• by Sarah Mahoney  @mahoney_sarah, February 2, 2011

With the hoopla of Media Day safely behind us, it's time for fans of Super Bowl to move past the Green Bay Packers and the Pittsburgh Steelers, and get to the serious stuff: Register now to make voting for your favorite ad easier.

Adbowl -- launched by McKee Wallwork Cleveland, a little Albuquerque-based ad agency, back in 2001 -- tracks what consumers think of the ads during the game, and has expanded its reach to include iPhone voting this year. (You can log onto its site, use the iPhone app, or the social media stream to follow results throughout the game.)

Of course, Ad Bowl isn't the only way to track the ads. USA Today's Ad Meter, based on selected panelists, is also a closely watched metric. And Mullen is bringing back BrandBowl2011, partnering with Boston.com and Radian6, with ads streamed straight from Hulu. Also, Allen & Gerritsen will do its Meaningful Messages survey, which measures effectiveness versus entertainment value, of Super Bowl ads. This year, a spokesperson for the agency says, viewers will vote in real-time via a mobile survey. And as always, there will be plenty of live-blogging during the game. (In the past, we've enjoyed The Wall Street Journal's ad gurus,)

The fascination is intense: "This is the only broadcast when people tune in for the ads," says Ad Bowl founder Steve McKee.

Of course, experts won't be the only people sounding off on what's boring, off strategy or just plain stupid. A survey from Venables Bell & Partners predicts that some 15% of the estimated 100 million people who may watch the game are likely to post something on Facebook, either about the game or the ads. Among young adult viewers, it's 40%, and 44% of those 18- to-34-year-olds will be texting.