Fair point. I think what interested me about the article was that both Facebook and Twitter were mentioned equally (8 times each) during last year's Super Bowl commercials. I agree that Twitter is the social platform traditional media has the most affinity towards, so in that respect, the results are to be expected.

Here are some stats on Super Bowl mentions that might be of interest to you:

Facebook: http://newsroom.fb.com/News/570/Super-Bowl-XLVII-on-Facebook

Twitter: http://blog.twitter.com/2013/02/the-super-tweets-of-sb47.htm...

Instagram: http://blog.instagram.com/post/42254883677/sbroundup

Google (search, not +): http://googleblog.blogspot.com/2013/02/m-beyonce-and-ravens-...