Twitter might not be the biggest or fastest-growing social network, but that doesn’t diminish its value as a space for breaking news and social TV event engagement. Data from Neustar Marketshare indicates that advertising on Twitter might be driving value for domestic movie ticket sales, as well.
Twitter commissioned Neustar to quantify the impact of advertising on domestic film releases, with a primary focus on comedy and action movies. According to the study, Twitter contributed to 13 percent of all action movie ticket sales and nearly 10 percent of comedy movie sales. Overall, Twitter helped sell one out of every 10 movie tickets sold in the U.S. and Canada.
What’s more, when TV campaigns are supported by Twitter ads, movie studios can experience up to a 16 percent increase in return on investment. For comedies specifically, adding Twitter to the movie marketing mix resulted in up to a 24 percent increase in ROI and an 11 percent increase in ROI for action movies, according to the Neustar data.
When compared with other advertising methods including print, radio, paid search, online display ads, out-of-home and even TV, Twitter’s return on advertising proved 3.5 times more efficient at driving sales domestically.
Check out the full report for more details.