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Why those who watch TV while tweeting have higher rates of ad recall?

Written by: Jerom

TV viewers who engage in Twitter at the same time are more likely to buy. The social network made this claim in a study about TV audience behaviour.

According to the study, those who watched TV and also follow the conversation via Twitter boost ad recall by the public.

Twitter and the media agency, Starcom and Canvs (specialised in television statistics analysis and the study of emotions in social network contents), collaborated to dig deeper in their study of tweets.

They analysed how the audience's emotions strengthened the capacity to remember the comments on TV and how they reacted to them.

You, as a brand, benefits in connecting with the multiscreen users in Twitter and can benefit from the conversation.

3 key findings in the Twitter study

1 Greater recall of ads in TV programmes that provoked emotional responses

The recall rate for ads is higher if the programme generates an emotional reaction. During the programme a viewer can be up to 48% more likely to remember an add in comparison to those with a lower reaction effect.

Twitter tip:

Segment by TV programmes that have higher probability to provoke an emotional response in Twitter.

Search for the type of programme you want to reach that will provoke an emotional response from the audience and then use the Twitter segmentation to aline your campaigns with these programmes.

2 Greater rate of recall in ads in viewers who simultaneously use Twitter

Those who tweet while watching TV are up to 62% more likely to remember ads compared to those who don't use Twitter.

Twitter tip: 

Synchronise your ad campaigns in television with promoted tweets to strengthen the message.

Advertisers on TV that launch ad campaigns simultaneously in Twitter experienced an average increase of 9% in success in comparison to those that didn't publish promoted tweets.

Adding videos to your tweets can enrich your multichannel campaign even more, allowing you to start your journey in television and give people the opportunity to engage in Twitter.

3 Frequent viewers are more likely to buy

Heavy TV watchers that comment during a programme with more passionate comments like, "I love it" are more likely to buy than those who tweet neutral messages.

About 61% of Twitter users who are more emotional, confirmed that they were most likely to buy the ad products now or in the future.

Twitter tip:

Create Twitter campaigns that speak to people's the emotions related to the programme. Take advantage of your creativity to show off your content.

Important moments, such as elections, melodramas and final game moments are great opportunities to generate more conversions.

Multiscreen Twitter users

The data is interesting and shows how the emotional connection favours the purchase impulse. Even if you are a brand that doesn't advertise on TV, you can participate in Twitter conversations with multiscreen users. Utilise marketing in real time and get to know your multiscreen users in Twitter.

 

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