TV is Better with Twitter

It’s no surprise that people love to tweet while watching their favourite programmes, but the latest findings have looked into how this habit is affecting advertising retention and engagement – and it’s looking good! Like tea and biscuits, TV and Twitter is fast becoming a popular favourite.

Twitter has released an infographic which highlights key findings from the latest research into this topic and have concluded that overall, those who use Twitter while watching TV are the least likely to flick between channels during ad breaks, compared to those who are only watching television or multitasking on their phones in other ways. Meaning that there is a better chance of these viewers seeing a brand’s TV spot.

Research has also found that advertisements which include a hashtag, result in more earned media for brands up by 42% than those without. These adverts drove more immediate conversation and received more responses which were more relevant to the brand’s message, than those who did not include a hashtag. Take for example the recent Superbowl. Where an impressive 45 commercials had an accompanying hashtag. Which was probably a large contributing factor that more than 50% of tweets referring to the Superbowl contained hashtags from some form of advertising. A further 47 (of 81 in total) adverts also contained a social media call to action. This is more than enough evidence to support twitters claim.

Finally, this research has also found that second screeners on average, have a recall of 40% but among those who were using Twitter, advert recall was up to 53%, they were also 13% more likely to discuss shows, and 3% more likely to recommend programmes to others. Twitter also causes brand lift to increase as well as almost doubling purchase intent, making it a winner for both networks as well as advertisers. For those not used to the term; brand lift is the percentage increase of the set objective from a marketing campaign. For example your core objective may be an increase in product sales or followers.

From these findings we can see that any brand who advertises on television will need to take note of these findings and make sure that they have fully integrated their social media into their campaigns, as it is clear that TV works better with Twitter. So for advertisers and social media marketers alike, social media will play a significant role in any well rounded and integrated marketing campaign.

via Business 2 Community http://ift.tt/1edCQhQ