While in New York on a business mixed with pleasure (Happy Anniversary wifey) trip earlier this month, I learned at a web business conference that Pepsi Co. has decided against advertising during the much-hyped Superbowl for the first time in memory.

Instead, Pepsi Co. will devote the entire sums spent on that usually-massive television campaign to a Social Media advertising campaign promoting their beverages to live users of the web.

It is hardly surprising considering the staggering findings of this Nielsen report.

I fully expect Australian companies to take note of the numbers above and do similarly in coming months.