Last week we shared the results of a new survey that showed Australians are increasingly becoming a nation of social TV-watchers – logging into networks like Facebook and Twitter to connect with fellow viewers and to discuss their favourite shows.
Now Google has revealed that we're not only social TV-watchers, but that we also carry out searches on the web while we watch television.
A great example of search-viewing in action is the 85th annual Academy Awards, which had searchers abuzz as the events of the evening unfolded onscreen.
The Official Google Blog organised its top searches by category: its top-searched Academy Award nominees included actors Jennifer Lawrence, Anne Hathaway and Daniel Day Lewis, as well as films such as Life of Pi and Les Miserables.
Fashion also fuelled many Oscar-related searches, with the red carpet dresses worn by Lawrence, Hathaway, Jessica Chastain, Halle Berry and Charlize Theron attracting plenty of attention.
Google also noted that particular search themes seemed to spike throughout the ceremony. Immediately following William Shatner's appearance in character as Star Trek's Captain Kirk in host Seth MacFarlane's opening monologue, there were more than 1,500 searches for "Kirk" carried out each minute.
Similar search spikes were recorded when the sound editors for Skyfall and Zero Dark Thirty were presented with a rare tie – a common query for Google was "has there ever been a tie in the oscars".
So what's the message for content marketers? While fresh content should always be relevant and on-message, sometimes there's also plenty of value in capitalising on real-time events. A well-placed, relevant social media post that effectively references a timely event – think the fast-acting team behind the Oreo Twitter account in the moments following the Super Bowl blackout – can help to attract a much broader audience to your brand.