According to a study nineteen percent of online Americans aged 15-to-54 is reached by social media at least once a day regarding prime-time TV. Sixteen percent of prime-time TV viewing occasions involve some interaction with social media. During nearly half of these occasions, the viewer is engaging with social media specifically about the show being viewed. Socially-connected TV viewing is most evident with new TV shows and sports programming. On 3.3% of viewing occasions; they're using Twitter on 11.4% of prime-time TV viewing occasions, viewers are using Facebook. On 3.8% of prime-time viewing occasions, viewers are using Facebook and 1.8% on twitter regarding the show they are watching - making them socially-connected viewers. Therefore, Facebook's socially-connected viewing occasions were 33 percent of its total TV viewing occasions while Twitter's were 55 percent. A key question is how social media usage relates to new viewing platforms and behaviors. The reason is that the majority of viewing remains live and on traditional TV sets but social media use has a stronger relationship with the newer platforms and behaviors. Social media influence is closely linked to viewing on non-traditional screens. Read more at: 

http://quirksblog.com/blog/2014/04/29/studies-seek-to-measure-impact-of-social-media-on-tv-viewing/