React Labs, a developer of technology used to collect moment-by-moment reactions using mobile devices, said it will partner with Frank N. Magid Associates, a research-based strategy consultancy, on Sunday to measure in real-time how consumers engage with the Super Bowl telecast. The research will use the company’s mobile technology — developed at the University of Maryland — to measure the engagement of viewers, as well as their reaction to the Super Bowl and its commercials. It also will measure how many viewers plan to buy any of the products advertised. “We want to measure everything from the game itself, to Beyonce’s half time show, to the all-important commercials,” said Bill Day, the executive director of Magid. “Online polls and social TV during the game only scratch the surface of what we can learn about how people really engage with the Super Bowl.” The technology was last used to judge reactions during the presidential debates at several colleges and universities across the U.S.