Tweets about TV programs prove Twitter's earned media value

Now that Twitter is firmly positioned in the public lexicon, it is taking great lengths to extend the reach and value of its platform to enhance television viewing.

A new study commissioned by Twitter, Fox Broadcasting Co. and the Advertising Research Foundation concludes that more than three-fourths of users who recall seeing TV-related tweets have taken immediate action by either engaging on Twitter about a specific show or changing the dial on their television to watch a show.

The study also finds that of those users who recall seeing tweets mentioning brands, more than half (54 percent) have taken action by tweeting, searching for the brand online or considering a future purchase of the brand mentioned. That elevated brand recognition from TV-related tweets will be integral to Twitter's effective rise as a complementary advertising channel for brands already investing in TV.

Twitter Wants to Add Value to TV

"We know that Twitter is a complement to TV for audiences, and we've seen that running Twitter media alongside TV media drives greater TV ad effectiveness. This new research helps us better understand the role earned media plays in driving cross-channel effectiveness. It's great to see more evidence that Twitter is driving results for brands and TV networks," Jeffrey Graham, global director of advertising research at Twitter, said in a prepared statement.http://www.mis-asia.com/resource/internet/tweets-about-tv-programs-prove-twitters-earned-media-value/