Dive Brief: 

• A tally from Marketing Land revealed that 57% of Super Bowl ads this year included a #hashtag, up from 50% last year. 
• Although hashtags are used by most major social networks now, the term is often still associated with Twitter — though Facebook was mentioned by name in more ads than any other social network. 
• Not making an appearance at all again this year was Google+, which enjoyed no Super Bowl ad mentions. 

Dive Insight: 

Clearly, social media has become just as important as TV ads and the commercials are reflecting the second-screen use. What was surprising is that hashtags appeared in more Super Bowl ads than URLs, which used to be the go-to for brands. That shift is reflective of an overall move to social media over standalone websites.