The Time Warner Research Council conducted a study in the company's state-of-the-art medialab revealing that viewers are more engaged in their favorite shows when interacting with social media on a second screen.

Researchers used the Time Warner medialab's biometric monitoring and eye tracking stations to test engagement with episodes of CONAN and TMZ while participants engaged in social behavior.

Among the key findings:

  • Nearly one-half (46%) of all 15-49 year olds in the U.S. who surf the net have engaged in social TV activity in the past 30 days.
  • Two-thirds of those who use social media while watching TV do so at least once a day.
  • Over 90% of adults (18-34) have mobile phones and almost two-thirds of those are smart phones. They don't turn these off to watch TV.

The study also revealed that even when viewers turn to social media during commercials, they still pay attention to the TV, and brands that associate themselves with the second-screen experience seemed to be more appreciated by viewers.

So, there you have it: TV is even better with a second screen.