Dive summary:
- After heavy analysis, Nielsen SocialGuide has concluded that 70% of air-time tweets happen during broadcast and cable programming.
- This news suggests that Twitter is likely not cutting into TV ad revenue as much as previously thought.
- The amount of tweeting during commercial breaks seemed to correlate directly with the amount of time devoted to commercials in a given show—the longer or more frequent the commercial breaks, the more tweeting happened during those slots.
From the article:
"As brands continue to try and wrap their heads around the significance of reaching viewers in real time, the initial results of such immediate second-screen messaging has been decidedly mixed. The Nielsen-Twitter rating could go a long way toward enabling marketers to make smarter follow-up decisions during live events."
