Viewers far more likely to tweet during TV programs than during the commercials, SocialGuide says

It’s a well-known fact that viewers tweet during their favorite programs, but what is the relation between watching television and using the social network Twitter? One of the unanswered questions up to now was whether users of the social network tweet while watching a program on the small screen, or if they wait for a commercial break to send their messages.A study by Nielsen’s SocialGuide now indicates that 70 percent of tweets are sent during TV programs, while just 30 percent are sent during the commercials. Only three out of 10 tweets are sent during commercial breaks.“It turns out that in some of the more compelling programs there are spikes in Twitter activity that coincide with significant plot moments. But as far as there being spikes during the commercials, that’s generally not the case” said Andrew Somosi, CEO of SocialGuide.At the same time, messages shared during the ads don’t depend on the type of program. For example, during sports programs, some 25 percent of tweets are sent during the commercials, while during TV dramas, 28 percent are sent during the ads.Last year, 32 million Americans posted messages on social networks while watching television. A recent Nielsen survey revealed that the volume of tweets affects program ratings.