GRAMMYS BEAT SUPER BOWL — ON TWITTER AND FACEBOOK

When it comes to social media postings. the Super Bowl takes a backseat to the Grammy Awards. In a joint news release on Monday, the Recording Academy and CBS Interactive said that the awards telecast set a new social TV record with more than 13 million online comments. “The interplay between Twitter, Facebook and Grammy Live created a real-time water cooler effect as evidenced by the huge numbers we’re seeing across all social media platforms,” said Marc DeBevoise, head of CBS Interactive’s Entertainment and Lifestyle Division. While the Grammys attracted 39.9 million viewers, that number was puny compared with the 111.3 million who watched the Super Bowl. Nevertheless, it was the biggest audience for the Grammys since 1984, and CBS was quick to salute Facebook and Twitter as contributing mightily to the weekend triumph. Said Evan Greene, head of marketing for the Recording Academy. “We’re thrilled that our efforts to engage people in the show paid off both in terms of how much activity we saw across all the interactive platforms, as well as the Grammy telecast’s significantly increased viewership.”