Why is Facebook going after television viewers?

Facebook is looking to cut into Twitter’s market share in terms of interaction during television shows. The social network has adopted hashtags and opened up its data cache to media channels in an effort to get more people posting on Facebook as they watch their favorite programs.

A new study by Facebook Preferred Marketing Developer Optimal and Civolution shows just how significant the Facebook second-screen experience is, especially when it comes to advertising.

According to the two companies, somewhere between 88 and 100 million Facebook users check their News Feed during primetime TV