Twitter Ads Help Drive Viewers To TV

Twitter says advertising on its social-media platform continues to push more viewing to traditional TV.

A new study says people exposed only to a Twitter ad campaign were 23% more likely to tune-in to TV, in this example for football games. That's versus people in the control group who weren't exposed to ads at all.

A Nielsen Watch study shows audiences are more likely to tune-in to linear TV after being exposed to Twitter media.

In another example, concerning BET's efforts to promote its “Hip Hop Awards,” the network ran Twitter ads, in addition to ads on TV. Nielsen said people exposed to both the Twitter and TV ads were more likely to tune-in than those exposed to the TV ads alone.

BET saw a two-times increase to tune-in.

In another BET example -- a one-day Twitter ad campaign -- the network grabbed a seven-times lift in tune-in among people exposed to ads on both channels, compared to people who didn’t see any ads.

Twitter says the methodology came from Nielsen looking at Twitter users exposed and tagged using Twitter’s DAR [Digital Audience Ratings] integration. Then it matched these users to the client’s campaign and TV viewership from Nielsen People Meter.

Viewers who were not exposed to the campaign, were otherwise highly similar. The Nielsen control group was created to be the same in size and have similar demographic profiles, geographic dispersion and previous media behavior as those exposed to the campaign.

2 comments about "Twitter Ads Help Drive Viewers To TV".
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  1. Ed Papazian from Media Dynamics Inc, April 18, 2018 at 3:19 p.m.

    One would have to ask how much did the twitter TV  program promotion campaign cost and how many people did it motivate to tune in a show that they would not otherwise have watched?  This would be evaluated on a comparative basis with the same amount of money spent promoting the same show via other means. Was anything along these lines included in this report. I suspect that it was not---but maybe I'm wrong.

  2. Douglas Ferguson from College of Charleston, April 19, 2018 at 1:53 p.m.

    BET might not be a fair test case as African-Americans have typically been disproportionately heavy users of Twitter. For example, in 2011 Edison Research found African Americans accounted for 22 percent of Twitter users despite making up up 13 percent of the U.S. population. https://www.huffingtonpost.com/2011/08/02/african-americans-twitter-use_n_916411.html

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