A new Twitter and Starcom MediaVest research study finds that brands who leverage Twitter alongside their TV ads are seeing positive results.
Here are some of the study’s takeaways:
-For brands and companies that simultaneously used Twitter alongside TV advertising, there was a 6.9% increase in awareness for “exposed audiences” and a noteworthy spike for engaged audiences.
-For brands the measured sales impact, the study found a 4% sales increase in households exposed to advertising on both TV and Twitter.
– Just one quarter of tweeting occurs during a TV commercial break (the highest was during reality shows at 27%). This finding complements other Twitter research that found the majority of viewers are paying attention to both the TV screen and the second screen simultaneously.
-70% of Tweets happen when a specific show, game, or TV ad are “worthy” of a tweet.
“Our relationship with SMG is based on collaboration and a desire to help the biggest brands in the world understand the process of planning, buying and measuring their marketing spend, especially how the combination of TV and digital spending improves outcomes,” said Adam Bain, president of revenue at Twitter.