A VAB Study Found That Discussion About Ad-Supported TV Continues to Thrive on Twitter

The VAB analyzed Trending Topics on Twitter over a four-week period in May and June

The VAB found that at least one-half of Trending Topics on Twitter on any given night were related to TV
Video Advertising Bureau

How intertwined are Twitter and television? According to the latest report from the Video Advertising Bureau, more than ever.

The VAB analyzed Trending Topics on Twitter over a four-week period in May and June (May 15 through June 11), and its findings included:

  • At least one-half of Trending Topics on Twitter on any given night were related to TV.
  • Ad-supported TV accounted for two-thirds of the top 10 Trending Topics.
  • 128 hashtags related to TV programs from more than 52 networks cracked the top 10 during the period studied by the VAB, with 51 of those reaching No. 1.

  • 72 percent of TV superfans—a self-identified cluster within the Twitter Insiders online research community—say social networks like Twitter play roles in their TV viewing, while 60 percent share opinions about shows they watch on Twitter, 57 track hashtags to follow what other Twitter users are saying about shows and 54 percent want to be the “go-to source” for news and information on TV shows.
  • Sports accounted for 56 percent of ad-supported trending topics, while entertainment was responsible for 40 percent and 4 percent went to news. Sports conversation was driven by the National Basketball Association and National Hockey League playoffs, as well as daily doses of Major League Baseball.
  • Football—both the National Football League and college—were huge drivers of social conversation in the fall.
  • The reverse was true for entertainment, which rose in the period analyzed by the VAB compared with the fall—83 shows versus 53, and 42 percent of program or event hashtag topics, up from 36 percent.
  • Platforms other than live TV rarely cracked Twitter’s Trending Topics: Pay TV (eight), Netflix (three), YouTube (two), pay-per-view (one), Snapchat (one), Twitch (one) and Facebook Live (one).