The hashtag gained ground in this year's Super Bowl, landing a spot in 58% of ads, compared with last year's 50%. Marketers have dropped references to Twitter in favor of the hashtag because it also applies to other networks such as Facebook. "That Twitter might be less of a clear favorite for real-time discussion of live events this time around could have something to do with the efforts Facebook has been making to appeal to more broadcasters," writes Jordan Novet.

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