When “Dancing with the Stars” airs its season premiere tonight (Monday) on ABC, you’ll see social TV data powered by Facebook — the first live entertainment integration by the social network. Not only will viewers see which contestants are the most popular on Facebook, but also the demographics behind it. For example, younger women in California may be big fans of Brant & Peta’s performance. The live data can be sliced by age, gender and geography — a dimension not readily available on Twitter.
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The general assumption is that younger viewers (especially young children) are the ones watching more and more TV on iPads and tablets. Digital natives have grown up in a TV environment that allows for place-shifting by watching TV anywhere you can bring your mobile device. There's even a Tumblr called Babies with iPads dedicated to this phenomenon. Altman Vilandrie & Company has come out with a new survey that is showing that TV viewing on tablets is also rising among older viewers.