A while back Nielsen acquired a company called SocialGuide, and it's their technology that will be used to track the Twitter activity for more than 36,000 programs. The trick is that it's even capable to identify tweets that are associated with a specific show, which seems to be no easy task. The company didn't provide many details on how the service would be implemented, but did say that it would begin for the Fall 2013 season.
The second screen is becoming more and more of an issue for all marketing. Google recently did a study where they found that over 90 percent of people who owned multiple devices tended to use them simultaneously, but it's not necessarily only for social media. Plain old Internet search is also a major second screen activity when watching television.
I have to admit that I won't watch TV without an iPad anymore, but most of the time I use it to search for background information on what I'm watching. Regardless of the reason you use your second screen, advertisers see this as a major marketing opening. The problem is how to do it, which no one has figured out yet. In the meantime, enjoy watching both your screens.
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