Today, Twitter is rolling out the ability to target users who are actively talking about a TV program to a handful of locations across the world. This targeting type allows advertisers to market to those who are watching a specific program whether it’s “Tu Cara Me Suena” in Spain or “Big Brother Brasil” in Brazil.
Initially offered only in the US and UK, the list of new locations include Brazil, Canada, France and Spain, with beta availability in Argentina, Australia, Austria, Germany, Ireland, Italy, Japan and Mexico. To highlight the overall capability and activity around a show, Twitter released this following graphic on the Big Brother Brasil finale:
According to a Twitter study involving the ARF and Fox, 90% of users have taken action after seeing TV Tweets and 54% have taken action on brand-related mentions, making this quite a unique advertising option that marketers can take advantage of.
For more information, please see the full Twitter blog post.