Fandemonium, a combination of a traditional game show and a competition show, where The CW’s 50 million Facebook fans can compete for the title of The CW’s #1 fan, using social media platforms including Pinterest, GetGlue and Klout.

In social media, “Nuestra Belleza Latina” ranked among the top broadcast shows on Trendrr (No. 7). Additionally, as part of Univision's social activities around the show, the network had a GetGlue finale sticker, which helped generate more check-ins than NBA games on ABC and TNT as well as “Keeping Up with the Kardashians” on E! and the “Real Housewives of New Jersey” on Bravo. Finally, tweets mentioning “Nuestra Belleza Latina” between May 20th-May21st resulted in 5,361,643 impressions (according to radian6).

The Hollywood Reporter: If you could rewind a year, what's the one thing that you'd tell yourself about this job?

Mark Pedowitz: I would have spent the first six months not looking at ratings. I would have saved myself a lot of aggravation. I had an epiphany in December, when I started looking at the social-media grids like Get Glue, where our shows constantly are in the top 10. Or look at live-plus seven numbers, which we don't get paid for, and we're tripling our women 18-to-34 ratings. You start to realize that these shows are working, but the key -- and part of our development slate this year is going to be an attempt to do this -- is to find a way to get them to come back to view the shows live.

Meanwhile, there are several new TV fan-based apps to keep viewers engaged and informed and chatting with each other:
•GetGlue. The most popular of the TV apps, with more than 2 million users, it encourages fans to "check in" and let friends know what they're watching, and provides a forum to discuss the shows.

While social TV isn't entirely new (remember 2000, when AOL tried to bring the chat room to TV with its set-top box?) viewers appear to be onboard now. As Ad Age sees it, the social TV we know -- in which social networks and mobile apps let live-TV viewers gossip about their favorite shows in real time -- was born five years ago, when Apple was spurring the U.S. smartphone market and Twitter was finding its footing. Though social TV has some distance to travel, here's a look at its history and milestones.

APRIL 2011
GetGlue, a mobile app that asks users to publish to social networks what they're watching on TV, reaches 1 million users after less than a year on the market.

Social media company Trendrr says three quarters of all social TV engagement in March came from Twitter. After Twitter were Facebook with 15% share and GetGlue at 16%.

A long list of startups focus on different pieces of the puzzle. One of the best known is GetGlue, which bills itself as "a social network for entertainment." It's like Foursquare for television: users "check in" to say they're watching a show, and earn badges, points and other rewards.

The only caveat to keep in mind is that not every site with notifications is supported in Icon Badger. As of this post it works with Facebook, GetGlue, Gmail, Google Reader, Landgrab.net, Pinboard.in, Twitter, and Tumblr.

Oh and heads up -- DWTS is offering a free trip to the season 14 finale through GetGlue -- check it out here or on Facebook. You can win an interplanetary voyage just by watching TV. Worth a shot!

Hell, if Dance Moms had been on an hour earlier, we would have checked in on Get Glue just out of spite. Because enough is enough. Give us back Cougar Town and quit yanking our chains.

Tablet TV is Social TV — The rise of social television has had a huge impact on linear broadcasting. While there are plenty of people liking and tweeting from their phone or laptop, tablets will continue to impact trending topics and industry buzz in the coming years. Social TV app GetGlue also functions as a content discovery engine. When media companies leverage the social graph, they increase organic discovery on leading social networks and gain valuable insights into the habits and tastes of their most loyal viewers.

The film and television check-in app GetGlue offered stickers for the 13 districts, characters and opening weekend. Stickers are unlocked by checking-on opening weekend.

Leading the charge is GetGlue (iOS/Android), which encourages fans to check in and unlock secret stickers and other rewards while watching or learning about TV, movies and music. Leading up to the new season premiere of Mad Men this Sunday, more than 200,000 people have checked in to watch the show's trailer and unlock an exclusive sticker from the producers at AMC. However, there isn't just one kind of sticker, there are a host of choices including the Mad Men Superfan sticker, which requires 15 check-ins. When you unlock 20 stickers or more you get real stickers (just like when you were a kid) mailed to your home.

Consumer products and services

For e.g. Netflix already captures your movie genre preferences and it makes recommendations on recent shows/movies you have watched. It is already capturing which devices you use to watch shows and when. Marrying that data with GetGlue, for example, validates the original information and supplements the user information with commenting, share data as well as potential prospects. When combined and correlated, these snippets provide insight that now allows Netflix to optimize the movie offering to keep you a satisfied customer. It can also capture the comments and shares from those watching the movie in order to drive messaging to attract new users.

