, they might have done better to top it all off with a traditional TV ad.

See the chart below for the big winners and losers.