Updated from 2:07 p.m. with additional information.

With its huge audience, the Super Bowl is always a great platform for companies to launch and brand themselves. It's not surprising, then, that many of this year's pitchmen could soon be players in an equally dazzling venue: the initial public offering market.

Amid spots by established tech powers Netflix (NFLX) - Get Report and Amazon (AMZN) - Get Report , newer companies such as Airbnb and SoFi expanded their brand recognition with spots during the big game. Themes ranged from social unity in the shadow of Trump's recent orders, to bro-culture spoofs.

These tech upstarts aired their ads before an audience of 111.3 million Americans, ratings group Nielsen found. The so-called greatest Super Bowl ever actually drew a smaller TV audience than the Denver Bronco's victory over the Carolina Panthers, which had nearly 111.9 million viewers.

Alongside the on-screen action, there were 190.8 million posts, tweets and other social-media actions on Facebook (FB) - Get Report and Twitter (TWTR) - Get Report , Nielsen reports. The audience measurement group did not provide comparable social media metrics from last year.

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During the game, CB Insights kept a partial Twitter roll call that listed many of the ads by highly valued private companies, those with relatively recent IPOs and acquired outfits. TheStreet.com pulled together a short list of unicorns, or private startups valued at more than $1 billion, that made their mark during the game breaks.

Game developer WarGaming, which was not on CB Insights' list, had a pair of high-octane ads for its World of Tanks title. The spots spoofed mainstays of cable TV, such as homemaking and reality TV shows. Last year Bloomberg put the value of the Belarus-based game maker at $1.5 billion.

Airbnb, which has a $29 billion valuation and is a closely watched IPO candidate, scored points for tolerance with a comparably understated ad. The home-sharing outfit's spot played to the theme of acceptance of other races, cultures, religions and ways of life, echoing ads by Anheuser-Busch (BUD) - Get Report and others with a message of unity.

Recent Trump target Arnold Schwarzenegger dropped a barrage of one liners in a spot for Machine Zone's Mobile Strike war game. Schwarzenegger recently replaced Trump on The Apprentice, and has drawn fire from the President, who remains the show's executive producer. Reports of Machine Zone's valuation have ranged from $3 billion to $6 billion.

John Malkovich waged a phone war for the domain JohnMalkovich.com in a spot for web development company Squarespace. The ad recalled the 1999 Spike Jonze filmBeing John Malkovich, which may not resonate with younger NFL flans. A Wall Street Journal roundup of unicorns last year valued the company at more than $1 billion.

Highly-valued financial technology startup SoFi took a more uplifting approach to this year's ad, after catching some flack for last year's Super Bowl spot. SoFi's ad this year recognized the hard work of students looking to improve their lot, and stressed the importance of getting out of student debt and getting ahead.

By comparison, last year's spot pitched "great loans for great people," and depicted an urban landscape filled with people that the narrator depicted as either "great" or "not so great." Presumably SoFi's customers were the latter. This year's ad hewed more to the theme of common ground, and less to the elitism that drew criticism last year.

After SoFi raised $1 billion from SoftBank in the latter half of 2015, reports put its valuation at about $4 bilion.