Twitter Is Helping TV Ad Campaigns, According To New Research

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Twitter Is Helping TV Ad Campaigns, According To New ResearchDue to its massive popularity, Tweeting is now a term that is commonly spouted by many children and adults around the world. It’s easy to see why social media is so important in this day and age, especially for marketing. The simple, yet alluring appeal of going on your Twitter account to comment about the latest happenings in the world, amusing anecdotes, or even advertise your business in 140 characters or less is nothing short of phenomenal. In fact, new research shows that Twitter is having an impact on TV ad campaigns.
Twitter Is Helping TV Ad Campaigns, According To New Research
In the first consolidated results from its Social TV Lab, Twitter and Starcom MediaVest Group unveiled some intriguing information regarding the popular social network’s effect on TV ad campaigns.
We’ve included some of the data from this study below:

  • Twitter + TV = Increased Brand Awareness vs TV Alone. For brands that used Twitter alongside their TV advertising, the study found on average a 6.9% increase in awareness for exposed audiences and significant increases for exposed and engaged audiences across awareness, intent and favorability measures.
  • Twitter Amplification = Sales Lift. For the brands that measured sales impact, we saw sales increases of 4% on average in households exposed to ads on Twitter and TV vs just TV ads alone.
  • The Twitter / TV Multitasker is Here – and TV Ad Recall is High for them. Only one quarter of tweeting occurs during the ad break, and it was highest during reality shows (27%). This supports existing Twitter research that found viewers who are actively engaging in social media while viewing TV are genuinely paying attention to both screens as TV show tune away is less and ad recall was higher for TV Twitter multitaskers.
  •  Real-Time TV Content Engagement is on Twitter. Tweeting about events/shows is higher (20%) than “general browsing” about a specific event/show (15%.) In addition, most tweeting happens when something in show/game/ad is worthy of a tweet (70%). 

If you’d like to learn more about this study from Twitter and Starcom MediaVest Group, simply click here.

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