In January, ESPN networks and ABC sports programming drove 20.6 million tweets, good for 20% of all TV-related Twitter activity during the month. Sports programming will continue to be the main driver of social TV growth, and Disney is in a good position to reap the rewards of social TV advertising revenue should cross-platform measurement become more accurate and uniform. Perhaps this is why ESPN jumped at the opportunity to be the first brand to participate in Project Blueprint.
Project Blueprint, the brainchild of comScore and the Coalition for Innovative Media Measurement (CIMM), was the industry’s first cross-media measurement initiative to measure five screens: TV, radio, computer, smartphone and tablet. The pilot was launched in late 2012 and ESPN announced some initial findings in June 2013. Read more