Fox and Twitter announce major social TV advertising partnership

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By Natan Edelsburg

Upfront week is underway and there are already major social TV announcements that have been made. According to the LA Times, “Fox said it would use Twitter to distribute clips of upcoming TV shows, tout highlights of live events or share video after episodes of various shows have aired.” This new partnership is going to allow Fox to tap into Twitter’s ad platform. Here are the exciting details.

The return of Jack Bauer to Fox plus a newly minted partnership with Twitter made it an exciting day for the network. According to the LA Times, “The partnership allows Fox to tap into a new revenue stream and distribution channel, even as Twitter benefits from the promotional tweets. Brands, meanwhile, can reach consumers as they carry on conversations about a show on the social network.”

The revenue share details of the deal have not been disclosed but one thing is clear. Social TV budgets just merged with traditional TV budgets. It will be interesting to see if this is a trend that other TV network advertising departments follow.