One way Twitter seems to be like television is that the bulk of tweets about TV shows are seen when a show is live.
A study found that on average 57% of the weekly impressions of Tweets about TV shows are related to live airing of that show, according to Nielsen, which says it now measures Twitter TV activity.
The percentage varies somewhat by genre. For reality shows, live impressions are 67% of the total and for drama, they are 58%. With comedies, live impressions are only 49% of the weekly total.
People who tweet about shows do it more often when shows are airing live. But those results leave a significant amount of people tweeting when shows are not live.
Nielsen said that on days when programs are not airing live, just 33% of TV-related tweets are sent in response to program content. During live airings 65% of tweets are about program content. The remaining share of program-related tweets tends to reference a program’s brand or express excitement ahead of upcoming episodes.
Read more at B&C.