There is little doubt the annual Oscars presentation and show has become as big or bigger on the social channels than on the television.
It was estimated for the 2013 Oscars presentation between 13 and 20 percent of all television viewers, worldwide, would also be watching a second screen: tablet or phone.
For social platforms like Twitter (the most frequented platform during major TV events) that means nearly 9 million Tweets during the ceremonies.
For marketers focusing on the social spaces that means trying to get noticed above the cacaphony noise.
The Academy of Motion Picture Arts and Sciences itself was trying mightily to cash in on second screen viewers by offer, for $5, second screen streaming tablets and smartphones.
And major marketers were also trying to attract attention along the social channels.