Some 11% of viewers of this year's Academy Awards telecast also were surfing the Web while they watched, with Facebook users logging an average of 76 minutes on the site and screening roughly 50% more of the Oscars than the average viewer, and Twitterers are estimated to have delivered more than 100,000 Tweets during the broadcast, Nielsen Online is reporting. These statistics show the potential for TV programmers and marketers to collaborate with social networks to boost engagement with their shows and brands, according to this article.

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