There is a new study out by the Pew folks (Pew Internet and American Life Project) that brings us up to date on how cell phone users are incorporating their cell phones while watching television on a TV. They use cellular to check on things they see on TV, to text friends during commercials, and many other things. It’s a growing trend. Access the full report at http://pewinternet.org/Reports/2012/Connected-viewers.aspx?utm_source=Mailing+List&utm_campaign=7cff0e20dd-Newsletter_07262012&utm_medium=email

Here are two highlights:

• 38% of cell owners used their phone to keep themselves occupied during commercials or breaks in something they were watching
• 6% used their phone to vote for a reality show contestant

Did you see the overnight ratings for prime time TV published by Broadcast & Cable magazine’s Media Buyer & Planner Today e-newsletter? At 9 PM NCIS Los Angeles on CBS drew 5.8 million viewers with a 1.0 rating among 18-to-49-year-olds. Fox’s Master Chef drew 6.1 million with a 2.5 rating for the 18-to-49 demo. And NBC’s America’s Got Talent drew 10.5 million with a 2.8. Looks like reality is going to rule the airwaves, at least as long as scripted dramas are in repeat mode….