The annual network upfronts are happening in New York City this week, a broadcast TV tradition that extends all the way back to 1962. In the era of DVRs, on demand video and streaming platforms, social affinity plays an important role in developing the audiences for these shows.

While much of it is about securing advertising commitments, it’s mainly about getting advertisers (and hopefully, viewers) excited what is in store for the fall television season. Good content is good content, and long before the shows actually air, the audiences will build on social. Engaged fans will include them in a network of brands, other shows, celebrities, movies and music that are already part of their consumer experience.

For the biggest hits on broadcast and for one newcomer , here are brands whose high social affinity to the show could play a role in extending that show’s audience:

Inhumans, ABC (new): Fandango

This Is Us, NBC: Toys ‘R Us

Empire, FOX: Boston Market

The Big Bang Theory, CBS: Windows Store

Crazy Ex-Girlfriend, The CW: Chromecast