Twitter, Starcom MediaVest Group Research Shows That Twitter Is Helping TV Ad Campaigns

twitter-social-tv-topTwitter wants to be the first choice for your second-screen. And today, it released research that backs up its aspirations.

The study, a product of Twitter’s Social TV Lab partnership with media buying agency Starcom MediaVest Group, presents evidence that combining Twitter and TV results in strong gains in brand awareness, TV ad recall, engagement with television shows and sales lift.

“Results confirm that social TV is here and the opportunity to use it to enhance and amplify brand experiences is only getting bigger,” Twitter and SMG wrote in a release. “Thus far, lab results demonstrate that Twitter’s ability to amplify significant cultural moments, far beyond original broadcast audiences.”

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.

The results present a counterpoint to skeptics such as the NBCUniversal executive who earlier this year said social media doesn’t drive TV ratings.

Although the issue of TV ratings wasn’t addressed explicitly, the 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.

Here are the main findings and an infographic by Twitter and SMG:

1. 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.

2. 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.

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.

Our results found that television ad recall was also 13% higher among Twitter users versus non-multitaskers.

4. 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%).

twitter-social-tv-page1

twitter-social-tv-study

Related Topics: Channel: Social Media Marketing | Social Media Marketing | Top News | Twitter

Sponsored


About The Author: is Third Door Media's Social Media Correspondent, reporting on the latest news for Marketing Land and Search Engine Land. He spent 24 years with the Los Angeles Times, serving as social media and reader engagement editor from 2010-2014. A graduate of UC Irvine and the University of Missouri journalism school, Beck started started his career at the Times as a sportswriter and copy editor. Follow Martin on Twitter (@MartinBeck), Facebook and/or Google+.

Connect with the author via: Email | Twitter | Google+



Marketing Day:

Get the top marketing stories daily!  

Share

Other ways to share:
 

Read before commenting! We welcome constructive comments and allow any that meet our common sense criteria. This means being respectful and polite to others. It means providing helpful information that contributes to a story or discussion. It means leaving links only that substantially add further to a discussion. Comments using foul language, being disrespectful to others or otherwise violating what we believe are common sense standards of discussion will be deleted. You can read more about our comments policy here.

Get Our News, Everywhere!

Daily Email:

Follow Marketing Land on Twitter @marketingland Like Marketing Land on Facebook Follow Marketing Land on Google+ Subscribe to Our Feed! Join our LinkedIn Group Check out our Tumblr! See us on Pinterest

 
 

Click to watch SMX conference video

Join us at one of our SMX or MarTech events:

United States

Europe

Australia & China

Learn more about: SMX | MarTech


Free Daily Marketing News!

Marketing Day is a once-per-day newsletter update - sign up below and get the news delivered to you!