People who use Shazam to tag a TV advert are more than twice as likely to talk about the brand or the advert in question than other viewers, according to a new study.

The finding comes from a recent case study conducted by Frank N. Magid Associates for Shazam, which the two companies say demonstrates that Shazam-enabled TV ads extend engagement and improve effectiveness.

Other findings include that people who use Shazam to tag an ad are three times as likely to interact with the brand through “desirable follow-up actions” – such as visiting the company’s website or Facebook page – after seeing the advert, while people who use Shazam also have a higher recall of the commercial’s message.