I've gathered some tweets sent during the time of the superbowl last night and created another map-based tool to visualize them. I took every 10th tweet from 6:00 pm to 10:30 pm EST that contained 'superbowl' or 'super bowl' and plotted all those for which I could find the longitude and latitude coordinates of the author. This process yielded 5711 tweets to explore. The interactive tool can be found here - Superbowl Twitter Visualization.
Here are a few screen shots captured from the tool. The first map shows that references to the two teams seem to be fairly equal and there are no obvious large clumps for one or the other.
The attention to the event was more global than I expected given that this is a sport primarily played in the US and Canada.
There were a lot of references to 'touchdown' around 7:55 pm EST.
It looks like the ads and commercials had as much attention as the team names.
Have a look at the data yourself with the Superbowl Twitter Visualization !