For years it’s been fashionable to say the Super Bowl – still the biggest media event ever, and getting bigger – is all about the advertising. And recently, it’s all about the social ads. For what it’s worth, advertisers and agencies are spending their $3.5 million per 30 seconds on TV rather than online, although spots are multi-channel integrated for amplification and previewed on YouTube. Observers wonder, when will the dollars move to social media? Maybe never. As Altimeter analysts document, there’s lots of integration going on, even if there are fewer explicit calls to tweet, Like or share. And tweeting seems to take care of itself.