Unlike television viewing parties that required everyone to convene in the same physical space, however, social media facilitates social interactions without requiring viewers to congregate in the same place.

On the flip side, if you’re busy engaging in online conversations about the program you’re watching during commercial breaks, you’re not necessarily going to be paying attention to the advertisements that air during the program.

Recent research has investigated how social media activity about television programs (what we refer to as “social TV” activity) affects different outcomes that may be of interest to marketers.

One metric that marketers monitor is online word-of-mouth surrounding their brands.

Advertising may spur more online conversation compared to the volume of conversation that was observed before the advertisement, controlling for other factors that might explain the difference.

The content and timing of the ads play a large role in how much word-of-mouth changes following the airing of the ad.

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