Whenever Tim Tebow helped his team to a come-from-behind victory, Twitter exploded. Each time it happened, there reportedly were more than 9,000 tweets per second about the play.

During the lead-up to Super Bowl Sunday, advertisers are using that information to their advantage.

The companies that pay $3.5 million for a 30-second ad slot during the big game will also make Feb. 5 the biggest social media event of the year, MSNBC reports.

"This year, we're really seeing it go to a totally new level where marketers are making social networking a core part of their Super Bowl efforts," said Tim Calkins, a professor from Northwestern University, told MSNBC.

While most of us will be focusing on the action on the field, the commercials have become an integral part of why fans enjoy the game and have broadened the Super Bowl's appeal to non-football fans.