#TVTwitter research shows advertisers how to get the most out of TV and Twitter
Thinkbox, the commercial TV marketing body, is set to publish new research later today during Ad Week which will highlight how advertisers can get the most out of both Twitter and TV.
‘#TVTwitter: how advertisers get closer to conversation’, polled 1,000 people to chart the rise of Twitter usage in conjunction with TV viewing, bolstered by events such as the BRIT Awards which generated 4.2m tweets.
Amongst the report’s findings are that 3 in 4 people believe hashtags are searched for on Twitter because they’ve been seen on TV whilst the desire to accumulate retweets and responses drives much online activity.
A total of 76 per cent of those surveyed felt that others made their tweets about TV humorous in the hope of increasing the chances of a retweet whilst celebrity endorsement also proved critical, with 69 per cent professing to be positive about celebrities chatting on Twitter about their favourite TV shows.
Three levels of integration are identified for advertisers to integrate between TV and Twitter, the first being integration whereby Twitter content and activity is built-in from the very outset. The second is anticipation, a need for brands to plan ahead for TV moments and prepare content for them.
Lastly there is association, available to brands not advertising on TV which can still be associated with it as their customers are watching.
Neil Mortensen, research and planning director at Thinkbox said: “TV has always been a social medium and sparked an enormous amount of conversation both in and out of the living room. Twitter has introduced another way of doing what comes naturally to us as humans – sharing and conversing – and for that reason is for many people becoming an important part of the TV experience. This research will help advertisers understand more about and get the most out of this blossoming relationship.”