And the winner of the Superbowl was... Twitter!

Data assembled by the Altimeter Group indicates that Twitter was the dominant branding mechanism during the Superbowl, blasting Facebook in terms of volume.

Overall, we saw brands still hold onto corporate websites, although a big jump in hashtag usage, and decline in Facebook integration...

75% of Brands integrate second screen experience, up 7%. Overall, 75% of brand ads integrated social, mobile, hashtags, or apps in their $4m, 30 second spot (that’s $133k per second), this is up from 68% integration in 2012. This second screen promotion extends engagement to their websites and social sites, fostering a further integrated experience. Of note, Oreo was able to quickly create ads on social channels that tapped into the unexpected blackout, showing their advertising and marketing prowess, cross-screen. Expect this growth rate to only continue in 2014, as ads should cross the 80-90% integration rate.

Hashtags, presumably aimed for Twitter, dominate over Facebook. Hashtag integration in ads dominated the airtime, with 38% of ads including Hashtags in visual display on ads, up 31% out of a total of 64 ads. Twitter, a media-centric, network serves better for real time interactions of live events, rather than Facebook, which may spur deeper engagement through interactive media, social interactions, and applications...

And if you're not following me on Twitter, you're missing out on a veritable avalanche of borderline useful information.


Hat tip: BadBlue Tech News.