Inside Facebook Editor Brittany Darwell notes that currently, brands cannot create sponsored story ads around “watched,” or “want to watch,” stories — only page likes. So you’ll see that a friend likes a movie, but not that they want to watch it. When a user indicates they’ve watched or want to watch a show or movie, that will be reflected in the About section of the timeline.

Darwell elaborated a bit more on what this means for advertisers:

Although advertisers buying CPC ads will be charged for the click, they will not get a report about how many users indicated that they watched or want to watch their film. The same goes for organic actions of this kind. Pages do not yet receive any insights about how many people added them to watched, want-to-watch or other sections of the new About page.

Advertisers are also prevented from targeting users who specifically said they “watched” or “want to watch” a title. They can, however, target all users who have a particular film as an interest, which might mean a user Likes the page or has added it to their watched or want-to-watch lists.

Mobile users (on iOS, at least) have the option to engage with these sponsored posts by tapping the plus sign in the ad.