Facebook and Twitter were eager to tell the world how much their services had been used to discuss Sunday's "Breaking Bad" season finale, as both hope to gain momentum as the go-to social second-screen experience. While TV is a big draw on both services, the industry lacks a consistent engagement standard and the networks haven't been forthcoming with ad-revenue figures. "There's definitely a lot of hype, and maybe one day they'll live up to it all. But I certainly don't see it taking away ad share from television," said Jason Kint, a former CBS senior vice president.

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