For the first time in years more Super Bowel Ads feature the advertiser’s domain name (in a URL or Uniform Resource Locator) than a hashtag. This article has an excellent summery of the sixty six advertisements. Thirty nine percent featured a domain name while thirty percent featured a hashtag.
It is foolish for a business to send customers to anyplace other than its own store. Advertising to send your customers to a site where your competitors have a presence is self defeating. It might seem trendy to promote your social media presence but it is not good business.
When you promote your domain name, you control where the customer goes and what is there.