These days, TV shows and ad campaigns are planned with a smartphone or tablet-toting TV viewer in mind. A wide majority of U.S. audiences now use a second screen while watching TV, and about half of them do so on a daily basis.

The second screen industry has grown up around this now-established consumer habit. Social media is a big part of it. Social media helps to determine whether a piece of TV content will go viral, or flop. TV and ad executives spend a lot of time getting their second screen and social TV strategies right.

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