Watching TV has always been a social experience—all the way back to M*A*S*H, people have gathered around the TV tube for the ups, the downs, and the L*O*L*S.

And since there were only a few channels back in television’s first golden age, chances are everyone was engaged with the same “stories.” And these days, even though we share that experience in cyberspace with borderline Perfect Strangers, television is still as social as ever.

The September series finale of Breaking Bad saw a peak of 22,373 tweets per minute.

And the East Coast telecast of the VMAs this August set Twitter on fire with 306,100 tweets per minute during the performance from Miley Cyrus and Robin Thicke.

Although this may be the end of all person-to-person communication as we know it, this could be huge for marketers. It’s a way for brands to reach audiences who are watching shows on alternative devices and may not be exposed to ads, or a great way to continue your on-air messaging through social platforms. The possibilities are endless—unless they involve actually talking to another human (shudder).