People tweet in real time. If you live on the east coast and watch / tweet TV, no problem. If you live on the west coast, there’s a problem – with spoilers. I don’t think people decided not to watch the episode of Mad Men where (spoiler alert, if you haven’t watched this season) Joan slept with the guy from Jaguar? On Saturday night, NBC had killer ratings, despite everyone knowing that Lochte beat Phelps. .
Lifetime.com recently installed a “west coast / east coast” button to save west coast fans of Project Runway from spoilers. I’ll be curious to see how many use it. My own instinct is that “spoilers” actually increase interest in a program: it’s the whole “It’s the journey, not the destination” thing… “Yes, I know how it ends… I want to see HOW!”