Consider getglue.com, one of the hottest startups this year. Put simply, it is the foursquare of TV viewing, i.e., users can check into TV shows, in the same way as one can check into physical locations. This is indeed about making TV viewing experience social, but to me, it is as much about changing the relationship between the content provider and the consumer allowing for an unprecedented level of interaction. The revenue enhancing possibilities enabled by such a platform are endless– in the same way as Google search revolutionized internet display advertising, getglue could do the same for TV advertising.

Achievements are one of the defining aspects of the Xbox experience. The stockpiling of points functionally serves as little more than fodder for virtual pissing contests, their true worth comes from the value of fulfillment they provide. Any person can turn on their TV and watch the new episode of Parks and Recreation, so it has to be worthwhile to watch it on the Xbox. This is the answer to services like GetGlue, an application that allows users to "check-in" a la FourSquare when they sit down to watch their favorite show or movie. It's a badge of sort, and a way to broadcast what a user likes.

GetGlue:
Ever seen those messages on Twitter and Facebook about people getting stickers for their favorite shows? Chances are those stickers came from GetGlue. GetGlue is a social network that revolves around what you're watching and reading (although we primarily see people use it for TV) and you earn stickers for the different media you consume. Although we personally don't use it, we know of several friends who are GetGlue addicts and they use it as a way to stay abreast of what media their friends are consuming. Available for iPad and Android. Free

Dual-screen experience
If you watch TV, you know that A-B InBev invests a lot of resources into maintaining a strong presence in broadcast media. Startups such as Shazam and GetGlue opened the door for complimentary programming, social TV experiences, and audio-fingerprinting technologies that augment what you see on TV with additional content. A-B InBev wants to add deeper layers of content and interaction to TV spots -- and they're looking for the latest and greatest technologies and startups to power that process.

There are already some sites that ask users to log what they're watching -- GetGlue is probably the best-known example -- but now there's a new app on the scene called Viggle.

Driven by GetGlue, Face Off delivered a series high in social activity, ranking #8 among all cable shows while Monster Man ranked #9.

Fans respond to 'Luck' cancellation at GetGlue

If you love TV, you can go to GetGlue.com and leave comments. As the news hit today about 'Luck' being cancelled, fans following the show were quick to show their sorrow. While many agreed that they were sad to see it go, they were also siding with the horses. However, one woman finds horse injury to be an absurd reason to cancel the show.

Bre St James says, "Canceled for too many horse deaths?? There is a show my husband has been watching (from Japan I believe) and at least two horses are kill in battle in each episode, the most recent episode of Luck showed a care facility for injured race horses.. Why aren't they watching what they cancel??"

2. Viewers Can Livetweet Along
The Casablanca re-release will be the most interactive ‘blanca yet, urging viewers to Livetweet along using the hashtag #TweetItAgainSam. The best Tweets will be displayed on screen throughout the film, with the most shared Tweet earning its user the “Here’s Tweeting At You, Internet” sticker on GetGlue.

WORK FOR CHANGE. Gawker is looking for a new creative director with coding proficiency. Apply Here. Hyperpublic needs a web developer who’s comfy with MongoDB, Javascript and JQuery. Throw your hat into the ring. Betaworks wants a senior backend engineer and architect for contract or full-time. Expertise in Python, Mongo and AWS is preferred. Tell ‘em why it should be you. GetGlue, the social network for entertainment, has an opening for a senior product manager with 3-5 years experience and a social media presence. Apply here.

Startups like Miso and Getglue may have been getting a lot of coverage for their check-in functionality in 2011, but TVGuide.com succeeded in selling it to more than 80 advertisers, making it one of the few companies that has actually made money with social TV.

Considering how important music is to the conference, it's ironic that music apps don't make a bigger splash at SXSWi. There will be a couple app events, however. " Music 2.0: Engaging Fans with Mobile Social Apps," at 12:30pm on Tuesday, March 13, will feature executives from Mobile Roadie, MTV Networks, Creative Artists Agency and GetGlue. For an overview of today's better music apps, check out "Music Apps Gone Wild" by Evolver.fm editor Eliot Van Buskirk at 1:30pm on Sunday, March 11.

· Social media sites like Twitter, Facebook, GetGlue and Miso on Oscar Sunday garnered a total Social TV Score of 4.5 million, surging by 125% over last year (2.0 million).

