Everyone loves a bit of data visualisation. There have been hundreds of infographics created especially to show the spread of chatter online in relation to the 2012 Super Bowl advertisers.

But social media monitoring firm Brandwatch has gone a step further to build a live, interactive site that tracks tweets mentioning the brands involved in this year’s game.

The Super Bowl presents one of the most prestigious and most expensive advertising opportunities to global brands worldwide, so the company has decided to measure whether the impact of ad-spend can be measured by online buzz.

Brandwatch’s offering will record the online reaction each Super Bowl XLVI sponsor is receiving up to and during the big game on Sunday February 5th.

A worm in football kit represents each brand, with a nearby number displaying the number of tweets made about that brand or their products in conjunction with the Super Bowl over the last 28 days. That’s key, this is specifically linked to the Super Bowl investment for each brand. It’s not perfect, but it’s better than taking every mention in account.

The worm with the ball represents the brand currently top of Brandwatch’s Super Bowl leaderboard.

The site also shows reported ad spend from AdAge, sentiment on a day-by-day basis and a word cloud to show the most used words. Plus, a UK and US news-worms feed fans the hottest Super Bowl stories from their nation’s news sites.

You can get involved by tagging a tweet #bwcheerleader, which the company says will allow “users to unleash their hidden cheerleader by showcasing their talent for chants in the cheerleader worm’s speech bubble.”

While Super Bowl ad coverage shows no sign of slowing, this is a fun way to demonstrate the popularity of each brand according to tweet mentions. And it beats an infographic any day.