Twitter and Starcom MediaVest Group today announced the first consolidated results coming from its Social TV Lab. The Lab was a main component of the multi-year, first-of-its-kind partnership that SMG and Twitter announced in 2013. The lab was established to deepen awareness of new second screen behaviors and determine how to best activate Twitter alongside TV to deliver the most meaningful experiences for consumers and brands.
Various research methods, including Nielsen’s Brand Effect for Twitter, Datalogix’s matched household modeling, Twitter’s in-Tweet surveys and sophisticated social listening data, have been employed to track results spanning 15 US-based SMG clients’ brand campaigns as well as general social TV engagements.
Results confirm that social TV is here and the opportunity to use it to enhance and amplify brand experiences is only getting bigger. Thus far, lab results demonstrate that Twitter’s ability to amplify significant cultural moments, far beyond original broadcast audiences.
1. Twitter + TV = Increased Brand Awareness vs TV Alone. For brands that used Twitter alongside their TV advertising, the study found on average a 6.9% increase in awareness for exposed audiences and significant increases for exposed and engaged audiences across awareness, intent and favorability measures.
2. Twitter Amplification = Sales Lift. For the brands that measured sales impact, we saw sales increases of 4% on average in households exposed to ads on Twitter and TV vs just TV ads alone.
3. The Twitter / TV Multitasker is Here – and TV Ad Recall is High for them. Only one quarter of tweeting occurs during the ad break, and it was highest during reality shows (27%). This supports existing Twitter research that found viewers who are actively engaging in social media while viewing TV are genuinely paying attention to both screens as TV show tune away is less and ad recall was higher for TV Twitter multitaskers.
Our results found that television ad recall was also 13% higher among Twitter users versus non-multitaskers.
4. Real-Time TV Content Engagement is on Twitter. Tweeting about events/shows is higher (20%) than “general browsing” about a specific event/show (15%.) In addition, most tweeting happens when something in show/game/ad is worthy of a tweet (70%).
Results underscore that content is paramount with consumers today, and with well-planned, powerfully viral, topical executions, it is possible to extend reach significantly beyond original viewing audiences.
“TV has become a social, multiscreen experience. At the same time, Twitter, in a very short period of time, has gone from experimental to essential and there’s no better place for marketers who want to reach both influencers and their followers during the biggest live, public and conversational moments,” said SMG CEO Laura Desmond. “With the Social TV Lab, we are able to marry these two incredible platforms to get better consumer data, trend info and audience insight to feed into planning and modeling to make better decisions for our clients. Building our expertise in Twitter’s real-time platform and demonstrating the marketing ROI of TV + Twitter gives us a competitive advantage in the evolving digital media landscape.”
“Our relationship with SMG is based on collaboration and a desire to help the biggest brands in the world understand the process of planning, buying and measuring their marketing spend, especially how the combination of TV and digital spending improves outcomes,” said Adam Bain, president of revenue at Twitter. “We’re thrilled to be sharing the first of many social TV insights from our strategic partnership with SMG.”