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Tweeting During Prime-Time Rises; Brands Try to Tap Into Social TV Audiences

TV and tweeting goes hand in hand. Nearly half of smartphone or tablet owners 18 to 24 are frequently discussing TV shows on social networks while watching TV, according to Futurescape.

That’s why agencies like Digitas are devoting more resources to exploring how brands can participate in the new field of social TV and connected TV, said Ashley Swartz, SVP/Leader iTV Practice at Digitas, during a recent interview with Beet.TV

About 40% of tweets during prime-time hours are about television, underscoring the tremendous opportunities for brands and TV shows to connect with those engaged viewers, she said. “The biggest challenge for brands is to create a value exchange with the consumer that makes the experience richer but also provides…scale and reach,” she said.

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