Twitter is thought to be the leader in second-screen engagement, but numbers from Tumblr show that conversations surrounding TV shows only spike on Twitter during live airings, while they can be sustained for days on Tumblr.

Twitter is thought to be the leader in second-screen engagement, but numbers from Tumblr show that conversations surrounding TV shows only spike on Twitter during live airings, while they can be sustained for days on Tumblr. The culture of next level fandomskeeps engagement strong on the micro-blogging site, and Viacom has already signed on with advertising to capture the superfan segments. (Wired)