Super Bowl Traffic Wars

NBC may have exclusive rights to air the big game on Sunday, but social media  platforms are expecting viewers to watch the game with their mobile devices in hands.

 Facebook’s special Super Bowl page is all prepped to entertain fans before and during the game. Facebook has also made it easier for brands to find these fans. At last year's Super Bowl, marketers on Facebook could target ads to segments of members based on their likes, profiles and demographic information. Facebook has introduced real-time targeting features since then, and this year the social network, with 155 million daily users in the United States and Canada, will customize audience clusters that advertisers can target in real time during the game.

Twitter has already launched a Super Bowl-specific timeline with #SB49 hashtag that everyone will be using.

Twitter is staffing "war rooms" of 13 advertisers for the Super Bowl, including PepsiCo and Anheuser Busch - triple the number of companies that worked directly with Twitter for last year's big game.

Staffers at the 13 companies will monitor social networks during the game and pump out videos, tweets and graphical ads. Some companies will have lawyers on hand to approve the spots.

Those who want to tune out Katy Perry can tune into YouTube at halftime — Harley Morenstein of Epic Meal Time will be hosting the video platform’s first Super Bowl halftime show.

YouTube is also hosting its annual AdBlitz channel, a collection of all the commercials that will run during the game. Nearly 70 Super Bowl ads have already been teased on AdBlitz, and users have watched 70 million minutes worth of Super Bowl ads on YouTube this year, nearly tripling that figure from the year before.