“Everybody wants to get in on the action,” said Joe Mandese, editor in chief of MediaPost, who estimated there would be “almost 100 events” by the time the upfronts conclude.
Companies try to reach multitasking television watchers through their smartphones, tablets and laptops with Twitter and Facebook posts that are relevant to popular programs.
Spillover from ABC’s Oscar coverage led the show to its biggest weekly audience average since Nielsen began keeping electronic ratings records.
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The State of the Union speech was seen by 33.3 million viewers, a slight dip from last year’s 33.5 million, but far off President Obama’s 2009 speech.
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The company’s program, which would begin in fall 2014, should soothe television executives eager to get credit for fans who don’t use ordinary TVs.
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A Nielsen study affirmed the idea that Twitter chatter during prime-time shows can sometimes cause a “significant increase” in the ratings.
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Steve Kornacki, a Salon editor and co-host of “The Cycle” will take over “Up” on weekends.
A deal with Nielsen will allow ABC to measure viewing whether on television or online.
Being a cable network is less of a disadvantage than it used to be, as broadcast networks become just one more click on a seemingly infinite dial.
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