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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.
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