Social media and television viewing make strange bedfellows.
Social media makes it easier for fans of television programs to connect with each other and have shared viewing experiences. Unlike television viewing parties that required everyone to convene in the same physical space, however, social media facilitates social interactions without requiring viewers to congregate in the same place. If you’re engaged with the program you’re watching to the extent that you’re talking about it online, that increased attention may spill over to the advertisements embedded in the programming.

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