A recently Nielsen study measures the overlap between people who tweet about TV and people who tweet about brands that advertise on TV.
According to the report, 17 million people sent 361 million tweets about TV through April. In the same time period, “17 million people sent 215 million tweets about the approximately 700 brands that Nielsen Social captures.” The purpose of measuring the overlap was to better understand the value of social TV audiences to brands.
Here are the four key findings from the report:
1) [T]his population of social brand ambassadors—people who tweet about TV and brands—is large. The study found that in an average month, 64 percent of people who tweet about brands also tweet about TV. So if a brand is looking to engage people who are likely to share their brand message, connecting with social TV authors is a good place to start.
2) [T]he study found that people who tweet about both brands and TV account for an outsized portion of all tweets about brands. The 64 percent of people who tweeted about brands and TV sent 78 percent of all brand tweets.
3) [T]he study found that people who posted tweets about TV and brands sent three times as many brand tweets as those Twitter authors who only posted tweets about brands.
4) [T]he study found that people who tweet about brands and TV have twice as many followers as those who only tweet about brands. In other words, those TV authors are twice as influential as brand authors that don’t tweet about TV. They amplify messages to twice as many followers with each brand Tweet sent.
In June, a Twitter/Starcom MediaVest study showed brands who leverage Twitter alongside their TV ads are seeing positive results.
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