Good news for TV programmers: TV viewers use Twitter during their TV programming -- showing lots of engagement, according to analysts. The bad news? Many are also tweeting during commercials.
In analyzing some 59 episodes, a new Nielsen SocialGuide study shows that 30% of all those who tweeted did so during a program’s commercial time; with 70% of that tweet activity coming during program content.
The study also says “the more commercial time in a program, the more tweets were sent in commercial time.”
Where there was a high of 43% share of commercial time in a TV show, there was a 43% share of all tweets. Looking at the other end, a low 9% share of commercial time yielded a 8% share of tweet activity.
The study said there is little difference between the type of shows when this activity occurs. Where there was 35% share of commercial time in total airtime when it comes to comedy TV shows, there was 35% of all tweet activity happening in that commercial time.
Share of tweeting was about the same in reality TV shows as well -- a 28% share of commercial time in an entire program drew a 29% share of overall tweets. Drama TV offered a 29% share of commercial time and 28% share of tweets; and sports was at 24% for commercial time, with a 25% share of tweets.