Dive Brief:

• This year's Super Bowl commercials dropped mention of a hashtag to just 50%. 
• The mentions were down from a record 57% mentioning hashtags in 2014. 
• Social media mentions were few, but Snapchat made its Super Bowl debut in the Pitch Perfect 2 spot. 

Dive Insight:

The diversity of social media platforms continues to grow, which leaves the hashtag with a bit less power. Snapchat doesn't utilize the hashtag function in the same way that Twitter, Facebook, and Instagram do, which could have been a factor behind the decline in mentions in Super Bowl commercials this year. It would also be interesting to see data on whether the hashtags from 2014 garnered any results, and if that played a factor into include the language this year. One thing is certain: the marketing tactics used during the Super Bowl from year-to-year shows just how fast the landscape shifts.