It's Super Bowl weekend and while more than 180 million people will watch the game on TV, the conversation taking place elsewhere will be just as important. From smartphones to tablets, that second screen will be nearby as viewers share hashtags, thoughts about the game and, of course, the commercials.
It's a game in which the play itself often takes a backseat to what's happening during the breaks. Companies are spending a pretty penny to get their ads in front of you on TV, around $4 million per 30 seconds, but they're also increasing their efforts on social media to make their spots last.
Last year, more than 24 million Tweets were sent during the Super Bowl. According to Crowdtap, 61 percent of viewers this year will share ads on social media, and two-thirds will talk about the ads during the game.
Some ads are already out there. Commercial teasers on YouTube have already been viewed 77 million times. Budweiser's puppy ad is an early favorite. The beer brand's #Clydesdales was the most Tweeted from a Super Bowl commercial in 2013.
Facebook is also supposed to be more involved in 2014. The site's changed several features so it's better at following events real-time. Roughly 56 percent of viewers are expected to post on Facebook about the Super Bowl.
Both the Broncos and Seahawks have Instagram accounts ready to go for the big game. The official Twitter hashtag for the Super Bowl is #SB48. If you want to sport your Denver or Seattle pride, you can use #UnitedInOrange or #12thMan.
While the actual game broadcast starts at 5 p.m. on Sunday night, the conversation has already underway and will carry on long after a champion is crowned.
We want to talk with you about the game before, during and after the Super Bowl. Use #kelosports when posting on Facebook, Twitter or Instagram to join the conversation. As you get ready for the game, share your food and party preparations by emailing photos to email@example.com, uploading to our uShare Photo Gallery or use #kelosports in your social media posts.