And now, today, social "check-ins" layer on top of co-viewing, as more convenient tablets and phones enter the mix. New services including GetGlue, GoMiso and a host of others provide viewers and advertisers a way to connect and share with each other, while delving more deeply into the video content. But interestingly, new technology makes these new co-viewing apps less valuable than you might think.

In addition to TeamCoco.com, which is a veritable gold mine of Conan tidbits and UCG, like the Coco MoCA (Museum of Conan Art), Team Coco maintains a presence on myriad platforms — Facebook, Twitter, Foursquare, Google+, GetGlue, YouTube and Tumblr. And Wooden is the first to admit that it’s time-consuming.

GetGlue: Given that Conan is a media company, it can reap the benefits of the media-oriented social check-in service. “GetGlue is sort of a different animal in that out of all the platforms that we’re engaged with, it’s more driven toward tune-in than directing people to toward digital versions of content, but we certainly like having it the mix,” says Wooden. Thus far, there have been 265,904 check-ins on GetGlue, and Wooden says these users really enjoy Team Coco’s engagement on the platform.

A host of companies have created smartphone and tablet apps tailored for social TV viewing. SocialGuide, for instance, follows hundreds of TV broadcasts in real time, and tracks how many people are discussing the show on Twitter or Facebook. Users can click on the show of their choice and dive into the discussion.
Others, like Miso and GetGlue, let users “check in” to their favorite shows and discuss them anytime.

Karl Vontz
What I Liked: "I was really impressed with the brilliant use of social media and ‘second screen’ apps. Prior to the show, the Academy asked online fans to upload confessional videos of their personal connections to the movies, which blended nicely with the on-screen confessions of actors and directors sharing their connections. I was able to vote for the winners on the Oscar's app I downloaded to my iPhone and then follow my score along with my friends' scores on Facebook. Whether it was on the app, online, on Facebook, Twitter, Instagram, Pinterest, YouTube, or newcomer GetGlue, the Academy did a great job of connecting with fans on the device of their choice."
What I Would Have Done Differently: "The night had a bit of a nostalgic theme and I liked the Art Deco style, but it wasn't carried all the way through. I would have made a clear connection between what was happening on stage and what was happening on [the TV] screen. The constantly changing graphics and somewhat random shift between black and white and color made the show feel disjointed. I would have committed to one direction and stayed with it.”
Letter Grade: B- "There wasn't one moment in the show, good or bad, that makes me want to talk about it with my friends or co-workers, but I will be talking about the social media.”
Vontz is the New York-based director of the Clio Awards, overseeing the brand development of the world’s most recognized advertising awards show.

GetGlue and Twitter uses approve of "Luck"

For every tweet concerned about the welfare of the horses, it seems like there is another one declaring it the best show on Earth. At GetGlue.com, fans are posting about the show saying, "I love everything about this show: the actors, their characters, the photography, the writing, the story and, oh, those beautiful, beautiful horses!"

Others repeat a common theme saying, "#Luck is one of the best HBO shows I have ever seen. Dustin Hoffman, Dennis Farina and Nick Nolte in the same show? Amazing!"

Getting into horse racing lingo

If you are like one GetGlued user, you might say, "I'm having trouble grasping all the gambling terms…. and I hate it that horses have been killed in filming…. but still have to watch."

Over at GetGlue, viewers are torn between two sides saying, "Now that I've gotten a better grip on the story I'm really liking this show. I do hate seeing the horses get hurt though."

Breaking down these numbers is the bread and butter for firms like Bluefin, Trendrr, Getglue and Social Guide. How well this fledgling field works is still up for debate. But Twitter analysis did a pretty great job predicting the winners, nailing best picture, actress, and coming within a margin of error for best actor.

A host of companies have created smartphone and tablet apps tailored to social TV viewing. SocialGuide, for instance, follows hundreds of TV broadcasts in real time and tracks how many people are discussing the show on Twitter and Facebook. Users can click on the show of their choice and dive into the discussion. Others, like Miso and GetGlue, let users “check in’’ to their favorite shows and discuss them anytime.

Facilitating this already is a burgeoning range of apps such as: GetGlue, a check-in based, entertainment social network; Fango, a similar platform, used by Channel Seven during the recent Australian Open, and finally; WiO, which allows users to access information about products and services they see on the primary screen.

Better wi-fi in stadia also enables fan engagement through Twitter and Facebook and through innovative applications such as GetGlue’s geographical location counterpart, Foursquare.

