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February 05, 2014 AT 10:05 AM
As investors get ready for a look at Twitter's first quarterly financial report as a public company after the close of markets Wednesday, there's some mixed data out on how good the Super Bowl was for its business. According to the research firm Mass Relevance, the number of Top 100 brand advertisers buying sponsored posts on the social media site during the big game rose to 29, from eight last year. Yet, according to ow.ly, a website that tracks Twitter activity, the number of tweets during the Super Bowl rose a tiny 3%, to 25 million, after surging 76% last year. The starkly different views of its performance during the world's most-popular media event reflect just how nascent Twitter's business model is, as many in the tech industry are still trying to figure out the best way to measure it.