Super Bowl XLIX broke all sorts of records.
The New England Patriots' 28-24 victory over the Seattle Seahawks was the most watched TV show in U.S. history. Facebook saw 265 million posts, likes and comments during the big game, the most measured for any Super Bowl. Twitter generated over 28 million global tweets, making it the most tweeted Super Bowl ever.
There's no question about it: the world is becoming increasingly social during live television events, when viewers are eyeing the second screen, a mobile device, just as much as the first.
The challenge that big brands—which shelled out a record $4.5 million for a 30-second TV ad—face is maximizing their reach across both screens. Based on a CNBC survey, half of the 66 commercials shown during Super Bowl 49 featured a hashtag, giving viewers a nudge to bring the conversation from the big screen to the little one.