Nielsen says that on specific days when these programs are not airing live, just 33% of TV-related tweets are sent in response to program content. During live airings this number jumps to 65%.
Weekly Twitter impressions are the highest for reality shows -- at 67%. Drama is at 58%, while comedy stands at 49%.
Those who author tweets during live airings send twice as many tweets as those who tweet when a program is not airing live.
Productive tweet authors, sending live and non-live missives, make up 8% of weekly program authors. They can send five times as many tweets per author during live airings compared to authors who only tweet when programs are not airing live.
This data comes from Nielsen analysis of 96 weekly series programs on English- and Spanish-language broadcast and cable networks airing episodes between August 31 through Oct. 25, 2015.
Twitter TV activity and reach comes from two weeks of each program tracked on a 24/7 basis, including linear tracking three hours before through three hours after live program air times.