Watch this space during the Super Bowl to see which marketers are winning more mentions on Twitter than their head-to-head rivals, courtesy of live data from Poptip, a market research and information discovery company specializing in real-time conversation analysis. Data collection starts half an hour before kickoff.

There's no sentiment analysis here, just raw roar of the crowd. Keep an eye on the wildcard box: That's where you'll see non-Super Bowl advertisers that successfully ambush the conversation.