Score one for social media versus traditional advertising. Pepsi, for the first time in over 20 years, will not be advertising during the Super Bowl. This is a significant step because it shows the influence that social media is building against traditional advertising platforms.

This seems to be the second wave of companies shifting to social media. The first wave, also highlighted in Super Bowls past, was that of companies reaching out via social media networks to get the customer base to create their advertising material. It seems now that companies are realizing the money is better allocated to focusing on social media outlets because it creates better relationships with the customers, enables more word of mouth marketing, and is a little easier on the budget.