Ad Age 's editorial partner Trendrr, the social-media monitoring firm, regularly produces white papers for its clients, which include just about every major broadcast and cable network that you can think of . Today, we're sharing some select insights from its latest white paper as a sort of executive summary for you, dear reader.

• In the first half of this year, Trendrr tracked more than 350 million conversations (primarily tweets and public Facebook updates) and interactions (e.g., check-ins on GetGlue and Viggle) related to TV programming.
• See those three off-the-chart peaks on our Jan.-June EKG graphic, which shows social-TV conversations and interactions tracked by Trendrr? Those represent, in order, the Super Bowl, the Grammys and the Oscars.
• In June alone, Trendrr tracked more than 81 million social-TV conversations and interactions. That's an all-time high, a 15% increase from May 2012 and a 681% increase from June 2011.
• One caveat: Trendrr has broadened its data collection over time. For instance, check-ins from Viggle contribute to higher overall year-over-year social-TV activity numbers; Viggle didn't even exist at this time last year.
• Cable social-TV activity in June grew by 45% from May, with more than 55 million conversations and interactions. Broadcast, on the other hand, shrank by 18% from May to June -- a reflection of the fact that May was when a majority of broadcast-network season finales happened.
• ABC, fueled by more than 13.5 million social conversations and interactions surrounding the NBA Finals, was by far the most socially engaging broadcast network in June.
• Overall, though, cable beats broadcast: Social-TV activity surrounding cable shows accounted for 68% of all activity in June, up from 55% in May.

This post was produced in collaboration with Wiredset, the New York digital company behind Trendrr.

Simon Dumenco is the "Media Guy" columnist for Advertising Age. Follow him on Twitter.