From a social-TV perspective, shows and commercials are basically all programming.
That's the suggestion of findings by our editorial partner Bluefin Labs, the Cambridge-Mass.-based social-TV analytics company, which tracks social-media response to both TV shows and the ads that appear during them.
It's not that the boundaries between shows and ads are necessarily blurring any more than they're already blurred; consumers are still smart enough to know when they're being sold to. But if you look at the social-media response to commercials, it's pretty clear that TV viewers are increasingly willing to talk about ads in the same way that they talk about shows: as bits of entertainment.
For this week's charticle, Ad Age worked with Bluefin to take a look at a particularly entertaining campaign: a range of spots for Mike's Hard Lemonade, which you can watch here. Scroll down below the graphic for some notes and context.