Kimber Myers from GetGlue – “It is totally growing, that’s why when we were just starting out with checkins in the summer of 2010, while we didn’t immediately launch into anything with advertisers because that tiny of a segment of the population isn’t interesting. What we’ve found when we’ve done things like Pepsi with the Superbowl..the real value is that the brands actually travel when they share their check-ins to Twitter and Facebook, that amplification is huge.”

Kimber Myers from GetGlue – “Not everyone is saying something incredibly value, so we’re surfacing the most interesting conversations, so whatever you’re watching you’re seeing great comments and replies.”

What’s missing and what’s next:

Hill Hollidays’ TVnext is sure to be a centerpiece on the social TV calendar for years to come. One recommendation that I made in my recap of the Social TV Summit was that the uber-fans need to be included in the conversation as much as the talent, writers and producers of the content. I’d like to attend a conference with the most active GetGlue users, the bloggers who have created SideShows, part of the 85% of 50,000 that used Viggle during the Superbowl and some of Shazam’s most active users talk about why they use these services.

You’ll find the following people as the day’s top influential tweeters in reference to the #Oscars & people mentioning them. #1 is @getglue, #2 @TheAcademy #3 @BillyCrystal #4 @RyanSeacrest, #5 @eonline, #6 @ninagarcia and #7 @redcarpet.

So far, Netflix, your response has been to stay the course, forsaking personalized filtering in favor of an automated and mostly toothless recommendations engine and generic member ratings. I think you can do better. Here are three ideas for how:

Start with the buttons. Every Netflix page for every show should have social-media buttons embedded. That way, if you're thinking about a show you haven't watched or a film not yet out on DVD or Blu-ray, you can ask your network for thoughts. Who cares what some random Netflix member thinks? I want to know what those who know me think. That's the genius of entertainment-themed social network GetGlue; I'm connected with those who know my tastes.

We're also making some major moves in social media, talking to the millions of Marvel fans we connect with every day through Marvel.com and Marvel's presence in social networking. including Twitter, Facebook, GetGlue, and innovative digital content like "AvX" BattleCenter on Marvel.com.

While other companies such as Miso and GetGlue offer a fairly similar service, Umami’s app is both quite exhaustive and well-designed – and the features it launched today could contribute to differentiate it further from its competitors, who have opted for different strategies.

What it is: A startup founded by Alex Iskold with financial backing from Union Square Ventures, RRE Ventures and Time Warner Cable.
Again, users “check-in” to a show, but this time you get stickers instead of points. Like “True Blood”? You check in and at first you get a digital sticker. Get enough digital stickers and you can get a real sticker or a discount to the network store. GetGlue works with 75 major networks and has more than 2 million users.

Oscars: GetGlue has partnered with ABC to award people before Sunday and on the day of the telecast. You can get stickers for checking into the nominated films, checking in to the red carpet or watching Jimmy Kimmel’s show.

A note from Kimber Myers, Director of Partnerships: “Last year’s Oscars was the record holder for the top event on GetGlue. It was surpassed a number of times in the past year, whether by “True Blood” or “Walking Dead” or the Super Bowl, but we do expect this weekend to be a big one.”

Social checkin service GetGlue is going all out for Oscar Sunday.

As the company details on its blog, users can checkin to the show in advance of the awards to earn stickers for watching nominated films, previews of the 84th Academy Awards and even a special Billy Crystal sticker for checking into some of his best known films.

On Oscar Sunday, fans can check-in throughout the night, starting at 7e/4p. Throughout the night GetGlue wants fans to continue the conversation and chatter around the ceremony on GetGlue itself.

That said, TvTak’s real selling point is its technology, and if it can integrate with media-focused services that have already built up more solid audiences, such as GetGlue, it could be a real benefit to users by taking the pain out of checking in.

“With our fans taking to our fan site, Facebook, Twitter and GetGlue to share in the experience, we wanted to celebrate them by making their musings a part of the show,” David Shackley, Discovery Channel’s chief marketing officer told Mashable.

GetGlue is asking fans to also check in before the big event for a series of pre-show badges “See as many nominated films as you can to level-up from Viewer to Critic to Aficionado before the show begins,” GetGlue explains. In all, GetGlue is offering 10 stickers this year, and you’ll also be able to check into GetGlue straight from Oscar.com.

The Big Bang Theory was #3 on Trendrr.tv overall. The show shot up 21% over last week and recorded a total activity of 103,402. A majority of that activity came from GetGlue with 40,458 (Facebook activity added another 34,066 and finally Twitter activity injected 28,093 social interactions). Audience influence was 26. Sentiment was 71% Positive 8% Neutral and 20% Negative. The conversation was 59% Female and 41% Male. Viewers used mobile devices 26% to 74% using the Web.

