• by Mark Walsh  @markfwal, August 19, 2014

Why should marketers care about social TV audiences? Because they’re big, for one thing, with 64% of people who tweet about brands also tweeting about TV. That’s according to Deirdre Bannon, VP, product, Nielsen Social, speaking at the Mobile Insider Summit. In addition, that group that tweets about TV and brands, account for 78% of all brand tweets. Third, people who tweet about TV, send three times more tweets than those who just tweet about  brands. “They’re way more vocal, they’re way more social,” Bannon said. Fourth, people who tweet about brands and TV have twice as many followers on Twitter as those who only tweet about brands. Taking the last two points together, she suggested makes this group six times as influential.

-Among other Nielsen stats on social TV she offered:

 -84% of people who own phone or tablet are using while watching TV

 -10% to 17% of people watching a program b/c of social media alone

 -9% -12% are commenting on social media about programs

 -high-teens % to 20% are looking up information about shows and their stars

 -25% are aware of more TV programs than they would have been without social media