Business Insider deputy editor Nicholas Carlson admits that he did not plan on watching this year’s Academy Awards ceremony until he logged in to Twitter and read the many comments about the red carpet. He then tuned in, compelled to be a part of the ongoing conversation. Twitter believes that this type of response will allow the company “to get in on the $70+ billion that Nielsen says is spent on TV advertising in the U.S. every year.”

According to two sources familiar with Twitter’s TV advertising ambitions, the company believes that the second screen is growing in influence, as an increasing number of viewers are watching TV while simultaneously interacting with a tablet or smartphone.

The company believes that “those people will tune in on their big screen to keep up with the conversation on their small screen,” and that “it can sell ads that will ‘amplify’ these conversations — and get people to tune into specific TV shows,” reports Carlson for Business Insider.

Additionally, Twitter believes that “a brand like Coca-Cola will buy Twitter ads to get people to tune into TV shows that are sponsored by Coca-Cola,” and that “brands will prefer to spend their digital advertising budgets driving consumers to TV, where they’ll see commercials, which tell good ‘brand stories,’ rather than on banner ads,” he writes.

Twitter also believes that TV networks will help the social microblogger “sell Twitter ads to brands as part of a larger package,” explains Carlson, noting the relevance of last month’s acquisition of social TV analytics firm Bluefin Labs.

According to a Business Insider report in early February: “Twitter’s move into social TV makes a lot of sense. It hired a Head of TV last fall and there’s a strong correlation between people watching shows and tweeting about them. Just look at last night’s Super Bowl. With the help of a lengthy blackout, it was the most social event to ever air. According to Bluefin Labs, the event racked up 30.6 million mentions on Twitter, Facebook, and GetGlue, up from 12.2 million one year prior.”

Advertising Age dubbed Twitter the “New TV Guide” back in October. And as evidence of its growing influence, Twitter signed a partnership with Nielsen in December to modernize viewer metrics with its first social TV ratings.