SOME religions believe in an afterlife. Others do not. On Madison Avenue after the Super Bowl, most everyone is a believer.

An agency of the Publicis Groupe created a spot for Tide to Go, and another division created a Web site to dovetail with it.

That is because the Internet, digital video recorders, mobile devices and other technologies are giving a strong postgame presence to the commercials that appear each year during the Super Bowl. The spots can be watched later on Web sites, forwarded to friends through e-mail, discussed on message boards and assessed on blogs.It is a far cry from just a few years ago, when the Super Bowl commercials disappeared after the game, along with the losing team. Now the strategy among sponsors is to maximize post game exposure to help amortize the eye-popping cost of a Super Sunday spot — this time, an estimated $2.7 million for each 30 seconds of national air time.

For instance, the commercials “got a higher audience than the game” in homes with the TiVo video recorder service, said Todd Juenger, vice president and general manager for audience research and measurement at the New York office of TiVo.

“There is rewinding and multiple viewing of the ads” on Super Bowl Sunday, he added. “It’s one of the few times it happens.”

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