While watching the Super Bowl, I realized that the year’s biggest television event is not what it once was. Don’t get me wrong: the game was exciting, the commercials were funny and the presentation was top notch. What’s different is us. Surveys estimated that 36 percent of us used a second screen last night while watching the game. We also used those screens leading up to the game, too, to watch all the ads that these companies paying $4 million for 30 seconds of screentime have made. YouTube said that Super Bowl commercials posted online before the game get 600 percent more views. Keeping your commercial a secret until kickoff builds excitement, but it’s hard to argue with those extra viewers. CBS streamed the entire game, commercials and all, on its site, and NFL Gamepass did the same for customers outside the country. As we move into future Super Bowls, it’s hard to imagine these trends will stop: even sports can’t escape technology’s long reach.

About Shelly Palmer

Named one of LinkedIn’s Top 10 Voices in Technology, Shelly Palmer is Managing Partner at Palmer Advanced Media, a technology-focused strategic advisory practice that helps Fortune 500 companies and growth-stage companies with digital strategy, data science, marketing, branding, and business development. He is Fox 5 New York's on-air tech and digital media expert and a regular commentator on CNBC and CNN. @shellypalmer or visit shellypalmer.com.

Like it? Tweet it.

"Shelly Palmer Radio Report – February 4, 2013" by @ShellyPalmer

600,000 subscribers and counting...

We write a daily newsletter featuring current events and the top stories in technology, media, marketing and entertainment.

Subscribe