The super bowl is the place where the big corporate battle within themselves to win a commercial spot. They use real time data. The use of real time data is helping marketers to solve some of the continuing mysteries of media value and also helping brands to understand the connections between paid and earned engagement. Want to experience more, then read this article by Rob Salkowitz (contributor in Forbes)-: http://www.forbes.com/sites/robsalkowitz/2016/02/07/whos-winning-the-super-bowl-ad-battle-live-blogging-the-big-game-with-real-time-data/#208c134c44c6