low retention with SB ads. unless you're the best.

while this article doesn't explicitly state it, there's evidence here on the importance of PR and the need to surround your broadcast with multichannel efforts to actually break through the clutter.
http://www.businessweek.com/articles/2014-02-03/hey-super-bowl-sponsors-your-ads-are-already-forgotten

super bowl social stats.

90% of Super Bowl Social Buzz Came From Mobile (iPhone Ruled)
Read more at http://www.adrants.com/2014/02/90-of-super-bowl-social-buzz-came-from.php#kxlczQxGdK8Uy67X.99