Gone are the days when watching TV was an entertaining and relaxing process, now people like to react and communicate while watching television. They want to share, like the Facebook page, tweet and keep the interaction going all through the end.

With this advertisers seem to have found a perfect concoction for success. Integrating multiple ad platforms can help you a great deal in driving your message home.

According to a new survey by global consulting firm Accenture, there’s a simple reason for this: those social media symbols actually work and drive people to. Accenture found that, in the U.S, about a third of TV viewers have liked a show’s or brand’s Facebook page or tweeted about what they saw on TV after seeing one of these logos.

The most common action for those who did interact with a show or ad while watching TV was liking its page on Facebook (20%). About 7% of viewers searched for a show’s hashtag on Twitter and 5% used Shazam while sitting on their couch.

Surprisingly, the survey also found that 11% of viewers scanned a QR code while watching TV. That’s a rather large number, given that QR codes are still far from main stream.

On the other hand, Mobile video ad network AdColony and Nielsen have revealed that people who are exposed to advertisements for a product on both TV and a mobile device show higher awareness, interest and purchase intent.

In a recent study, AdColony and Nielsen surveyed 400 people, asking them to watch TV for 30 minutes while using either an iPad or an iPhone. During the test, viewers were shown a 15-second TV ad for the movie Contraband. Users who were shown the 15-second ad on the iOS device and TV during the 30-minute period demonstrated 72 percent higher purchase intent and 69 percent higher brand recall than respondents who only saw the TV commercial.

The study also found that of viewers who saw the ad on both the TV and the iOS device, 22 percent said they intended to search for information about the movie, as compared to 4 percent of viewers who said they would search for more information after only seeing the TV ad. Results showed 26 percent of viewers who saw the ad on both screens indicated they would recommend the movie to a friend, as compared to the 10 percent who said they would recommend after only seeing the TV spot.

Although mobile advertising is growing rapidly, most advertisers haven’t tried to incorporate it into campaigns for non-mobile products, as other platforms usually deliver better targeting and messaging options. Movies and real-world rewards platforms are some of the few exceptions to buck the trend so far, but a multi-screen marketing campaign is still no guarantee of performance. The advertising for Disney’s movie “John Carter” included high profile campaign on mobile rewards platform Kiip, but it didn’t prevent the picture from flopping.