Second screen social network war is heating up

After “Breaking Bad” drew 10.3 million viewers to one of the most crowd-satisfying finales in television history on Sunday, Twitter and Facebook raced to tell the news media about the throngs who shared their instant reactions to the show on the social networks.

The companies were seeking more than just bragging rights.

Facebook and Twitter both see the social conversation around television as a way to increase use of their sites and win a bigger piece of advertisers’ spending, which eMarketer estimates will be $171 billion across all types of media this year in the United States. In recent months, they have engaged in an escalating battle — publicly and behind the scenes — to claim the title of the nation’s digital water cooler as they woo networks and advertisers.