As we approach the big game this Sunday, it is often said that the brand bowl is as big if not bigger than the Super Bowl game itself.  Adweek has a story looking at what companies could get in social media for the 4.5 million they will be spending on their 30 second spot during the game:

"With [a $4.5 million] budget, you can run a YouTube masthead, Snapchat sponsored story, sponsored Instagram ad, promoted Twitter trend and a Yahoo homepage takeover and still have money to spare," said Adam Shlachter, chief investment officer at DigitasLBi, told AdWeek.

By the numbers, $4.5 million will buy 10 days of premium advertising on Twitter, four days on Facebook, five "masthead" ads on YouTube, and six-days worth of Snapchat's high-priced disappearing ads. 

Those campaigns will reach anywhere from 50 to 100 million users, depending on the service.

While it is clear that social media isn't a replacement at this point, it certainly will become more of a debate of how to spend scarce marketing resources.  The full article is worth a read and the game is definitely worth a watch.