The Oscars, of course, broadcast live, is the perfect opportunity for prolonged engagement. Mobile app GetGlue is covering the event big time, having started with the Jan. 24 nominations announcement. Consumers have been able to check in to receive various stickers in the lead-up to Oscar night, and, along with Hyundai and Entertainment Weekly, are rewarding users this month with a Hyundai-branded sticker and a sweepstakes entry when they check in to a Best Picture nominee in theaters.
The staggered check-in program continued last week with Oscar.com adding a GetGlue widget that consumers can use to check in ahead of the telecast for an exclusive sticker. And for the big day, GetGlue has specific stickers for checking in to the red carpet, the actual awards show and then the postceremony Jimmy Kimmel Live airing.
But Kimber Myers, director of partnership at GetGlue, said, “We really want to make sure it’s not only about stickers, but also that we’re driving great conversations [within the app].”

The Foursquare of media, GetGlue tends to get a great deal of activity for big TV nights. Check-in for the Academy Awards, and amass stickers for your favorite films as well. Several of this year’s nominees have already been released on DVD and Blu-ray, so you can show your support with a check-in on GetGlue. See others’ reviews and determine which nominees’ films are worth a watch. Last year, GetGlue teamed up with the Oscars and other brands for specialized badges, and I wouldn’t be surprised to see similar promotions on GetGlue this year.

GetGlue check-ins were up 18% from the Florida Debate and up 25% from the 2011/2012 debates average.

Check in with the Miso app and enjoy an exclusive WHITE COLLAR SideShow to get fun content synched with tonight's program, including Yankees trivia, what you can buy with $160K, Nancy Sinatra, and more! The Miso app can be downloaded from iTunes. By checking into GetGlue, fans can enter a sweepstakes to win a baseball prop from tonight’s show.

There will be more:

Shared experiences (citing 10,245 tweets/second during the Super Bowl, 2x what it was last year),
Co-viewing (with third party apps like GetGlue and TV Dinner)
Discovery (the NFL app during the game included history, stats, etc.)
Cross-platform participation, allowing users to influence the story (which is still nascent)
Real-time research (looking up information during the show and commercials)
Co-creation for online/web based shows (also still nascent).
Santana shared some examples of campaigns that are addressing some of these needs like Pillsbury's Holiday 2011 "Crescent-Wrapped Brie" commercial with Shazam's new "for TV" service (read more), which unlocked Pillsbury related content like recipes and how-to tips. Another was GAP with GetGlue and ET, where checking into shows gave you rewards like coupons for GAP's new fall line.

Online, users can visit the CNN Election Center and CNNPolitics.com for all things political before, during and after the debate. On debate night, CNN.com will live stream the event online and on the CNN apps for iPhone, iPad, Android phone and Android tablet. The Political Ticker will live-blog the debate and incorporate live comments generated from social networks directly on the Ticker. Users may also 'check in' to the CNN debate on GetGlue for exclusive CNN debate stickers.

I would say our goals were pretty simple: We wanted as broad a viewing audience as possible, and we wanted as many people to be as socially engaged as possible, with as much positive sentiment as we could generate. We wanted to stoke the social conversation, across as many channels as possible. From live streaming on Grammy.com to Grammy playlists on Spotify and Pandora, to Shazam-able Grammy content, to geolocation/check-in through Foursquare and GetGlue, to consistent updates on Twitter and Facebook, to sharing via Tumblr and Instagram, to teams of Grammy bloggers with behind-the-scenes access, our goal was to seamlessly establish a credible voice in as many digital music conversations as possible. Social media allowed the Grammys to be the thread connecting diverse and varied music fans and helping to establish a shared community experience.

In this week's all-new "Jersey Couture" Diane and Christina get into a heated argument at Diane & Co. as Kimberly tries to find a frantic pageant contender the perfect dress for the Miss California Teen USA Pageant. Viewers can follow the action on Twitter @Jersey_Couture and post their thoughts on the dresses and the drama with #Dress2Excess. Fans who check-in to new episodes of "Jersey Couture" on GetGlue will be entered into our "Jersey Couture" Glam Check-In Sweepstakes for a chance to win a $100 gift card (weekly prize) or a designer bag (grand prize).

