By Evan Hanlon

With NBC set to stream Super Bowl XLIX along with hours of pre-game coverage through its TV Everywhere app this Sunday, it’s a good time to reflect on how marketers are adapting to this changing media landscape.

Digital fragmentation has destroyed the sixties-era media monoculture with the exception of one key category: major, live event programming, and there’s no TV event more major or more live than the Super Bowl.

Yet change is not only coming, it’s here.

Second screening has already provided two shifts: the first is through Twitter, where brands are increasingly representing themselves as just ‘one of the guys’ in Read full story ›

Source: The Drum