It’s hoped the new tool will allow networks and advertisers to access real-time metrics for understanding TV audiences and social activity. With tablets set to be the number one present this Christmas, the entire tablet market is expected to shoot up 112% compared to last year. It means more people will have a screen sitting on their lap whilst settling down to watch their favourite shows, leading to more interaction with the content they will be watching.
With this trend now clearly established, the digital TV market must adapt to changing viewing behaviour to ensure it meets consumers’ needs. The link between social media and TV viewing highlights the benefits of linking tablets and smartphones directly to TV devices to provide relevant information based on what the consumer is watching.