Reprise Media has found that some Super Bowl advertisers are failing to integrate their TV commercials with search and social media marketing campaigns, according to its annual "Search Marketing Scorecard."

There has been some progress. Seven out of 10 advertisers bought search ads against their brand name, close to a 20% increase over last year, and 84% displayed a URL in their commercials.

However, only 6% of the Super Bowl advertisers gave a call to action in their commercials. Less than 10% incorporated their mascot, a celebrity or tagline into their paid search terms.

None of the Super Bowl ads pointed to their social media presence on MySpace, YouTube or Facebook.

"In an increasingly fragmented media world, the Super Bowl represents the last of the true mass-marketing opportunities available to advertisers,” said Peter Hershberg, Managing Partner of Reprise Media.

“As we’ve seen throughout the past four years of our study, the buzz created by an audience that large can cause huge spikes in online behavior," Mr. Hershberg said. "Marketers that overlook search and social media are potentially missing out on a huge opportunity to engage with interested consumers during the game.”