Twitter launches a guide for the TV upfronts
Since its inception Twitter has had a powerful realtionship with TV. Now as Upfronts week begins for the major networks the social platform has released their a guide for advertisers to "review recent research on how media and marketing decision- makers can leverage the enormous opportunity" that they offer.
Twitter upfronts
The guide offers a detailed summary of the realtionship between the two mediums. The most important part advertisers should pay attention to is their reserach that shows correlation with traditional TV ratings, the metric that drives the majority of the billion dollar industry.
- 29 per cent of the time, an increase in Tweet volume positively affects Nielsen’s Live TV Ratings. If you look at the data by genre, sports and reality float to the top at 46 per cent and 37 per cent respectively.
- A 10% increase in TV x Twitter impressions (i.e., impressions of Tweets that mention a TV show) can drive a 1.8 per cent lift in the +7 audience (the number of people who watch the show via DVR or VOD during the seven-day period after the live airing). The impact is more pronounced on shows that regularly generate more Twitter buzz.
This type of research has allowed Twitter to stand out as a top platform for the industry. Upfronts week will be as important for Twitter's sales team as it will for then networks themselves in wooing advertisers.
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