A power outage affects about half the lights in the Superdome during the second half of the NFL Super Bowl XLVII football game between the San Francisco 49ers and the Baltimore Ravens, Sunday, Feb. 3, 2013, in New Orleans. (AP Photo/Dave Martin)
Twitter is reporting record numbers from the Super Bowl.
Beyonce's splashy show, the power outage and a captivating game combined to generate a record 24.1 million posts.
That's up from 13.7 million last year -- and that doesn't even include the chatter surrounding the ads.
Twitter said late Sunday that about half of the more than 50 national TV spots that aired during the game included a "hashtag," a word or phrase preceded by a number sign that's used to organize subjects on the short messaging site.
During last year's game, only one in five ads included a "hashtag."
Some brands capitalized on the 34-minute blackout. Oreo, Tide and Budweiser were among those who captured online buzz by linking the blackout to their brands in humorous tweets.
Roughly 10 minutes after the power went out, Oreo's marketers tweeted a picture of an Oreo cookie in the half-dark with the words: "You can still dunk in the dark." As of this afternoon, the image had been shared on Twitter more than 15,000 times.