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Microsoft Nielsen

Microsoft ads aired during shows with social buzz saw five times more Twitter mentions than less social shows

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By Minda Smiley, Reporter

April 20, 2015 | 2 min read

Microsoft commercials shown during social television episodes saw nearly five times more Twitter mentions for the spots compared to less social programs, a recent Nielsen study shows.

The study specifically focused on how advertisers can turn paid media into earned media through optimizing TV ads in order to increase social activity. Nielsen analyzed Microsoft-related Twitter activity around one of the company’s latest US campaigns to help the brand better understand audience reactions.

Findings also showed that the brand’s emotional spots from the campaign drove more Twitter discussion that its rational, price-based ones.

A month after the campaign, Microsoft tweets went up 41 per cent from those who sent tweets about at least one primetime show that the company aired ads within.

However, conversation around Microsoft tweets dropped 38 per cent from those who did not send any tweets about the shows during which brand’s ads were airing.

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