Most people don't. If you use social media check out Twitter or Facebook during a big game. My entire feed is filled with people talking about big moments in the game as they happen. That's an engaged audience that no other TV programing can match. Advertisers have to love that kind of audience.
No offense, but I have absolutely no use for that. They can both disappear for all I care. I check the twitter webpage for my nephews high school for game time changes and that is it. I just want to watch the game without a scrolling bottom line of meaningless info, twitter hashtags, coming this week on Foor whatever) etc etc etc...