Social media is being used to amplify TV advertising by being used while watching television shows … rather than competing with television advertising. Instead the social media user enhances the television watching experience by viewing social media as an auxiliary activity. Television viewers are commenting on the shows using the social media platforms. Oftentimes, the social media interaction extends long after the television show has ended. Television-linked chatter constitutes a major part of the social media online conversation.

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How Social Media Is Being Used To Amplify TV Advertising – Business Insider