@Shazam (~100m ‘Shazams’/month) is trying to better monetize TV networks by targeting viewers who use their mobile devices while watching TV-- 84% of mobile device owners (Nielsen study).  TV networks can increase the effectiveness/engagement of their ads by teaming up with a platform, like Shazam, that has a strong mobile presence. A Nielsen study found that ads that integrated Shazam had increased (6%) ad recall, likeability and brand/message recall. - Link