Back in the day when Madonna ruled the charts, TiVo and Twitter were merely gleams in their founders' futures.
Sunday, The Material Girl ruled them both.
We have the metrics from Super Bowl 46, and technology can tell us this: Madonna's halftime show was, according to TiVo, watched (and DVR'ed) 16 percent more than the actual football game. She's that popular. Also, according to Twitter, her performance pulled in a staggering 10,245 tweets a second.
But football, and commercials, also scored. The last play of the game Hail-Mary-ed its way to 12,233 tweets per second. It was also the most DVR-ed moment of the game.
Speaking of TiVo? Lots of commercials were rewound: Topping the list, the Dorito's "Man's Best Friend" spot. Second, the "Ms. Brown" M&M's ad, followed by another Dorito's ad - "Sling Baby," the Pepsi "King's Court" (remember the Elton John - Flavor Flav combo?), and another dog spot, Volkswagen's "The Dog Strikes Back."
But back to Madonna for a moment. Her spike doubled that of last year's Black Eyed Peas show. Not a bad choice, apparently - we even got some not-safe-for-kids controversy, thanks to M.I.A.
Did they miss anything?
Scott, doing situps thanks to David Beckham, can be reached on Twitter: @scottbudman.