Abstract
The confluence between social media engagement and brand television advertising during the 2016 National Football League Super Bowl championship broadcast was the focus of this study. The impact of social media upon recall of mass media, be it free recall or aided recall, was investigated and analyzed. While limited to only the mass media surrounding one Super Bowl and the associated social media, it was learned that social media’s positive impact upon recall was limited to corrected aided recall, and not free recall. Further research involving other, traditional mass media, social media, metrics, and audiences is suggested in order for firms to maximize the Return on Marketing Investment (ROMI) of their promotional campaigns.