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On their own, Twitter efforts resulted in a less-than-inspiring 4% boost in positive reactions to the well-known supermarket. Similarly, TV only managed to generate a measly 4% incline. However, as a twosome, TV and Twitter notched up a far greater 21% rise – that’s 21% more people willing to do their next shop at Sainsbury’s than before.

“This interaction between TV and Twitter is not something that we’ve orchestrated,” Mortensen reminded us. “It’s something that the audience are doing themselves. It’s driven by people, so it’s very natural.”

The findings indicated two different ways of engaging with Twitter in connection with TV – the ‘lean forward’ and ‘lean back’ approaches. Those who ‘lean back’ while interacting want stimulation without having to commit. In causal browsing mode, they will switch between the first and the second screen at will. Advertisers should not make the mistake of thinking that this nonchalant attitude creates disengagement though – having both screens working together keeps people in the living room in front of ads and makes them less likely to wander off. This type of audience are still taking in messages implicitly, and often find themselves unconsciously responding to brands' triggers.

Social network users are 27.3% more likely to say that the sites are important for making entertainment-related decisions than not (56% vs. 44%),

Twitter users are more likely than Facebook users to follow actors and actresses (41% vs. 32%), sports figures (25% vs. 17%), reality TV stars (23% vs. 16%), and journalists and reporters (15% vs. 9%). By contrast, Facebook members are more likely to follow companies and brands (49% vs. 37%), sports teams (30% vs. 22%), TV shows (49% vs. 30%), and movies (43% vs. 25%).

Roughly 4 in 5 respondents said they always or sometimes visit Facebook while watching TV, while 41% reported tweeting about the show they are watching. In fact, of those posting about TV shows, roughly three-quarters did so while watching programs live, and 51% said they post while watching to feel connected to others who might be watching.

. In keeping with the company’s emphasis on being the go-to platform to collectively share experiences in real time, Costolo hinted, at a recent appearance at the Brookings Institute in Washington D.C., that Twitter is testing a feature that would allow users to essentially “replay” live events and pinpoint peak moments that can be viewed if missed the first time around.

Yet another form of video that will be coming to more and more Twitter feeds is TV Ad Targeting, a clever tool the company took out of beta last week that identifies someone who tweets about a show as likely to have just seen a commercial, and streams to them an accompanying digital promotion.

Twitter is also looking a lot like a venue for programming: Several innovative new episodic shortform series have used Twitter as a distribution platform in recent months.

A broad consortium of TV station groups have banded together for what may be the most ambitious effort yet to establish a dominant brand in the sprawling social-TV space.

second-screen experience bringing together consumers and companion content for Web browsers and tablet apps operating on both iOs and Android systems

Twitter is specifically about what is happening right now,” says Ron Amram, senior media director of Heineken USA, adding that Amplify has become Twitter’s most promising ad tool. “To allow a brand to have real-time ownership of a video that says, ‘This is what you need to know right now’ is pretty powerful.”

To attract more social media attention, “marketers are taking moments that would have been talked about at the water cooler and are allowing them to unfold live,” says Adam Bain, Twitter’s president of global revenue.

A division of 30 employees works with media companies to ensure that networks and their actors tweet during broadcasts and that Twitter hashtags and user names appear on the screen

Investors should keep tabs on Verizon's negotiations with Intel to see if Verizon acquires the OnCue Internet-based TV services. If the deal goes through, investors should pay attention to how Verizon plans to use the OnCue services. Bundling OnCue services with Redbox Instant would incentivize subscribers to use Redbox services as a complete TV and movie entertainment package. Outerwall would greatly benefit from such a bundle because more Redbox users translates into expanding revenue. Also, additional offerings under the Redbox name will improve the company brand.

OnCue would be a good addition to Verizon because the company is already in the content business with Redbox Instant and FiOS TV. The question is whether Verizon can negotiate a good deal with Intel. The OnCue service would work well bundled with FiOS and Redbox Instant, or left as a stand-alone product.

The features of this service resemble those of a DVR, but the main difference is every show is recorded and available at any time. The OnCue hardware and services are currently being beta-tested by Intel employees and select users.