Superbowl Sunday. 36% of TV viewers will have a second screen open. 52% will follow the game on Social Media. 3.7 million for 30 seconds of airtime. And a lot of chicken wings.

This weekend is 'Superbowl Sunday', (49ers V Ravens) the final of the NFL and traditionally, the most expensive airtime in the world. 3.7 million usd for 30 seconds in fact.

What's interesting too, is that the Coaches on both teams are brothers. So it's Brother Versus Brother and Dad will therefore win whatever happens.

It was a commercial in the Superbowl that launched the Mac in 1984.

However, interesting research today by 'Century 21', an advertiser in The Superbowl, which showed that 88% of viewers will watch it from home (as distinct from the Bar or elsewhere). The main reason is being able to replay - a key issue in American Football more than any other game.

The other main reason is that 72% also liked the idea of having access to food and drink easily.

However, yet again we're seeing 36% saying they'll have a 'second screen' open during the game. Presumably to follow the Social Media patter or indeed, to watch it more closely. 52% are going to follow the game on Social Media.

Second screen viewing is now a part of TV consumption from a mountain of research and notably during Ad breaks as viewers turn to watch their laptops/tablets. Critical for advertising that's so expensive if viewers turn to the laptop during the break.

And the sophistication now of Social Media means there's plenty of distractions to entice them away. CBS is the main broadcaster and already, spots are fully sold and Social Media is getting the spillover.

Bud, Audi, Chrysler, Coke, Doritos, Century 21, Go Daddy, Kia, Hyundai, Ford, Mercedes, M&M's, Oreo, Samsung, Pepsi, Blackberry, Taco Bell, Tide, Toyota, VW, Disney and others are all lined up as advertisers in the broadcast.

And each one has it linked through a huge effort on Social Media - notably Audi and Bud. It's real integration of the media.

On Facebook, Twitter, Google+, analysis shows that 49er fans are more likely to share and be active than Baltimore Raven fans based on season games. 

One wonders if they'll ever be watched on traditional TV in the future and not directly online as internet ready TV's get into the mass market next year. Then you'll need just the one screen.