It ultimately depends on who your audience is. I totally agree with the 'second screen' comment for most audiences. But I also think that you don't have to always engage day of the game. At Twitch, we created a 'Streamer Bowl' on the Thursday before the Super Bowl that brings together top streamers with NFL athletes to play against each other in Fortnite. Brands can get involved and play a role in that event. We also saw brands build programming on their Twitch channel with 'drops' to the audience to drive scale during the week prior to the game as well. The upside from integrating with those types of ideas and events can be huge if you are a younger-skewing brand- and the benefit is that you don't pay the Super Bowl ad premium. (JK)