Twitter commissioned a series of studies by Nielsen to examine the impact of supplementing TV ad campaigns with ads on the social network, and it found that Twitter provided an average of 6 percent incremental reach to TV for campaign target demographics across four measured cross-platform campaigns.
Senior director of market insights and analytics for the U.S. and Canada Tim Perzyk said in a blog post that one large consumer-packaged-goods brand ran a campaign during a major global sports event that included a First View promoted video ad, which guaranteed that its promoted tweet would load on the first screen for a 24 hour period when a user initially opened the Twitter application or visited Twitter.com.
That CPG brand saw 22 percent incremental reach with its target audience on Twitter as compared with advertising solely on TV.
Nielsen’s studies also found that 18- to 24-year-olds accounted for the largest gains in incremental reach via Twitter of any age group, and Perzyk wrote, “This point is critical for marketers. While this demographic is a digitally connected audience, it’s also one of the most elusive demographics to reach if relying solely on television.”
Nielsen found that Generation Z, or those aged 20 and under, consume 50 percent less TV than Generation X and 66 percent less than baby boomers, but the four campaigns measured yielded an average of 25 percent incremental reach to TV among those in the 18-through-24 age group.
Finally, the studies found that Twitter saw an average of 40 percent more of its impressions reach its target audiences across the four campaigns than TV did, with Perzyk adding that Twitter outperformed Nielsen’s digital on-target-percentage norms by an average of 14 percent.