There’s nothing quite like watching the Super Bowl—or jumping into the conversation about it on Twitter. And this year’s big game had plenty of action—both on the field and across social media channels. According to Nielsen SocialGuide, Tweets in the U.S. about Sunday’s telecast of Super Bowl XLVIII on FOX reached a Unique Audience on Twitter of 15.3 million people, garnering a total of 1.8 billion Twitter TV impressions throughout the night. Twitter activity peaked during the event at 10:00 p.m. with a total of 301,400 Tweets sent during the minute. But viewers weren’t just tweeting about the game and halftime show; the ads were just as conversation-worthy. In looking at the Twitter conversations about brands, which were also tracked minute-by-minute during the TV event, Esurance, which aired one spot during the game with a call to action referencing #EsuranceSave30, inspired viewers to send a total of 1.9 million Tweets, making it the most-tweeted about brand of the night.

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