Record numbers of viewers for Super Bowl XLV (111 million, as Nielsen reports, a decisive victory for the enduring power of TV as a branding and marketing medium) makes last night's big game the most-watched TV event in US history.

So advertisers certainly got their money's worth in terms of reach and exposure — at least those brand marketers whose spots stood on a very crowded field this year.

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Turns out the iPad is gaining wide adoption among magazines, but not nearly as much by brand marketers. According to Advertising Age, there are "only a handful of iPad branded apps" that are not from media companies out of the 11,000 iPad applications.

While the iPad got off to a good start in April with a glowing review from The Wall Street Journal's influential tech columnist, Walt Mossberg, the device still appears to be positioned as more of a replacement for or enhancement to magazines. Advertising Age reports that sales of 3.27 million iPad devices probably account for the lack of brand interest; iPhones and iPods dominate the 100-million device market.

That doesn't mean brands are avoiding the iPad altogether. In fact, some of the notable brands that have developed apps especially for iPad are E-Trade, Gap, JC Penney, Kraft, Nike ID, Pottery Barn, and Weber's.

At only $1.99 to download, Kraft's app, "Big Fork Little Fork," does a particularly good job of leveraging iPad's larger screen – using the size and the touch capability to create an interactive experience. Consumers can call up a virtual library of 300 recipes, along with games, how-to videos, and other interactive elements. Kraft partnered with Meredith Integrated Marketing to enrich the content, which will refresh on a periodic basis.
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Lindsay Lohan is suing the financial company E-Trade, stating that the "milkaholic" baby named Lindsay in its latest commercial was modeled after her. She wants $100 million for her pain and suffering.

The actress filed a lawsuit yesterday in Nassau County Supreme Court over the Super Bowl commercial. The ad is part of a series starring stock market-enthralled babies and features Lindsay as the “other baby” in a love triangle. Lohan's lawyer, Stephanie Ovadia, said the actress has the same single-name recognition as Oprah or Madonna. Grey Group, producer of the spot, says it simply chose Lindsay because it’s a common baby name.Continue reading...

Cars.com: The online brand’s ad tapped into consumers’ primordial fears with the compelling story of a prodigious superman who could perform miraculous feats dauntlessly – but was afraid to buy a car, a process that made him “just as nervous as the rest of us.” Cars.com is there to hold our hands. Genius.

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