In addition to the Mashable app, the new set includes Buzzfeed, CBS Local: Los Angeles and New York, CMT, The Daily Show, The Huffington Post, GetGlue, MSNBC.com, MTV News, Pixable, Sporting News (coming in March) and TODAY Show. Among that group, GetGlue and Pixable stand out as non-news sites and we’re eager to see how those apps change the sharing experience on Timeline.

In a way, it’s a similar to the check-in posts that are generated through Foursquare or GetGlue. The very fact that I’m eating somewhere or watching some show implies that I’m in favor. It’s an endorsement, even if I don’t like it and never go back again.

Discovery is active on Twitter, Facebook and YouTube, and it uses these sites to create a two-way engagement with viewers. Discovery is also experimenting with using newer social media sites such as GetGlue and Pinterest.

Trendrr's Total Activity score -- which tracks tweets and Facebook updates as well as GetGlue and Miso check-ins -- for the Grammys was 17,122,439 through Sunday night. (By comparison, the Super Bowl's score was 17,456,217.)

Through the club’s website, you’ll have the chance to chat with expert Chuck Bessant at 10pm tomorrow. USA’s impressive social TV mix around the show combined four video streams (covering 185 breeds), the chat with Bessant and a GetGlue campaign. The stream will be accessible worldwide and will feature Facebook and Twitter integrations. Happy Valentine’s Day and don’t forget to check out some of the best looking dogs from around the world, live from Madison Square Garden in NYC.

GetGlue
· The CNN Southern Republican Presidential Debate had over 6,200 GetGlue check-ins and generated an estimated 1.2 million impressions across Facebook and Twitter.
Source: GetGlue 9/12, 10/18, 11/22 & 1/20

Put differently, while social networks like Facebook focus on what you have in common with your friends and how you react to friends’ recommendations, interest graph-based models (like the ones behind Pinterest, GetGlue or Foodspotting) make social connections based on shared interests, not the other way around.

GetGlue: Unlike the other second-screen apps reviewed herein, GetGlue required that I check-in manually. No automatic content recognition (ACR) here. Now I've used GetGlue previously, and was awarded a few "stickers," GetGlue's user/viewer rewards system. As I check into GetGlue, I earn stickers that are posted on my profile for all my friends to see. When I earn 20 or so, I can request printed stickers to put on my algebra book cover.

GetGlue is primarily a social site, with the ability to follow and chat with your friends, and share the occasional YouTube video. GetGlue encourages their members to check in for TV, movies, music, books, magazines, video games and things I might be thinking about. Checking in for the Grammys brought up the appropriate graphics but that was about it.

Of course, big fingers and small keyboards can lead to a bit of misdirection, as when I typed "Grannys" instead of "Grammys," and was logged into the hit show "Grannies on Safari."

But as a social site, if the whole sticker thing appeals to you, GetGlue worked well. There was a lot of lively conversation during the broadcast.

Overall GetGlue Grade: C+

An executive from Bluefin Labs will be joined by others from HBO/Cinemax, Bravo, Umami TV, and GetGlue in a panel moderated by Natan Edelsburg of Lost Remote, which keeps tabs on all things social TV.

A small but growing group of other companies – GetGlue, IntoNow, Shazam – are also developing apps that combine the experience of watching live TV with social networking on platforms like Twitter and Facebook. While they’ve not diverted any significant portion of their collective $60 billion TV spend to the technology, advertisers are eager to experiment on these second-screen platforms – and that was proven Sunday with brands like Pepsi and Anheuser Busch conducting a number of social TV campaigns during the Super Bowl.

For this advertiser interest to grow into true monetization, GetGlue CEO president and CEO Alex Iskold told paidContent Friday, his company needs to grow its current user base of around 2 million to more than 20 million.

During the important litmus test of the Super Bowl, GetGlue said it’s own data shows it went in the right direction—a record 160,000 users “checked in” to the service, the company claims, up 300 percent from the 20,000 that checked in for the 2011 Super Bowl. (Other interesting data: GetGlue also said that 63 percent of its Super Bowl usage came from mobile phones, while iPad usage was only around 3 percent.)

After shows are cheap to make and capitalize on the fact that more and more television watchers are what Nielsen calls "simultaneous users," 44% of whom look up information on the show they're watching. During the Super Bowl broadcast on Feb. 5, there were more than 12.2 million comments on the game posted to social-networking sites, a 578% increase over last year, according to Bluefin Labs, a research firm. Mobile apps like GetGlue, which now has two million users, allow people to "check in" to a television show, interact with other people who are watching, and accrue rewards from advertisers.