Twitter, Starcom MediaVest Group Research Shows That Twitter Is Helping TV Ad Campaigns - 0 views
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evidence that combining Twitter and TV results in strong gains in brand awareness, TV ad recall, engagement with television shows and sales lift.
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lab results demonstrate that Twitter’s ability to amplify significant cultural moments, far beyond original broadcast audiences.”
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The Social TV Lab findings, compiled from various sources, including Nielsen’s Brand Effect for Twitter, Datalogix’s matched household modeling, Twitter’s in-tweet surveys, looked at results for campaigns from 15 U.S.-based SMG clients as well as general social TV engagement.
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study found that people who use Twitter while watching TV are more engaged with shows and advertising, and therefore more valuable to marketers, than people who watch without Twitter.
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or 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.
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sales increases of 4% on average in households exposed to ads on Twitter and TV vs. just TV ads alone.
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3. 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.