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.
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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.