By Melony Roy

PHILADELPHIA (CBS) – A recent Nielsen and SocialGuide study revealed that more Twitter chatter correlates to higher television ratings and TV programmers and advertisers are looking to take advantage of that marriage.

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According to Annie Heckenberger, a VP at the ad agency Red Tettemer, social media and television are already engaged.

“You’ll notice that you’ll see your friends talking about shows while its happening and I’ve even seen someone send a tweet out about something like ‘Dancing With The Stars,’ that I might not typically watch, and find myself flipping over. So social TV is definitely a part of our watching experience now; it definitely makes sense to marry the two,” says Heckenberger.

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The television industry knows people are using second screens and are encouraging the use of hashtags.

“Nielsen is looking at Twitter and they are trying to come up with a new type of rating system based on what people are talking about. Also, Twitter acquired Blufin, a social engagement platform, that basically reports on what the most buzzed about shows were each day,” Heckenberger explains.

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