Live TV Dominant for Twitter Activity

NEW YORK: Nielsen Social analyzed Twitter TV activity around 72 weekly broadcast and cable series and has found that the majority of chatter takes place within the live viewing window.

According to Nielsen Social, 68 percent of tweets during the period analyzed took place within three hours before through three hours after a new program airing. The percentage does vary for different types of programming: 55 percent for comedy, 64 percent for drama and 70 percent for reality.

In many cases, a higher level of Twitter TV activity during the live airing window translated to higher activity during the three following days. This means that networks whose programs generate more tweets during the live airing can likely continue engaging audiences in the days that follow.

Nielsen Social also analyzed what people were tweeting about in between live airings: 46 percent were about program viewing, regarding previously aired episodes; 36 percent were about program enthusiasm, displaying general excitement or anticipation of an upcoming episode; 13 percent were star-related discussions, referencing or engaging with talent while talking about the program; and 4 percent were program promotions, about seeing a promotion for a program online or on TV or participating with program-sponsored content such as quizzes or polls.