You’ve read all of your free items this month. To register, get added benefits and unlimited access to articles, Become a Member. Already a Member? Sign in. Advertising Age Article Abstract Will Social Media Slay the Super Bowl? No, It Will Only Increase the Big Game's Importance By Tim Calkins and Derek Rucker, Published on February 03, 2011 4 Want more Access, Content & Connections? Upgrade to Membership. We are glad you are enjoying Advertising Age. To get uninterrupted access and additional benefits, become a member today. Become a Member Already a member? Log in.