• The Drum, Wednesday, April 23, 2014 10:11 AM

Research from Tumblr suggests that while Twitter is the channel for discussing live television shows, Tumblr is where people go to talk when it is over. Working with Pulsar, five shows (including "Sherlock," "Supernatural" and "Malcolm in the Middle") were tracked before, during, and after airing. Twitter, as expected, dominates during the average show -- with 600,000 tweets compared to 91,000 Tumblr posts, but then an hour after a show finishes, Tumblr has 30% more posts than Twitter has tweets. The next day, Tumblr is two-and-a-half times more active, the research concluded.

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