This year’s bowl barrage took a swing into sentimental with more introspective ads than prior years’ laugh out loud shock value race. But did it pay off? Though the average ads price tag is a steep $5 Million+, the exposure and buzz value for big brands may be priceless.

McDonald’s and Pepsi seem to be the clear winners this year, as cited in today’s AdAge article:

“Thanks to its sponsorship of Katy Perry’s halftime show, Pepsi scored the highest change in buzz. The marketer’s only official ad in the game was a 30-second spot used to introduce the halftime show that immediately followed it.”

“McDonald’s, Nationwide, Carnival Cruises and T-Mobile saw the biggest lift in purchase consideration compared to the pre-game baseline, according to YouGov BrandIndex.”

Noteably, Nationwide’s Topsy Sentiment score only dropped from 63 to 55 after they aired the notorious dead kid ad. Not a huge jump, indicating that viewers, although annoyed, remain neutral to the brand. Social buzz for Nationwide, however—through the roof. Leaving one to wonder at the old adage “No such thing as bad publicity.”—or maybe the message actually resonated, despite the negative social buzz.

2015 Super Bowl XLIX Marketing by the Numbers

2015 Super Bowl XLIX Marketing by the Numbers

Take a look at our infograph roundup for some quick stats from this year’s big game.