He says the new found source of traffic is because popular CBS series such as 'How I Met Your Mother,' have large audiences who actively engage with the show via Facebook and Twitter. So, recently, when the comedy's Facebook fan page crossed 20 million likes, the cast did a shout out on the show, which accounted for 40 to 50 percent of CBS.com's video views for that day alone.
Social traffic poses good news for the site and its advertisers, since the users are "by definition more engaged, when they are delivered to the site." says DeBovoise.
He spoke to Beet.TV at the Ad Age Social TV conference.