90% of those who see TV show-related tweets have taken immediate action to watch, search or share content, according to a new study from FOX Broadcasting Company, Twitter and the Advertising Research Foundation.
The study, which explores the value of the earned audience that media companies and brands gain from TV and brand-related tweets, revealed that the majority of those exposed to TV-related tweets are “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.
Specifically, 76% said that they have searched for a show, 78% have taken action on Twitter – such as clicking on a show’s hashtag – and 77% have taken action to watch TV show content.
In regards to watching content, 42% have made a plan to watch the show later, 38% have watched episodes online and 33% have changed the channel to watch the show.
The study also found that viewers who live-tweet with linear broadcast are more likely to take action to discover content than those who don’t.
TV show viewers who recall seeing tweets mentioning a show’s brand partners were also found to be much more likely to find the brand more appealing and pay more attention to its on-air ads than the general Twitter TV audience.
The research revealed that tweets that mention brands generate “significant action”, with 54% of those who recall seeing brand-tweets tweeting, searching for the brand online or considering to try the brand mentioned. When measuring actions taken by the live TV-tweeting audience, this jumped to 58%.
“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,” said Jeffrey Graham, global director of advertising research, Twitter.
“The 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.”
