Almost a third of current media planners, top agencies and brands are set to include Snapchat in their Super Bowl campaigns according to a survey conducted by social marketing technology company AdParlor.

The survey asked those behind the scenes what platforms they would include in marketing for the Super Bowl among the major social media players, Facebook, YouTube, Twitter, Instagram and Snapchat.

While the usual suspects of Facebook YouTube, Twitter and Instagram were all high on the priority list for respondents, registering 82%, 69%, 68% and 56% respectively, Snapchat registered a strong 31%, an impressive figure considering how young the platform is.

The survey asked people from a number of big agencies and brands including companies like Omnicom, Havas, Saatchi & Saatchi, and Starcom MediaVest.

Despite advertiser’s interests in tapping the Snapchat market which is growing at a rate of knots, the survey noted that when it came to designating budget to the platform, respondents seemed less willing. However, AdParlor’s Paul Herdtner said he was amazed at how many were actually interested in working with Snapchat as a part of their campaign considering there’s no real technology out there to target specific users with specific ads.

“A lot of people are putting a lot of faith in Snapchat. That was a stunning number to me,” he said.

“Snapchat was half YouTube and Facebook and even Twitter, but the fact is that you can’t really target on Snapchat in a profound way.”

The results are notable because last year Snapchat was barely on brands’ radar. But 12 months is evidently a long time in social media with Snapchat now showing NFL games in its Live Story section, where fans share videos from the stadiums around the league.

Snapchat has seen a meteoric rise over the past few years but it’s brand has seen incredible acceleration in 2015 with some of the world’s biggest sporting brands like Real Madrid signing agreements with the rapidly growing tech. And with the Super Bowl campaigns often marking the yearly pinnacle of a brand’s exposure, it looks like the platform is only going to get bigger.

“Snapchat Stories” have become a very popular feature for sporting brands and events. And with the ability for fans to contribute to the story with their own content, it’s becoming a great way for brands and events to engage with the individual fan.