Intelliseek, owner of BlogPulse, will be keeping a close eye on the blogosphere on Super Bowl Sunday. On behalf of companies spending disproportionate sums of money on advertising, the company will report in close to real time what bloggers are saying about the ads.

According to a San Jose Mercury News item, the company will also set up a panel of 50 to 100 bloggers and solicit their comments throughout the game. Writes reporter John Boudreau:

A convergence of factors—the near-religious fervor in which Americans identify with, and talk about, their favorite products, the mass appeal of online communication and the buzz factor tied to Super Bowl ads—has led marketing experts to focus more closely on what consumers are writing in blogs and on other Web forums.