The effectiveness of TV advertising campaigns using Shazam

"The Shazam for TV second-screen "TV companion app" is measurably boosting ad recall and engagement. But don’t take Shazam's word for it: it commissioned the venerable Frank N. Magid associates to conduct a study.
[...]
Frank N. Magid Associates conducted the study over three weeks and recruited participants to watch a primetime TV show live, and in their own homes, while a brand's commercial aired. After viewing the TV show, Shazam users were asked to complete a follow up survey based on their recall of the brand's commercial. Surveys were completed by 439 Shazam users who tagged the TV commercial using the application and 431 who did not.
Among the results:
Brand interaction: 68% of those who tagged the ad went on to further engage with the brand, compared to the 23% for those who did not tag the commercial. Interactions included checking out offers, visiting the company’s website or Facebook page, among others.
Word of Mouth / Social Activity: 55% of those who tagged the ad talked about the brand with others, compared to the 25% for those who did not tag the commercial. Among those in market for the product, 65% of people who tagged the ad talked about the brand with others.
Bookmarking for later use: 55% of the people who used Shazam to tag the ad cited that one of the reasons they did so was to save it for later.
Recall: 100% of people who tagged the ad recalled the ad, compared to 65% recall for those who did not tag the ad."
Source:  Marketing Vox, 19th November 2012
Note - more stats in the full article