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BizReport : Advertising archives : March 21, 2016

People who use Twitter while watching TV have better ad recall

Research from Twitter, in conjunction with Canvs and Starcom, reveals that television viewers are much more likely to recall an ad when viewing Tweets about that show containing an emotional reaction.

by Helen Leggatt

Back in February of this year, Nielsen published a study that showed television advertising driving positive earned media for brands that are on Twitter. New research from Twitter themselves, conducted in conjunction with Canvs, a firm that measures emotional reactions on social media, and global media agency Starcom, found a correlation between how viewers react emotionally to television shows on Twitter and ad recall, brand affinity and purchase intent.

Specifically, when a high percentage of Tweets about a show contain emotional content and reactions, viewers are 48% more likely to recall an ad than those who watched shows that prompted less emotional response.

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The findings go against the notion that viewers distracted by social media, or in this case specifically, Twitter, are not receptive to advertising. The research also revealed that those who used Twitter while watching a television show were 62% more likely to recall the brands who advertised during the show than those not using Twitter. That goes for both those who are actively Tweeting and those just following along.

However, among those who actively Tweet during shows and expressed emotions in their tweets like "love," "hate," and "excited", they were found to be three times more likely to recall advertisers than those simply stating that they were watching the show. Furthermore, 61% of those who reacted emotionally said they were likely to purchase from that advertiser now or in the future.

"This research shows that audiences who are emotionally invested in a TV show are more responsive to both TV advertising and corresponding Twitter advertisin - finally dismissing the nagging notion of the distracted social viewer," said Kate Sirkin, Global Head of Audience Measurement at Publicis Media, which encompasses Starcom. "Social and emotional TV data combined help illustrate the value of emotional engagement for brands beyond a single impression on either screen. This can be done with Twitter TV targeting, which lets brands build cross-screen frequency with people who are engaging with shows on Twitter."

Image via Shutterstock

Tags: advertising, social media, television, Twitter

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