Super Bowl was 'most tweeted' ever, says ad CEO

The game may have been an anticlimatic romp, but Super Bowl XLVIII will go down as "the most tweeted event in history," highlighting the power of social media and the growing importance of the so-called second screen, adman Miles Nadal said Monday.

He said there were 30 million tweets during Sunday night's game.

"The communication and conversation happens well in advance of the event, during the event, and post the event," the MDC Partners chairman and CEO told CNBC's "Squawk Box."

MDC was behind the Budweiser ad featuring the puppy and the Clydesdale horse. It aired with just two minutes left in the game—unfortunate placement given the lopsided score. "You pay your money. You take your chances," Nidal said. "All inventory was sold two months in advance."

Nidal acknowledged that viewership probably waned as Sunday's game went on, but he stressed that the value-proposition for advertisers is bigger than just the game.

For example, he said the "Puppy Love" spot had 36 million views on YouTube in advance of the game.

But the big game is where the money is invested.

Talking about the economics of the Super Bowl, Nidal said, "$300 million [was] spent, 40 percent growth; 180 million people watched it. Spot went for $4 million a spot, 30 seconds, up from $3.6 million."

Surprisingly, about 25 percent of next year's inventory has already been sold, he said.

By CNBC's Matthew J. Belvedere. Follow him on Twitter @Matt_SquawkCNBC.

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  • Leading up to the Super Bowl (and Puppy Bowl), on Wednesday, Uber teamed up with Animal Planet and 10 local humane societies to bring puppies to offices for play dates. CNBC tried it out.

  • Seattle Seahawks president Peter Mcloughlin tells NBC Sports' Dave Briggs business is booming and the team has the best fans in the NFL.

  • An employee laces up a football at a Wilson football factory.

    Making 700,000 footballs per year, Wilson controls 70 percent of the market, with the NFL its most lucrative partner.