During this Sunday’s Super Bowl, a record five million viewers are expected to tweet or make other social media comments—not just about the game, but also about the many beer, snack, and car ads that are integral to the annual sports and entertainment ritual.

This activity—up from 900,000 people making Super Bowl posts during last year’s game—is now happening at such a vast scale that executives in television, broadcast news, and advertising expect analytics of the comments to start shaping advertising choices—and even the direction of news coverage—in near real-time.