Super Bowl Victor: Doritos or Saints?

Those that flipped the traditional TV script and watched the Super Bowl as the "commercial break" while TiVo'ing the commercials as the main source of entertainment are probably in the majority. The viewership that this media frenzy amasses (nearly 100 million) is impetus for an incredible price tag due to public attention that spurs subsequent traffic and brand saliency ($3.1 million for a 30 second ad slot!). Thus, we ask those that were able to sit from the start to the finish (and somehow make it through The Who), who the real winner of the Super Bowl was?

Sure the Saints took home the Lombardi trophy, memories to last a lifetime, and the mystified label of being "a champion" (which somehow subjectively weighs very heavily in the hearts and minds of hall of fame voters). But Doritos used low budget commercials to claim the title of best Super Bowl campaigning according to unofficial public opinion. This voluminous viewership not only increases exposure, but it directly contributes to a few of the most passionately sought after competitive advantages available in the world of globalized competition: brand saliency, reputational value, and brand favorability. I personally rebut the classic axiom that all press is good press, so congratulations Doritos, you just earned yourself a huge forecasted boost in revenue, maintainability, and brand security. Oh, and thank you for allowing me to not have to suffer through 30 seconds of misery like when watching Hardee's commercials, the majority of beer commercials (what is drinkability?), and numerous others not to be named.