It wasn?t hard sorting through the squirrels, chickens, bulls, horses, snakes and coyotes ? or was that a fox? ? to find the mobile advertisers last night at the Super Bowl XLIV broadcast.

Hands down, Qualcomm Inc.?s Flo TV was mobile advertiser of the football game between the Indianapolis Colts and the New Orleans Saints, which won 31-17.

The mobile TV network ran three spots pushing its service, perhaps plunking down more than $8 million ? if it paid $2.6 million for a 30-second spot ? in sponsorship fees and an undetermined amount on creating those commercials.

Flo TV ran spots before, during and after half-time ? smart branding for sensible, but not flashy ads (see story). The spots aired for two minutes.

Boost Mobile, Sprint?s mobile virtual network operator, was one of the first mobile companies to run a spot as the game kicked off. The ad pointed to www.boostmobile.com/touchdown. Rival MetroPCS also ran a commercial.

From the manufacturer side, only Motorola pushed its Blur and LG advertised its Touch smartphone with Verizon Wireless.

And it looks like wireless carriers AT&T and Verizon Wireless called a truce during the Super Bowl. So none of those petty, off-the-map, mine-is-bigger-than-yours commercials. 

CBS sportscaster Jim Nantz also gave a shout-out to Haiti by asking Super Bowl viewers to text HAITI to 90999 to donate $10 to the American Red Cross. The funds would go toward disaster relief for victims of earthquake-ravaged Haiti.

Not much later, the network encouraged viewers to vote online at NFL.com or through their Web-enabled smartphones for MVP.

Overall, the Super Bowl ads played pretty safe this year, even domain registrar GoDaddy?s. Of course, Budweiser pulled out all the stops, as it does each year.

Google ran its first spot this year, touting the many advantages of search and a new tag line, ?Search on.?

Perhaps next year mobile advertisers will be more adventurous ? or better endowed.

Sadly, there were no mobile calls to action, bar the CBS shout-outs. And this is one event where viewers have more mobile phones on them than computers.

Meanwhile, the most humorous mobile-oriented spot this year was, without doubt, one for KGB, the SMS service that charges 99 cents per answer.

Two protagonists, one skinny and the other about right, are to confront a sumo wrestler in a ring. One texts to KGB?s service at 542542 for the Japanese translation of ?I surrender?? and promptly does that. The other guy texts a competitive service and gets a different translation: ?Bring it on fat man.?

Here's the KGB commercial.