A report jointly conducted by Fox Broadcasting, Twitter and the Advertising Research Foundation has found that more than 90 per cent of those who see TV show-related tweets take immediate action, that is, either watching, sharing or searching for content. The study attempted to explore the value of the earned audience that media companies and brands gain from TV and brand-related tweets.
Using Twitter’s capability to survey users on Twitter.com and the Twitter mobile app via homepage recruitment, the study uncovered that the majority of those who are exposed to TV-related tweets not only have taken immediate action around a given show, but are also highly likely to watch a show they’ve never watched before, or resume watching a show that they’d previously stopped watching, as a result of a TV-related tweet.
The report states that 76 per cent of those who recall seeing TV-related tweets have searched for a show, while 78 per cent have taken action on Twitter such as clicking on the show’s hashtag, following a talent handle or retweeting TV-related tweets. Additionally, nearly 77 per cent have watched the TV show content post seeing a relevant tweet. In regards to watching TV show content, 42 per cent have made a plan to watch the show later, 38 per cent have watched episodes online and 33 pr cent have changed the channel to watch the show. In fact, viewers who live-tweet with the linear broadcast are more likely to take action to discover content than those that don’t live-tweet, stated the report.
“This groundbreaking research has allowed us, for the very first time, to understand and quantify the very real value of the enormous volume of tweets generated by our shows and our brand partners every week,” said Judit Nagy, Fox’s Vice President of Analytics. “The level of engagement, activity and perceptual impact we’re seeing from these results far exceeds what we’d expected and that’s really good news for networks and brands alike.”
Tweets that mention brands also generate significant action said the report, with 54 per cent of those who recall seeing such tweets having taken action by tweeting, searching for the brand online, or considering to try the brand mentioned. This jumps to 58 per cent when measuring actions taken by the live-TV-tweeting audience.
“We know that Twitter is a complement to TV for audiences, and we’ve seen that running Twitter media alongside TV media drives greater TV ad effectiveness. This new research helps us better understand the role earned media plays in driving cross-channel effectiveness. It’s great to see more evidence that Twitter is driving results for brands and TV networks,” said Jeffrey Graham, Global Director of Advertising Research, Twitter.
The study takes the example of the popular show ‘American Idol’ and says that Twitter-engaged ‘Idol’ viewers demonstrated a 16 per cent higher level of favorability after seeing tweets that included mentions of the brand and up to 14 per cent higher intent to purchase that brand’s products versus the total Twitter TV audience. Additionally, the study found that after seeing a brand’s on-air advertisement, a viewer is more likely to remember seeing a tweet from that brand (48 per cent), and 52 per cent of viewers either visit the brand’s website, search for promotions online, consider trying the brand or search for the brand online.
The study, fielded by research consultancy db5 on behalf of Fox and Twitter, looked at 12,577 people recruited on Twitter.com and the Twitter mobile app over a two-week period. Participants were surveyed within 24 hours of primetime Twitter activity (next day beginning around noon local time), ensuring a random of individuals engaging on the Twitter platform during a time of day with high TV usage.
Further justifying the trend of multi-screen engagement that is currently being seen across the world, the study stated that 72 per cent of TV tweeters do so when they watch the live broadcast as compared to 60 per cent who tweeted when they are not watching them.
Though the results of the newest study might suggest that Twitter has developed a certain value for media, it will be interesting to see how this translates to tangible advertising value for TV advertisers. Twitter announced its first quarterly results since going public this year in February. The popular social platform announced Q4 2013 revenue of $243 million, exceeding analyst expectations, with advertising revenues at $220 million. The company has claimed that projected revenues for Q1’14 would be in the range of $230 million to $240 million with total revenue over the year projected to be in the range of $1,150 million to $1,200 million.
It would appear that broadcast advertisers have been identified as a major contributor to their revenue going forward. Late last year, in a major boost to Twitter’s TV ambitions, research firm Neilsen announced the commercial launch of Nielsen Twitter TV ratings. The idea behind this platform is to enable TV networks to measure the full Twitter engagement surrounding their programs and effectiveness of Twitter TV-related audience engagement strategies. For advertisers and media agencies, the ratings assist in making media planning and buying decisions by looking at the holistic impact of ‘Twitter TV’.
Twitter, which has been criticised in the past for not charting a clear business strategy for itself, offers two TV-focused products for advertisers. The first is TV Ad Targeting, which allows TV advertisers to reach people more effectively. It uses a technique called video fingerprinting that allows it to determine which twitter users are posting about which shows. Advertises can then reach out to these particular set of people who are more likely to have seen their TV ads.
The second product is Amplify, which pairs in-stream videos from partner broadcasters with ads. Both products have been designed for cross-platform engagement.