Broadcasters should tap into social media conversations about TV shows as an “effective promotional apparatus,” a new report commissioned by the Canada Media Fund (CMF) said. The report, released Thursday and called “The Second Screen and Television: Benefits & Impacts,” co-published by the CMF and Evolumedia Group, said social TV conversations on Facebook or Twitter are an effective tool for providers to promote discovery, attract new viewers, and expand brand reach. The study referred to research by New York-based firm Horowitz Associates in September that found 24 per cent of 18-34-year-olds and 30 per cent of 15-17-year-olds started watching a show because of something they saw online or through social media. The report also cited an October 2012 survey conducted by U.S.-based Latitude Research, which found that 73 per cent of American viewers said being busy during a commercial break would reduce their tendency to change the channel. Social TV analytics company Seevibes, based in Montreal, released a new measurement service for Canadian TV last year. In the United States, Twitter Inc. announced in February that it acquired Bluefin Labs, a Cambridge, Mass. company that analyses social media commentary about TV shows and advertising. The CMF and Evolumedia cited a report released by the 2nd Screen Society at the 2013 Consumer Electronics Show in Las Vegas that said the second-screen market should reach $5.9 billion US by 2017, up from $490 million US in 2012.