• by Laurie Sullivan  @lauriesullivan, June 26, 2012

Connecting the Internet with television viewing through mobile devices, the discovery media company Shazam will provide NBC Olympics, a division of the NBC Sports Group, with a social TV experience during the 2012 London Olympics.

On NBCUniversal properties -- NBC, NBC Sports Network, MSNBC, Bravo and CNBC -- U.S. viewers can use the Shazam app on their mobile device to view polls and share on Twitter and Facebook, unlock unique content about athletes, and gain up-to-the-minute information on results and medal counts.

Millions are expected to watch coverage this summer. 

The deal comes at a time when broadcasters and social media are more comfortable collaborating. In the United States, 88% of tablet owners and 86% of smartphone owners use their device while watching TV in a 30-day period, according to Nielsen.

Shazam's goal to expand 30- and 60-second spots into a three-minute video or experience on Twitter and Facebook will likely tie brand sponsorships into the agreement. It's not clear whether the network will use the partnership to run 15-second tune-in spots.

It is clear, however, that viewers can tap the Shazam app in front of the TV and in two seconds be transported to another experience across the Internet. "We see the strategy as taking a 30-second TV spot and turning it into three minutes or more of engagement on the Web," said Evan Krauss, EVP of advertising at Shazam.

Nabisco launched a social media campaign on TV for Wheat Thins late last week using Shazam to spread the word on Twitter and Facebook. Through Shazam's technology, the audio in the television ad identifies the sound and links to a pre-written Twitter post. Those who tweet the post get a free sample of the product.

Krauss said between 60% and 90% of consumers who initially engage with a Shazam ad take further action, such as tweeting a post or watching a video. Many consumers come back to the platform to explore the brand's advertisement up to three days later. Consumer packaged-goods companies tend to do well with coupons. Movie studios do well with trailers, times and ticket purchases.

The "Men In Black 3" TV trailer built on Fandango gave consumers movie times in relation to their location, and allowed them to purchase the tickets. More than 80% of the time, consumers will spend more time with the trailer on the second screen.

Backend analytics give advertisers aggregate numbers of people who "Touch to Shazam" on a smartphone or iPad. Advertisers also have access to reports that monitor each second. Krauss said "overlaying these numbers on top of TV schedules gives brands insight into markets, programs and commercial pods that drive engagement in spots."