The poor translation makes reading this quite hard going. However, pages 11 - 22 contain some interesting analysis. The crux of this paper is that, within France, Social TV offers only a limited opportunity for advertisers. Currently, it is a niche market. Driving audiences towards social interactions means steering them away from the main screen towards second-screen devices. Moreover, the most obvious time for second-screen engagement is during commercial breaks. As such, broadcasters risk undermining their core ad sales and alienating their majority audience by trying to chase these early adopters.
Facebook behaviour correlates with TV viewing. The strongest correlation is between the number of people "liking" a show’s Page and click-through rate (CTR). For each 3% increase in page likes, there tends to be an estimated 1% increase in TV viewership.