A Look at All the Ways Fans Will Use Social Media During the Super Bowl

Digital consumption around the Big Game

For brands, the Super Bowl was once simply about counting the eyeballs that saw their ads. In our fragmented, social media world, though, marketers’ math has become much more complicated—they want viewer numbers from everywhere. Here’s why: According to the Pew Research Center, 69 percent of Americans are now on social platforms such as Facebook, Instagram, Snapchat, Twitter and Pinterest, compared to 46 percent five years ago.

Click for more from this issue

This story first appeared in the January 30, 2017, issue of Adweek magazine. Click here to subscribe.