Research: TV Tweets activate viewers

An industry study examining the value of the earned TV Twitter audience for media companies and brands has found that more than 90 per cent of those who see TV show-related tweets have taken immediate action to watch, search for or share content. The study also found that TV show viewers exposed to brand tweets are more likely to pay attention to the brand’s on-air advertising.

The study – Discovering the Value of Earned Audience – How Twitter Expressions Activate Consumers – was undertaken by Fox Broadcasting Company (FOX), Twitter and the Advertising Research Foundation (ARF).Using Twitter’s capability to survey users on Twitter.com and the Twitter mobile app via homepage recruitment, the study, uncovered that:

1. The majority of those who are exposed to TV-related tweets not only have taken immediate action around a given show, but are also highly likely to watch a show they’ve never watched before, or resume watching a show that they’d previously stopped watching, as a result of a TV-related tweet.
2. TV show viewers who recall seeing tweets mentioning a show’s brand partners are much more likely to view that brand as appealing and pay more attention to that brand’s on-air ads than the general Twitter TV audience.http://www.asi.eu.com/2014/03/26/research-tv-tweets-activate-viewers/