The Second Screen Super Bowl

Brands bet big on hashtags to convert television viewers into a social media audience

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As those $4 million, 30-second ads flash across flatscreen TVs this Super Bowl Sunday, brands that bet big on the final NFL game of the season will be more focused on what is happening on millions of small smartphone, tablet and laptop screens across the nation.

This year, more brands than ever will use their high-dollar ad slots to deliver a half-minute pitch convincing consumers to interact with them on social media. It’s what marketers have long been calling the second screen audience, and this Super Bowl will reveal how important this social media audience is to advertisers during the largest live television event of the year.

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