Many Super Bowl advertisers failed to capitalize on the opportunity to integrate their TV spots with online media. That’s the conclusion of an analysis released today by search marketing firm Reprise Media.

Disney, Xantac and Hershey missed opportunities, and movie studios aren’t capturing the cross-platform potential well either, Reprise said.

“With the exception of New Line Studio’s ‘Semi-Pro,’ which scored high for both search and social-media presence, most studios are not buying search ads for their films, and none are using Super Bowl-specific keywords or copy to capture the attention of Giants and Patriots fans,” the report said.

Reprise Media ranked Super Bowl advertisers based on the level of integration between their television commercials and presence in search and social media to measure how prepared each brand was to capture online interest and buzz. Pepsi, CareerBuilder.com, Tide, Cars.com, T-Mobile and GoDaddy.com scored high.

Super Bowl advertisers also are failing to recognize the broadband video opportunity, said Will Richmond, president of Broadband Directions, which produces www.VideoNuze.com.

“After watching all 52 Super Bowl ads this morning (thanks AOL), I am completely dismayed to report that, by my count, only five ads had any broadband video component,” Mr. Richmond wrote.

Those advertisers were GoDaddy, TideToGo, Life Water, SunSilk and Pepsi, he said.