Facebook's management has recently adopted a new mantra: that Facebook's audience is the equivalent of three Super Bowls every day. COO Sheryl Sandberg said it on the Q3 2012 earnings call. And vp/global marketing solutions Carolyn Everson said it at our Ignition 2012 conference in New York recently. It turns out that this mantra is a clue to how Facebook intends to start stealing the advertising dollars that currently go to television.