ROCHESTER, N.Y. -- One of the best games of the Super Bowl is already being played in Rochester.

Roberts Communications hosted its 11th Customer Bowl Tuesday night.

Organizers allowed clients to preview commercials scheduled to air during the big game Sunday.

They then provided their feedback through three survey questions answered on their smartphones.

"Since we're really focused on customer behavior and how ads and communications impact the people watching them, that's what were really looking for in terms of how they react, how they emotionally respond and if they're ready to take an action afterwards," said Traci Togias, Roberts Communications.

The results were shared with the group, which also dissected each commercial after the survey.